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Published by: Datamonitor
Published: Dec. 18, 2001 - 151 Pages
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
Introduction
Market context
Customer focus
Competitor dynamics
The future decoded
Action points
CHAPTER 2 INTRODUCTION
What is this report about?
Who is the target reader?
How to use this report
Methodology
Research and analysis methodology
Category and product definitions
CHAPTER 3 MARKET CONTEXT
Introduction
Key findings
Historical context
Trends in functional and fortified food and drink since the 1970s
Functional soft drinks
Key nutraceutical functions
Key consumer drivers
Emergence of ‘On-The-Go’ society
Better health education amongst consumers
The growing 35+ age bracket is driving medical nutraceuticals
Manufacturer drivers
Food and drink companies
Pharmaceutical companies
Company alliance may be the key strategy
Obstacles
Conclusions
CHAPTER 4 CUSTOMER FOCUS
Introduction
Key findings
Fat and calorie intake management
Replacement meals receives scientific support
Dietary supplements are growing steadily
Vitamin deficiency
Vitamin and mineral intake maintenance
Urinary tract infection
Beyond cranberry juice cocktails
Herbal remedies
Conclusions
CHAPTER 5 COMPETITIVE DYNAMICS
Introduction
Key findings
NPD trends
Geographical incidence
Delivery vehicle analysis
Positioning analysis
New standard plus nutraceutical launches
Competitive structure
Stonyfield Farm: Planet Protectors
The Well Fed Baby, Inc.: VitaPops
Campbell Soup Company: V8 Splash
CHAPTER 6 FUTURE DECODED
Introduction
Key findings
Channels of distribution for nutraceutical products
Key success criteria
Key consumer attitude factors
CHAPTER 7 ACTION POINTS
Introduction
Focus on the consumption ‘experience’
Understand the importance of packaging and labeling issues
Use suitably specific fortification for differentiation
CHAPTER 8 APPENDIX
European regulatory framework
PARNUTS
Foods with Positive Health Claims
US regulatory framework
The Nutrition Labeling and Education Act (NLEA)
The Dietary Supplement Health and Education Act (DSHEA)
Japanese FOSHU Regulation
This report is a licensed product and is not to be photocopied
LIST OF TABLES
Table 1: Key definitions
Table 2: Population (m), by country, by age group, 1995-2005
Table 3: Vitamin and mineral supplements, per head expenditure (US$/Head) by type, 1999
Table 4: Alleged properties of common herbals
Table 5: Common fortification ingredients and their functions
Table 6: Geographical distribution of new product launches
Table 7: Frequency of new product launches by market
Table 8: % Frequency of new product launches by use, by market
Table 9: Frequency of new product launches by category
Table 10: Specific positioning of new standard plus nutraceutical launches
Table 11: New Standard plus nutraceutical product launches, March 2000 to October 2001
Table 12: Top bottled juice brands, 1999
Table 13: Proposed conditions for nutrient and functional claims
LIST OF FIGURES
Figure 1: The expanding realm of nutraceuticals
Figure 2: Key nutraceutical market drivers
Figure 3: The expanding realm of nutraceuticals
Figure 4: Datamonitor’s Research Methodology
Figure 5: Product trends since the 1970s
Figure 6: Key nutraceutical functions
Figure 7: Population growth by age group, across all covered countries, 1995-2005
Figure 8: Pressures on food and drinks to drive sales
Figure 9: Food and drink company, SWOT analysis for the nutraceutical market
Figure 10: The increasing cost of drug development
Figure 11: Key company types in the nutraceuticals market
Figure 12: Key nutraceutical market drivers
Figure 13: Vitamin and mineral supplements, per head expenditure (US$/Head) by type, 1999
Figure 14: Hypothesized path of nutraceutical development
Figure 15: Frequency of new product launches by market
Figure 16: Planet Protector strategies for different target groups
Figure 17: Planet Protectors, SWOT analysis
Figure 18: Overview of company activities - VitaPops
Figure 19: VitaPops, SWOT analysis
Figure 20: V8 Splash strategies for different target groups
Figure 21: V8 Splash, SWOT analysis
Figure 22: Key consumer groups
Figure 23: Key distribution channels for nutraceuticals
Figure 24: Key success criteria
Figure 25: Key consumer attitude factors
AbstractAs nutraceuticals manufacturers develop more sophisticated products and include a wider variety of the benefits derived from fresh produce into more convenient or user-friendly formats, they potentially pose a threat to sales of standard products. Fresh fruit and vegetables, and other elements of a healthy, balanced diet, are becoming less integral to the core diet of consumers, and this is likely to be accelerated by increased uptake of nutraceuticals.
To a large extent, these changes are driven by the inclusion of various nutraceutical benefits in the relevant product categories, and in particular the degree of uptake that sees nutraceutical benefits integrated as standard (as they are for breakfast cereals). This report examines this application of enrichment and fortification techniques to everyday food and drinks products.
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