Functional, Fortified and Inherently Healthy Foods and Beverages: The U.S. Phood Market

Published by: Packaged Facts

Published: Mar. 1, 2007 - 270 Pages

Table of Contents

• Scope and Methodology
  
  • Scope of Report
    
  • Two Classifications: Phoods and Bepherages
    
  • Report Methodology
  
  
  
• Overall Market Trends
  
  • Eating for Health
    
  • FDA Holds Hearing on Functional Foods Definition
    
  • Total Phood/Bepherage Sales Estimated at $24.8 Billion
    
  • Figure 1-1: Share of U.S. Phood Sales by Retail Outlet Type, 2006 (percent)
    
  • Sales to Near $39 Billion by 2011
  
  
  
• Phoods
  
  • Four Competitive Paths for U.S. Phood Marketers
    
  • Using Naturally Health-Beneficial Ingredients
    
  • Extending Existing Brands with Fortified Products
    
  • Acquiring Smaller Marketers
    
  • Launching New Brands
    
  • National Consumer Advertising Expenditures
    
  • “High Antioxidants” Coming on Strong
    
  • Product Usage Rates
    
  • Figure 1-2: Household Penetration Rates for Selected Phood Classifications, 2006 (U.S. households)
  
  
  
• Bepherages
  
  • Three Ways to Compete in U.S. Bepherages Market
    
  • Using Naturally Health-Beneficial Ingredients
    
  • Extending Existing Brands with Functional Beverages
    
  • Mergers & Acquisitions
    
  • National Consumer Advertising Expenditures
    
  • Vitamins, Antioxidants Score High in Bepherage Introductions
    
  • Tea Tops Bepherages with Functional Claims
    
  • Product Usage Rates
    
  • Figure 1-3: Household Penetration Rates for Selected Bepherage Classifications, 2006 (U.S. households)
  
  
  
• Looking Ahead
  
  • Trends & Opportunities

• Introduction
  
  • The Intersection of Foods and Pharmaceuticals
    
  • Two Classifications: Phoods and Bepherages
    
  • Exclusions
    
  • Nutraceuticals and Functional Foods
    
  • FDA Holds Hearing on Functional Foods Definition in December 2006
    
  • Health Claims
    
  • Types of Health Claims
    
  • Health Claims That Meet Significant Scientific Agreement (SSA)
    
  • Qualified Health Claims
    
  • Structure/Function Claims
    
  • Nutrient Content Claims
    
  • Medical Organization Logos
    
  • Key Nutrients and Ingredients
    
  • Vitamins
    
  • Minerals
    
  • Dietary Fiber
    
  • Probiotics and Prebiotics
    
  • Soy Protein and Soy Isoflavones
    
  • Omega-3 Fatty Acids
    
  • Herbal and Botanical Ingredients
    
  • Table 2-1: U.S. Phood Market: Key Nutrients and Ingredients, 2007
  
  
  
• Market Drivers
  
  • Consumer Health Concerns
    
  • Obesity: A National Health Crisis
    
  • Food Industry Under Fire
    
  • From Low-Carb Dieting to Balanced Eating
    
  • America on a Diet
    
  • The New Food Guide Pyramid
    
  • Eating for Health
    
  • The Role of Research & Development
    
  • Target Marketing: Boomers and Beyond
    
  • The Role of Convenience
    
  • The Health and Natural Foods Conundrum
  
  
  
• Retail Sales and Market Share Trends
  
  • Methodology for Estimates
    
  • Total Phood/Bepherage Sales Estimated at $24.8 Billion
    
  • Figure 2-1: Share of U.S. Phood Sales by Retail Outlet Type, 2006 (percent)
    
  • Figure 2-2: Estimated Mass-Market Sales of Phoods and Bepherages, 2002-2006 (in million of dollars)
    
  • Table 2-2a: U.S. Phood Market: IRI-Tracked Sales by Product Category, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-2b: U.S. Phood Market: Share of IRI-Tracked Sales by Product Category, 2005 vs. 2006 (in millions of dollars)
    
    
    
  • Phood Classification Bigger, But Bepherages Growth Faster
    
  • Figure 2-3: IRI-Tracked Sales of Phoods and Bepherages by Classification, 2005 vs. 2006 (in millions)
    
  • Superior Growth for Most Phood Categories
    
  • Slow and Steady in Cereal, Speedy Growth in Bars
    
  • Bread, Nutritional Liquid/Powder Segments Stagnant
    
  • Olive Oil, Dried Fruit, and Nuts Make Gains
    
  • Dairy Sees Explosive Growth
    
  • Juices, Waters, Teas Join Forces
    
  • Table 2-3: U.S. Phood Market: IRI-Tracked Sales and Share of RTE (Cold) Cereal, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-4: U.S. Phood Market: IRI-Tracked Sales and Share of Food Bars, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-5: U.S. Phood Market: IRI-Tracked Sales and Share of Hot Cereal/Oatmeal, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-6: U.S. Phood Market: IRI-Tracked Sales and Share of Fresh Bread, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-7: U.S. Phood Market: IRI-Tracked Sales and Share of Olive Oil, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-8: U.S. Phood Market: IRI-Tracked Sales and Share of Dried Fruit, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-9: U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Yogurt and Yogurt Drinks, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-10: U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Juice, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-11: U.S. Phood Market: IRI-Tracked Sales and Share of Cooking/Baking Nuts, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-12: U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Soymilk, Kefir, and Milk Substitutes, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-13: U.S. Phood Market: IRI-Tracked Sales and Share of Bottled Water, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-14: U.S. Phood Market: IRI-Tracked Sales and Share of Shelf-Stable Bottled Juice Drink, Blend, or Smoothie, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-15: U.S. Phood Market: IRI-Tracked Sales and Share of Nutritional Liquid/Powder, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-16: U.S. Phood Market: IRI-Tracked Sales and Share of Fresh Milk, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-17: U.S. Phood Market: IRI-Tracked Sales and Share of Fresh Eggs, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-18: U.S. Phood Market: IRI-Tracked Sales and Share of Margarines/Spreads/Butter Blends, 2005 vs. 2006 (in millions of dollars)
    
    
    
  • Table 2-19: U.S. Phood Market: IRI-Tracked Sales and Share of Loose/Bagged Tea, 2005 vs. 2006 (in millions of dollars)
    
  • Table 2-20: U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Tea, 2005 vs. 2006 (in millions of dollars)
  
  
  
• Market Projection
  
  • Sales to Near $39 Billion by 2011
    
  • Figure 2-4: Projected Total U.S. Retail Sales of Phoods and Bepherages: 2006-2011 (in billions of dollars)

Chapter 3: Phoods

• Marketer Overview
  
  • The Competitors
    
  • Different Marketing Thrusts for Food vs. Pharmaceutical Companies
    
  • Phood Patents
    
  • Table 3-1: Selected U.S. Phood Marketers and Products, 2004
  
  
  
• Competitive Trends
  
  • Four Competitive Paths for U.S. Phood Marketers
    
  • Using Naturally Health-Beneficial Ingredients
    
  • Extending Existing Brands with Fortified Products
    
  • Acquiring Smaller Marketers
    
  • Launching New Brands
    
  • Market Segmentation and Demographics
    
  • Whole Grain—the Heart of the Matter
    
  • Health Nuts and Other Inherently Healthy Phoods
    
  • Fast-Growing Food Bars
  
  
  
• Advertising Trends
  
  • National Consumer Advertising Expenditures
    
  • Advertising Positioning
    
  • Kids in the Spotlight
  
  
  
• New Product Trends
  
  • “High Antioxidants” Coming on Strong
    
  • Table 3-2: Number of New Phood Products by Functional Package Tag/Claim, 2004-2006
    
  • Snack Bars Classification Out Front in Functional Claims
    
  • Table 3-3: Number of New Phood Products by Functional Package Tag/Claim and Product Classification, 2006
    
  • Omega-3 Fatty Acids
    
  • Figure 3-1: “Omega Claims” by Product Classification, 2006
    
  • Another Source of Omega-3s: Flax Seed
    
  • Soy
    
  • Yogurt and Probiotics
    
  • Oils
    
  • Figure 3-2: Number of New Olive Oil Products by Functional Package Tag/Claim, 2006
    
    
    
  • Phytochemicals and Plant Extracts
    
  • Whole Grains
    
  • Figure 3-3: Number of New Phood Products Making High Fiber Claims by Product Classification, 2006
    
  • Organic Introductions
    
  • Children’s Products
    
  • Portability and Portion Control
  
  
  
• Brand Profiles
  
  • RTE Cereal (Kellogg’s Special K)
    
  • Hot Cereal/Oatmeal (Quaker Take Heart)
    
  • Yogurt/Yogurt Drinks (Dannon DanActive and Activia)
    
  • Chocolates (Mars CocoaVia)
    
  • Nutritional/Intrinsic Health Value Bars (Kraft South Beach Diet Bars)
  
  
  
• Consumer Trends
  
  • Note on Simmons Survey Data and Tables
    
  • Product Usage Rates
    
  • Figure 3-4: Household Penetration Rates for Selected Phood Classifications, 2006 (U.S. households)
    
  • Product Purchasing Patterns
    
  • Patterns by Age Bracket
    
  • The Gender Skew
    
  • Patterns by Race/Ethnicity
    
  • Geographic Distribution and Local Eating Habits Affect Regional Patterns
    
  • Patterns by Household Income
    
  • Patterns by Household Size
    
  • Demographic Characteristics Favoring Use of Selected Phood Categories and Brands
    
  • Table 3-4: Household Penetration Rates for Selected Phood Classifications, 2004-2006 (U.S. households)
    
  • Table 3-5a: Indices for Use of Selected Phood Classifications: By Adult Age Bracket, 2006 (U.S. households)
    
  • Table 3-5b: Indices for Use of Selected Phood Classifications: By Adult Age Bracket, 2006 (U.S. households)
    
  • Table 3-6: Indices for Use of Selected Phood Classifications: By Gender, 2006 (U.S. households)
    
  • Table 3-7: Indices for Use of Selected Phood Classifications: By Race/Ethnicity, 2006 (U.S. households)
    
  • Table 3-8a: Indices for Use of Selected Phood Classifications: By Region, 2006 (U.S. households)
    
  • Table 3-8b: Indices for Use of Selected Phood Classifications: By Region, 2006 (U.S. households)
    
  • Table 3-9a: Indices for Use of Selected Phood Classifications: By Household Income Bracket (in Thousands), 2006 (U.S. households)
    
    
    
  • Table 3-9b: Indices for Use of Selected Phood Classifications: By Household Income Bracket (in Thousands), 2006 (U.S. households)
    
  • Table 3-10: Indices for Use of Selected Phood Classifications: By Household Size, 2006 (U.S. households)
    
  • Table 3-11: Demographic Characteristics Favoring Use of Whole-Wheat, Multi-Grain, Oat, or Bran Bread, 2006 (U.S. households)
    
  • Table 3-12: Demographic Characteristics Favoring Use of Unsalted or Unroasted Nuts, 2006 (U.S. households)
    
  • Table 3-13: Demographic Characteristics Favoring Use of Wheat Crackers, 2006 (U.S. households)
    
  • Table 3-14: Demographic Characteristics Favoring Use of Cheerios (Regular, Honey Oat, Multi-Grain), 2006 (U.S. households)
    
  • Table 3-15: Demographic Characteristics Favoring Use of Old Fashioned Quaker Oats, 2006 (U.S. households)
    
  • Table 3-16: Demographic Characteristics Favoring Use of Smart Balance, Benecol, or Take Control Margarine, 2006 (U.S. households)
    
  • Table 3-17: Demographic Characteristics Favoring Use of Total Cereal—Any Variety, 2006 (U.S. households)
    
  • Table 3-18: Demographic Characteristics Favoring Use of Special K—Any Variety, 2006 (U.S. households)
    
  • Table 3-19: Demographic Characteristics Favoring Use of Yoplait Drinkable Yogurt, 2006 (U.S. households)
    
  • Table 3-20: Demographic Characteristics Favoring Use of Dannon Drinkable Yogurt, 2006 (U.S. households)
    
  • Table 3-21: Demographic Characteristics Favoring Use of Stonyfield Farm Yogurt, 2006 (U.S. households)
    
  • Table 3-22: Demographic Characteristics Favoring Use of Wheaties, 2006 (U.S. households)
    
  • Table 3-23: Demographic Characteristics Favoring Use of Ensure Liquid Nutritional Supplement , 2006 (U.S. households)
    
  • Table 3-24: Demographic Characteristics Favoring Use of Smart Start Cereal, 2006 (U.S. households)
    
  • Table 3-25: Demographic Characteristics Favoring Use of Boost Liquid Nutritional Supplement , 2006 (U.S. households)
    
  • Table 3-26: Demographic Characteristics Favoring Use of Luna Bars, 2006 (U.S. households)

Chapter 4: Bepherages

• Marketer Overview
  
  • The Competitors
    
  • Opportunities Abound in Growing Bepherage Market
    
  • Table 4-1: Selected U.S. Bepherage Marketers and Products, 2007
  
  
  
  
  
• Competitive Trends
  
  • Three Ways to Compete in U.S. Bepherages Market
    
  • Using Naturally Health-Beneficial Ingredients
    
  • Extending Existing Brands with Functional Beverages
    
  • Mergers & Acquisitions
    
  • Soft Drink Marketers Recoup Losses
    
  • Overcoming Juice’s Negative Image
    
  • Divide and Conquer
  
  
  
• Advertising Trends
  
  • National Consumer Advertising Expenditures
    
  • Advertising Positioning
  
  
  
• New Product Trends
  
  • Vitamins, Antioxidants Score High in Bepherage Introductions
    
  • Tea Tops Bepherages with Functional Claims
    
  • Table 4-2: Number of New Bepherage Products by Functional Package Tag/Claim, 2004-2006
    
  • Table 4-3: Number of New Bepherage Products by Functional Package Tag/Claim and Product Classification, 2006
    
  • Water
    
  • Fruit Juices and Fruit Drinks
    
  • Energy & Calorie-Burning Drinks
    
  • Milk and Milk Substitutes
    
  • Smoothies
    
  • Probiotics and Prebiotics
    
  • Functional Tea, Coffee, and Now—Beer
    
  • Condition-Specific Bepherages
  
  
  
• Product Profiles
  
  • Juice Blends and Smoothies: Naked Juice
    
  • Energy Drinks: Fuze Beverage
    
  • Bottled Water: Glaceau vitaminwater
    
  • Tea: Coca-Cola/Nestlé’s Enviga
    
  • Fruit Juice: Ocean Spray Cranberry
  
  
  
• Consumer Trends
  
• Demographics
  
  • Note on Simmons Survey Data and Tables
    
  • Product Usage Rates
    
  • Figure 4-1: Household Penetration Rates for Selected Bepherage Classifications, 2006 (U.S. households)
    
  • Purchasing Patterns
    
  • Patterns by Age Bracket
    
  • The Gender Skew
    
  • Patterns by Race/Ethnicity
    
  • Geographic Distribution and Local Eating Habits Affect Choices
    
  • Patterns by Household Income
    
    
    
  • Patterns by Household Size
    
  • Key Demographics for Selected Categories and Brands
    
  • Table 4-4: Household Penetration Rates for Selected Bepherage Classifications, 2004-2006 (U.S. households)
    
  • Table 4-5a: Indices for Use of Selected Bepherage Classifications: By Adult Age Bracket, 2006 (U.S. households)
    
  • Table 4-5b: Indices for Use of Selected Bepherage Classifications: By Adult Age Bracket, 2006 (U.S. households)
    
  • Table 4-6: Indices for Use of Selected Bepherage Classifications: By Gender, 2006 (U.S. households)
    
  • Table 4-7: Indices for Use of Selected Bepherage Classifications: By Race/Ethnicity, 2006 (U.S. households)
    
  • Table 4-8a: Indices for Use of Selected Bepherage Classifications: By Region, 2006 (U.S. households)
    
  • Table 4-8b: Indices for Use of Selected Bepherage Classifications: By Region, 2006 (U.S. households)
    
  • Table 4-9a: Indices for Use of Selected Bepherage Classifications: By Household Income Bracket (in Thousands), 2006 (U.S. households)
    
  • Table 4-9b: Indices for Use of Selected Bepherage Classifications: By Household Income Bracket (in Thousands), 2006 (U.S. households)
    
  • Table 4-10: Indices for Use of Selected Bepherage Classifications: By Household Size, 2006 (U.S. households)
    
  • Table 4-11: Demographic Characteristics Favoring Use of Cranberry Juice/Blend, 2006 (U.S. households)
    
  • Table 4-12: Demographic Characteristics Favoring Use of Ready-to-Drink Orange Juice with Calcium, 2006 (U.S. households)
    
  • Table 4-13: Demographic Characteristics Favoring Use of Frozen Orange Juice with Calcium, 2006 (U.S. households)
    
  • Table 4-14: Demographic Characteristics Favoring Use of Soymilk, 2006 (U.S. households)
    
  • Table 4-15: Demographic Characteristics Favoring Use of Ocean Spray Cranberry Juice/Blend, 2006 (U.S. households)
    
  • Table 4-16: Demographic Characteristics Favoring Use of Northland Cranberry Juice/Blend, 2006 (U.S. households)
    
  • Table 4-17: Demographic Characteristics Favoring Use of Celestial Seasonings Herbal Tea, 2006 (U.S. households)
    
  • Table 4-18: Demographic Characteristics Favoring Use of Tropicana Ready-to-Drink Orange Juice with Calcium, 2006 (U.S. households)
    
  • Table 4-19: Demographic Characteristics Favoring Use of Minute Maid Ready-to-Drink Orange Juice with Calcium, 2006 (U.S. households)
    
  • Table 4-20: Demographic Characteristics Favoring Use of Minute Maid Frozen Orange Juice with Calcium, 2006 (U.S. households)
    
  • Table 4-21: Demographic Characteristics Favoring Use of Red Bull Energy Drink, 2006 (U.S. households)
    
  • Table 4-22: Demographic Characteristics Favoring Use of SoBe Adrenaline Rush Energy Drink, 2006 (U.S. households)
    
  • Table 4-23: Demographic Characteristics Favoring Use of Arizona Extreme Energy Shot, 2006 (U.S. households)

Chapter 5: Looking Ahead

• Trends and Opportunities
  
  • Product Trends: What’s Next
    
  • Probiotics Growth Continues
    
  • Whole Grains in a Variety of Formats
    
  • Omega-3 Fatty Acids as Ingredient of Choice
    
  • Spicing It Up
    
  • Bepherages Coming on Strong
    
  • Bottled Water Makes a Splash
    
  • Energy Drinks Broaden in Appeal
    
  • Drink Blends Blur Boundaries
    
  • Research and Development Crucial to Phoods Success
    
  • Regulating the Industry
    
  • Target Marketing: Who’s Next
    
  • Gender and Age Demographics
    
  • Condition-Specific Products
  
  
  
• Looking Abroad
  
  • Europe
    
  • Functional Food Preferences
    
  • Pros and Cons of Nanotechnology
    
  • European Probiotic Supplier Makes Headway in U.S.
    
  • Asia
    
  • Soy-Ready
    
  • Focus on the Elderly
    
  • Functional Cosmetics
    
  • Omega-3 Demand Grows Despite Price Barriers

Appendix: Addresses of Selected Marketers

Abstract

It analyzes competitive trends and pinpoints opportunities for current and prospective marketers, including government regulation of food and beverage health claims, the development and use of key nutrients in the market, the impact of the obesity epidemic in the U.S. on consumer food choices, chances to capitalize on the new Food Guide Pyramid, and the ongoing trend toward more balanced “eating for health.” The two broad classifications—phoods and bepherages—are quantified to the marketer/brand share level by Information Resources, Inc. InfoScan data and further substantiated by extensive qualitative analysis. The report also documents market size and composition as well as marketing, new product, and retail trends, with sales forecasts through 2011. It provides detailed consumer profiles of key demographics, based on Spring 2006 Simmons Market Research Bureau data, with detailed breakouts by gender, race/ethnicity, and household composition.

Report Methodology
The information in Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer behavior patterns and data were derived from Simmons Market Research Bureau’s National Consumer Survey for Spring 2006.

What You’ll Get in this Report Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market offers.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the food industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for functional and fortified foods, as well as projected sales and trends through 2012. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the functional and fortified food consumer based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for functional foods and beverages.
• Research and development professionals stay on top of competitor initiatives and explore demand for functional foods and beverages.
• Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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