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Insights into Tomorrow's Nutraceutical ConsumersPublished by: Datamonitor Published: Oct. 4, 2005 - 80 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 The hot topic 3 The future decoded 3 Action points 4 CHAPTER 2 THE FUTURE DECODED 14 Introduction 14 TREND: Lifestyle health problems are on the rise 14 The proportion of Senior consumers is growing 14 Lifestyle diseases are becoming more common 16 TREND: Nutraceutical consumption is growing fast 20 US consumption growth is driven by energy and drinks 20 European consumption is more evenly split 23 Swedes and Germans are Europe’s keenest nutraceutical consumers 24 TREND: Healthy eating is increasingly part of consumers’ lives 26 People increasingly understand the importance of a healthy diet 26 On-the-go healthy food and drink consumption is rising relentlessly 27 INSIGHT: Higher-income women and young people are the key audience 29 Seniors lag behind in consumption terms 29 American women are the biggest nutraceutical consumers 31 Nutraceutical products are not benefiting from ‘masstige’ trends 32 INSIGHT: People do not believe manufacturers’ health claims 33 People are increasingly skeptical about corporate claims 33 Food and drink claims are particularly distrusted 34 Consumers must understand products to trust their claims 35 People will believe realistic and focused claims 36 INSIGHT: Consumers have an attitude-behavior gap concerning healthy eating 37 Younger consumers show the biggest gap concerning general health 37 Men show the biggest gap when it comes to healthy eating 38 The picture is more mixed when health enters the fray 39 The attitude-behavior gap is declining 40 INSIGHT: People use nutraceuticals for short-term reasons 41 Weight loss, energy and clean teeth are most important 42 Long-term health concerns are becoming more important 43 Anti-ageing beauty benefits are an emerging niche 43 INSIGHT: Nutraceuticals must satisfy trends beyond just health 45 A good sensory experience is vital, but challenging to achieve 46 Time pressure drives healthy consumers to nutraceuticals 48 Some functional food and drinks have ‘cool’ value 48 Conclusions 49 CHAPTER 3 ACTION POINTS 50 Introduction 50 Communicate effectively with consumers to gain their trust 51 Focus tightly on specific health benefits 51 Seek endorsements from reputable organizations 53 Build trust in your company as well as your products 53 Show a corporate commitment to health and wellness 53 Extend brands that consumers already trust 55 Create products that address the attitude-behavior gap 56 Use natural ingredients for taste and authenticity 56 Draw attention to products’ convenience and cool benefits 56 Create ‘masstige’ products for lower-income groups 58 Tap into demand for ‘accessible premium’ products 58 Apply ‘hi-lo consumption’ to functional food marketing 60 Meet older and younger consumers’ unmet needs 61 Target Seniors by highlighting product effectiveness 61 Help younger consumers to maximize their alertness 62 Stimulate demand for appearance-enhancing products 64 Capitalize on obesity concerns with weight-loss functional foods 64 Target reluctant consumers with beauty claims 65 Borrow successful innovations from abroad 66 Look to Japan for esoteric advances 66 Learn what consumers like from other Western markets 68 CHAPTER 4 APPENDIX 70 Supplementary data 70 Functional food & drink sales in France 70 Functional food & drink sales in Germany 71 Functional food & drink sales in Italy 72 Functional food & drink sales in the Netherlands 73 Functional food & drink sales in Spain 74 Functional food & drink sales in Sweden 75 Functional food & drink sales in the UK 76 Functional food & drink sales in the rest of Europe 77 Definitions 78 Research methodology 79 Future readings 79 Report writing team 80 How to contact experts in your industry 80 LIST OF TABLES Table 1: Population by age group (m), Europe and US, 1999-2009 15 Table 2: Consumers suffering from bone health problems (m), Europe and US, 1999-2009 17 Table 3: Consumers suffering from heart health problems (m), Europe and US, 1999-2009 18 Table 4: Consumers suffering from gut health problems (m), Europe and US, 1999-2009 20 Table 5: US functional food & drink market value (US$ m), by category, 1999-2009 21 Table 6: US functional food & drink market value (US$ m), by claimed health benefit, 1999-2009 22 Table 7: Europe functional food & drink market value (US$ m), by category, 1999-2009 23 Table 8: Europe functional food & drink market value (US$ m), by claimed health benefit, 1999-2009 24 Table 9: Europe functional food & drink market value (US$ m), by country, 1999-2009 26 Table 10: Importance of improving physical health through diet, Europe and US, 2005 27 Table 11: Healthy on-the-go eating occasions (per head and total), Europe & US, 2004-2009 28 Table 12: European and US healthy on-the-go drinking occasions (per head and total), 2004-2009 29 Table 13: Functional food and drink share of volume consumption by age group, Europe & US, 2004 30 Table 14: Functional food and drink share of volume consumption by gender, Europe & US, 2004 31 Table 15: Consumers’ trust of specific institutions (% respondents), 2003 34 Table 16: Consumers’ trust of claims made by food and drink manufacturers (% respondents), Europe and US, 2005 35 Table 17: Consumers’ likelihood of taking active steps to improve physical health as % of stated importance of improving physical health, Europe and US, 2005 38 Table 18: Consumers’ likelihood of improving their diet as % of stated importance of improving physical health through diet, Europe and US, 2005 39 Table 19: Consumers’ likelihood of choosing health over taste as % of stated importance of choosing health over taste, Europe and US, 2005 40 Table 20: US consumers’ perceived interest in functional and fortified product types, 2005 42 Table 21: Fastest-growing new nutraceutical ingredients in Japan, 2003-2005 67 Table 22: France functional food & drink market value (US$ m), by category, 1999-2009 70 Table 23: France functional food & drink market value (US$ m), by claimed health benefit, 1999-2009 70 Table 24: Germany functional food & drink market value (US$ m), by category, 1999-2009 71 Table 25: Germany functional food & drink market value (US$ m), by claimed health benefit, 1999-2009 71 Table 26: Italy functional food & drink market value (US$ m), by category, 1999-2009 72 Table 27: Italy functional food & drink market value (US$ m), by claimed health benefit, 1999-2009 72 Table 28: Netherlands functional food & drink market value (US$ m), by category, 1999-2009 73 Table 29: Netherlands functional food & drink market value (US$ m), by claimed health benefit, 1999-2009 73 Table 30: Spain functional food & drink market value (US$ m), by category, 1999-2009 74 Table 31: Spain functional food & drink market value (US$ m), by claimed health benefit, 1999-2009 74 Table 32: Sweden functional food & drink market value (US$ m), by category, 1999-2009 75 Table 33: Sweden functional food & drink market value (US$ m), by claimed health benefit, 1999-2009 75 Table 34: UK functional food & drink market value (US$ m), by category, 1999-2009 76 Table 35: UK functional food & drink market value (US$ m), by claimed health benefit, 1999-2009 76 Table 36: Rest of Europe functional food & drink market value (US$ m), by category, 1999-2009 77 Table 37: Rest of Europe functional food & drink market value (US$ m), by claimed health benefit, 1999-2009 77 Table 38: Definitions of disease types covered 78 LIST OF FIGURES Figure 1: Swedes and Germans are the biggest per-capita nutraceuticals consumers 25 Figure 2: Low earners are almost as indulgent as high earners in terms of purchasing behavior 32 Figure 3: There are strong gains to be made from targeting the needs of specific consumer groups, such as pregnant women 37 Figure 4: Consumers’ health behaviors in the future will be decreasingly characterized by attitude/ behavior gaps 41 Figure 5: US consumers’ well-being concerns focus on presentation issues 43 Figure 6: Oral beauty products have a limited but rising market penetration across the leading developed economies 44 Figure 7: Nutraceuticals that target specific beauty care concerns are starting to appear 45 Figure 8: All-natural nutraceutical products have authenticity and often taste benefits over artificial additives 47 Figure 9: Targeted functional products can be made from natural ingredients, but many natural products currently just make general health claims 52 Figure 10: Successful ‘healthy’ product lines can easily be extended into functional categories 55 Figure 11: Some fortified categories can be marketed as strongly aspirational even at a relatively low price point 59 Figure 12: Products that are closely targeted to Seniors’ taste and health requirements can help overcome their skepticism 62 Figure 13: Highly specific alertness claims may win over younger consumers, but only if they can be substantiated 63 Figure 14: Functional products can target weight-conscious consumers with active weight-loss benefits 65 Figure 15: Many Japanese nutraceuticals could not be replicated in the US or Europe 68 AbstractIntroductionThe ageing of the population and the increasing importance that consumers attach to health mean that the US and European nutraceuticals markets will grow to US$25bn and US$7bn by 2009. However growth is hampered by consumers' mistrust of manufacturers' claims: almost 50% find them untrustworthy. Players will need to overcome this and other obstacles to grow their share of this market. Scope An in-depth investigation of the changing needs which are driving consumers' demands for improvements in functional food and drinks Examination of core consumer groups and consumption occasions which will determine the future development of the nutraceuticals market. Analysis of new product development, highlighting innovative products which add value for consumers trying to fit a healthy diet into their lifestyle. In-depth coverage of the nutraceuticals market in France, Germany, Italy, The Netherlands, Spain, Sweden, the UK and the US. Highlights Sales of functional products are rising across all food and drink categories in the US and Europe alike. The US market was worth US$18.9bn in 2004, with annual sales growth averaging 7.2% over the 1999-2004 period. Europe's Young Adults consume 36% more nutraceuticals than an average consumer, and even in the US the figure is as high as 28%. Despite stereotypes about Europeans being particularly distrustful of business, 45% of Americans say that they largely or entirely disbelieve food and drink manufacturers' health claims, a similar figure to France and far more than in the Netherlands. Reasons to Purchase Gain a complete map of the nutraceuticals market, split by country, product market and health benefit. Understand the specific needs and expectations of key potential consumer groups. Learn how to target consumers' needs from selected best practice NPD. Get Full Details About This Report >> |
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