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Innovation in Functional Food and Drinks: Growth Opportunities from New Nutraceutical IngredientsPublished by: Business Insights Published: Nov. 1, 2005 - 178 Pages Table of ContentsTable of Contents Innovation in Functional Food and Drinks Executive Summary 12 Consumer drivers 12 Market dynamics 13 Key ingredients 14 Innovation and NPD in functional brands 15 Regulatory trends 16 Actionable recommendations 17 Chapter 1 Consumer drivers 20 Summary 20 Introduction 21 Health overview of consumers 21 Heart health and cardiovascular disease 21 Gut health 24 Bone and joint health 25 Osteoporosis 25 Arthritis 26 Cancer 27 Mental health 28 Alzheimer’s disease 28 Stress 29 Vision health 30 Energy 32 The over-the-counter drug market 32 Preferences and behaviors of consumers 34 Concern for health 36 Consumer belief in functional health product efficacy for specific health concerns 37 Influence of health benefits on functional purchases 38 Consumer health concerns driving purchases of functional health products 40 Combining long-term health maintenance with short-term benefits 43 Consumers’ perceptions of nutrition labeling 45 iv Main drivers and trends 48 The trend towards health and well-being 48 An aging population concerned with long-term health and beauty 50 Chapter 2 Market dynamics 52 Summary 52 Introduction 53 Market size 53 Trends in functional food and drink formulation 54 Joint ventures for branding purposes 54 Technological advancements have led to improved taste formulations 57 Improving bioavailability 57 Improving formulation 58 Improving taste and texture 59 A shift in marketing focus is creating wider appeal 60 Shifting emphasis to address cultural preferences 60 Shifting emphasis on health benefits to grow market share 61 Stricter regulations 62 Key manufacturers 63 Manufacturer opinion of the functional food and drinks market 65 Top categories for functional products 66 Features of functional products 66 Manufacturer perceptions of healthy consumers 67 Growth of on-the-go products and functional staple foods 67 Manufacturer perceptions of consumer interest vs. consumer purchasing behavior 68 Manufacturer perception of consumer health activity 69 Chapter 3 Key functional ingredients 76 Summary 76 Introduction 77 Ingredients companies 77 Suppliers 78 Full-service providers 78 Key ingredients in functional food and drinks 79 Growth of the key ingredients 81 Antioxidants 82 Coenzyme Q10 84 Lutein 85 Lycopene 85 v Black cohosh 87 Calcium 88 Calcium and weight loss 88 Calcium and heart health 89 Cocoa flavanols 90 Fucoidan 92 Gingko, ginseng and echinacea 92 Glucosamine 93 Magnesium 95 Omega-3/6 and Polyunsaturated Fatty Acids 95 Pine bark 97 Probiotics and prebiotics 97 Soy isoflavones 99 Lecithin 100 Whey 101 Market opportunity of key ingredients 102 Chapter 4 Innovation and NPD in functional brands 108 Summary 108 Introduction 109 Innovation in functional ingredients 109 Innovation in functional food and drinks 111 Innovation in formulation 111 Soft drinks with higher level functional benefits 112 Innovation in formulation for probiotic drinks 113 Innovation in packaging 114 Growth of the functional categories 115 Dairy 116 Bakery and cereals 119 Snacks 121 Ready meals 122 Soft drinks 124 Hot drinks 127 Functional alcoholic drinks 129 Delivery systems 130 Foods and drinks 130 Other delivery methods 131 Gums and sweets 131 Oral strips 132 Tinctures and drops 133 Oral sprays and mists 133 Nutrient patches 133 vi Chapter 5 Opportunities and threats in regulation 136 Summary 136 Introduction 136 Regulatory trends in the US 137 The Consumer Information for Better Nutrition Initiative 138 Opportunities 140 Threats 142 The Bioterrorism Act of 2002 143 Issues with the regulation 143 Good Manufacturing Practices 144 Threats of the GMP regulation 145 The Dietary Supplements Safety Act (Bill S.722) 146 Japan 147 Opportunities 148 Costs of FOSHU approval 149 Europe 150 Threats 152 Opportunities 153 Other regulations 154 Canada 154 South America 155 Australia 155 Conclusions 156 Chapter 6 Actionable recommendations 158 Summary 158 Introduction 158 Marketing the functionality 159 Broadening the target audience for functional ingredients 161 Men 162 Families 162 Younger consumers 163 Targeting both younger and elderly consumers 164 Find the right functional supplier 165 Convenient functional foods 166 Five key elements to creating a successful functional staple food 168 An availability identical to regular products 168 Finding the right partner/supplier 168 A clear, non-threatening benefit 169 vii Benefit specificity for the target group 170 “Own” the benefit 170 Appendix 172 Definitions 172 Index 175 List of Figures Figure 1.1: Influence of health benefits on functional purchases, Instant Gratifiers vs. all respondents, % respondents answering “strong” or “quite strong” 39 Figure 1.2: Active engagement in improving external well-being by segment, % respondents answering “very” or “quite” engaged 40 Figure 1.3: Frequency purchase of functional health products, Instant Gratifiers vs. all respondents, % respondents answering “frequent” or “sometimes” 42 Figure 1.4: Percentage of interviewees wanting nutritional information on the label in each country 45 Figure 1.5: Consumers’ awareness of nutritional information 46 Figure 1.6: Consumers’ trust in nutritional claims 47 Figure 1.7: Would the claim ‘rich in calcium’ lead you to buy the product? 48 Figure 1.8: Top health concerns, % respondents 49 Figure 2.9: 8th Continent Light Soymilk 56 Figure 2.10: Importance of functional categories, 2005-2008, “very” or “quite” important, % respondents 66 Figure 2.11: Health benefits driving the functional health industry, 2005-2008, % respondents answering “strongly” 67 Figure 2.12: Manufacturer perceptions of consumer interest vs. consumer purchasing behavior, % respondents answering “strongly interested” and “frequently purchase" 69 Figure 2.13: Manufacturer perception of consumer health activity, % respondents 70 Figure 2.14: Consumer health activity, % respondents answering “very engaged” and “engaged” 71 Figure 3.15: Suppliers and full-service providers 77 Figure 3.16: Popularity and market opportunity of key ingredients in the US, Europe & Japan 81 Figure 3.17: % growth in terms of product launches of the key ingredients, 2003-2005 82 Figure 3.18: POM Wonderful 100% Pomegranate Juice 83 Figure 3.19: Eclectic Organic Water 88 Figure 3.20: CocoaVia Chocolate Chew 91 Figure 3.21: Joint Juice Glucosamine Dietary Supplement 94 Figure 3.22: Well & Active Probiotische Molke Drink 99 Figure 3.23: Market opportunity of key ingredients, importance vs. application 103 Figure 3.24: Market opportunity of key ingredients, current market value vs. potential market value 105 Figure 4.25: Innovation in functional ingredients, 2003-2005 109 Figure 4.26: Innovation vs. growth of product launches containing key ingredients 110 Figure 4.27: Zeria Chondrobi Noshuku Eki Junko 112 Figure 4.28: Defense Effervescent Supplement Drink 114 Figure 4.29: % growth of functional categories in terms of new product launches, 2001-2005 115 Figure 4.30: % of dairy product launches with functional benefits, 2001-2005 117 Figure 4.31: Becel Pro-Activ Diat-Joghurtdrink - Original 118 Figure 4.32: Bravo! Pro Slammers Milk 118 Figure 4.33: % of bakery and cereals product launches with functional benefits, 2001-2005 119 viii Figure 4.34: Sara Lee Whole Grain White Bread 120 Figure 4.35: % of snacks product launches with functional benefits, 2001-2005 121 Figure 4.36: Lowell Sweets SesaKiss Sesame Seed Snack Bar 122 Figure 4.37: % of ready meals product launches with functional benefits, 2001-2005 123 Figure 4.38: Findus Feeling Great! Spansk Laxpasta 124 Figure 4.39: % of soft drinks product launches with functional benefits, 2001-2005 124 Figure 4.40: Powerade Power Option 125 Figure 4.41: Coca-Cola Soft Drink - Furusato Dayori Kishu-San Ume no Tansan 126 Figure 4.42: % of hot drinks product launches with functional benefits, 2001-2005 127 Figure 4.43: Rest Health Brown Green Tea Drink 128 Figure 4.44: Suntory Cocktail - Macadia Sparkling 129 Figure 4.45: Consumer interest in delivery methods for functional health products, % respondents answering “very” or “moderately” interested 131 Figure 5.46: Manufacturer perception of regulatory effects on industry, % respondents answering “very strong” or “strong” 138 Figure 5.47: The FOSHU logo 148 Figure 6.48: General Mills heart healthy symbols 160 Figure 6.49: Consumer appeal of functional food and drinks 161 Figure 6.50: Oscar Mayer Lunchables Fun Fuel Lunch Combinations 163 Figure 6.51: Examples of high and low level convenience 167 Figure 6.52: Key elements to creating a successful functional food or drink 169 List of Tables Table 1.1: Estimated prevalence of major cardiovascular diseases and hypertension and hypercholesterolemia in the seven major markets, 2004 22 Table 1.2: Prevalence and incidence of Crohn’s Disease by country, 2004 24 Table 1.3: Prevalence and incidence of Ulcerative Colitis by country, 2004 24 Table 1.4: Prevalence of osteoporosis in and women men over 50 in the seven major markets, 2003 26 Table 1.5: Growth in Rheumatoid Arthritis statistics, seven major markets (000s), 2003-2010 27 Table 1.6: Cancer patient statistics across the seven major pharmaceutical markets, 2004 27 Table 1.7: Prevalence of Alzheimer’s Disease across the seven major markets, 2004-09 29 Table 1.8: Stress of affluent consumers 30 Table 1.9: Estimated prevalence of cataracts, 2003 31 Table 1.10: Estimated prevalence of open-angle glaucoma, 2003 31 Table 1.11: European self-medication pharmaceutical market, (€m) 2002-2004 32 Table 1.12: Per capita spend of OTC drugs in Europe, (€), 2002-2004 33 Table 1.13: Consumer behavior by age, % respondents 35 Table 1.14: Consumer behavior by gender, % respondents 35 Table 1.15: Consumer health concerns by segment, % respondents 36 Table 1.16: Influence of health benefits on functional purchases, % respondents answering “strong” or “quite strong” 37 Table 1.17: Consumer belief in functional health product efficacy for specific health concerns, by segment, % respondents 37 Table 1.18: Consumer health concerns driving purchases of functional health products by segment, % respondents answering to a “very high” or “high” degree 41 Table 1.19: Consumer purchase of functional health products by segment, % respondents answering “frequently” or “sometimes” 42 ix Table 1.20: Long-term consumer health concerns by age group, % respondents 44 Table 1.21: Short-term consumer health concerns by age group, % respondents 44 Table 1.22: Population of over 60’s by country, (m), 2004-2010 50 Table 2.23: Functional food and drink sales by value ($m), 2004-2008 53 Table 2.24: Key manufacturers and new functional food and drink development, 2004-2005 64 Table 2.25: Key manufacturers and new functional food development, 2004-2005 65 Table 2.26: Manufacturer perceptions of consumer nutrient awareness vs. actual consumer response, % respondents 72 Table 2.27: Manufacturer perceptions of consumer purchasing nutrients vs. actual consumer response, % respondents 73 Table 3.28: Health conditions and nutrients associated with beneficial usage 79 Table 4.29: % of types of innovation within innovative functional products, 2003-2005 111 Table 5.30: Approved language for qualified health claims 140 Table 6.31: Key growth opportunities in ingredients by consumer group 162 Table 6.32: Advantages and disadvantages of the methods food and drinks companies can use to acquire functional ingredients 166 AbstractCardiovascular epidemiology data shows there will be increasing opportunities for cholesterol lowering products and functional health products with heart health benefits, particularly in the UK, Germany, and the US; men are slightly more likely to be actively engaged in short-term health treatment and maintenance than women. Women are more likely to be actively engaged in improving their long-term well-being, and comprise 55% of that segment compared to 45% for men. In Europe, German consumers spend more on OTC drugs than any other country. Consumers in the UK and Netherlands also spend a significant amount of income on OTC drugs in a year. In these countries many consumers are more inclined to self-medicate and seek alternative methods of staying healthy, such as functional food and drinks. Overall, consumers are more likely to believe in the efficacy of functional health products targeting health conditions whose alleviation can be felt or seen in a relatively short amount of time, such as low energy levels, gut health, and skin, hair and nail health. Herbal supplements are generally less accepted by consumers than vitamins and minerals, which may be due to their perceived lower levels of efficacy or simply that fewer consumers are aware of the benefits. In essence, consumer demand for functional health products is motivated by two key elements: the trend towards overall health and an aging population concerned with long-term health.Get Full Details About This Report >> |
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