Abstract
Introduction
The most developed bone and joint health market by far is the US; the total
market value in the US exceeded $3 billion in 2008, and is expected to
approach $4 billion by 2013. Bone and joint health nutraceuticals is also a
billion dollar industry in China and Japan.
Scope of this research
- Detailed insights and analysis documenting the drivers and inhibitors of
bone and joint health enhancing food and beverages
- Analysis documenting the relative importance consumers place on bone and
joint health and how this varies by socio-demographics
- Strategic conclusions combined with actionable recommendations for all
industry players looking to develop relevant product propositions
- 17 countries covered across Western Europe, South America, North America
and the Asia Pacific
Research and analysis highlights
Many consumers do believe that certain foods can have a positive impact on
long-term and current health. This has helped facilitate wider acceptance of
the term ' functional foods' . Awareness of calcium' s role in promoting bone
health is particularly high, yet many consumers fail to meet recommended
intakes
Over 60% of US respondents considered the "addition of nutrients and other
substances not usually found in that food and beverage, e.g. calcium" to be
either ' very' or ' somewhat appealing' a sentiment only neared in Europe by
Italy (55%). Japanese consumers were among the least attracted
An aging society is a key driver of the intensifying focus (at least in the
health and nutrition community) on bone and joint health as ailments are most
prevalent among older individuals. As consumers get older, they are
increasingly forced to seek solutions to minimize the discomfort caused by
problems such as osteoporosis and arthritis
Key reasons to purchase this research
- Consumer understanding: obtain a detailed understanding of consumer
attitudes and behaviors towards bone and joint health enhancing products
- Market understanding: identify the key bone and joint health growth
markets and product innovation trends in 17 countries across four territories
- Ideation: find inspiration for innovative formulations and product
positioning which takes advantage of consumers' evolving dietary preferences
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