Abstract
Summary
Consumers are exhibiting a higher demand for foods and beverages that provide
inherent health in naturally occurring forms as well as those that contain
additional health benefits from added ingredients. This strong desire presents
many opportunities for packaged goods marketers to expand current categories
and/or to create new ones.
Within this new report, Ingredients 2.0 - Convergence of Knowledge and
Function, NMI researchers have sought to provide a clear consumer picture for
marketers. That picture pulls into view consumers' food and beverage purchase
criteria; one that has undergone some changes in the last year due to
turbulent economic pressures. In addition, the writers have explored consumer
awareness and understanding across ingredients and health benefits and discuss
that connection to usage and current market conditions.
For manufacturers and retailers of fortified and/or functional food and
beverage products it will be crucial over the next few years to understand
where consumers' knowledge levels are - what do they understand; and, just
as important, where are their disconnects. Opportunities for future growth
are strong across certain nutrients and health benefits, but some will need
strong educational efforts to maintain interest. Others appear ready to
flourish on their own.
Consumers are checking labels and the list of what they look for on the label
is getting longer; driven by their desire to increase some nutrients while
decreasing others. For example, Ingredients 2.0 examines the growing concern
over sugar and artificial sweeteners, as consumers are trying to decrease
usage of both. Not to be ignored, this subject matter should have food
technologists and marketers concerned for the next several years. In addition,
data and commentary is provided on the avoidance of fats, carbohydrates,
sodium, and allergens as well as the desire to increase nutrients such as
omega 3 and probiotics.
The entire second half of this 100+ page report is dedicated to the
convergence of consumer knowledge and function and market opportunity. How
have supplements and food benefits blurred? What determines how consumers will
choose between the two? Is consumer behavior preceding understanding of the
ingredient; is it driven totally by benefit marketing? What ingredients do
consumers want to add and which are they avoiding? Across fiber, whole grains,
protein, omega 3, calcium, oats, sterols, antioxidants, probiotics,
prebiotics, Vitamin D and others, what is the strength of the market
opportunity? What is the timing and strength of the new markets within weight
management, immunity, inflammation, detoxification, and digestive health?
The data and commentary provided within Ingredients 2.0 - Convergence of
Knowledge and Function will allow the reader to understand the overall market
for functionality and fortification as well as general consumer demand for
taste, value, nutrition, and convenience. Where do these all intersect? More
importantly, how can you capitalize on them? The reader will find key
insights throughout as well as a synopsis in the executive summary. The market
is prime for new growth opportunities, find out where, how strong, and what
they are in this exciting report!
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