Consumer Targeting in Food and Drinks: Lifestyle brands, personalized nutrition and customized flavors

Published by: Business Insights

Published: Aug. 1, 2008 - 180 Pages

Table of Contents

Consumer Targeting in Food and Drinks

Executive Summary

Introduction

Targeting individual nutritional needs

Targeting lifestyle aspirations

Targeting specific consumer groups

Customization of tastes and flavors

Survey results and conclusions

Chapter 1 Introduction

Summary

Introduction

Defining personalization

Self-protecting and self-projecting consumers

Structure of this report

Chapter 2 Targeting individual nutritional needs

Summary

Introduction

Personalization in terms of nutritional needs

Market potential

Self-diagnostic testing kits

Over-the-counter medicines

Supplements

Food allergies

Key areas

Heart health

Key ingredients

Diabetes

Key ingredients

Bone and joint health

Osteoporosis

Arthritis

Key ingredients

Innovation and NPD

By health condition

Heart health

Diabetes

Bone and joint health

Key categories

Key regions

Products claims analysis

Regulatory contexts

Specific personalized health benefit claims

The future of the market

Chapter 3 Targeting lifestyle aspirations

Summary

Introduction

Targeting lifestyle aspirations

Key areas

Wellness food and drinks

Weight control

Cognitive health and energy

Digestive, defense and immunity benefits

Ethical food and drink

Key features

Gourmet and upscale food and drinks

Key features

Innovation and NPD

Key categories

Soft drinks

Confectionery

Key regions

Product claims analysis

The future of the market

Chapter 4 Targeting specific consumer groups

Summary

Introduction

Promotion of personalized food and drink products

Key consumer groups

Consumer group product tag analysis

Women

Stage in life course

Lifestyles

Product name and package styling

Seniors

Bone and joint health

Multiple ageing-related conditions

Physical and cognitive energy

Consumer groups within the seniors category

The young senior

The elderly senior

Kids

Stage in life course

Product name and package styling

Men

Lifestyles

Product name and package styling

Products claims analysis

The future of the market

Chapter 5 Customization of tastes and flavors

Summary

Introduction

Customization of taste and flavors

Market potential

Foodservice

Spices and flavorings

Innovation in ingredient and flavor companies

Case study: Givaudan

Innovation and NPD

The future of the market

Chapter 6 Survey results and conclusions

Summary

Introduction

Price premiums for personalized food and drinks

Personalized food and drink categories

Regions that lead in personalized food and drinks NPD

Company influence in personalized innovation

Innovation leaders

Nestlé

Danone

Unilever

The future of personalized food and drinks

Nutrigenomics

Ethical will colonise other trends

Flavor and taste customization

Demographic groups

Barriers to growth

Index

List of Figures

Figure 1.1: Industry executives’ definitions of personalized food and drinks

Figure 2.2: Industry executives’ rankings of most important health trends in personalized food and drinks

Figure 2.3: Key areas of personalized functional food and drinks

Figure 2.4: The targeted health benefits of Amoriss Bite-Size Organic Dark Chocolate

Figure 2.5: Hansen's Fizzit Vitamin & Mineral Drink Mixes

Figure 2.6: The eight most common food allergens addressed by the Allergaroo range of products

Figure 2.7: Heart to Heart Instant Oatmeal

Figure 2.8: CocoaVia Chocolate Bars

Figure 2.9: Boost Glucose Control Nutritional Drink

Figure 2.10: New Elations Healthier Joints 4-in-1 Supplement Drink

Figure 2.11: Osteo High Calcium Beverage

Figure 2.12: Percentage share of single serving functional food and drinks, by health condition, 2005-2008

Figure 2.13: GlucoBurst Diabetic Drink

Figure 2.14: Knorr Mainichi Calcium

Figure 2.15: Percentage share of single serving functional food and drinks, by category, 2005-2008

Figure 2.16: Nabisco Wafer GABA in Choco Chip Cookie

Figure 2.17: Percentage share of single serving functional food and drinks, by region, 2005-2008

Figure 2.18: Eat Well Be Well Sugar Free Whole Grain Cereal Bars

Figure 2.19: Vere Chocolate

Figure 3.20: Industry executives’ rankings of most important ethical, indulgence and convenience

trends in personalized food and drinks over the next five years

Figure 3.21: Key areas in personalized aspirational food and drinks

Figure 3.22: NOW (Nutrition for Optimal Wellness) Fivacious Bars

Figure 3.23: Percentage of wellness, gourmet and ethical single serving food and drinks launched, by trend, 2005-2008

Figure 3.24: Slim Coffee Diet Fresh Brew and Instant Brew

Figure 3.25: Hiro Thermo Health Drink

Figure 3.26: Nerd Energy Drink

Figure 3.27: Good Belly Probiotic + Vitamins Fruit Drink

Figure 3.28: Pro-Bio Max Probiotic Smoothie

Figure 3.29: Good Natured Juice Drink

Figure 3.30: MycoKidz Wellness Formula Supplement Mix for Kids

Figure 3.31: Q Tonic drink

Figure 3.32: Chocolate Squares

Figure 3.33: Percentage of wellness, gourmet and ethical single serving food and drinks launched, by category, 2005-2008

Figure 3.34: Venga Functional Infusions

Figure 3.35: Choconella Passionate Organic Dark Chocolates

Figure 3.36: Percentage of wellness, gourmet and ethical single serving food and drinks launched, by region, 2005-2008

Figure 3.37: Kraft South Beach Diet Frozen Entrees

Figure 4.38: Important factors in the launch/promotion of personalized food and drinks products

Figure 4.39: Importance of key consumer groups for personalized food and drinks over the next five years

Figure 4.40: Soychoc coated Nutritional and Soychoc coated Lifestyle Soy Bars

Figure 4.41: Bellybar Pregnancy Nutrition Bars

Figure 4.42: Bloom Energy Drinks

Figure 4.43: Birds Eye Eat Positive

Figure 4.44: Gina B Girlfriends Chocolate Candy Bars

Figure 4.45: Ajinomoto Chotto Zeitaku Kurozu no Subuta

Figure 4.46: Xtra Health Supplement Snack Bars

Figure 4.47: Amazon Mania AcaiTwist

Figure 4.48: Revival Slim & Beautiful Diet Low-Glycemic, Antioxidant-Rich Soy Protein Dietary Supplement Mixes

Figure 4.49: Procure Petit Purin

Figure 4.50: Froose Healthy Drink for Kids

Figure 4.51: Kellogg's Disney Little Einsteins Fruit Flavored Snacks

Figure 4.52: Throwdown Energy Drinks

Figure 5.53: Jer’s Handmade Chocolate

Figure 5.54: Trident Sugarless Gum

Figure 5.55: Melville's Flavoring Spoons

Figure 5.56: Edwards Pie Slices

Figure 6.57: Price premiums for personalized food and drinks products

Figure 6.58: The importance of personalized food and drinks in each category over the next 5 years compared today

Figure 6.59: Leading regions in personalized food and drinks NPD

Figure 6.60: Innovative companies in personalized food and drinks now and in the next 5 years

Figure 6.61: Nestlé PowerBars

List of Tables

Table 1.1: Number of single person households in Europe and US (m),

Table 1.2: Self-protecting and self-projecting consumers within personalized food and drink

Table 2.3: Sales of over-the-counter medicines in Europe and US ($m), 2007-2011

Table 2.4: Sales of supplements in Europe, the US, and Japan ($m), 2002-2006

Table 2.5: Prevalence of cardiovascular disease in the 7 major markets, (‘000), 2005

Table 2.6: Prevalence of diabetes in 7 major markets (m), 2000 and 2030

Table 2.7: Key personalized heart health benefits claims in single serve functional food and drinks

Table 2.8: Key personalized diabetic health benefits claims in single serve functional food and drinks

Table 2.9: Key personalized bone and joint health benefits claims in single serve functional food and drinks

Table 3.10: Age-standardized estimates for obesity in the 7 major markets for ages 15-100 years, prevalence (%), 2005-2015

Table 3.11: Prevalence of Alzheimer’s disease across the 7 major markets, (‘000), 2006-09

Table 3.12: Estimated prevalence of IBS in the 7 major markets, 2005-10

Table 3.13: Value of the organic food and drinks market in Europe and the US ($bn), 2001-2011

Table 3.14: Out of home food and drinks market value in Europe and US ($m), 2005-2010

Table 3.15: Key wellness benefit claims on single serve food and drinks

Table 3.16: Key ethical benefit claims on single serve food and drinks

Table 3.17: Key gourmet benefit claims on single serve food and drinks

Table 4.18: Product tags in terms of consumer groups, single serving products launched, 2006- 2008

Table 4.19: Key personalized benefit claims on single serve food and drinks for women

Table 4.20: Key personalized benefit claims on single serve food and drinks for seniors

Table 4.21: Key personalized benefit claims on single serve food and drinks for kids and parents

Table 4.22: Key personalized benefit claims on single serve food and drinks for men

Table 6.23: Leading regions in personalized food and drinks NPD

Table 6.24: Top 10 most innovative personalized food and drink manufacturers

Abstract

• Individualization of lifestyles and responsibility for health and wellness. Consumers are increasingly aiming to both protect and to project their self-identity and look to food and drink products that are developed for their own individual needs and desires.
• Nutrigenomics (the science of how nutrition and genetics interact). Manufacturers are interested in nutrigenomics as the technology enables the development of food and drink products with targeted health benefits. These products address growing public concern about lifestyle diseases. Nutrigenomics offers opportunities for different sectors of the food and drinks industry, including food and ingredient manufacturers, and food processing companies.
• Customization of tastes and flavors. This is an emerging trend whereby food and drinks products are formulated to address consumers’ individual tastes and flavor aspirations by enabling them to adapt products according to their own preferences. It especially relates to flavor adaptations which enable consumers to choose novel, exotic, ethnic flavors which are bolder and stronger than established flavor offerings.

• Quantify future growth areas in personalized nutrition using epidemiological data of key lifestyle diseases including cardiovascular disease, diabetes, Alzheimer’s disease and obesity in Europe, the US and Japan.
• Improve the targeting and effectiveness of your NPD strategies with this report’s analysis of Productscan data of over 12,000 food and drink product launches that took place globally between 2005 and 2008 identifying leading trends, categories and regions.
• Predict future market growth levels based on this report's sales data of OTC pharmaceuticals, the dietary supplements market and organic food and drinks in Europe and the US to 2011.
• Benchmark industry executives opinions relating to the major trends in personalized nutrition based on detailed analysis of our proprietary industry survey. Understand their views on key consumer groups, innovative companies and marketing issues.

• How do personalized food and drinks differ from other food and drinks products?
• Who are the most important consumer groups within the personalized food and drinks trend, now and in the future?
• Which are the leading categories in personalized food and drinks products, now and in the future?
• What will be the major growth trends in personalized food and drinks over the next 5 years?
• What marketing strategies are being used to target specific groups of consumers?
• How significant is the development of nutrigenomics to the future of personalized food and drinks?

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