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Published by: Mintel International Group Ltd.
Published: Nov. 1, 2005 - 85 Pages
Table of Contents
Introduction and Abbreviations
Introduction
Other relevant reports
Definitions
Health claims
Foods included in the study
Abbreviations and terms
Abbreviations
Terms
Executive Summary
A $39.2 billion market
Diet and health
Women’s health issues
The relationship between diet and health
Consumers are skeptical about health messages
Nine segments analyzed for this study
Kraft/Nabisco leads other top manufacturers
“Got Milk?” on the way out
Supermarkets comprise 97% of sales
More than two thirds of respondents seek foods for health
Six in ten believe that printed health claims on food packages are helpful
Associating foods and health benefits/functions
The Baby Boom will continue to be a good market for “healthy” foods
An increasing number of allowed claims
Will consumers continue to believe health claims?
Market Drivers
Prevention of disease
- Figure 1: U.S. population, by age, 2000-10
Women’s health issues
- Figure 2: Deaths and percentage of total deaths for the ten leading causes of death, by gender, 2000
- Figure 3: Female population projections, by age, 2000-10
The relationship between diet and health
Consumers becoming more skeptical of health claims
Market Size and Trends
- Figure 4: Total U.S. retail sales of FDA-approved food, at current and constant prices, 2000-05
- Figure 5: Graph: Total U.S. retail sales of FDA-approved foods, at current and constant prices, 2000-05
Market Segmentation
- Figure 6: Sales of FDA-approved labeled food market, segmented by type, 2003 and 2005
- Figure 7: Graph: Share of sales of FDA-approved labeled foods market, segmented by type, 2005
Dairy products
- Figure 8: Sales of dairy products, at current and constant prices, 2000-05
- Figure 9: Sales of dairy products, by sub-segment, at current and constant prices, 2000-05
Grain products
- Figure 10: Sales of grain products, at current and constant prices, 2000-05
Fruit juice and juice drinks
- Figure 11: Sales of fruit juice and juice drinks, at current and constant prices, 2000-05
Nuts
- Figure 12: Sales of nuts, at current and constant prices, 2000-05
Soy products
- Figure 13: Sales of soy products, at current and constant prices, 2000-05
Shelf-stable seafood
- Figure 14: Sales of shelf-stable seafood, at current and constant prices, 2000-05
Margarine
- Figure 15: Sales of margarine, at current and constant prices, 2000-05
Sugarless gum
- Figure 16: Sales of sugarless gum, at current and constant prices, 2000-05
Olive oil
- Figure 17: Sales of olive oil, at current and constant prices, 2000-05
Supply Structure
Companies and brand sales
- Figure 18: Manufacturer sales of food eligible for FDA-approved labeling in the U.S., 2002 and 2004
Dairy products
- Figure 19: Manufacturer brand sales of dairy products eligible for FDA health claim labels in the U.S., 2002 and 2004
Grain products
- Figure 20: Manufacturer brand sales of grain products eligible for FDA health claim labels in the U.S., 2002 and 2004
Juice and juice beverages
- Figure 21: Manufacturer brand sales of juice and juice beverages eligible for FDA health claim labels in the U.S., 2002 and 2004
Nuts
- Figure 22: Manufacturer brand sales of nuts eligible for FDA health claim labels in the U.S., 2002 and 2004
Soy products
- Figure 23: Manufacturer brand sales of soy products eligible for FDA health claim labels in the U.S., 2002 and 2004
Shelf-stable seafood
- Figure 24: Manufacturer brand sales of shelf-stable seafood eligible for FDA health claim labels in the U.S., 2002 and 2004
Margarine
- Figure 25: Manufacturer brand sales of margarine eligible for FDA health claim labels in the U.S., 2002 and 2004
Sugarless gum
- Figure 26: Manufacturer brand sales of sugarless gum eligible for FDA health claim labels in the U.S., 2002 and 2004
Olive oil
- Figure 27: Manufacturer brand sales of olive oil eligible for FDA health claim labels in the U.S., 2002 and 2004
Company profiles
Coca-Cola
ConAgra
Dean Foods
General Mills
Kellogg
Kraft Foods
PepsiCo/Quaker Oats/Tropicana
Unilever
Advertising and Promotion
California Milk Processor Board (CMPB)
3-A-Day of Dairy
Kraft/Post
PepsiCo/Tropicana
Quaker
Unilever/I Can’t Believe It’s Not Butter
Retail Distribution
Introduction
- Figure 28: U.S. retail sales of food with FDA-approved labeling, by channel, 2003 and 2005
Supermarkets
- Figure 29: Supermarket sales of food with FDA-approved labeling, 2000-05
The Consumer
Introduction
Purchase of foods that claim health benefits
- Figure 30: Look for foods that claim to help or prevent specific health conditions, September 2005
- Figure 31: Look for foods that claim to help or prevent specific health conditions, by gender, September 2005
- Figure 32: Look for foods that claim to help or prevent specific health conditions, by age, September 2005
- Figure 33: Look for foods that claim to help or prevent specific health conditions, by household income, September 2005
- Figure 34: Look for foods that claim to help or prevent specific health conditions, by presence/absence of children in the home, September 2005
Health claims and purchase decisions
- Figure 35: Impact of health claims on food and purchase decisions, by gender, age, household income and race, September 2005
Association between foods and health benefits
- Figure 36: Understanding of relationship between foods and benefits, September 2005
- Figure 37: Understanding of relationship between foods and benefits, by gender, September 2005
- Figure 38: Understanding of relationship between foods and benefits, by age, September 2005
- Figure 39: Understanding of relationship between foods and benefits, by race, September 2005
Summary
Future and Forecast
Future trends
Aging Baby Boom generation will continue to seek food for health
More foods become eligible for FDA-qualified health claims
Will consumers continue to believe health claims?
Market Forecast
FDA-approved food
- Figure 40: Forecast of total U.S. retail sales of FDA-approved food, at current and constant prices, 2005-10
- Figure 41: Graph: Trends of total U.S. retail sales of FDA-approved food, 2000-10
Forecast factors
Appendix: Trade Associations
Appendix: Research Methodology
Consumer Research
Greenfield Online
Presentation & Definition
ICR Surveys EXCEL
Simmons National Consumer Surveys
Technometrica TechnoExpresssm
Further Analysis
Trade Research
Informal trade research
Formal trade research
Desk & Internet Research
Sources
Definitions
Forecasts
Appendix: What is Mintel?
Mintel Group
Mintel Reports
Mintel Premier
Mintel ECLIPS
GNPD
Menu Insights
Comperemedia
Brokertrack
Mintel Services
Applied Research
Mintel Consulting
POS+
AbstractThe Food and Drug Administration (FDA) allows specific health claims to be applied to particular foods. These claims alert shoppers to a product's potential health benefits by stating that certain foods or food ingredients may, as part of an overall healthful diet plan, reduce the risk or control the effects of some diseases. The claims do not suggest that specific foods offer a cures for specific diseases, but instead offer guidance to consumers trying to follow a dietary regime that could potentially reduce their risk of either contracting a disease or exacerbating a current health situation. Prevention, not cure, therefore, is the primary intent. This report reviews a sample of food products eligible for FDA health claim labeling. Although it is impossible to include all foods eligible for such claims, Mintel has included at least one food to match each of the current claims (e.g. dairy products and the claim for calcium/osteoporosis). The market size of the selected foods that can leverage the FDA labeling was $39.2 billion in 2005.
Prior to a change in the authorization process, 14 key claims had been permitted. Since July 2003, a further four claims have been authorized and some 12 products/ingredients are currently awaiting authorization. One of the results of the change in the authorization process is that permitted claims are likely to be agreed on more quickly than was the case prior to 2003. As a result, the number of foods eligible to bear FDA health claims is likely to increase.
This report examines specific health claims that the FDA allows manufacturers to use on their packaged food products and the sales of packaged foods and brands that bear—or are permitted to bear—these claims. Manufacturers who use these claims, either on their products or on advertising about their products, do so because they believe that the claims will increase sales of the products by more clearly conveying the health benefits these products provide. FDA-approved claims also add weight to individual products’ positioning as “good-for-you foods or beverages,” since the intended purpose of health claims is to benefit consumers by providing information on healthful eating patterns that may help reduce the risk of contracting or offer ways of controlling, a number of diseases and conditions.
This report proposes that U.S. retail sales of FDA-approved food are predicted to increase 12% at current prices but to decrease 5% at constant prices from 2005 to 2010. By comparison, from 2000 to 2005, total U.S. retail sales of FDA-approved food increased by 6% at current prices but decreased 6% at constant 2005 prices.
The following food groups are included in this report:
- dairy products
- grain products
- fruit juices/beverages
- nuts
- soy products
- shelf-stable seafood
- margarine
- sugarless gum
- olive oil
Fresh fruits and vegetables are not considered, because sales of these produce items cannot be documented consistently with the measures used for the other foods included in this report. The objective of this report is to explore the impact of FDA claim labeling on the food groups included with the intention that this will allow conclusions to be drawn across the wider market.
Note: As this report was being completed, the FDA announced new restrictions on claims for packaged tomatoes products. Due to the timing of this FDA decision, sales of tomato products have been excluded from the market size of this report.
This report contains US IRI InfoScan data.
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