Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
- Health issues are becoming increasingly important as a result of an
aging population
- Functional food consumption is growing fast
- Consumers have an attitude-behavior gap concerning healthy eating
- Functional foods offer a solution to time-pressured consumers
- Consumers are wary of health-related claims on food and drink products
- The increasing availability of health information has seen consumer
awareness on health issues grow
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- Health is regarded as the most important consumer trend among
manufacturers
- Defining functional foods and drinks
- TREND: Health issues are becoming increasingly important as a result of
an aging population
- The proportion of Senior consumers is growing
- The Senior demographic cannot be targeted as one group
- Early Seniors will lead increasingly active lives as retirement age
rises
- Functional health needs vary across the Senior demographic
- TREND: Lifestyle diseases are becoming more common
- Bone health problems are on the rise and affect many consumers
- A rise in heart problems has prompted a rise in the number of products
addressing this need
- More people are targeting gut health but don' t view it as a serious
medical concern
- Dairy is the most popular category in addressing gut health
- Dairy products also dominate the probiotic sector
- The probiotic sector is bigger than the prebiotic sector
- TREND: Functional food consumption is growing fast
- The US functional food and drinks market is larger than in Europe
- The dairy sector is set to overtake soft drinks as the largest
category in the US functional food and drinks sector
- Functional yogurts have been a key growth driver in the dairy segment
- Savory snacks suffer due to their perception as an unhealthy product
- Energizing products continue to dominate the US market
- The European functional food and drink market is growing at a similar
rate to the US
- Europeans consume a significant amount of functional confectionary
- Energy products dominate functional food and drinks in Europe
- Germany and the UK account for the most significant portion of
Europe' s functional food and drinks sales
- The rising success of ' naturally functional' food and drink poses a
threat and opportunity to the functional market
- Naturally functional food consumption will be boosted by rising
interest in ' 5-a-day' consumption and general healthy eating patterns
- Green tea: a naturally functional beverage
- INSIGHT: Parents are increasingly concerned about their kids' health
- Parents are taking more control of their kids' eating habits
- Consumers of parenting age are trying to eat more healthily and this
has a knock-on effect
- Household eating rules set by parents are important to developing
children' s healthiness
- INSIGHT: Time pressures drive consumers to nutraceuticals
- INSIGHT: Consumers are wary about health related claims on food and
drink products
- People are increasingly skeptical about corporate health claims
- The lack of credible backing may inhibit a health food' s success
- Advanced packaging technology may reduce skepticism
- INSIGHT: The increasing availability of health information has seen
consumer awareness on health issues grow
- Health issues are increasingly being reported on
- Health issues are receiving increased coverage in the media
- The Internet has proved a useful tool in making consumers more health
aware
- Consumers are increasingly relying on self-diagnosis
- INSIGHT: While health is becoming increasingly important taste remains
paramount
- Functional ingredients restrict ability to meet consumer flavor
preferences
- Conclusions
- CHAPTER 3 ACTION POINTS
- Introduction
- Develop trust as a cornerstone of your nutraceutical proposition
- Act in a socially responsible way
- Seek endorsements from reputable organizations
- Extend health brands that consumers already trust
- Consumers must understand products to trust their claims
- Realistic and focused claims will benefit the sector
- Alter the ingredient makeup of typically unhealthy products
- Substitute unhealthy components with more healthy ingredients
- Marry functional benefits to highly indulgent product categories
- Target children with functional products that address parents concerns
over health and nutrition
- Develop child specific functional products
- Case study: Danino utilizes ' junk food' design cues to appeal to
children as well as adults
- Educate the consumer sufficiently about the health benefits derived from
the consumption of a particular product
- Source natural products and incorporate them into functional offerings
- Use the Internet to promote products
- Consider whether your offering is better than alternative solutions
- It is important to be a better alternative at the right occasion
- Does your offering really provide a better consumer solution than
existing options?
- CHAPTER 4 APPENDIX
- Supplementary data
- Definitions
- Research methodology
- How to contact experts in your industry
- List of Tables
- Table 1: Responses to the question: "To what extent have you done the
following in the past year? Used nutritional information on packaging to
help make food and drinks choices", 2006
- Table 2: Population by age group (m), Europe and US, 2001-2011
- Table 3: Consumers suffering from bone health problems (m), Europe and
US, 2001-2011
- Table 4: Consumers suffering from heart health problems (m), Europe
and US, 2001-2011
- Table 5: Consumers suffering from gut health problems (m), Europe and
US, 2001-2011
- Table 6: US functional food & drink market value (US$ m), by
category, 2001-2011
- Table 7: US functional food & drink market value (US$m), by
claimed health benefit, 2001-2011
- Table 8: Europe functional food & drink market value (US$ m), by
category, 2001-2011
- Table 9: Europe functional food & drink market value (US$ m), by
claimed health benefit, 2001-2011
- Table 10: Europe functional food & drink market value (US$ m), by
country, 2001-2011
- Table 11: Overall green tea values (US$ m), US & Europe, 2000-2010
- Table 12: Key influencing factors in children' s snacking needs
- Table 13: Functional bakery & cereals market value (US$ m), by
category, Europe 2001-2011
- Table 14: Functional confectionery market value (US$ m), by category,
Europe 2001-2011
- Table 15: Functional dairy market value (US$ m), by category, Europe
2001-2011
- Table 16: Functional savory snacks market value (US$ m), by category,
Europe 2001-2011
- Table 17: Functional soft drinks market value (US$ m), by category,
Europe 2001-2011
- Table 18: Functional other food and drinks market value (US$ m), by
category, Europe 2001-2011
- Table 19: Europe functional food & drink market value (US$ m), by
claimed health benefit, 2001-2011
- Table 20: Definitions of disease types covered
- List of Figures
- Figure 1: Cholesterol lowering products are more relevant for Early
Seniors
- Figure 2: Examples of products which use calcium as a selling point
- Figure 3: Examples of products which are said to help maintain a
healthy heart
- Figure 4: Examples of products which have received backing from an
influential body
- Figure 5: Probiotic product innovation is ten times greater in yogurts
than its closest category across Europe and the US, 2001-06
- Figure 6: Yogurt is the leading product category for prebiotic food
products, 2001-2006
- Figure 7: An example of a prebiotic bakery product
- Figure 8: The extent to which European consumers have used nutritional
information on packaging more or less in 2006 compared to 2005, to help
make food and drinks choices
- Figure 9: A growing number of products incorporate pomegranate for its
health benefits
- Figure 10: Functional and fortified food products are increasingly
being targeted at babies
- Figure 11: The extent to which European and US consumers sought food
and drinks which are both convenient AND healthy more or less in 2006 than
2005
- Figure 12: Examples of single-serve beverage products which satisfy
both the health and convenience mega-trends
- Figure 13: The Internet has changed the way consumers relate to health
information, physicians, companies and other consumers
- Figure 14: Sirco is an example of a product which has received backing
from a professional body
- Figure 15: Examples of confectionery products which offer a healthy
option
- Figure 16: Functional and fortified products need to be heavily
promoted to parents, but equally accessible and fun to Kids
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