Ingredients 2.0: The Convergence of Knowledge and Function

Table of Contents

Introduction

Executive Summary

Definitions

Database Methodology

Health & Wellness Segmentation Model Overview

• NMI' s Health and Wellness Consumer Segments
• WELL BEINGS Summary
• WELL BEINGS at a Glance
• WELL BEINGS Demographic Profile
• FOOD ACTIVES Summary
• FOOD ACTIVES at a Glance
• FOOD ACTIVES Demographic Profile
• MAGIC BULLETS Summary
• MAGIC BULLETS at a Glance
• MAGIC BULLETS Demographic Profile
• FENCE SITTERS Summary
• FENCE SITTERS at a Glance
• FENCE SITTERS Demographic Profile
• EAT, DRINK & BE MERRYS Summary
• EAT, DRINK & BE MERRYS at a Glance
• EAT, DRINK & BE MERRYS Demographic Profile

Industry Sales Review

• U.S. Health and Wellness Industry Sales
• Projected Five-Year Health and Wellness Industry Growth

Food/Beverage Selection Criteria

• Consumption of Healthy Nutritious Foods in Maintenance of a Healthy Lifestyle
• Food & Beverage Label Monitoring
• Items Most Often Checked on Label
• Minimalism: A Short Ingredient List
• Top Attributes for Food/Beverage Selection
• Top Attributes for Food/Beverage Selection by Segment
• Consumer Concern Over Reducing Certain Ingredients in Their Diet
• Avoidance of Carbohydrates
• Avoidance of Fats
• Avoidance of Fats - Trended
• Limiting Sodium
• Avoidance of High Fructose Corn Syrup
• Monitoring Sugar Content
• Usage of Low and No Sugar Products On the Rise
• Sweetener Usage
• Trended Attitudes Toward Artificial Sweeteners
• Drivers of Usage of Artificial Sweeteners
• Usage of Artificial Sweeteners - Trended
• Usage of Artificial Sweeteners by Segment
• Low Glycemic Products: Awareness & Usage
• The Perceived Link Between Preservatives, Pesticides and Food Allergies
• Avoidance of Toxins
• Avoidance of Specific Food Ingredients Due to Dietary Concerns
• Desire and Usage of "Free-From" Foods

Convergence of Knowledge and Function

• The Blurring of Supplements and Food
• The Desire for "Supplemented" Foods
• Crossover Products: Beverages, Bars, and Beyond
• When Behavior Precedes Attitude: Long-term or Short-Lived Success
• Willingness to Use Foods to Prevent High Cholesterol and Intestinal Irregularity-Trended
• Consumer Usage of Food/Beverages vs. Supplements to Prevent/Treat Health Conditions
• Preferred Supplement Forms: Crossing Over to Food Formats
• Fortified/Functional Food/Beverage Use Trending Up
• Functional Food/Beverage Usage by Segment
• Drivers of Functional/Fortified Food/Beverage Use
• Blurring of Usage Drivers for Vitamins/Minerals and Functional/Fortified Foods
• The "Value" of Functional Foods
• Functional Foods/Beverages: Barriers & Believability
• Branded Ingredient

Ingredient Understanding and Opportunities

• Growth of Ingredient Recognition
• Ingredient/Nutrient Understanding Still Lacking
• Perceived Nutrient Deficiencies
• Ingredients Consumers Would Like to Add to Their Diet
• Fiber and Whole Grains: Deficiency, Monitoring, Usage
• Fiber vs. Whole Grain Perceived Benefits
• Fiber Benefit Understanding by Digestive Managers
• Association of Fiber with Digestive Health Benefits-Trended
• Global Fiber Food and Supplement Product Launches, 1999-2008
• "Added Fiber" Food/Beverage Global Launches By Category
• Whole Grain Benefit Understanding by Heart Managers
• Desire and Usage of High Protein Foods
• Protein Benefit Understanding by General Population and Weight Managers
• Benefit Understanding of Weight Relevant Food Ingredients
• Association of Fiber and Protein with Weight Management Benefits-Trended
• Consumers' Pursuit of Immune Boosting Foods/Beverages
• Knowledge of Ingredients Associated with Immune Support
• Inflammation Management
• Growth Opportunities for Inflammation Market
• Knowledge of Ingredients Associated with Inflammation Reduction
• Desire for Omega 3 Enriched Foods vs. Use of Omega 3 Supplements
• Desire for Omega-3 Enriched Foods by Segment
• Usage of Heart-Healthy Foods/Beverages
• Usage of Heart Health Specific Supplements
• Calcium Revisited: A Two-Fold Benefit for the Heart
• Knowledge of Ingredients Associated with Heart Health
• Association of Oats and Omega 3' s with Heart Health Benefits-Trended
• Global Omega 3 Food and Supplement Product Launches, 1999-2008
• Awareness of Plant Sterols-Trended
• Global Plant Sterol Food and Supplement Product Launches, 1999-2008
• Detoxification and Digestion: Generational Opportunities
• Knowledge of Ingredients Associated with Digestive Health
• Probiotics vs. Fiber for Digestive Health
• Awareness of Probiotics-Trended
• Desire for Probiotic Enriched Foods vs. Use of Probiotic Supplements
• Global & U.S. Probiotic Food/Beverage and Supplement Product Launches, 1999-2008
• Vitamin D Opportunity
• Vitamin D Use Among Generations and Segments
• Benefit Understanding of Vitamin D Among General Population
• Benefit Understanding of Vitamin D Among Generations