Opportunities in Nutritional Management: Food and drinks to aid disease recovery

Published by: Business Insights

Published: Sep. 1, 2009 - 111 Pages

Table of Contents

Executive summary

Nutritional management: a growth area

Disease and patient targets

Key product and ingredient developments

Marketing issues and strategy

Chapter 1 Nutritional management: a growth area

Summary

Introduction

A note about this report

Nutrition’s increasingly accepted role in managing disease

Where does “functional foods” end “nutritional management” start?

Opportunities exist for both food and clinical nutrition companies

Defining nutritional management

A growing nutritional management audience

Prevalence rates for key disease areas are increasing

Government and healthcare policies also encourage a greater focus on nutrition

Attractive outcomes will promote future growth

Marketing approaches will need updating

Food companies will need to operate differently

Developing expertise in clinical trials will be crucial

Top-down marketing approaches and influencing KOLs is necessary

Healthcare marketing expertise will be required

Building new sales channels is likely to be a complicated task

Accounting for channel complexities

Future Outlook

Chapter 2 Disease and patient targets

Summary

Disease and therapy selection criteria

Disease and therapy areas

Market potential

A note on modeling techniques used

Further analysis potential

Overall prevalence rates and sufferer numbers

Hypertension offers the largest consumer audience to target

CVD is the second largest disease area by the number of sufferers

Of the other higher growth areas osteoporosis has significantly more sufferers

In the other low growth areas, three diseases have significant population numbers

France: prevalence rates and sufferer numbers

Germany: prevalence rates and sufferer numbers

Italy: prevalence rates and sufferer numbers

The Netherlands: prevalence rates and sufferer numbers

Spain: prevalence rates and sufferer numbers

Sweden: prevalence rates and sufferer numbers

UK: prevalence rates and sufferer numbers

US: prevalence rates and sufferer numbers

Conclusions

Chapter 3 Key product and ingredient developments

Summary

Introduction

Research into the area of nutritional management is in its early days

A note on the diseases covered

Nutritional intervention in Crohn’s disease

Latest research on nutrition on Crohn’s disease

The effects of exclusion diets on Crohn’s disease

A role for antioxidants managing Crohn’s?

A need to overcome malnutrition associated with Crohn’s

Potential product opportunities in Crohn’s

Nutritional intervention in diabetes

Latest research on nutrition in diabetes

Effects of dried sweetened cranberries (with added fiber) on diabetes

Effects of safflower oil and conjugated linoleic acid on diabetes

Effects of antioxidants in black tea on diabetes

Potential product opportunities in diabetes

Nutritional intervention in food allergies

Latest research on nutrition on food allergies

Effects of synbiotics on food allergies (non-human study)

Nutritional intervention in heart disease/CVD

Latest research on nutrition on heart disease/CVD

Contrary to some recent research, vitamin supplementation may help

Potential product opportunities in heart disease/CVD

Nutritional intervention in HIV/AIDS

Latest research on nutrition on HIV/AIDS

Effects of beta-carotene and vitamin A on HIV/AIDS

Effects of zinc on HIV/AIDS

Effects of selenium on HIV/AIDS

Effects of probiotics on HIV/AIDS

Potential product opportunities in HIV/AIDS

Nutritional intervention in hypertension

Latest research on nutrition on hypertension

Effects of wholegrains, especially bran, on hypertension

Effects of flavonoids on hypertension (non-human study)

Potential product opportunities in hypertension

Nutritional intervention in IBS

Latest research on nutrition on IBS

Effects of synbiotics on IBS

Nutritional intervention in malnutrition

Latest research on nutrition on malnutrition

Malnutrition is a major problem and one that is beginning to be tackled

Effects of combined testosterone and nutritional supplement on malnutrition

Potential product opportunities in malnutrition

Nutritional intervention in osteoporosis

Latest research on nutrition on osteoporosis

Effects of vitamin D and calcium on osteoporosis

Is vitamin D more important than calcium?

Effects of dietary versus supplemental calcium on osteoporosis

Effects of carotenoids on osteoporosis

Effects of vegetarian diets on bone density

Potential product opportunities in osteoporosis

Nutritional intervention in wound healing

Latest research on nutrition on wound healing

Poor nutritional status can delay the healing process

Nutrients required for wound healing and their roles

Potential product opportunities in wound healing

Will competition come from retail products?

Could functional foods encroach on nutritional management?

Are any functional foods currently targeting this area?

Functional foods are not currently targeting nutritional management

But some products might be suitable for targeting nutritional management

Might regulation actually encourage competition?

In the future functional foods will have better substantiated claims

Conclusions

Chapter 4 Marketing issues and strategy

Summary

Introduction

A need to establish the Nutritional Management space

Top-down marketing strategies

Influencing the key opinion leaders is crucial

Who are the KOLs?

Marketing should be aligned with a top-down approach

Targeting KOLs means undertaking pharmaceutical style research

Consumer perceptions and needs

Consumers’ needs are often overlooked

Patients’ needs are similar to everyday consumers’

Better tasting products can improve patient outcomes

Snacking may actually be beneficial for many hospital patients

Aligning propositions with consumer needs

A greater focus on sufferers’ needs is required

Great scope for further research into nutritional management preferences exists

Branded food items may well have a role to play

Channel issues

Education will be key in targeting hospital channels

Residential care is also a major channel to address

Conclusions

Chapter 5 Conclusions

A need to promote the role of nutritional management

The key targets for nutritional management

Hypertension, cardiovascular disease, osteoporosis and diabetes are major targets

Quickly filling gaps in marketing competencies will be crucial

Upfront integration of research, marketing strategy and product design will be key

Appendix

References

Index

List of Figures

Figure 1.1: Defining the nutritional management space

Figure 1.2: Examples of products that offer nutritional management: Abbott Nutrition’s Glucerna range and Nestlé Nutrition’s Boost range.

Figure 1.3: The European legal framework defining the nutritional management space

Figure 2.4: Disease prevalence 2008 (% total population), growth in sufferer numbers (CAGR 2008-2013) and forecast suffers number 2013 (actual)

Figure 3.5: New potential areas of product innovation to help provide nutritional management of Crohn’s disease

Figure 3.6: New potential areas of product innovation to help provide nutritional management of diabetes

Figure 3.7: New potential areas of product innovation to help provide nutritional management of heart and cardiovascular disease

Figure 3.8: New potential areas of product innovation to help provide nutritional management of HIV/AIDS

Figure 3.9: New potential areas of product innovation to help provide nutritional management of hypertension

Figure 3.10: New potential areas of product innovation to help provide nutritional management of food allergies

Figure 3.11: New potential areas of product innovation to help provide nutritional management of osteoporosis

Figure 3.12: New potential areas of product innovation to help provide nutritional management of wound healing

Figure 4.13: Top-down marketing strategy: aligning targeting of opinion leaders with product uptake and consumer reach in Nutritional Management

Figure 5.14: Overall assessment of nutritional management potential by selected disease

List of Tables

Table 1.1: Number of sufferers by major nutritional management disease, 2008-2013

Table 2.2: Disease prevalence 2008 (% total population), growth in sufferer numbers (CAGR 2008-2013) and forecast suffers number 2013 (actual)

Table 2.3: Core nutritional management disease prevalence in France, 2008-2013

Table 2.4: Core nutritional management disease prevalence in Germany, 2008-2013

Table 2.5: Core nutritional management disease prevalence in Italy, 2008-2013

Table 2.6: Core nutritional management disease prevalence in the Netherlands, 2008-2013

Table 2.7: Core nutritional management disease prevalence in Spain, 2008-2013

Table 2.8: Core nutritional management disease prevalence in Sweden, 2008-2013

Table 2.9: Core nutritional management disease prevalence in the UK, 2008-2013

Table 2.10: Core nutritional management disease prevalence in the US, 2008-2013

Table 3.11: Area of potential benefits of specific ingredients by disease area as indicated by recent research, 2009

Table 3.12: Number of product launches in the last year making indirect nutritional management function claims versus number making explicit nutrient claims, major West European countries and the US, July 2008 - July 2009

Table 3.13: Number of nutritional management function claims by claim area, number of and as a percentage of all products launched, major West European countries and the US, July 2008 - July 2009

Table 3.14: Number of nutrient content claims, by type, major West European countries and the US, July 2008 - July 2009

Table 4.15: Percentage of people aged 65 or more living in old age institutions, major West European countries and the US

Abstract

• Nutritional management is a burgeoning market segment which is currently under-targeted. Few products specifically target this area and crucially consumers’ needs and wants are often overlooked and are not reflected in product design.
• There is a clear need to promote the role that nutritional management can play in order to close the gap between healthcare professionals’ views about the benefits of improved nutritional care of patients and actually prescribing this improved care.
• Hypertension is easily the leading disease area for companies to target. This is due both the sheer number of sufferers of this disease in Western countries, but also because of the clear links to diets and the role that foods can play in helping manage this disease.

• Provides a unique framework that defines a hot growth area of the market which is currently largely overlooked by food companies and clinical nutrition players alike.
• Identifies, sizes and forecasts the patient populations for key diseases in which nutritional management can play a key role in aiding recovery or provide ongoing disease management.
• Shows which new ingredients and products, by disease, are most likely to play a role in nutritional management in the future through reviews of the latest scientific research.

• Understand exactly where opportunities exist for either current products within your portfolio or where new product development could help to open up a new market segment for your company.
• Develop initial marketing plans and strategies based upon the unique forecast data on the number of disease sufferers and identify areas requiring further research to develop product specific insights.
• Identify the key areas to target for your company based upon the relative importance of different disease

• What exactly is nutritional management and how does this differ to both clinical nutrition and functional foods which are available in retail channels?
• What are the most important disease areas, by country, where nutritional management can play a role in aiding patients to recover from and manage disease?
• Which latest products and ingredients are showing the most potential for providing nutritional management benefits in each of the most important disease areas?
• Will retail functional foods start to encroach on this area and will the latest health claims regulation process in Europe actually encourage this to happen?

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