The New U.S. "Phood" Market: Functional, Fortified, and Inherently Healthy Foods and Beverages

Chapter 1 Executive Summary

Chapter 2 Overall Market Trends

• Market Parameters
  • Products with Ultra Nutritional Positioning
  • Focus on Mass-Mass Market Products for Adults
  • Terminology Map: Phoods vs. Functional, Fortified, or Nutraceutical
  • Negative Claim/Diet, Sports Nutrition/Energy, Natural/Organic Not Included
  • Main Phood Categories: Grain Products, Dairy Products, Soy Products, Other
  • Main Bepherage Categories: Fruit-Based, Other
  • Table: Simmons Indices by Product Type
  • Role of FDA-Approved Claims
  • Role of Medical Organization Seals
  • The Nutrients
  • Calcium and Osteoporosis
  • Fiber-Rich Grain, Fruit, and Vegetable Products and Cancer
  • Fiber-Rich Grain, Fruit, and Vegetable Products and Heart Disease
  • Fiber from Whole Oats or Psyillium Seed Husk and Heart Disease
  • Fluoride aDental Cavities
  • Folate and Birth Defects
  • Fruits and Vegetables That Are a Good Source (Without Fortification) of Vitamin A or C or Fiber, and Cancer
  • Phosphatidylserine (Ps) and Cognitive Dysfunction in the Elderly
  • Plant Sterol/Stanol Esters and Coronary Heart Disease
  • Potassium and High Blood Pressure and Stroke
  • Selenium and Cancer
  • Soy Protein and Coronary Heart Disease
  • Whole Grain Foods and Heart Disease and Cancer
  • Almonds, Pistachios, Peanuts, Hazelnuts, Walnuts, and Pecans, and Heart Disease
• Market Estimates
  • Table: Market Size and Growth, 2000-2004
  • Market Composition
  • The Market Share Leaders
  • The Dollar Growth Leaders
• Factors to Market Growth
• Consumer Health Concerns: The Hot Buttons
• Linking Diet and Health
• Self-Care and Alternative Health Solutions
• The Role of Convenience
  • The Role of FDA Health Claims
• Looking to Nestle and Kraft
• The Role of Brand Extension and Brand Re-Positioning
• Target Marketing: Boomers and Beyond
• Product Formulation: Foods vs. Beverages
• Product Positioning: Nature vs. Nurture
• Product Innovation and Technical Advances
• Looking to Trends in the Natural Market
• Looking to Trends in Europe and Japan
• Table: Projected Market Size and Growth, 2004-2009

Chapter 3 Phoods

• Competitive Trends
• The Competitors
• Giant Food or Consumer Product Conglomerates
• Smaller, Usually Privately Held Companies
• Pharmaceutical Companies
• Different Marketing Thrusts for Food vs. Pharmaceutical Companies
• Some Phoods Are Licensed
• Table 3-1: Selected Marketers and Products, 2004
• Four Ways to Compete in Phoods
• Using Naturally Health-Beneficial Ingredients
• Extending Existing Brands with Fortified Phoods Products
• The Big Get Bigger
• Launching New Phoods Brands a Risky Business
• Trend Round-Up
  • Divide and Conquer
  • Going Whole Grain
  • Raising the Bar
  • Marketers Target Aging Baby Boomers with Drinkable Meals
• National Consumer Advertising Expenditures
• Advertising Positioning
• New Product Trends
  • The Alpha and Omega
  • Flax Seed, Another Source of Omega-3s
  • Soy Good Cereals
  • Cereals with Targeted Health Benefits
  • Getting Culture with Probiotics, Prebiotics, and Symbiotics
  • Cholesterol-Reducing Cheese
  • Cheese Energy Bars
  • Herbals and Phytochemicals
  • New to Phoods: Conjugated Linoleic Acid
• Table 3-2: Selected New Product Introductions, 2003-2004
• Product Profiles
• Product Profile: Benecol and Take Control
• Product Profile: Kelloggs Smart Start and Kashi Heart to Heart
  • Kashi Goes Heart to Heart
  • The Ensemble Failure
• Product Profile: Luna Bar: The First Sports/Energy Bar for Women
• Product Profile: Quaker Oats Nutrition for Women
• Quaker W.I.N. and Take Heart Lose Out
• Product Profile: Stonyfield Farm Probiotic and Prebiotic Yogurts
• Probiotic and Prebiotic Yogurts
  • Innovative Products and Marketing
  • History of Social Responsibility
• Product Profile: DanActive (Danones Repositioned Actimel)
• Consumer Trends
• Demographics
• Note on Simmons Survey Data and Tables
• Product Usage Rates
• Purchasing Patterns
  • Patterns by Age Bracket
  • The Gender Skew
  • Patterns by Race/Ethnicity
  • Geographic Distribution and Local Eating Habits Affect
  • Regional Patterns
  • Patterns by Household Income
  • Patterns by Household Size
• Key Demographic Characteristics Favoring Use of Selected Brands

Chapter 4 Bepherages

• Competitive Trends
• The Competitors
• Beverage Companies
• Giant Food or Consumer Product Companies
• Small Privately Held Companies
• Growers Co-Operatives
• Table 5-1: Selected Marketers and Products, 2004
• Four Ways to Compete in Functional Beverages
• Using Naturally Health-Beneficial Ingredients
• Extending Existing Brands with Functional Beverages
• The Big Get Bigger
• New Brands and Companies Have a Good Success Rate
• Licensed Names a Viable Option, Especially in Sports Drinks
• Trend Round-Up
  • Massive Effort to Woo the Carb- and Weight-Conscious
  • Divide and Conquer
  • Targeting Hispanics
• National Consumer Advertising Expenditures
• Advertising Positioning
• New Product Trends
  • Weight Loss and Lower Carbs
  • Heart to Heart Talk
  • Boundary Blurs Between Fruit Juices and Functional Beverages
  • The Antioxidant Sweepstakes
  • Pomegranate Juices Flow
  • Water, Water Everywhere
  • Energy Drinks
  • Soy Good
  • Juice-Based Smoothies Find Favor
  • Getting Culture with Probiotic and Prebiotics
  • Functional Tea and Coffee
  • 7 Up Plus, First of its Kind from a Major Brand
  • Glucosamine to Alleviate Joint Pain
  • Going Nuts with Coconut Water
• Table 5-2: Selected New Product Introductions, 2003-2004
• Product Profiles
• Product Profile: PepsiCos Tropicana Essentials Line
• Product Profile: Coca-Colas Minute Maid Unit
• Coca-Cola Forms Beverage Institute for Health & Wellness
• Product Profile: Celestial Seasonings Wellness Teas
• Product Profile: Propel Fitness Water
• Product Profile: White Waves Silk Soymilk
• Product Profile: Odwalla Functional Beverages
• Product Profile: Lactaid Milk
• Consumer Trends
• Demographics
• Note on Simmons Survey Data and Tables
• Product Usage Rates
• Purchasing Patterns
  • Patterns by Age Bracket
  • The Gender Skew
  • Patterns by Race/Ethnicity
  • Geographic Distribution and Local Eating Habits Affect
  • Regional Patterns
  • Patterns by Household Income
  • Patterns by Household Size
• Key Demographic Characteristics Favoring Use of Selected Brands

Chapter 5 Looking Ahead

• Nutrient Trends: Whats Next
  • Whole Grains
  • Omega-3 Fatty Acids (More!)
  • CoQ10: The Next Antioxidant?
  • CitriMax
• The Next Food Pyramid
• Target Marketing: Whos Next?
• The Health + Convenience Synergy
• Product Periscope: Phoods
• New Dairy Phoods
  • Egg-xtra Health Benefits
• Product Periscope: Bepherages
• Future Prototypes
• Milk that Reduces Blood Pressure
• Cosmeticeutical Beverages

APPENDIX: Addresses of Selected Marketers