Opportunities in Nutritional and Functional Daily Dosing: Future trends in beauty, digestive, cardiovascular and bone health food and drinks

Published by: Business Insights

Published: May. 12, 2008 - 130 Pages

Table of Contents

Opportunities in Nutritional and Functional Daily Dosing

Executive Summary

Market drivers and issues

Innovation and NPD

Future functional trends

Future marketing trends

Chapter 1 Introduction

Research methodology

The daily dosing market defined

Traditional and contemporary daily dosing

Report structure

Chapter 2 Market drivers and issues

Summary

Introduction

Changing attitudes towards health

Health concerns

Healthy behaviors

Conclusions

Prevalence of specific health conditions

Cardiovascular disorders

Dyslipidemia

Hypertension

Overweight and obesity

Digestive disorders

Bone health

Conclusions

Chapter 3 Innovation and NPD

Summary

Introduction

Nutritional versus functional products

Regional analysis

Category analysis

Non-traditional product categories

Developments in tea, coffee and cocoa

Developments in bakery and confectionery

Developments in savory foods

Conclusions

Product feature analysis

Product tag analysis

Flavor analysis

Packaging analysis

Functional daily dosing products

Company analysis

Function analysis

Case study: Taisho Pharmaceutical

Demographic target group analysis

Conclusions

Chapter 4 Future functional trends

Summary

Introduction

Digestive health

Intestinal health

Emerging markets

Ingredient branding

Product line extensions

Health extensions

Improving liver function

Controlling blood sugar

Conclusions

Energy

Emerging markets

Recovery drinks

Conclusions

Weight management

Fat burners

Fat and carb blockers

Appetite suppressants and satiety promoters

Conclusions

Cardiovascular health

Reducing cholesterol

Reducing hypertension

Improving circulation

Conclusions

Beauty

Conclusions

Oral health

Conclusions

The immune system

Boosting immunity

Anti-allergenic products

Blood system functions

Conclusions

Bone, joint and muscle health

Bone health

Joint health

Muscle health

Conclusions

Emerging functions

Central nervous system

Brain boosting products

Relaxing products

Stress alleviation products

Respiratory system

Eye health

Conclusions

Chapter 5 Future marketing trends

Summary

Introduction

Targeting demographic groups

Age groups and function

Children

Young adults

Mid-lifers

Seniors

The agelessness counter trend

Conclusions

Genders and function

Men

Women

Conclusions

Using new ingredients

Conclusions

Tailoring packaging to occasions

Compact packaging

Multipacks

Conclusions

Developing marketing communications

Naming the brand

Promoting daily usage

Broadening usage occasions

Developing cross-promotions

Conclusions

Index

List of Figures

Figure 1.1: Yakult - the traditional functional daily dosing product

Figure 1.2: New Yakult products

Figure 2.3: Prevalence (%) of various health conditions, Europe & US, 2005-06

Figure 3.4: Share of all daily dosing product launches, by region, 2004-07

Figure 3.5: Share of all daily dosing product launches by category, 2004-07

Figure 3.6: New soup products

Figure 3.7: New tea, coffee and cocoa products

Figure 3.8: New bread and breakfast cereals products

Figure 3.9: New cookie products

Figure 3.10: New confectionery products

Figure 3.11: New dairy foods

Figure 3.12: New rice, noodle and sauce products

Figure 3.13: New cooking ingredient products

Figure 3.14: Coca-Cola daily dose products

Figure 3.15: Recaldent from Cadbury

Figure 3.16: Share of targeted daily dosing product launches by type of function, 2004-2007

Figure 3.17: New Taisho Pharmaceutical products

Figure 4.18: Ukrainian intestinal health milk

Figure 4.19: Yoplait with Optibalance intestinal health yogurt

Figure 4.20: Types of intestinal health drink

Figure 4.21: Health extensions in intestinal health products

Figure 4.22: Drinks to improve liver function

Figure 4.23: Products to control blood sugar

Figure 4.24: Notable new energy drinks

Figure 4.25: Energy drinks in emerging markets

Figure 4.26: Recovery drinks from SSP

Figure 4.27: Weight management drinks with carnitine

Figure 4.28: Weight management product with citrus aurantium

Figure 4.29: Weight management drinks with green tea catechins

Figure 4.30: Weight management drink with pantothenic acid

Figure 4.31: Weight management products with fat blockers

Figure 4.32: Weight management products with carb blockers

Figure 4.33: Weight management products with glucomannan

Figure 4.34: Weight management product promoting satiety

Figure 4.35: Cholesterol reducing dairy foods with plant sterols

Figure 4.36: Cholesterol reducing dairy drinks with plant sterols

Figure 4.37: Cholesterol reducing drinks with amino acids and chitosan

Figure 4.38: Hypertension reducing drinks

Figure 4.39: Circulation improving products

Figure 4.40: Beauty products with collagen peptide

Figure 4.41: Beauty products with hyaluronic acid

Figure 4.42: Beauty products with zinc and royal jelly

Figure 4.43: Beauty products with CoQ10

Figure 4.44: Danone Essensis

Figure 4.45: Oral health confectionery

Figure 4.46: Ezaki Glico oral health confectionery

Figure 4.47: Immunity boosting products

Figure 4.48: Anti-allergenic products

Figure 4.49: Anti-inflammatory and anemia controlling products

Figure 4.50: Bone health milks

Figure 4.51: Joint health products

Figure 4.52: Muscle health drink

Figure 4.53: Brain function drinks

Figure 4.54: Relaxation products

Figure 4.55: Stress reducing products

Figure 4.56: Respiratory system product

Figure 4.57: Eye health product

Figure 5.58: Daily dose products for children

Figure 5.59: Daily dose products for young adults

Figure 5.60: Daily dose products for mid-lifers

Figure 5.61: Daily dose products for seniors

Figure 5.62: Products marketed as ageless

Figure 5.63: Daily dose products for men

Figure 5.64: Daily dose products for women

Figure 5.65: Fruit to Spoon

Figure 5.66: General health vegetable drink

Figure 5.67: Takara Bio general health drinks with plant extracts

Figure 5.68: General health drinks with soy derivatives

Figure 5.69: General health drinks with fluoride, vinegar and LGG

Figure 5.70: Compact energy drink

Figure 5.71: Compact confectionery

Figure 5.72: Water in easy-to-carry bottles

Figure 5.73: Products packaged for different occasions

Figure 5.74: Yogurt drink in a weekly supply

Figure 5.75: Products whose names encourage daily consumption

Figure 5.76: Products promoting daily usage

Figure 5.77: Products that encourage morning consumption

Figure 5.78: Products that highlight their use on a range of occasions

Figure 5.79: Lipovitan energy drinks

Abstract

• Mature markets. As the longest established of the daily dose categories, trends in intestinal health drinks are more advanced than in other categories and illustrate the probable future direction of the market.
• Learning from Japan. The Japanese market is an indication of how functional products will develop. For cardiovascular products it suggests a move on from cholesterol lowering products to other functions. And for musculoskeletal products it suggests that targeted demographic marketing will increasingly come to the fore.
• New functions. Emerging functions include those targeting the central nervous system (such as by boosting brainpower and relaxation), respiratory system and eye health. More specific functions within existing markets will also emerge.

• Quantify key daily dose markets and growth potential based on market value data for functional dairy, OTC medicines and dietary supplements in Europe and the US.
• Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of Productscan data of over 1,700 daily dose product launches that took place globally between 2004 and 2007 with a particular focus on the lessons from Japan, the leading market for such products.
• Assess opportunities in the global daily dose market with this report’s analysis of digestive health, energy, weight management, cardiovascular health, beauty and many others.
• Identify and target future areas with this report’s epidemiology data on 5 major lifestyle diseases in Europe, the US and Japan, including hypertension, IBS and osetoporosis.

• How does the daily dose market segment in terms of nutritional and functional food and drinks?
• Which demographic groups represent the best prospects for targeted daily dose products?
• Which multinationals have so far become most involved in this market? What can they learn from the Japanese companies that comprise the top 15 most innovative companies in the world?
• What are the different types of weight management ingredients and which manufacturers have so far launched products containing these ingredients?
• How are the different types of daily dose functional products faring over time? Which ones are being launched most often?

• There has been a marked increase in the proportion of products that are targeted at one or more specific demographic groups up from 1 in 10 in 2004 to 1 in 4 in 2007. With ageing populations in many countries, seniors were the most targeted demographic group in 2007 accounting for 7% of all targeted daily dosing products. Products for women also accounted for 7% of targeted launches.
• One third of all daily dose products are soft drinks and about half as many again are dairy products. The rise of daily dosing foods means that bakery products, confectionery, dairy food, cooking ingredients, rice/noodles, sauces and soups are now established in this market.
• In 2007 just over half of all daily dosing products were launched in Asia-Pacific, largely in Japan. Its share of the global total has increased since 2004. There have been corresponding falls in the share of products launched in North America and Europe although the absolute number of launches there has increased.
• Osteoporosis affected 60.9 million people in the 5 European economies, the US and Japan in 2006.

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