Ingredients Fortification Case Study: how the addition of ingredients has redefined products within their own categories

Published by: Datamonitor

Published: Jul. 27, 2009 - 16 Pages

Table of Contents

Datamonitor View

CATALYST

SUMMARY

Analysis

The majority of ingredient additions focus on health benefits, reflecting consumer demand for positive nutrition

Consumers are eating and drinking for wellbeing

Products are incorporating ingredients that target more specific consumer needs

Consumption habits are evolving as consumers opt for nutrient rich food and beverages that help optimize their performance and reduce the risk or delay the onset of diseases

Consumers are interested in the benefits of fortified products

Maintaining or improving health is seen as essential by the majority of consumers worldwide

Consumers are demonstrating this increased interest in health by consuming more functional products

Fortification has had a major impact in reinvigorating several categories

The effect of introducing xylitol to chewing gum demonstrates the importance of ingredients receiving favorable accreditation from respected sources

The fortification of orange juice with calcium proved a big leap for the category, but consumers are increasingly demanding more from their products

Omega-3 is finding its way into several types of food and beverages including milk but its inclusion does not guarantee product success

Fortifying water has resulted in the category having several opportunities for growth

One of the greatest success stories in recent history is the fortification of yogurts with probiotics

Looking ahead: future potential

Industry players are hoping that stevia can arrest the decline in the carbonated beverages market

Fortifying cereals with fiber and whole grains can leverage the consumer desire for health in the morning

Conclusion

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Figures

Figure 1: Consumers are gravitating towards food and beverages which provide them with positive nutrition

Figure 2: Around three quarters of global consumers believe that health is more important to them now than two years ago

Figure 3: Europeans are the least likely consumers to purchase functional food and beverages

Figure 4: Many chewing gums make a particular focus on the addition of xylitol as an ingredient which is good for consumers' oral health

Figure 5: Though around half of consumers say that calcium has some influence on food and beverage choices, only one in five say it has a high influence

Figure 6: Only around a fifth of consumers are greatly influenced by omega-3 content when selecting food and beverages

Figure 7: The majority of consumers take vitamin and mineral content into some consideration when purchasing food and beverages

Figure 8: The maturity of the market for probiotics in Asia Pacific explains why consumers here are far more likely to consider probiotic content when making food and beverage choices

Figure 9: A number of soft drinks are now being made with stevia-derived sweeteners

Figure 10: Consumers in the Middle East are most likely to consider fiber content when choosing food and beverages

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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