Heart Health Food and Drinks: NPD in cardiovascular health, hypertension and cholesterol reduction

Table of Contents

Executive Summary

• Growth opportunities
• Innovation and NPD
• Key trends
• Conclusions

Chapter 1 Introduction

• What is this report about?
• The heart health food and drinks market defined
• Report structure
• Research methodology

Chapter 2 Growth opportunities

• Summary
• Introduction
• Cardiovascular disease prevalence
• Hypertension prevalence
• Heart health food and drink sales
• Sales per capita and per key market
• Conclusion

Chapter 3 Innovation and NPD

• Summary
• Introduction
• NPD by condition
• NPD by product category
• Share of heart health food and drink launches
• Product tag analysis
• The evolution of NPD by flavor
• NPD by region
• Key innovators
• Kellogg' s
• Nestlé
• PepsiCo
• Unilever

Chapter 4 Key trends

• Summary
• Introduction
• Tougher regulation over health claims favors prudence over boldness
• General heart health continues to dominate claims
• Condition-specific claims
• Cholesterol reduction
  • Plant sterols
  • Omega-3 fatty acids
  • Antioxidants
  • Dietary fiber
• Hypertension

Chapter 5 Conclusions

• Summary
• Introduction
• Market focus
• Product development
• Promotion
• Index

List of Figures

• Figure 3.1: Percentage share of heart health products launched, by trend, 2004-2007
• Figure 3.2: Percentage growth in heart health food and drinks launched, by category, 2004-2007
• Figure 3.3: Percentage share of heart health products launched in each category, 2004-07
• Figure 3.4: Percentage share of heart health products launched, by category, 2004-07
• Figure 3.5: Percentage share of heart health products launched in each region, 2004-2007
• Figure 3.6: Kellogg' s Kashi Heart to Heart cereals
• Figure 3.7: Nestlé' s NesVita Pro-Heart Probiotic Drink
• Figure 3.8: Quaker Take Heart Instant Oatmeal
• Figure 4.9: Nabisco' s Triscuit baked whole grain wheat crackers
• Figure 4.10: RD Foods' Right Direction Oatmeal cookies
• Figure 4.11: Alixir Cor Pane ai Cereali
• Figure 4.12: Unilever' s Becel Omega 3 plus margarine
• Figure 4.13: Nuttelex' s Pulse Spread
• Figure 4.14: Unilever' s Maya Pro-Activ yogurt drink
• Figure 4.15: 2Tang Green Tea
• Figure 4.16: Kellogg' s Guardián Cereal
• Figure 4.17: Work with Water' s 120/80 blood pressure lowering spring water

List of Tables

• Table 2.1: Prevalence of cardiovascular disease in the 7 major markets, 000' s, 2005
• Table 2.2: Estimated prevalence of hypertension in the five major EU markets, 2005-10
• Table 2.3: Sales of heart health food and drinks, $m, 2006-2010
• Table 2.4: Per capita spend on heart health food and drinks, $, 2006-2010
• Table 3.5: Top 15 product tags on heart health products launched, 2005-2007
• Table 3.6: Top 15 flavors in heart health products launched, 2005-2007