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Functional, Fortified and Inherently Healthy Foods and Beverages: The U.S. Phood Market


Attention: There is an updated edition available for this report.

Gauging 2006 sales at approximately $20 billion through all channels, including mass-market, health/natural, Wal-Mart, and warehouse clubs, Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market, a fully updated Packaged Facts report, covers functional foods and beverages with medically beneficial ingredients—also known as “phoods” and “bepherages.” Considering health and wellness as a top criterion driving consumer food choices, the report examines the full spectrum of packaged foods and beverages that provide a positive pharmaceutical benefit beyond basic nutrition, including products that are “inherently healthy” (e.g., oatmeal, whole-grain breads, cranberry juice, nuts), fortified foods (e.g., orange juice with plant sterols), and “designer” foods (e.g., soy protein bars, smart spreads).

It analyzes competitive trends and pinpoints opportunities for current and prospective marketers, including government regulation of food and beverage health claims, the development and use of key nutrients in the market, the impact of the obesity epidemic in the U.S. on consumer food choices, chances to capitalize on the new Food Guide Pyramid, and the ongoing trend toward more balanced “eating for health.” The two broad classifications—phoods and bepherages—are quantified to the marketer/brand share level by Information Resources, Inc. InfoScan data and further substantiated by extensive qualitative analysis. The report also documents market size and composition as well as marketing, new product, and retail trends, with sales forecasts through 2011. It provides detailed consumer profiles of key demographics, based on Spring 2006 Simmons Market Research Bureau data, with detailed breakouts by gender, race/ethnicity, and household composition.

Report Methodology
The information in Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer behavior patterns and data were derived from Simmons Market Research Bureau’s National Consumer Survey for Spring 2006.

What You’ll Get in this Report Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market offers.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the food industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for functional and fortified foods, as well as projected sales and trends through 2012. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the functional and fortified food consumer based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for functional foods and beverages.
  • Research and development professionals stay on top of competitor initiatives and explore demand for functional foods and beverages.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope and Methodology
      • Scope of Report
      • Report Methodology
    • Overall Market Trends
      • Eating for Health
      • FDA Holds Hearing on Functional Foods Definition
      • Total Phood/Bepherage Sales Estimated at $24.8 Billion
        • Table Share of U.S. Phood Sales by Retail Outlet Type, 2006 (percent)
      • Sales to Near $39 Billion by 2011
    • Phoods
      • Four Competitive Paths for U.S. Phood Marketers
      • National Consumer Advertising Expenditures
      • "High Antioxidants" Coming on Strong
      • Product Usage Rates
        • Table Household Penetration Rates for Selected Phood Classifications, 2006 (U.S. households)
    • Bepherages
      • Three Ways to Compete in U.S. Bepherages Market
      • National Consumer Advertising Expenditures
      • Vitamins, Antioxidants Score High in Bepherage Introductions
      • Tea Tops Bepherages with Functional Claims
      • Product Usage Rates
        • Table Household Penetration Rates for Selected Bepherage Classifications, 2006 (U.S. households)
    • Looking Ahead
      • Trends & Opportunities
  • Chapter Overall Market Trends - Highlights
  • Overall Market Trends
    • Introduction
      • The Intersection of Foods and Pharmaceuticals
      • Nutraceuticals and Functional Foods
      • Health Claims
      • Types of Health Claims
      • Nutrient Content Claims
      • Medical Organization Logos
      • Key Nutrients and Ingredients
        • Table U.S. Phood Market: Key Nutrients and Ingredients, 2007
    • Market Drivers
      • Consumer Health Concerns
      • Obesity: A National Health Crisis
      • Food Industry Under Fire
      • From Low-Carb Dieting to Balanced Eating
      • America on a Diet
      • The New Food Guide Pyramid
      • Eating for Health
      • The Role of Research & Development
      • Target Marketing: Boomers and Beyond
      • The Role of Convenience
      • The Health and Natural Foods Conundrum
    • Retail Sales and Market Share Trends
      • Methodology for Estimates
      • Total Phood/Bepherage Sales Estimated at $24.8 Billion
        • Table Share of U.S. Phood Sales by Retail Outlet Type, 2006 (percent)
        • Table Estimated Mass-Market Sales of Phoods and Bepherages, 2002-2006 (in million of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales by Product Category, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: Share of IRI-Tracked Sales by Product Category, 2005 vs. 2006
      • Phood Classification Bigger, But Bepherages Growth Faster
        • Table IRI-Tracked Sales of Phoods and Bepherages by Classification, 2005 vs. 2006 (in millions)
      • Superior Growth for Most Phood Categories
      • Slow and Steady in Cereal, Speedy Growth in Bars
      • Bread, Nutritional Liquid/Powder Segments Stagnant
      • Olive Oil, Dried Fruit, and Nuts Make Gains
      • Dairy Sees Explosive Growth
      • Juices, Waters, Teas Join Forces
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of RTE (Cold) Cereal, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Food Bars, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Hot Cereal/Oatmeal, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Fresh Bread, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Olive Oil, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Dried Fruit, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Yogurt and Yogurt Drinks, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Juice, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Cooking/Baking Nuts, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Soymilk, Kefir, and Milk Substitutes, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Bottled Water, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Shelf-Stable Bottled Juice Drink, Blend, or Smoothie, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Nutritional Liquid/Powder, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Fresh Milk, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Fresh Eggs, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Margarines/Spreads/Butter Blends, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Loose/Bagged Tea, 2005 vs. 2006 (in millions of dollars)
        • Table U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Tea, 2005 vs. 2006 (in millions of dollars)
    • Market Projection
      • Sales to Near $39 Billion by 2011
        • Table Projected Total U.S. Retail Sales of Phoods and Bepherages: 2006-2011 (in billions of dollars)
  • Chapter Phoods - Highlights
  • Phoods
    • Marketer Overview
      • The Competitors
      • Different Marketing Thrusts for Food vs. Pharmaceutical Companies
      • Phood Patents
        • Table Selected U.S. Phood Marketers and Products, 2004
    • Competitive Trends
      • Four Competitive Paths for U.S. Phood Marketers
      • Market Segmentation and Demographics
      • Whole Grain-the Heart of the Matter
      • Health Nuts and Other Inherently Healthy Phoods
      • Fast-Growing Food Bars
    • Advertising Trends
      • National Consumer Advertising Expenditures
      • Advertising Positioning
    • New Product Trends
      • "High Antioxidants" Coming on Strong
        • Table Number of New Phood Products by Functional Package Tag/Claim, 2004-2006
      • Snack Bars Classification Out Front in Functional Claims
        • Table Number of New Phood Products by Functional Package Tag/Claim and Product Classification, 2006
      • Omega-3 Fatty Acids
      • Soy
      • Yogurt and Probiotics
      • Oils
        • Table Number of New Olive Oil Products by Functional Package Tag/Claim, 2006
      • Phytochemicals and Plant Extracts
      • Whole Grains
        • Table Number of New Phood Products Making High Fiber Claims by Product Classification, 2006
      • Organic Introductions
      • Children's Products
      • Portability and Portion Control
    • Brand Profiles
      • RTE Cereal (Kellogg's Special K)
      • Hot Cereal/Oatmeal (Quaker Take Heart)
      • Yogurt/Yogurt Drinks (Dannon DanActive and Activia)
      • Chocolates (Mars CocoaVia)
      • Nutritional/Intrinsic Health Value Bars (Kraft South Beach Diet Bars)
    • Consumer Trends
      • Note on Simmons Survey Data and Tables
      • Product Usage Rates
        • Table Household Penetration Rates for Selected Phood Classifications, 2006 (U.S. households)
      • Product Purchasing Patterns
      • Demographic Characteristics Favoring Use of Selected Phood Categories and Brands
        • Table Household Penetration Rates for Selected Phood Classifications, 2004-2006 (U.S. households)
        • Table Indices for Use of Selected Phood Classifications: By Adult Age Bracket, 2006 (U.S. households)
        • Table Indices for Use of Selected Phood Classifications: By Gender, 2006 (U.S. households)
        • Table Indices for Use of Selected Phood Classifications: By Race/Ethnicity, 2006 (U.S. households)
        • Table Indices for Use of Selected Phood Classifications: By Region, 2006 (U.S. households)
        • Table Indices for Use of Selected Phood Classifications: By Household Income Bracket (in Thousands), 2006 (U.S. households)
        • Table Indices for Use of Selected Phood Classifications: By Household Size, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Whole-Wheat, Multi-Grain, Oat, or Bran Bread, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Unsalted or Unroasted Nuts, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Wheat Crackers, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Cheerios (Regular, Honey Oat, Multi-Grain), 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Old Fashioned Quaker Oats, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Smart Balance, Benecol, or Take Control Margarine, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Total Cereal-Any Variety, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Special K-Any Variety, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Yoplait Drinkable Yogurt, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Dannon Drinkable Yogurt, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Stonyfield Farm Yogurt, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Wheaties, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Ensure Liquid Nutritional Supplement , 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Smart Start Cereal, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Boost Liquid Nutritional Supplement , 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Luna Bars, 2006 (U.S. households)
  • Chapter Bepherages - Highlights
  • Bepherages
    • Marketer Overview
      • The Competitors
      • Opportunities Abound in Growing Bepherage Market
        • Table Selected U.S. Bepherage Marketers and Products, 2007
    • Competitive Trends
      • Three Ways to Compete in U.S. Bepherages Market
      • Soft Drink Marketers Recoup Losses
      • Overcoming Juice's Negative Image
      • Divide and Conquer
    • Advertising Trends
      • National Consumer Advertising Expenditures
      • Advertising Positioning
    • New Product Trends
      • Vitamins, Antioxidants Score High in Bepherage Introductions
      • Tea Tops Bepherages with Functional Claims
        • Table Number of New Bepherage Products by Functional Package Tag/Claim, 2004-2006
        • Table Number of New Bepherage Products by Functional Package Tag/Claim and Product Classification, 2006
      • Water
      • Fruit Juices and Fruit Drinks
      • Energy & Calorie-Burning Drinks
      • Milk and Milk Substitutes
      • Smoothies
      • Functional Tea, Coffee, and Now-Beer
      • Condition-Specific Bepherages
    • Product Profiles
      • Juice Blends and Smoothies: Naked Juice
      • Energy Drinks: Fuze Beverage
      • Bottled Water: Glaceau vitaminwater
      • Tea: Coca-Cola/Nestlé's Enviga
      • Fruit Juice: Ocean Spray Cranberry
    • Consumer Trends
      • Demographics
      • Product Usage Rates
        • Table Household Penetration Rates for Selected Bepherage Classifications, 2006 (U.S. households)
      • Purchasing Patterns
      • Key Demographics for Selected Categories and Brands
        • Table Household Penetration Rates for Selected Bepherage Classifications, 2004-2006 (U.S. households)
        • Table Indices for Use of Selected Bepherage Classifications: By Adult Age Bracket, 2006 (U.S. households)
        • Table Indices for Use of Selected Bepherage Classifications: By Gender, 2006 (U.S. households)
        • Table Indices for Use of Selected Bepherage Classifications: By Race/Ethnicity, 2006 (U.S. households)
        • Table Indices for Use of Selected Bepherage Classifications: By Region, 2006 (U.S. households)
        • Table Indices for Use of Selected Bepherage Classifications: By Household Income Bracket (in Thousands), 2006 (U.S. households)
        • Table Indices for Use of Selected Bepherage Classifications: By Household Size, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Cranberry Juice/Blend, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Ready-to-Drink Orange Juice with Calcium, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Frozen Orange Juice with Calcium, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Soymilk, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Ocean Spray Cranberry Juice/Blend, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Northland Cranberry Juice/Blend, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Celestial Seasonings Herbal Tea, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Tropicana Ready-to-Drink Orange Juice with Calcium, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Minute Maid Ready-to-Drink Orange Juice with Calcium, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Minute Maid Frozen Orange Juice with Calcium, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Red Bull Energy Drink, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of SoBe Adrenaline Rush Energy Drink, 2006 (U.S. households)
        • Table Demographic Characteristics Favoring Use of Arizona Extreme Energy Shot, 2006 (U.S. households)
  • Chapter Looking Ahead - Highlights
  • Looking Ahead
    • Trends and Opportunities
      • Product Trends: What's Next
      • Probiotics Growth Continues
      • Whole Grains in a Variety of Formats
      • Omega-3 Fatty Acids as Ingredient of Choice
      • Spicing It Up
      • Bepherages Coming on Strong
      • Research and Development Crucial to Phoods Success
      • Regulating the Industry
      • Target Marketing: Who's Next
    • Looking Abroad
      • Europe
      • Asia
  • Addresses of Selected Marketers

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