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The U.S. Market for Nutraceutical Foods and Beverages

This Packaged Facts report analyzes the market for nutraceuticals -- packaged foods that promise some medical benefit. Currently worth $17 billion at retail, and expected to reach $21 billion by 2006, this market encompasses such products as infant formula, protein drinks, cholesterol-lowering margarines, heart-healthy breakfast cereals and breads, and so on. Driving sales are a mounting awareness of health and fitness issues, as well as the desire to both self-prevent and treat diseases or conditions. However, the nutraceuticals business is relatively young, and in certain respects may be difficult for some marketers to navigate. The U.S. Market for Nutraceutical Foods and Beverages provides the quantitative and qualitative information that decision-makers need to profit from this beneficial foods trend. Historical and projected sales are presented, and societal and product trends investigated. Simmons demographic data are interpreted, and IRI brand shares are listed. The competitive strategies of Abbot, Bristol-Meyers Squibb, Campbell Soup, Kellogg, Hain Celestial Group, Quaker, and others, are also discussed.


Press Release

Promise of Healthy Beer and Candy to Push Nutraceuticals Market to $22 Billion in 2006

New York, August 14/PRNewswire - Nutraceuticals, those food and beverage additives that claim to help prevent or treat a medical problem, have exploded in popularity and are now enhancing products once considered downright unhealthy. According to The U.S. Market for Nutraceutical Foods and Beverages, a newly published Packaged Facts report available at MarketResearch.com, marketers have largely overcome the challenge of maintaining the flavor and taste of a food with nutraceutical elements by using new technologies and ingredient implementing techniques. Thanks to these improvements, virtually every product now has the potential to be reformulated as a nutraceutical food - even alcoholic beverages, candies and desserts.

“It seems that the development of nutraceutical products is poised to explode,” said Don Montuori, Acquisition Editor for Packaged Facts. “We have already seen meats with cholesterol-lowering properties, such as stanol ester, and the market innovation does not look like it will stop there. Many experts predict that candies with medicinal properties will become very popular in coming years, giving parents an easy method of getting vitamins and nutrients into their children’s diets.”

In the last year several new products in the meat, water, and candy categories have been introduced with nutraceutical positioning. And while regulatory complications may hinder the rapid development of some new products, sales of nutraceuticals reached $17.2 billion in 2001, up from $16.5 billion in 2000, and are expected to exceed $22 billion by 2006.

The U.S. Market for Nutraceutical Foods and Beverages 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 2006.

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.

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I. Executive Summary

    Executive Summary
    • The Scope of This Report
    • Report Methodology
    • Nutraceutical Defined
    • Seven Main Categories
    • Sales Exceeded $17 Billion in 2001
    • Table 1-1: U.S. Retail Dollar Sales of Nutraceutical Foods and Beverages, 1997-2001 (dollars; percent)
    • Nutraceuticals Expected to Reach over $22 Billion by 2006
    • Table 1-2: Projected U.S. Retail Dollar Sales of Nutraceutical Foods and Beverages, 2001-2006 (dollars; percent)
    • Figure 1-1: U.S Retail Dollar Sales of Nutraceutical Foods and Beverages, 1997-2006 (dollars; percent)
    • Tempestuous but Thriving Market
    • Infant Nutritionals and Cereals Account for over 42% of Sales
    • Table 1-3: Share of Retail Dollar Sales of Nutraceutical Foods, by Product Category, 2001 (percent): 7 categories
    • Perhaps 800 Marketers
    • You First and "Me First" Modes
    • Many Niches with Little Marketer Competition
    • Growth to Enable Entry into Market
    • Nutraceutical Ad Dollars at $485 Million in 2001
    • Variety of Distribution Channels
    • Nutraceuticals Spread throughout Store
    • In-Store Pharmacies Play Role
    • Reasons for Controlling Diet
    • Table 1-4: Number of Adult Americans Controlling Diet by Reason, 2001 (number; percent): 14 reasons
    • Factors Favoring Control of Diet
    • Table 1-5: Demographic Factors Favoring Control of Diet, 2001 (listing): 12 factors

II. The Products

    Introduction
    • The Scope of This Report
    • Nutraceutical Defined
    • Glossary of Nutraceutical Terms

    The Products

    • Seven Categories
      • Cereals
      • Comprehensive Nutritional Drinks (CNDs)
      • Confections
      • Dairy and Dairy Substitutes
      • Infant Nutritional Products
      • Other Beverages
      • Other Food

    Regulatory Issues

    • The Agencies Involved
      • Food and Drug Administration (FDA)
      • United States Department of Agriculture (USDA)
      • Federal Trade Commission (FTC)

    • Key Legislation
      • Nutrition Labeling and Education Act of 1994 (NLEA)
      • Dietary Supplement Health and Education Act of 1994 (DSHEA)
      • Orphan Drug Act of 1983 (ODA) and Orphan Drug Amendments of 1988

    • The FDA’s Approved Health Claims
    • Disclaimers
    • Lack of Patent Protection
    • Generally Recognized as Safe (GRAS)
    • Pending: Nutraceutical Research and Education Act

III. The Market

    Market Size and Growth
    • Sales Exceeded $17 Billion in 2001
    • Table 3-1: U.S. Retail Dollar Sales of Nutraceutical Foods and Beverages, 1997-2001 (dollars; percent)
    • Tempestuous but Thriving Market
    • Figure 3-1: U.S Retail Dollar Sales of Nutraceutical Foods and Beverages, 1997-2006 (dollars; percent)
    • Wide Range of Market Estimates

    Factors in Future Growth

    • Educating the Public
    • Consumer Health Concerns Increasing
    • Personalized Nutrition of the Future
    • Scientific Research Becoming More Commonplace
    • Internet Acts as a Boost to Market Growth
    • Nutraceuticals Institute and Others Help to Promote Growth
    • Consumers Desire Health and Convenience
    • New Technologies
    • Consumers Look to "Alternative Medicines"
    • Consumers Look to Self-Help Medicines

    Outlooks for Particular Categories

    • Cereals
    • Comprehensive Nutritional Drinks
    • Confections
    • Dairy and Dairy Substitutes
    • Infant Nutritional Products
    • Other Beverages
    • Other Foods

    Projected Sales

    • Nutraceuticals Expected to Reach over $22 Billion by 2006
    • Table 3-2: Projected U.S. Retail Dollar Sales of Nutraceutical Foods and Beverages, 2001-2006 (dollars; percent)
    • Figure 3-2: Projected U.S Retail Dollar Sales of Nutraceutical Foods and Beverages, 2001-2006 (dollars; percent)

    Market Composition

    • Infant Nutritional Products and Cereals Account for over 42% of Sales
    • Table 3-3: Share of Retail Dollar Sales of Nutraceutical Foods, by Product, 2001 (percent): 7 categories
    • Grocery Channel Controls More than Half of Sales

IV. The Marketers

    The Marketers
    • Perhaps 800 Marketers
    • Types of Marketers
    • Marketers Sometimes Focus on Specific Retail Channels
    • Table of Marketers and Brands
    • Table 4-1: Selected Nutraceutical Food Marketers and Their Brands, 2001 (listing): 48 marketers, 95 brands

    Marketer and Brand Shares

    • Note on Share Data
    • Slim-Fast Holds Strong in Comprehensive Nutritional Drinks
    • Table 4-2: Share of U.S. Retail Dollar Sales of Comprehensive Nutritional Drinks, 2000-2001 (percent): 7 marketers; 18 brands
    • Mead Johnson Dominates Liquid Concentrated Infant Formula
    • Table 4-3: Share of U.S. Retail Dollar Sales of Infant Formula in Concentrated Liquid Form, 2000-2001 (percent): 3 marketers; 9 brands
    • Mead Johnson Rules in Powdered Infant Formulas
    • Table 4-4: Share of U.S. Retail Dollar Sales of Infant Formula in Powdered Form, 2000-2001 (percent): 3 marketers; 14 brands
    • Abbot/Ross Controls RTD Infant Formula
    • Table 4-5: Share of U.S. Retail Dollar Sales of Infant Formula in Ready-to-Drink Form, 2000-2001 (percent): 3 marketers; 13 brands
    • Pedialyte Synonymous with "Electrolyte Balancers"
    • Table 4-6: Share of U.S. Retail Dollar Sales of Infant Electrolyte Balancers, 2000-2001 (percent): 3 marketers; 13 brands
    • Unilever and J&J Lead in Nutraceutical Margarines
    • Table 4-7: Share of U.S. Retail Dollar Sales of Nutraceutical Margarines, 2000-2001 (percent): 2 marketers; 3 brands
    • Share Perspective: Cold Cereals
    • Share Perspective: Quaker’s Stake in Cereals
    • Share Perspective: Quaker’s Reign in Hot Cereals
    • Share Perspective: Westsoy Holds its Own in Soy Milks
    • Share Perspective: Lactaid
    • Share Perspective: So Be and Arizona Rx Bottled Drinks

    The Competitive Situation

    • “You First” and “Me First” Modes
    • Many Niches with Little Marketer Competition

    Competitive Profile: Abbot Laboratories/Ross Products

    • Net Sales of $16.3 Billion in 2001
    • Corporate Overview
    • Focus on R&D
    • Ross Products and the Ensure/PediaSure Brands

    Competitive Profile: Bristol-Myers Squibb Company/Mead Johnson Nutritionals

    • Sales of $19.4 Billion
    • Corporate Overview
    • Mead Johnson Nutritionals
    • Other Products

    Competitive Profile: Forbes Medi-Tech, Inc.

    • Sales of C$7.9 Million in Fiscal 2001
    • Forbes Medi-Tech Covers for Altus Food Company

    Competitive Profile: The Hain Celestial Group, Inc.

    • Sales of $412 Million in Fiscal 2001
    • Corporate Overview
    • Westsoy
    • Other Hain Celestial Group Products

    Competitive Profile: Johnson & Johnson

    • Sales Jump Past $33 Billion in 2001
    • Corporate Overview
    • The Famed Benecol Food Ingredient
    • Other Popular J&J Products

    Competitive Profile: Kellogg Company

    • Sales of almost $9 Billion in 2001
    • Corporate Overview
    • Kellogg’s Take on Nutraceuticals
    • Other Kellogg Products

    Competitive Profile: Nutraceutical Clinical Laboratories International, Inc.

    • Behind the Scenes in the Nutraceutical Market

    Competitive Profile: PepsiCo, Inc./Quaker Foods North America

    • Net Sales of $27 Billion in 2001
    • Acquisition of The Quaker Oats Company
    • Famous PepsiCo Brands

    Competitive Profile: Traditional Medicinals

    • Corporate Overview

    Competitive Profile: Unilever/Slim-Fast Foods Co.

    • Sales of $46.7 Billion in Fiscal 2001
    • Unilever’s Five Business Segments
    • Corporate Overview
    • Unilever Steps up to Web Challenge
    • Unilever’s Nutraceutical Ventures
    • Famous Unilever Brands

    Marketing and Product Trends

    • Educating the Public
    • Ensuring Product Reliability
    • Growth to Enable Entry into Market
    • Eye Health
    • Genetic Profiling
    • Other New Technologies to Foster New Products
    • Taste Matters
    • New Product Types
    • Convenience-Oriented Products Sought
    • Innovative Packaging
    • Table 4-8: Selected Nutraceutical Foods Introductions, 2000-2001 (listing): 37 marketers, 47 brands

    Consumer Advertising Expenditures

    • Nutraceutical Ad Dollars at $485 Million in 2001
    • General Mills Spends $133 Million on Cheerios and Other Cereals
    • PepsiCo spends $113 Million to Tout Its Quaker Brand
    • Kellogg Spends $65 Million
    • Abbot Spends $50 Million
    • Philip Morris Spends $49 Million to Help Post and Balance
    • Nestle Allocates $40 Million in Support of Infant Formula
    • Unilever Spends $18 Million on Advertising for its Slim-Fast Meal On-the-Go Diet Bars
    • J&J Spends $14 Million in 20001
    • Bristol-Myers & Squibb Slashes Spending to $1.5 Million

    Consumer Advertising Positioning

    • Ads Aimed at Educating
    • Advertising to Specific Group
    • Hype versus Subtlety
    • Kellogg’s Novel Approach to Weight Loss
    • General Mills Banks on Humor
    • Doctors’ Offices Friendly to Nutraceuticals

    Consumer Promotions

    • Coupons
    • Free Samples
    • In-Store Promotions
    • Free Medical Tests

    Trade Shows/Conferences

    • Trade Shows and Conferences Abundant
    • Functional Foods 2002
    • EyeforFood USA 2002
    • NNFA MarketPlace 2002

V. Distribution And Retail

    Distribution
    • Variety of Distribution Channels
    • Two Main Distribution Paths: Traditional and DSD
      • Traditional Path
      • Direct Store Delivery

    • Sales Forces Target Doctors
    • ECR Operations

    At the Retail Level

    • Retail Margins on Nutraceutical Foods Vary
    • Nutraceuticals Spread throughout Store
    • Retailers Taking a More Healthful Stance
    • In-Store Pharmacies Play Role
    • Health Food Stores

VI. The Consumer

    The Consumer: America’s Major Illnesses
    • Nutraceuticals Driven by Demographics of Illness
    • Fatal Illness in the United States
    • Table 6-1: Deaths in the United States, by Cause: 2000 (number): 5 causes
    • Cardiovascular Disease
    • Cancer
    • Diabetes
    • AIDS
    • Other Illnesses (Obesity and Bone Disease)

    The Consumer: Lifestyles and Attitudes

    • Notes on Sources—The Simmons Consumer Survey
    • Consumer Data Are Limited
    • Factors Favoring Control of Diet
    • Table 6-2: Demographic Factors Favoring Control of Diet, 2001 (listing): 12 factors
    • Reasons for Controlling Diet
    • Table 6-3: Number of Adult Americans Controlling Diet, by Reason, 2001 (number; percent): 14 reasons
    • Table 6-4: Demographic Factors Favoring Control of Diet, by Reason, 2001 (listing): 12 factors; 13 reasons
    • Methods for Controlling Diet
    • Table 6-5: Demographic Factors Favoring Control of Diet, by Method, 2001 (listing): 12 factors; 8 methods

    The Consumer: Brand Use of Nutraceuticals

    • Demographic Factors for Choosing Cold Cereal, by Brand, 2001
    • Table 6-6: Demographic Factors Favoring Cold Cereal Consumption, by Brand, 2001 (listing): 12 factors; 5 brands
    • Demographic Factors for Hot Cereals
    • Table 6-7: Demographic Factors Favoring Quaker Hot Cereal Consumption, by Type of Cereal, 2001 (listing): 12 factors; 2 brands
    • Comprehensive Nutritional Drinks
    • Table 6-8: Demographic Factors Favoring Comprehensive Nutritional Drinks, by Brand, 2001 (listing): 12 factors; 2 brands

Appendix I: Examples Of Consumer Advertising And Promotions

Appendix II: Addresses Of Selected Marketers

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