Americans' obsession with their health, combined with a high-pressure life style that leaves little time for food preparation, has created a $10 billion business in cereals, juices and other foods fortified with the vitamins and minerals missing from a hurried family's diet. Appearing as line extensions in a half dozen food categories, the fortified foods market is notoriously hard to track. This new study examines the regulatory environment, analyzes the growth and product trends shaping the fortified foods market and inspects the changing retail picture. It also unveils the marketing and promotional strategies of major players such as Kellogg's, General Mills, PepsiCo, Coca-Cola, Novartis, Heinz and many others. Finally, the study takes a look at differences and commonalities among consumers of fortified cereals, breads, juice drinks, baby foods and snacks.
Scope and Methodology
This Packaged Facts study focuses on the retail market for fortified foods in the United States. For the purposes of this report, fortified foods are defined as foods and beverages that have been fortified with extra ingredients to enhance their nutritional value. Under these parameters, which agree with the U.S. government’s use of the term “fortified,” foods are fortified only if they have been enhanced to contain a higher nutritional value than they would ordinarily contain prior to processing.
The four major categories of fortified foods are: 1) beverages, consisting primarily of fortified fruit drinks, juices, milk, and milk-alternative beverages; 2) staples, covering a variety of fortified everyday foods, especially ready-to-eat cereal, bread, pasta, and soup; 3) baby food, especially iron-fortified infant formula, but also including iron-fortified or otherwise fortified pureed vegetables and juices for babies and toddlers; and 4) snack foods and desserts, consisting of fortified versions of foods consumed as a treat in between meals or as sweets to finish meals.
The information contained in this report is based on primary and secondary research. Primary research included on-site examination of fortified food products and the retail establishments that sell them, and consultations with industry executives. Secondary research involved canvassing information and articles appearing in financial, marketing, and trade publications, company literature, and independent financial reports.
Statistics on market size and growth are based mainly on mass-market sales information provided to Packaged Facts on an exclusive basis by Information Resources, Inc. (IRI); these data have been supplemented with estimates and extrapolations from published trade reports. The analysis of consumer use of products is based on data supplied by Simmons Market Research Bureau.
Hours of Research: 945
I. Executive Summary
II. The Products
III. The Market
IV. The Marketers
V. Distribution and Retail
VI. The Consumer
Appendix I: Examples of consumer and trade advertising and promotions
Appendix II: Addresses of selected marketers
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