Nutraceuticals - Targeting Consumers Aged 14 -34 : Market Research Report

Nutraceuticals - Targeting Consumers Aged 14 -34

Published: Sep. 1, 2000 - 146 Pages

Executive Summary

Introduction and definitions

Industry drivers and dynamics

14-34 consumer drivers

NPD in the younger market

Nutraceutical market data

Company strategies

Industry opinion survey

Chapter 1 Introduction and Definitions

Summary

Introduction

Terms and abbreviations used in this report

Variations in definitions of the term nutraceutical
Scope of this report

Chapter 2 Industry Drivers and Dynamics

Summary

Introduction

Historical overview

Functional and fortified food and drink trends since the 1970s
Functional soft drinks

Manufacturer drivers

Food and drink companies
Pharmaceutical companies
Obstacles
Regulatory issues

Market dynamics

Targeting consumer opportunities

Conclusions

Chapter 3 Younger Market Drivers

Summary

Introduction

Characteristics

Lifestyle drivers

Demand for functional products

Performance enhancement - sports drinks
Recreational - energy drinks
Appearance issues
Maintenance and general well being enhancement
Vitamin and mineral intake maintenance
Herbal remedies
New mothers

Points going forward

Chapter 4 NPD in the 14-34 Market

Summary

Introduction

Launch frequency by category

Launch frequency by country

New launches targeting younger consumers

New product launches - examples

Appearance
Performance
Maintenance
Diabetes
Vitamin

Conclusions

Chapter 5 Nutraceutical Market Data

Summary

Introduction

Nutraceutical market by category

Breakfast cereal
Dairy
Fats and spreads
Confectionery
Soft drinks
Vitamins and minerals supplements

Chapter 6 Company Strategies

Summary

Introduction

Competitive overview

Strong category focused companies
Companies with a strong focus on R&D
Companies with diversified interests
Synergistic activity
Fragmentation/consolidation in the nutraceuticals industry

Case studies

Göteborgs Kex Bixit Energy, Sweden

Company background
Product
Marketing strategy
Results and key lessons

Danone Actimel, Europe

Company background
Product
Marketing strategy
Results and key lessons

Novartis Isostar Actifood, Spain

Company background
Product
Marketing strategy
Results and key lessons

Puleva Mamá, Spain

Company background
Product
Marketing strategy

Red Bull, Europe

Company background
Product
Marketing strategy
Results and key lessons

Unilever Signal, France

Company background
Product
Marketing strategy
Results and key lessons

Yakult, Europe

Company background
Product
Marketing strategy
Results and key lessons

Chapter 7 Industry Opinion Survey

Summary

Introduction

Survey results

Key types of product launch
Key company types
Key nutraceutical functions
Key product categories
Key consumer groups
Key geographical regions
Key success criteria
Key consumer attitude factors

Chapter 8 Appendix - Regulatory Framework

Regulatory overview
EU novel foods regulation
FDA regulation in the US
Japanese FOSHU Regulation
Conclusions

Index

List of Figures

Figure 0.1: The expanding realm of nutraceuticals
Figure 0.2: Age and functionality of young targeted products May 1999-May 2000
Figure 1.3: The scope of the report
Figure 2.4: Product trends since the 1970s
Figure 2.5: Pressures on food and drinks to drive sales
Figure 2.6: The increasing cost of drug development
Figure 2.7: The expanding realm of nutraceuticals
Figure 2.8: How manufacturers are targeting new opportunities
Figure 2.9: Broad fit of consumer demands with age group segmentations
Figure 3.10: Classification of products to promote general well being
Figure 3.11: Novartis Aviva 'bone benefits' cereal bars
Figure 3.12: Vitamin and mineral supplements, per head expenditure (US$/Head) by type, 1999
Figure 4.13: Nutraceutical new products May 1999-May 2000, by category
Figure 4.14: Nutraceutical launches May 1999-May 2000 by function and category
Figure 4.15: Age and functionality of young targeted products May 1999-May 2000
Figure 6.16: Manufacturer concentration in food & drinks categories, 1998, selected countries
Figure 6.17: Position of case study brands within the nutraceutical market
Figure 6.18: Bixit Energy biscuit
Figure 6.19: Bixit Energy, SWOT analysis
Figure 6.20: Actimel probiotic yogurt drink
Figure 6.21: Actimel, SWOT analysis
Figure 6.22: Isostar Actifood
Figure 6.23: Isostar Actifood, SWOT analysis
Figure 6.24: Puleva Mamá, milk for mothers who breast feed
Figure 6.25: Red Bull
Figure 6.26: Red Bull SWOT analysis
Figure 6.27: Three varieties of Signal functional chewing gum
Figure 6.28: Signal chewing gum, SWOT analysis
Figure 6.29: Yakult (Japanese version)
Figure 6.30: Yakult, SWOT analysis
Figure 7.31: Key types of product launch
Figure 7.32: Key company types
Figure 7.33: Key nutraceutical functions
Figure 7.34: Key product categories
Figure 7.35: Key consumer groups
Figure 7.36: Key geographical regions
Figure 7.37: Key success criteria
Figure 7.38: Key consumer attitude factors
Figure 8.39: Product submission for EU 'novel foods' regulation
Figure 8.40: Functional foods can be filed through DSHEA or NLEA

List of Tables

Table 1.1: Glossary of terms and abbreviations used in this report
Table 1.2: Principal ingredients used in nutraceuticals
Table 1.3: Principal ingredients used in nutraceuticals, continued
Table 1.4: Principal ingredients used in nutraceuticals, continued
Table 3.5: Population (m) 14-34, by country, by age group, 1995-2005
Table 3.6: Percentage of population partaking in regular intensive sports activity, selected European countries
Table 3.7: Percentage of population partaking in sports activity less than 12 times per year, selected European countries
Table 3.8: Vitamin and mineral supplements, per head expenditure (US$/Head) by type, 1999
Table 3.9: Alleged properties of common herbals
Table 3.10: Alleged properties of common herbals
Table 3.11: Herbal supplements and OTC medicine value sales (US$ m) by country, 1995-99
Table 3.12: Herbal supplements and OTC medicine, per head expenditure (US$/Head) by country, 1995-99
Table 3.13: Average age of first childbirth, 1999
Table 4.14: Functionality categorization definitions
Table 4.15: Nutraceutical new product launches May 1999-May 2000, by function and category
Table 4.16: New product launches May 1999-May 2000, by country, by function
Table 4.17: New product launches May 1999-May 2000 share (%) by country, by function
Table 4.18: Age and degree of functionality of new launches May 1999-May 2000, by function
Table 4.19: Delivery vehicle share (%) of young targeted product functions
Table 4.20: Specific functions - frequency, age targeting and functionality
Table 4.21: New 'Presentation' product launch examples
Table 4.22: New 'Dental' product launch examples
Table 4.23: New 'Slimming' product launch examples
Table 4.24: New 'Boost' product launch examples
Table 4.25: New 'Stimulate' product launch examples
Table 4.26: New 'Intoxicate' product launch examples
Table 4.27: New 'General well being' product launch examples
Table 4.28: New 'Eyesight' product launch examples
Table 4.29: New 'Stress' product launch examples
Table 4.30: New 'Diabetes' product launch examples
Table 4.31: New 'Vitamin' product launch examples
Table 5.32: Functional cereal sales by country (US$ m), 1995-99
Table 5.33: Per Head Expenditure (PHE) on functional cereals, by country (US$/Head), 1995-99
Table 5.34: Functional milk and yogurt, total value sales (US$ m), 1995-99
Table 5.35: Per Head Expenditure (PHE) on functional milk and yogurt (US$/Head), 1995-99
Table 5.36: Functional fats and spreads, sales by country (US$ m), 1995-99
Table 5.37: Per Head Expenditure (PHE) on functional fats and spreads, by country (US$/Head), 1995-99
Table 5.38: Functional confectionery sales (US$ m), 1995-99
Table 5.39: Per Head Expenditure on functional confectionery (US$/Head), 1995 - 99
Table 5.40: Sports and energy drinks, value sales (US$ m), 1995 - 99
Table 5.41: Per Head Expenditure (PHE) on sports and energy drinks (US$/Head), 1995 - 99
Table 5.42: Vitamin and mineral value sales (US$ m), by country, 1995 - 99
Table 5.43: Per Head Expenditure on Vitamins and minerals (US$/Head) by country, 1995 - 99
Table 5.44: Excerpts from the EC action plan on food safety
Table 5.45: Excerpts from the EC action plan on food safety
Table 5.46: Excerpts from the EC action plan on food safety
Table 5.47: Excerpts from the EC action plan on food safety

Abstract

The 14-34 age group represents approximately 30% of the total population across the 8 countries covered in the report, and as such are a key target audience. This group is particularly critical in light of the fact that many brand affiliations formed in this period of consumers' lives will remain as they get older. Targeting Consumers Aged 14-34 provides an in-depth analysis of this consumer group and the resulting demands for different types of nutraceutical products. Examining attitudinal factors such as health concerns and perceptions of brands, this highly focused report will help you to: Understand which nutraceutical product functions are in the greatest demand by younger consumers Identify which countries and categories offer the greatest growth potential. Which markets are forecast to grow at over 10% per year? Understand how legislative changes will impact growth of the global nutraceuticals market

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Nutraceuticals - Targeting Consumers Aged 14 -34

Table of Contents

Abstract