Opportunities in Nutritional Management: Food and drinks to aid disease recovery

Table of Contents

Executive summary

• Nutritional management: a growth area
• Disease and patient targets
• Key product and ingredient developments
• Marketing issues and strategy

Chapter 1 - Nutritional management: a growth area

• Summary
• Introduction
  • A note about this report
• Nutrition' s increasingly accepted role in managing disease
  • Where does “functional foods” end “nutritional management” start?
  • Opportunities exist for both food and clinical nutrition companies

• Defining nutritional management

• A growing nutritional management audience
• Prevalence rates for key disease areas are increasing
  • Government and healthcare policies also encourage a greater focus on nutrition

• Attractive outcomes will promote future growth
• Marketing approaches will need updating
• Food companies will need to operate differently
  • Developing expertise in clinical trials will be crucial
  • Top-down marketing approaches and influencing KOLs is necessary
  • Healthcare marketing expertise will be required
  • Building new sales channels is likely to be a complicated task
  • Accounting for channel complexities

• Future Outlook

Chapter 2 - Disease and patient targets

• Summary
• Disease and therapy selection criteria
• Disease and therapy areas

• Market potential
• A note on modeling techniques used
  • Further analysis potential
• Overall prevalence rates and sufferer numbers
  • Hypertension offers the largest consumer audience to target
  • CVD is the second largest disease area by the number of sufferers
  • Of the other higher growth areas osteoporosis has significantly more sufferers
  • In the other low growth areas, three diseases have significant population numbers
• France: prevalence rates and sufferer numbers
• Germany: prevalence rates and sufferer numbers
• Italy: prevalence rates and sufferer numbers
• The Netherlands: prevalence rates and sufferer numbers
• Spain: prevalence rates and sufferer numbers
• Sweden: prevalence rates and sufferer numbers
• UK: prevalence rates and sufferer numbers
• US: prevalence rates and sufferer numbers

• Conclusions

Chapter 3 - Key product and ingredient developments

• Summary
• Introduction
  • Research into the area of nutritional management is in its early days
  • A note on the diseases covered

• Nutritional intervention in Crohn' s disease
• Latest research on nutrition on Crohn' s disease
  • The effects of exclusion diets on Crohn' s disease
  • A role for antioxidants managing Crohn' s?
  • A need to overcome malnutrition associated with Crohn' s
• Potential product opportunities in Crohn' s

• Nutritional intervention in diabetes
• Latest research on nutrition in diabetes
  • Effects of dried sweetened cranberries (with added fiber) on diabetes
  • Effects of safflower oil and conjugated linoleic acid on diabetes
  • Effects of antioxidants in black tea on diabetes
• Potential product opportunities in diabetes

• Nutritional intervention in food allergies
• Latest research on nutrition on food allergies
  • Effects of synbiotics on food allergies (non-human study)

• Nutritional intervention in heart disease/CVD
• Latest research on nutrition on heart disease/CVD
  • Contrary to some recent research, vitamin supplementation may help
• Potential product opportunities in heart disease/CVD

• Nutritional intervention in HIV/AIDS
• Latest research on nutrition on HIV/AIDS
  • Effects of beta-carotene and vitamin A on HIV/AIDS
  • Effects of zinc on HIV/AIDS
  • Effects of selenium on HIV/AIDS
  • Effects of probiotics on HIV/AIDS
• Potential product opportunities in HIV/AIDS

• Nutritional intervention in hypertension
• Latest research on nutrition on hypertension
  • Effects of wholegrains, especially bran, on hypertension
  • Effects of flavonoids on hypertension (non-human study)
• Potential product opportunities in hypertension

• Nutritional intervention in IBS
• Latest research on nutrition on IBS
  • Effects of synbiotics on IBS

• Nutritional intervention in malnutrition
• Latest research on nutrition on malnutrition
  • Malnutrition is a major problem and one that is beginning to be tackled
  • Effects of combined testosterone and nutritional supplement on malnutrition
• Potential product opportunities in malnutrition

• Nutritional intervention in osteoporosis
• Latest research on nutrition on osteoporosis
  • Effects of vitamin D and calcium on osteoporosis
  • Is vitamin D more important than calcium?
  • Effects of dietary versus supplemental calcium on osteoporosis
  • Effects of carotenoids on osteoporosis
  • Effects of vegetarian diets on bone density
• Potential product opportunities in osteoporosis

• Nutritional intervention in wound healing
• Latest research on nutrition on wound healing
  • Poor nutritional status can delay the healing process
  • Nutrients required for wound healing and their roles
• Potential product opportunities in wound healing

• Will competition come from retail products?
• Could functional foods encroach on nutritional management?
• Are any functional foods currently targeting this area?
  • Functional foods are not currently targeting nutritional management
  • But some products might be suitable for targeting nutritional management
• Might regulation actually encourage competition?
  • In the future functional foods will have better substantiated claims

• Conclusions

Chapter 4 - Marketing issues and strategy

• Summary
• Introduction
• A need to establish the Nutritional Management space

• Top-down marketing strategies
• Influencing the key opinion leaders is crucial
  • Who are the KOLs?
• Marketing should be aligned with a top-down approach
  • Targeting KOLs means undertaking pharmaceutical style research

• Consumer perceptions and needs
• Consumers' needs are often overlooked
• Patients' needs are similar to everyday consumers'
  • Better tasting products can improve patient outcomes
  • Snacking may actually be beneficial for many hospital patients

• Aligning propositions with consumer needs
• A greater focus on sufferers' needs is required
  • Great scope for further research into nutritional management preferences exists
  • Branded food items may well have a role to play

• Channel issues
• Education will be key in targeting hospital channels
• Residential care is also a major channel to address

• Conclusions

Chapter 5 - Conclusions

• A need to promote the role of nutritional management
• The key targets for nutritional management
  • Hypertension, cardiovascular disease, osteoporosis and diabetes are major targets

• Quickly filling gaps in marketing competencies will be crucial
• Upfront integration of research, marketing strategy and product design will be key

Appendix

• References
• Index

List of Figures

• Figure 1.1: Defining the nutritional management space
• Figure 1.2: Examples of products that offer nutritional management: Abbott Nutrition' s Glucerna range and Nestle Nutrition' s Boost range.
• Figure 1.3: The European legal framework defining the nutritional management space
• Figure 2.4: Disease prevalence 2008 (% total population), growth in sufferer numbers (CAGR 2008-2013) and forecast suffers number 2013 (actual)
• Figure 3.5: New potential areas of product innovation to help provide nutritional management of Crohn' s disease
• Figure 3.6: New potential areas of product innovation to help provide nutritional management of diabetes
• Figure 3.7: New potential areas of product innovation to help provide nutritional management of heart and cardiovascular disease
• Figure 3.8: New potential areas of product innovation to help provide nutritional management of HIV/AIDS
• Figure 3.9: New potential areas of product innovation to help provide nutritional management of hypertension
• Figure 3.10: New potential areas of product innovation to help provide nutritional management of food allergies
• Figure 3.11: New potential areas of product innovation to help provide nutritional management of osteoporosis
• Figure 3.12: New potential areas of product innovation to help provide nutritional management of wound healing
• Figure 4.13: Top-down marketing strategy: aligning targeting of opinion leaders with product uptake and consumer reach in Nutritional Management
• Figure 5.14: Overall assessment of nutritional management potential by selected disease

List of Tables

• Table 1.1: Number of sufferers by major nutritional management disease, 2008-2013
• Table 2.2: Disease prevalence 2008 (% total population), growth in sufferer numbers (CAGR 2008-2013) and forecast suffers number 2013 (actual)
• Table 2.3: Core nutritional management disease prevalence in France, 2008-2013
• Table 2.4: Core nutritional management disease prevalence in Germany, 2008-2013
• Table 2.5: Core nutritional management disease prevalence in Italy, 2008-2013
• Table 2.6: Core nutritional management disease prevalence in the Netherlands, 2008-2013
• Table 2.7: Core nutritional management disease prevalence in Spain, 2008-2013
• Table 2.8: Core nutritional management disease prevalence in Sweden, 2008-2013
• Table 2.9: Core nutritional management disease prevalence in the UK, 2008-2013
• Table 2.10: Core nutritional management disease prevalence in the US, 2008-2013
• Table 3.11: Area of potential benefits of specific ingredients by disease area as indicated by recent research, 2009
• Table 3.12: Number of product launches in the last year making indirect nutritional management function claims versus number making explicit nutrient claims, major West European countries and the US, July 2008 - July 2009
• Table 3.13: Number of nutritional management function claims by claim area, number of and as percentage of all products launched, major West European countries and the US, July 2008 - July 2009
• Table 3.14: Number of nutrient content claims, by type, major West European countries and the US, July 2008 - July 2009
• Table 4.15: Percentage of people aged 65 or more living in old age institutions, major West European countries and the US