Nutraceuticals: Consumer Targeting By Age Profile, Volumes 1 & 2 : Market Research Report

Nutraceuticals: Consumer Targeting By Age Profile, Volumes 1 & 2

Published: Sep. 1, 2000 - 288 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

Executive Summary

Introduction and definitions

Industry drivers and dynamics

35+ Consumer Drivers

NPD in the 35+ market

Nutraceutical market data

Company strategies

Industry opinion survey

Chapter 9 Introduction and Definitions

Summary

Introduction

Terms and abbreviations used in this report

Variations in definitions of the term nutraceutical
Scope of this report

Chapter 10 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 11 35+ Market Drivers

Summary

Introduction

The 35+ age bracket is driving sales of medical nutraceuticals

Demand for functional products

Specific health problems

General well being enhancement

Vitamin and mineral intake maintenance
Herbal remedies

Points going forward

Chapter 12 NPD in the 35+ Market

Summary

Introduction

Launch frequency by category

Launch frequency by country

New launches targeting older consumers

New product launches - examples

Prevention
Digestive health
Maintenance
Diabetes
Vitamin

Conclusions

Chapter 13 Nutraceutical Market Data

Summary

Introduction

Nutraceutical market by category

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

Chapter 14 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

Raisio Benecol, US and Europe

Company background
Product
Marketing strategy
Results and key lessons

Evian Talians, France

Company background
Product
Marketing strategy
Results and key lessons

William Jackson Bakery's Nutribread, UK

Company background
Product
Marketing strategy
Results and key lessons

Numico Stimulance, Netherlands

Company background
Product
Marketing strategy
Results and key lessons

Novartis Consumer Health Aviva Life Foods, Europe

Company background
Product
Marketing strategy
Results and key lessons

Nestlé BioCalcio, Spain

Company background
Product
Marketing strategy
Results and key lessons

Nestlé LC1, Europe

Company background
Product
Marketing strategy
Results and key lessons

Yakult, Europe

Company background
Product
Marketing strategy
Results and key lessons

Chapter 15 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 16 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: Classification of products to promote general well being
Figure 0.3: Age and functionality of older targeted products May 1999-May 2000
Figure 1.4: The scope of the report
Figure 2.5: Product trends since the 1970s
Figure 2.6: Pressures on food and drinks to drive sales
Figure 2.7: The increasing cost of drug development
Figure 2.8: The expanding realm of nutraceuticals
Figure 2.9: How manufacturers are targeting new opportunities
Figure 2.10: Broad fit of consumer demands with age group segmentations
Figure 3.11: Population growth by age group, across all covered countries, 1995-2005
Figure 3.12: Prevalence of CHF by age and gender, 1998
Figure 3.13: Classification of products to promote general well being
Figure 3.14: Novartis Aviva 'bone benefits' cereal bars
Figure 3.15: Vitamin and mineral supplements, per head expenditure (US$/Head) by type, 1999
Figure 4.16: Nutraceutical new products May 1999-May 2000, by category
Figure 4.17: Nutraceutical launches May 1999-May 2000 by function and category
Figure 4.18: Age and functionality of older targeted products May 1999-May 2000
Figure 6.19: Manufacturer concentration in food & drinks categories, 1998, selected countries
Figure 6.20: Position of case study brands within the nutraceutical market
Figure 6.21: Benecol uses a plant stanol ester to reduce cholesterol
Figure 6.22: The Benecol range includes margarine, cheese spread and yogurt
Figure 6.23: Benecol, SWOT analysis
Figure 6.24: Talians calcium rich mineral water
Figure 6.25: Talians, SWOT analysis
Figure 6.26: Nutribread for women, SWOT analysis
Figure 6.27: Stimulance - Nutricia apply pharmaceutical knowledge to food
Figure 6.28: Stimulance, SWOT analysis
Figure 6.29: Novartis Aviva range
Figure 6.30: Novartis Aviva, SWOT analysis
Figure 6.31: BioCalcio from Nestlé
Figure 6.32: BioCalcio, SWOT analysis
Figure 6.33: LC1 Go probiotic drink
Figure 6.34: LC1 range of dairy products
Figure 6.35: LC1, SWOT analysis
Figure 6.36: Yakult (Japanese version)
Figure 6.37: Yakult, SWOT analysis
Figure 7.38: Key types of product launch
Figure 7.39: Key company types
Figure 7.40: Key nutraceutical functions
Figure 7.41: Key product categories
Figure 7.42: Key consumer groups
Figure 7.43: Key geographical regions
Figure 7.44: Key success criteria
Figure 7.45: Key consumer attitude factors
Figure 8.46: Product submission for EU 'novel foods' regulation
Figure 8.47: 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) 35+, by country, by age group, 1995-2005
Table 3.6: Congestive Heart Failure (CHF) prevalence by country, 1998 - 2005
Table 3.7: Cancer prevalence by country, 1998 - 2005
Table 3.8: Cancer prevalence (per 100,000 population) by country, 1998 - 2005
Table 3.9: Vitamin and mineral supplements, per head expenditure (US$/Head) by type, 1999
Table 3.10: Alleged properties of common herbals
Table 3.11: Alleged properties of common herbals
Table 3.12: Herbal supplements and OTC medicine value sales (US$ m) by country, 1995-99
Table 3.13: Herbal supplements and OTC medicine, per head expenditure (US$/Head) by country, 1995-99
Table 4.14: Functionality categorization definitions
Table 4.15: Nutraceutical new product launches May 1999-May 2000, by function and category
Table 4.16: New product launches May 1999-May 2000, by country, by function
Table 4.17: New product launches May 1999-May 2000 share (%) by country, by function
Table 4.18: Age and degree of functionality of new launches May 1999-May 2000, by function
Table 4.19: Delivery vehicle share (%) of older targeted product functions
Table 4.20: Specific functions - frequency, age targeting and functionality
Table 4.21: New 'Bone' product launch examples
Table 4.22: New 'Heart' product launch examples
Table 4.23: New 'Cancer' product launch examples
Table 4.24: New 'Immune' product launch examples
Table 4.25: New 'Soothe' product launch examples
Table 4.26: New 'Digestion' product launch examples
Table 4.27: New 'Prebiotic' product launch examples
Table 4.28: New 'Probiotic' product launch examples
Table 4.29: New 'General well being' product launch examples
Table 4.30: New 'Eyesight' product launch examples
Table 4.31: New 'Stress' product launch examples
Table 4.32: New 'Diabetes' product launch examples
Table 4.33: New 'Vitamin' product launch examples
Table 5.34: Functional cereal sales by country (US$ m), 1995-99
Table 5.35: Per Head Expenditure (PHE) on functional cereals, by country (US$/Head), 1995-99
Table 5.36: Functional milk and yogurt, total value sales (US$ m), 1995-99
Table 5.37: Per Head Expenditure (PHE) on functional milk and yogurt (US$/Head), 1995-99
Table 5.38: Functional fats and spreads, sales by country (US$ m), 1995-99
Table 5.39: Per Head Expenditure (PHE) on functional fats and spreads, by country (US$/Head), 1995-99
Table 5.40: Functional confectionery sales (US$ m), 1995-99
Table 5.41: Per Head Expenditure on functional confectionery (US$/Head), 1995 - 99
Table 5.42: Sports and energy drinks, value sales (US$ m), 1995 - 99
Table 5.43: Per Head Expenditure (PHE) on sports and energy drinks (US$/Head), 1995 - 99
Table 5.44: Vitamin and mineral value sales (US$ m), by country, 1995 - 99
Table 5.45: Per Head Expenditure on Vitamins and minerals (US$/Head) by country, 1995 - 99
Table 8.46: Excerpts from the EC action plan on food safety
Table 8.47: Excerpts from the EC action plan on food safety
Table 8.48: Excerpts from the EC action plan on food safety
Table 8.49: Excerpts from the EC action plan on food safety

Abstract

With some nutraceutical categories growing at over 22% per annum, many food, drink and even pharmaceutical companies are exploring new segmentations of consumers and their demands in an attempt to exploit this fast growth market. Success stories such as Yakult and Red Bull clearly illustrate the potential for companies to expand sales, gain share and even create new categories in the largely slow growth food and drink market. This report will help you to; Refine your consumer targeting - presenting an examination of the demographics of the 14-34 and 35+ age-groups by country, identifing key lifestyle drivers, and the resulting demands for nutraceutical products. Compare your views with those of your competitors - we interviewed over 140 industry decision makers to discover their opinions on issues such as key target audiences and geographical regions, consumer factors such as the acceptance of health claims and the key success criteria for a nutraceutical brand. Revise your NPD strategies - the report contains analysis of 396 new product launches between May 1999 and May 2000 by category, assessing the fit of new products to the demands of both primary groups of consumers, and identifying key opportunities for further new launches. Learn best practice strategies - we have compiled case studies of brands such as Stimulance (Numico), Signal (Unilever) and Aviva Life Foods (Novartis) so you can benefit from the experiences of manufacturers launching nutraceutical brands.

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Nutraceuticals: Consumer Targeting By Age Profile, Volumes 1 & 2

Table of Contents

Abstract