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The U.S. Market for Fortified Foods and Drinks: Expanding the Boundaries

This fully updated report from Packaged Facts analyzes three key categories of fortified foods: foods, beverages, and baby foods & formula. The report analyzes the lifestyle and demographic trends affecting this market, projecting market size and growth by product category. The study also unveils the competitive strategies and new product launches of major players, examines the retail milieu, and profiles the consumer by product type and brand.


Scope And Methodology

Market Parameters

This report covers foods and beverages distinctly marketed as fortified with nutrients, and sold through supermarkets, other mass-market outlets, and health and natural food outlets. These products appear in a variety of processed food categories, and are characterized by the marketer's decision to add nutritional supplement ingredients to make the foods healthier for the consumer. Packaged Facts divides the fortified foods market into three broad categories: 1) foods, 2) beverages, and 3) baby foods and formula.

Products Fortified by Law or Custom Not Included

In order to limit discussion to the most dynamic section of the market, Packaged Facts excludes from its definition foods that are universally fortified by law or industry custom. Thus, table salt fortified with iodine is not included, because almost all brands of table salt are iodine-fortified, and iodine fortification is not a point of difference between brands. Likewise, whole milk fortified with vitamin D and low-fat milk fortified with vitamins A and D are the industry standards. Hence, these products are not included in the market definition of this report, although milk fortified with acidophilus or other ingredients such as vitamin E is included.

Sports Nutrition, Meal Replacements, Herbal Teas Not Included

A number of products on the fringes of the fortified foods market are not included in the sales figures in this report because they do not represent line extensions of comparable non-fortified food or beverage categories. Specifically, sports nutrition products such as the protein powders used by body-builders are not included. The same is true of meal-replacement drinks like Ultra Slim-Fast and Ensure, and diabetes-control products such as Ensure's Glucerna line.

Energy bars are a special case. In general, Packaged Facts has chosen to include those brands that have made an impact on the mass market (such as PowerBar and Balance Bar) and which are marketed almost like snack bars, while excluding brands that are positioned primarily as sports nutrition products and marketed primarily through health foods stores, gyms, and sporting goods venues. In addition, isotonic sports drinks and herbal/medicinal teas are excluded from this report unless they are also fortified with standard vitamins or minerals. Products such as vitamin C-fortified cough drops and calcium chews are likewise excluded because they are marketed as over-the-counter medications or supplements, not foods. Chewing gum is not included in this report because it is not meant to be swallowed.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry sources and on-site examination of the retail milieu. Secondary research entailed data-gathering from relevant trade, business, and government sources. Sources include InfoScan scanner data from Information Resources, Inc. (IRI), Chicago, Illinois; estimates published in the trade press, in such journals as Supermarket Business; annual reports, 10Ks, and other financial releases from public companies; sales estimates of private companies by Hoover's, Inc. and other Internet sources; marketer profiles in trade and consumer publications; company press releases and marketing literature; published data on advertising expenditures; national consumer panel data; and previous Packaged Facts reports on the fortified foods market.

The market sales estimates presented here have been extrapolated by Packaged Facts using InfoScan data obtained from IRI. These data track sales of various food categories in supermarkets (defined as grocery stores with annual sales of at least $2 million), mass merchandisers, and chain drugstores, but do not break out sales by fortified vs. unfortified line extensions. Therefore, Packaged Facts has: 1) analyzed each pertinent food segment (e.g., ready-to-eat cold cereal, snack bars, yogurt, bottled juices, refrigerated juices, aseptic juices, infant formula, and so forth) and projected fortified sales for each segment by calculating the estimated percentage of foods in that segment that are fortified, by tallying sales of individual brands, or by both of these means; and 2) further projected these estimates to include other retail channels. Figures provided on national consumer advertising expenditures are based on data (copyright 2000) from CMR, a Taylor Nelson Sofres company. The analysis of consumer demographics primarily derives from the Simmons Market Research Bureau (New York, NY) spring 2001 consumer survey, based on 25,030 respondents.

Press Release

Fortified Foods Market More Than Tripled Between 1997 and 2001 to $18 Billion

New York, April 12/PRNewswire - Foods and beverages that are distinctly marketed as fortified with nutrients have enjoyed tremendous popularity in recent years. According to The U.S. Market for Fortified Foods: Expanding the Boundaries, a newly published Packaged Facts report available at MarketResearch.com, sales of the total fortified foods market reached almost $18 billion in 2001, tripling the sales figure posted in 1997. Projections for coming years demonstrate continued optimism for the future of the market, with retail sales forecast to reach $28.6 billion by 2006.

Success within the fortified foods market stems from the industry’s extremely high rate of product development and the fact that consumers have proven quick to purchase enhanced foods as they are introduced to the market. Sensing a lucrative opportunity, major food and beverage players have focused their attention on the fortified foods industry in recent years, purchasing the successful smaller players that have made this niche market a powerful force within a large and competitive industry. Complex mergers and acquisitions along with rapid product development have combined to make fortified foods a confusing, though profitable, marketplace.

“Small entrepreneurial marketers in the food and beverage industry quickly become candidates for acquisition,” said Meg Hargreaves, VP of Research Publishing for MarketResearch.com. “The absorption of many minor fortified food producers by large companies, as well as the changing regulatory environment, have made this lucrative market rather difficult for some companies to navigate.”

The U.S. Market for Fortified Foods provides detailed information about consumer demographics, as well as distribution and marketing trends, product development, and emerging promotional campaigns. The report also includes historical sales data, as well as market projections through the year 2005.

About Packaged Facts
Packaged Facts, a division of MarketResearch.com, produces research reports on a wide range of consumer industries, including information on domestic and global market trends and opportunities.

About MarketResearch.com
MarketResearch.com is the leading provider of global market intelligence products and services. With over 50,000 research publications from more than 350 top consulting and advisory firms, they offer instant online access to the world’s most extensive database of expert insights on global industries, companies, products, and trends. For more information, call Alison Williams at 212.807.2649 or visit www.MarketResearch.com.

  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Products Fortified by Law or Custom Not Included
    • Sports Nutrition, Meal Replacements, Herbal Teas Not Included
    • Report Methodology

    The Market
    • Foods and Beverages Fortified to Enhance Nutritional Value
    • Fortified Foods Cut Across Category Lines
    • Three Main Product Categories
    • Foods
    • Beverages
    • Baby Foods and Formula
    • Changes in Regulation Have Positive Effect
    • Fortified Foods Market Nears $18 Billion in 2001
    • Table 1-1: U.S. Retail Sales of Fortified Foods Market by Category, 1997-2006 (dollars): Foods, Beverages, Baby Foods/Formula
    • Foods Category Nearly Half of Retail Dollar Sales
    • Figure 1-1: Share of U.S. Fortified Foods Market Retail Dollar Sales by Product Category, 1997 vs. 2001 (percent): Foods, Beverages, Baby Foods/Formula
    • Supermarkets the Dominant Retail Outlet
    • Factors to Market Growth

    The Marketers
    • Hundreds of Marketers
    • Acquisitions Reshaping the Landscape
    • The Health Foods Conundrum

    Marketing and New Product Trends
    • Marketing to Women
    • Marketing as Child's Play
    • Marketing to Aging Baby Boomers
    • New Products Proliferate
    • National Consumer Advertising Estimated at $963 Million

    Distribution and Retail
    • Two Main Methods of Distribution
    • Small Marketers Frequently Work Through Brokers
    • The Battle for Distribution
    • Supermarkets and Health Foods Stores
    • Drugstores Have a Natural Health Connection
    • Fortified Foods Displayed Side-by-Side Unfortified Ones

    The Consumer
    • Product Usage Rates
    • Usage of Ready-to-Eat Cereal
    • Usage of Fortified Orange Juice
    • Usage of Other Fruit Juices and Juice Drinks
    • Enfamil vs. Similac
  2. The Market
    Scope of Report
    • Foods and Beverages Fortified to Enhance Nutritional Value
    • Fortified Foods Cut Across Category Lines
    • Three Main Product Categories
    • Foods
    • Beverages
    • Baby Foods and Formula
    • Products Fortified by Law or Custom Not Included
    • Definitions: Enriched, Fortified, Functional, Nutraceutical, Dietary Supplements
    • How Enriched Differs from Fortified
    • Fortified Foods Increase Nutrients
    • Definition of Functional Foods Open to Interpretation
    • Nutraceuticals Meant to Enhance Health
    • Dietary Supplements
    • Sports Nutrition, Meal Replacements, Herbal Teas Not Included
    • Focus on Products Sold Through Retail Stores

    Market Background
    • Brief History of Food Fortification
    • Mandatory Enrichment
    • Technology Advances Fortification
    • Backlash Against Fortification
    • Fortification Rises Again
    • Changes in Regulation Have Positive Effect

    Ingredients Used to Fortify Foods
    • Common Fortifiers
    • Vitamins and Minerals: How Much?
    • Table 2-1a: Reference Daily Intake of Selected Vitamins
    • Table 2-1b: Reference Daily Intake of Selected Minerals
    • Vitamins = Organic Substances
    • Vitamin A
    • Vitamin B1 (Thiamine)
    • Vitamin B2 (Riboflavin)
    • Vitamin B3 (Niacin)
    • Vitamin B5 (Pantothenic Acid)
    • Vitamin B6 (Pyridoxine)
    • Vitamin B12 (Cobalamin)
    • Biotin
    • Folic Acid (Folate)
    • Vitamin C
    • Vitamin D
    • Vitamin E
    • Vitamin K
    • Minerals = Inorganic Elements
    • Calcium
    • Chromium
    • Iodine
    • Iron
    • Magnesium
    • Manganese
    • Phosphorous
    • Potassium
    • Selenium
    • Sodium
    • Zinc
    • Dietary Fiber
    • Probiotics and Prebiotics
    • Fortification with Soy
    • Omega-3 Fatty Acids
    • Herbals, Botanicals, and New Age Additions
    • Chamomile
    • Echinacea
    • Ginger
    • Ginkgo Biloba
    • Ginseng
    • Green Tea
    • Guarana
    • Kava Kava
    • Ma Huang
    • St. John's Wort
    • Taurine
    • The Controversy Over Hemp

    The Regulatory Environment
    • Regulatory Agencies
    • Food Labeling Basics
    • Nutrition Labeling
    • RDI Replaces RDA
    • Labeling's Shortfall
    • Exceptions to Nutrition Labeling
    • Labeling of Foods for Children Under Age 4
    • Infant Formula Regulated Separately
    • The U.S. WIC Program
    • NLEA Allows Specific Health Claims
    • The "Jelly Bean Rule"
    • Example of Health Claim Requirements
    • Nutrient Content Claims
    • FDA Warns Marketers of "Unapproved Additives"
    • Structure/Function Claims Now Allowed
    • Figure 2-1: U.S. Retail Sales of Fortified Foods Market, 1997-2001 (dollars)

    Market Size and Growth
    • Methodology for Estimates
    • Total Fortified Foods Market Nears $18 Billion in 2001
    • Table 2-2: U.S. Retail Sales of Fortified Foods Market, 1997-2001 (dollars)
    • Sales of Foods Category Approach $8.4 Billion
    • Table 2-3: U.S. Retail Sales of Fortified Foods Category, 1997-2001 (dollars)
    • Fortified Beverages Second at Over $6.9 Billion
    • Table 2-4: U.S. Retail Sales of Fortified Beverages Category, 1997-2001 (dollars)
    • Baby Foods and Formula Fairly Stagnant at $2.4 Billion
    • Table 2-5: U.S. Retail Sales of Fortified Baby Foods and Formula Category, 1997-2001 (dollars)

    Market Composition
    • Foods Nearly Half of Retail Dollar Sales
    • Figure 2-2: Share of U.S. Fortified Foods Market Retail Dollar Sales by Product Category, 1997 vs. 2001 (percent): Foods, Beverages, Baby Foods/Formula
    • Most Popular Ingredients Used in Fortified Foods
    • Sold in a Wide Range of Channels
    • Supermarkets the Dominant Retail Outlet
    • Figure 2-3: Share of Dollar Sales of Fortified Foods Market by Retail Channel, 2001 (percent): 6 Retail Channels, All Other Outlets
    • Regional Sales Follow Population Share
    • Sales Spread Out by Season

    Factors to Market Growth
    • All Age Groups Use Fortified Foods
    • Aging Baby Boomers Focus on Fortified Foods
    • Kids Another Driving Force
    • Table 2-6: Projected U.S. Population by Age Bracket, 2000-2010 (number): From Age Under 5 to Age 100 and Over
    • Growing Ethnic Population Shaping Sales
    • Table 2-7: Population Projections for Selected U.S. Racial Populations, 2000-2020 (number): Non-Hispanic White, Non-Hispanic Black, Hispanic, Hispanic Asian-American
    • Changing Eating Habits
    • Looking Toward Self-Care and Alternative Health Solutions
    • Linking Diet and Health
    • Fortified Foods Can Supplement a Normal Diet
    • Current Health Concerns
    • Product Innovation and Technical Advances Help Drive Growth
    • Fortification a Competitive Strategy
    • FDA Regulations: Both Relaxing and Tightening Up
    • Calls for Review
    • Four Consumer Requirements
    • Backlash to Fortified Foods: Too Much of a Good Thing?
    • Targeting Markets
    • New Fortified Products and Cross-Fortification
    • Trends in Non-U.S. Markets
    • Fortified Cereals Facing a Saturated Market
    • Energy/Snack Bars Growing
    • Other Markets, Including Dairy and Soy Foods, Open to Possibilities
    • Fortified Products Driving Beverage Growth
    • Breaking News: Drinking Orange Juice May Lower Blood Pressure
    • Birth Rate, Breastfeeding Hamper Infant Formula Growth
    • Baby Foods Face Competition from Adult Foods
    • Figure 2-4: Projected U.S. Retail Sales of Fortified Foods Market, 2001-2006 (dollars)

    Market Projections
    • Sales to Approach $28.6 Billion by 2006
    • Table 2-8: Projected U.S. Retail Sales of Fortified Foods Market, 2001-2006 (dollars)
    • Fortified Foods Category to Near $13.0 Billion
    • Table 2-9: Projected U.S. Retail Sales of Fortified Foods Category, 2001-2006 (dollars)
    • Fortified Beverages Will Exceed $12.7 Billion
    • Table 2-10: Projected U.S. Retail Sales of Fortified Beverages Category, 2001-2006 (dollars)
    • Baby Foods and Formula to Top $2.8 Billion
    • Table 2-11: Projected U.S. Retail Sales of Fortified Baby Foods and Formula Category, 2001-2006 (dollars)
  3. The Marketers
    The Marketers
    • Hundreds of Marketers
    • Leaders Are Major Food or Pharmaceutical Companies
    • Minor Marketers
    • Most Compete in Only a Few Product Areas
    • Cereal Marketers
    • Marketers of Other Shelf-Stable Foods
    • Juice and Juice Drink Marketers
    • New Age Beverage Players
    • Natural Beverage Marketers
    • Dairy Products
    • Soy Products and Other Milk Alternatives
    • Baby Food and Infant Formula Marketers
    • Recent Divestitures, Mergers, and Acquisitions
    • Table 3-1: The U.S. Fortified Foods Market: Leading Marketers and Their Top Brands

    The Competitive Situation
    • Acquisitions Reshaping the Landscape
    • Four Ways Mainstream Marketers Compete
    • Developing New Products Risky
    • Reformulating Existing Products and Adding Line Extensions
    • Acquiring Existing Companies and Brands
    • Joint Ventures Can Provide Synergies
    • Major Companies Have the Edge
    • The Importance of Smaller Marketers
    • The Health Foods Conundrum
    • Some Marketers Focus on Non-Supermarket Channels
    • Fierce Competition Among Many Products
    • Different Marketing Thrusts for Food vs. Pharmaceutical Companies
    • Strong Private-Label Penetration for Some Product Areas

    Competitive Profile: Abbott Laboratories
    • $16 Billion in International Healthcare Revenues
    • Ross Infant Formula Products
    • Aiming to Expand to "Emerging Markets"

    Competitive Profile: Cadbury Schweppes Plc
    • World's Third-Largest Soft Drinks Marketer
    • Mott's, Inc: Apples and More
    • Revitalizing Hawaiian Punch
    • The Rebirth of Snapple
    • Mistic Fortifies Some of Its Drinks
    • Cadbury to Acquire Nantucket Allserve

    Competitive Profile: Campbell Soup Co.
    • Corporate Background
    • V8 Splash Makes Campbell a Leading Fortified Food Marketer
    • Functional Foods and Fortified Soups Fail
    • SpaghettiOs Plus Calcium
    • Pepperidge Farm Expanding Bread Business

    Competitive Profile: Clearly Canadian Beverage Corp.
    • New Age Waters

    Competitive Profile: The Coca-Cola Co.
    • Corporate Background
    • Moving Beyond Carbonated Soft Drinks
    • Minute Maid and Other Juice Brands
    • Minute Maid Fortified Juices: Not Just Orange
    • First National Launch of Vitamin D-Fortified Juice
    • Simply Orange: A New Alternative to Fresh-Squeezed
    • Disney Deal Puts Characters on Kids' Beverage Lines
    • Hi-C Is the Oldest Fortified Juice Brand
    • Hi-C vs. Hawaiian Punch
    • Odwalla Superpremium Juices
    • Coke Relaunches Powerade
    • New Initiatives in Fortified Beverages

    Competitive Profile: General Mills, Inc.
    • Corporate Background
    • "Big G" Cereals
    • Fortifying Products to Support Nutrition Claims
    • New Cereal Formats
    • Harmony, Aimed at Women
    • Yoplait and Columbo Yogurts
    • Teaming Up with DuPont for 8th Continent

    Competitive Profile: The Hain Celestial Group
    • Corporate Background
    • Fortified Food Initiatives

    Competitive Profile: H.J. Heinz Co.
    • Corporate Background
    • More Than Sauces
    • Heinz No. 2 in Baby Foods
    • Few Fortified Foods Initiatives
    • Heinz and Hain

    Competitive Profile: Interstate Bakeries Corp.
    • Corporate Background
    • Wonder Bread Builds Strong Bodies
    • FTC Files Suit Against Wonder Bread Over Health Claims
    • Direct Store Distribution

    Competitive Profile: Kellogg Co.
    • Corporate Background
    • The Trouble with Cereal
    • Differentiating Cereals on Value
    • Reformulating to Add Fortification
    • Kellogg Acquires Kashi, Launches Heart-Healthy Cereal
    • European Initiative
    • The Ensemble Failure
    • Krave Energy Bars
    • New Nutri-Grain Products
    • Taking Advantage of Keebler's DSD System

    Competitive Profile: Kraft Foods, Inc.
    • Corporate Background
    • Fortification Mostly by Default
    • Little Fortification for Post Cereals
    • Taste of Life Salad Dressings
    • Kraft Acquires Balance Bar

    Competitive Profile: Land O'Lakes, Inc.
    • Corporate Background
    • Growth in a Consolidating Industry
    • Increasing its Branded Position
    • Fortification Helps Add Value

    Competitive Profile: Mead Johnson Nutritionals (Bristol-Myers Squibb Co.)
    • Corporate Background
    • The Enfamil Family of Products
    • Attempt to Branch into Baby Foods Fails
    • Marketing to Health Professionals and Parents
    • Mead Johnson Sells Viactiv

    Competitive Profile: Nantucket Allserve, Inc.
    • Two "Juice Guys" Succeed with Carefree Lack of Professionalism
    • On the Fortification Bandwagon
    • Ocean Spray Buys and Sells

    Competitive Profile: Nestlé S.A.
    • Corporate Background
    • Nesquik Reformulated with Added Calcium, Vitamins, and Minerals
    • Carnation Infant Formulas
    • Nestlé Beverages, Ocean Spray Form Strategic Alliance

    Competitive Profile: Novartis AG
    • Corporate Background
    • Gerber Products Co.
    • Novartis Teams Up with Quaker
    • Aviva European Functional Foods Venture Pulled

    Competitive Profile: Ocean Spray Cranberries, Inc.
    • Corporate Background
    • Moving Beyond Cranberries
    • Tiny Competitor, Northland, Challenges Ocean Spray
    • Focus on Fortification to Stem Sales Decline
    • The Great White Hope
    • On a New Products Roll
    • Ocean Spray and Nestlé Announce Strategic Alliance
    • Scientifically Backed Research

    Competitive Profile: PepsiCo, Inc.
    • Corporate Background
    • Tropicana Acquisition Puts PepsiCo in the Juice Business
    • Initiatives in Fortified Juice
    • PepsiCo Buys Majority Stake in SoBe
    • PepsiCo Acquires Quaker Oats, Gatorade
    • Gatorade Leads in Sports Drinks
    • Quaker's Fortified Cereals and More
    • Quaker/Novartis Joint Venture Scrapped
    • Pepsi Testing the Waters
    • Amp Energy Drinks
    • SoBe Mr. Green

    Competitive Profile: Procter & Gamble Co.
    • Corporate Background
    • A Pioneer of Modern Marketing Techniques
    • P&G Sells Hawaiian Punch, Retains Sunny Delight
    • Sunny Delight Labeling Criticized
    • P&G Patents FruitCal Calcium Delivery System
    • P&G Testing Cutting-Edge Functional Beverages
    • Deal with Coke Falls Through
    • Nutristar, for Developing Nations
  4. Marketing and New Product Trends
    Marketing Trends
    • Positioning Health Benefits
    • Marketing to Women
    • Marketing as Child's Play
    • Marketing to Aging Baby Boomers
    • Packaging Trends
    • Labeling Is Part Regulation and Part Marketing

    New Product Trends
    • New Products Continue to Proliferate
    • Perception of Appropriate Added Ingredients
    • Calcium and Antioxidants
    • Marketers Bundling Vitamins
    • Folic Acid to Prevent Birth Defects
    • Soy Gaining the Spotlight
    • Probiotics and Prebiotics on the Cutting Edge
    • Cholesterol-Lowering Foods Are More Like Medicines
    • Jury Still Out on Herbal Fortifiers
    • Product Trends by Category: Foods
    • Adult-Targeted Cereals
    • Child-Targeted Cereals
    • Yogurt
    • Cheese and Margarine
    • Other Foods
    • Product Trends by Category: Beverages
    • Juices and Juice Drinks
    • Kid-Targeted Beverages
    • New Age Beverages
    • Vitamin-Enhanced Waters and Sports Drinks
    • Milk and Milk-Based Drinks
    • Soy Beverages
    • Smoothies
    • Powdered Drink Mixes
    • Tea Bags
    • Product Trends by Category: Baby Foods and Formula
    • Baby Foods
    • Infant Formula
    • Selected New Product Introductions
    • Table 4-1: The U.S. Fortified Foods Market: Selected New Product Introductions, 2000-January 2002

    Consumer Advertising and Promotions
    • National Consumer Advertising Estimated at $963 Million
    • Cereal and Beverage Giants the Top Advertisers
    • Advertising Placement
    • Much Advertising Is Linked to Promotion
    • Website Alternatives or Supplements to Traditional Media
    • Advertising Focuses on Nutrition, Health Benefits, and Taste
    • Unstated Health Benefits
    • Some Ads Focus on Packaging
    • Taking Charge of One's Health
    • Taking Care of Others
    • Family Focus
    • Direct Competitive Positioning
    • New Age Beverages Trade on Their Image
    • Consumer Promotions Are Large and Elaborate
    • Coupons Draw Attention
    • Joint Promotions Team Products
    • Sweepstakes Tie In with Activities or Entertainment
    • Free Gifts and Merchandise Offers
    • Charitable Contribution and Good Works
    • Examples of Consumer Advertising and Promotions

    Trade Advertising and Promotions
    • Trade Advertising
    • Trade Promotions
    • Co-Op Offers
  5. Distribution and Retail
    Distribution
    • Two Main Methods of Distribution
    • Warehousing vs. Direct Store Delivery
    • Advantages of Warehouse Distribution
    • Disadvantages of Warehouse Delivery
    • Advantages of Direct Store Delivery
    • Disadvantages of Direct Store Delivery
    • Small Marketers Frequently Work Through Brokers
    • Distributor Networks Serve Different Classes of Trade
    • Distributor Margins
    • Distributor Networks Motivate Marketer Alliances and Acquisitions
    • The Battle for Distribution

    Retailers
    • Where Fortified Foods Are Sold
    • Supermarkets the Leading Outlet
    • Convenience Stores Strong in Beverages
    • Natural Foods Stores Selection Limited Except for Beverages
    • Limited Selections in Warehouse Clubs
    • Mass Merchandisers Expanding Food Selections
    • Drugstores Have a Natural Health Connection

    At the Retail Level
    • Fortified Foods Displayed Side-by-Side Unfortified Ones
    • Most Fortified Food Line Extensions Priced at Parity
    • The Cost of Slotting Fees
    • Checkstand Potential
  6. The Consumer
    Consumer Overview
    • The Simmons Survey System
    • Simmons Data on Fortified Foods
    • Product Usage Rates
    • Table 6-1: Consumer Overview for Fortified Foods, Spring 2001 (percent): 54 Classifications

    Consumer Focus: Fortified Cold Cereals
    • Ready-to-Eat Cereal Users
    • Ready-to-Eat Cereal Use by Brand
    • Ready-to-Eat Cereal Users
    • Table 6-2: Demographic Characteristics Favoring Use of Cold Cereals: Cheerios vs. Honey Nut Cheerios, Spring 2001 (U.S. Adults)
    • Table 6-3: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Corn Flakes vs. Kellogg's Frosted Flakes, Spring 2001 (U.S. Adults)
    • Table 6-4: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Raisin Bran vs. Post Raisin Bran, Spring 2001 (U.S. Adults)
    • Table 6-5: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Froot Loops vs. Cap 'n Crunch, Spring 2001 (U.S. Adults)
    • Table 6-6: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Frosted Mini Wheats vs. Kellogg's Rice Krispies, Spring 2001 (U.S. Adults)
    • Table 6-7: Demographic Characteristics Favoring Use of Cold Cereals: Cinnamon Toast Crunch vs. Lucky Charms, Spring 2001 (U.S. Adults)
    • Table 6-8: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Corn Pops vs. Cocoa Puffs, Spring 2001 (U.S. Adults)
    • Table 6-9: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Apple Jacks vs. Post Honeycomb, Spring 2001 (U.S. Adults)
    • Table 6-10: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Special K vs. Total Corn Flakes, Spring 2001 (U.S. Adults)
    • Table 6-11: Demographic Characteristics Favoring Use of Cold Cereals: Basic 4, Spring 2001 (U.S. Adults)
    • Table 6-12: Demographic Characteristics Favoring Use of Cold Cereals: Corn Chex vs. Golden Grahams, Spring 2001 (U.S. Adults)
    • Table 6-13: Demographic Characteristics Favoring Use of Cold Cereals: Wheaties vs. Life, Spring 2001 (U.S. Adults)
    • Table 6-14: Demographic Characteristics Favoring Use of Cold Cereals: Kix vs. Trix, Spring 2001 (U.S. Adults)

    Consumer Focus: Energy Bars
    • Energy Bars
    • Energy Bar Use by Brand
    • Table 6-15: Demographic Characteristics Favoring Use of Energy Bars: Quaker Oats Chewy Granola Bars vs. Kellogg's Nutri-Grain, Spring 2001 (U.S. Adults)
    • Table 6-16: Demographic Characteristics Favoring Use of Energy Bars: PowerBar vs. Balance Bar, Spring 2001 (U.S. Adults)

    Consumer Focus: Fortified Beverages
    • Orange Juice Users
    • Fortified vs. Non-Fortified Orange Juice Users
    • Few Discernible Patterns Among O.J. Users
    • Users of Other Fruit Juices and Juice Drinks
    • The Minority Skew
    • The Child-Targeted Skew: Examples and Exceptions
    • Downscale Slant to Most Other Fruit Juices/Juice Blends
    • V8 Vegetable Juice Users
    • Table 6-17: Demographic Characteristics Favoring Use of Orange Juice, Spring 2001 (U.S. Adults)
    • Table 6-18: Demographic Characteristics Favoring Use of Orange Juice: Tropicana Pure Premium Original vs. Minute Maid Premium Regular, Spring 2001 (U.S. Adults)
    • Table 6-19: Demographic Characteristics Favoring Use of Orange Juice: Minute Maid Premium With Calcium vs. Tropicana Pure Premium With Calcium, Spring 2001 (U.S. Adults)
    • Table 6-20: Demographic Characteristics Favoring Use of Orange Juice: Tropicana Pure Premium Orange Tangerine (calcium-fortified) vs. Tropicana Season's Best with Calcium, Spring 2001 (U.S. Adults)
    • Table 6-21: Demographic Characteristics Favoring Use of Orange Juice: Tropicana Pure Premium Plus Vitamins, Spring 2001 (U.S. Adults)
    • Table 6-22: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: Welch's vs. Minute Maid, Spring 2001 (U.S. Adults)
    • Table 6-23: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: Sunny Delight vs. Hawaiian Punch, Spring 2001 (U.S. Adults)
    • Table 6-24: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: Ocean Spray Cranberry Juice Cocktail vs. Ocean Spray Cranberry Juice Blends, Spring 2001 (U.S. Adults)
    • Table 6-25: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: Hi-C vs. Juicy Juice, Spring 2001 (U.S. Adults)
    • Table 6-26: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: Mott's vs. Snapple, Spring 2001 (U.S. Adults)
    • Table 6-27: Demographic Characteristics Favoring Use of Vegetable Juice: Campbell's V8, Spring 2001 (U.S. Adults)

    Consumer Focus: Infant Formula
    • Enfamil vs. Similac
    • Table 6-28: Demographic Characteristics Favoring Use of Infant Formula: Enfamil vs. Similac, Spring 2001 (U.S. Adults)

    Attitudes Toward Health and Nutrition
    • "Shopping for Health" Report
    • 78% Use Fortified Foods
    • Labels Important in Decision-Making Process
    • Prime Health Concerns
    • Calcium and Vitamin C Claims
    • HealthFocus Consumer Surveys
    • Food as Medicine
    • Foods for "Wellness"

    Appendix I: examples of consumer advertising and promotions
    Appendix II: addresses of selected marketers

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