Abstract
Introduction
In food and drink, preventive health is a growing trend where consumers make
intentional food and drink choices to protect against the onset of ill health
and/or alleviate symptoms of illnesses or diseases. Increasingly, consumers
want to sustain their mind and body' s highest possible capacities and
potential through ' looking well' and ' living well' . Linked to this, there is
wider recognition of the links between dietary choices made in earlier parts
of the life course, and levels of health and wellness experienced later on.
Important consumer drivers for preventive health food and drinks include the
aging of the population and the obesity epidemic. Both of these drivers are
important because they encourage consumers of all ages to use their diet to
plan ahead, to try and achieve not just a long life, but a healthier one. This
longer term view about preventive health gives a new twist to the ' you are
what you eat' concept (' you will be what you eat now' ), and means that
consumer interest in preventive health food and drinks products will continue
to grow in the future, giving manufacturers strong market opportunities within
this trend.
This report examines which preventive health trends, and which regions,
consumer groups, and product categories have shown growth up to 2008, and
evaluates which are best placed for growth over the next five years. Examples
are given of recent product launches to show how manufacturers have been
driving each of the preventive health trends forward. Overall, the report
offers guidance as to how to maintain your existing product portfolio, as well
as suggestions for expansion into new categories, new regions and/or new
preventive health trends.
Key findings
- 1. Heart health is the overall leading trend in preventive health food and
drinks products, with a 34.8% share of NPD in 2008.
- 2. Growth trends between 2005 and 2008 in food and drinks products
offering preventive health benefits include brain and mental health (from 7.6%
to 13.1%) and digestive, defense and immunity (from 8.5% to 12.2%).
- 3. In a survey for Business Insights, industry executives ranked weight
management as likely to be the most important trend over the next five years.
- 4. Soft drinks is the leading category in all preventive health food and
drinks, with a 30.4% share of product launches in 2008.
- 5. North America is the leading region for innovation and NPD in all
preventive health food and drinks, with a 41.0% share in 2008.
- 6. Latin America is emerging as an important region for new product
development in preventive health food and drink, with its share of NPD rising
from 3.3% in 2005 to 6.6% in 2008.
Key features of this report
- Analysis of the three main elements of the preventive health trend: body
beautiful (skin and beauty and weight management); body health (heart,
digestive, defense and immunity, wellness, physical energy and vitality, bone
and joint, virility); and mind and mood health (brain and mental, stress and
relaxation).
- Evaluation of the key consumer and manufacturer drivers behind each of the
three preventive health trends.
- Regional analysis showing growth opportunities for increased sales in each
of the three preventive health trends.
- Draws on 4,903 product launches that took place globally between 2005 and
2008 in the overall preventive health trend.
Use this report to
- Understand how the range of preventive health food and drinks products
recently launched fit together and relate to each other.
- Prompt your marketing and NPD teams with product and marketing ideas from
around the world.
- Evaluate whether you should be looking beyond your current food and drink
product portfolio for future opportunities.
- Set goals and objectives for your company' s new food and drink product
development pipeline.
- Understand each regional market in terms of key consumer drivers,
innovation and NPD as well as the future growth potential of each preventive
health trend on a regional market basis.
- Inform your sales team and/or export department by prioritising the
geographical markets best suited to your current range of food and drink
products.
Discover
- What are the current trends and sub-trends within preventive health food
and drinks?
- Which categories of food and drinks are significant within which
preventive health trend?
- Who are the most significant consumers for preventive health food and
drinks?
- How does the market in preventive health food and drinks vary by region?
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