Abstract
Heading into 2007, health and wellness remains the top priority for food
manufacturers and consumers alike. The overall number of health messages and
the nuances in the messages themselves resulting from increased scientific
understanding require a more sophisticated level of comprehension today than
ever before. Marketers have the challenge of determining what impact this
should have on product formulation, claims, and label content, and how to
communicate with consumers. While some messages, their rationale, and call to
action are straightforward, such as that associated with reduced consumption
of trans fats and nutritional labeling of them, others are much more
complicated or ambiguous, such as identifying and labeling specific,
individual omega-3 fatty acids. Consumers are becoming both less receptive to
dietary advice and confused when recommendations made one day are later
refuted. To some extent, consumer skepticism of the latest information is on
the rise for this reason.
Key challenges for 2007 will be to avoid creating consumer confusion as a
result of the growing quantity and specificity of scientific information
available, to enhance credibility by leveraging sound science, and to create
compellingly positioned products so that consumers can purchase with
confidence.
Ingredients Affecting Health and Wellness: Innovations and Trends to Watch in
2007 provides an in-depth look at the ingredients underlying the major health
and wellness trends that Packaged Facts has identified as being most important
for 2007. It takes a look at the scientific understanding and consumer
attitudes from the standpoint of driving ingredient selection and identifying
relevant marketing, regulatory, and claims considerations. Chapter 3,
Maintaining The Momentum, looks at a number of the most important health and
wellness trends of 2000 and presents Packaged Facts' prediction of what 2007
holds in store for food ingredients. The remaining chapters, Shaking the Salt
Habit, Emerging Boomer Issues, and Carbohydrates Post Low Carb, address the
health issues where more activity is expected in the coming year.
Report Methodology
The information in this report was obtained from both primary and secondary
research. Primary research entailed in-depth, on-site examinations of
supermarkets, drug stores, mass merchandisers, convenience stores (c-stores),
health/natural foods stores, specialty stores, and club stores. Company,
distributor, and retailer interviews were conducted to obtain information on
new product and packaging trends, marketing programs, distribution methods,
and technological breakthroughs. Secondary research entailed data gathering
from relevant sources. Included were consumer and industry publications,
newspapers, government reports, financial reports, company literature, and
corporate annual reports. Data on consumer behavior was based on the Simmons
Market Research Bureau National Consumer Survey, 2004-2006, and new product
introductions were gathered through Productscan Online, a service of
Datamonitor.
How You Will Benefit from this Report
If your company is interested in joining learning what ingredients and food
qualities will be making headlines in 2007 and beyond, you will find this
report invaluable, as it provides a comprehensive package of information and
insight about new food and beverage ingredients not offered in any other
single source. Contributing to that understanding will be a complete analysis
of data from published and trade sources, and in-depth examination of the
consumer and nutrition trends that are affecting this market. Plus, you' ll
benefit from extensive data, presented in easy-to-read and practical charts,
tables and graphs.
This report will help:
- Marketing Managers identify market opportunities and develop targeted
promotion plans for emerging food ingredients.
- Research and development professionals stay on top of competitor
initiatives and explore demand for products with new food ingredients.
- Advertising agencies to develop messages and images that compel consumers
to purchase these products.
- Business development executives understand the dynamics of the market and
identify possible partnerships.
- Information and research center librarians provide market researchers,
brand and product managers and other colleagues with the vital information
they need to do their jobs more effectively.
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