Heart health (cholesterol-lowering, blood pressure-lowering)
Bone health
Joint health
Beauty and skin
Energy
Digestive health
Brain and eye development
Ingredients featured include:
Probiotics
Prebiotics
Fibre
Wholegrains
Plant sterols and stanols
Green tea
Omega-3
CoEnzyme Q10
Protein
Soy
Calcium
Glucosamine
Antioxidants
The report is in two parts. Part I is a concise 40-page analysis setting out:
Which brand strategies are most effective and why
Which ingredient strategies are most effective and why
Part II consists of 15 detailed case studies which summarise:
success factors, and common causes of failure
common lessons for pricing, positioning and marketing
key lessons in selecting ingredients
key lessons in communicating benefits
how to extend an existing brand
how to create a successful new brand
Each case study is based on interviews with executives at the companies concerned. They speak with considerable frankness about challenges they have encountered. We have set their opinions in the context of our own analysis - which means that we do not always agree with some companies’ self-analysis - to create a template that will be useful to anyone trying to develop a new product with health benefits or devise a strategy in health.
Author Julian Mellentin is an acknowledged international expert on the business of food, nutrition and health - and his insights have been derived from 15 years of dedicated research in the area.
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