Future Health Trends in Food and Drinks: Growth opportunities in daily dosing, GI, heart health, right fats and phood

Table of Contents

Executive Summary 12

• The Glycaemic Index 12
• Heart Health 13
• Wellbeing 14
• Daily dosing 15
• Low fats to right fats 16
• Phood 17
• Conclusions 18

Chapter 1 The Glycaemic Index 20

• Summary 20
• Introduction 20
• What is the Glycaemic Index? 21
• What is the Glycaemic Load? 21
• GI vs. GL 22
• Growth drivers behind the GI concept 23
• Consumer drivers 23
  • Obesity 23
  • Diabetes as a driver of GI 25
  • GI as a sophistication of the Atkins diet 27
• Manufacturer drivers 28
  • Labeling 28
  • Highlighting the low GI product tag in marketing 29
  • Reformulation 30
• Regulatory drivers 31
  • Regulatory support 31
  • Regulatory inhibitors 32
• Rejection of the diet 33
• Lead countries 33
• Lead categories 35
• Meal replacements 37
• Bakery and Cereals 38
• Snacks 39
• Innovation in GI 40
• Conclusions 41
• Key countries 41
• Key categories 42
• The future of the GI diet 42

Chapter 2 Heart Health 46

• Summary 46
• Introduction 46
• What is heart health? 47
• Actively promoting heart health 47
• Reduce the risk of heart health 50
  • Salt 50
  • Cholesterol 50
  • Right fats 51
• Growth drivers 52
• Consumer drivers 52
  • Cardiovascular disease 52
  • Hypertension 54
  • The ageing population 55
  • Changing consumer attitudes 56
• Manufacturer drivers 56
  • Reformulation 57
  • Marketing products as heart healthy 58
  • Sales of heart health functional foods and drinks 59
• Regulatory drivers 60
• Lead countries 61
• Lead categories 61
• Snacks 63
• Bakery and cereals 64
• Innovations and features of heart health 64
• Innovation 66
  • Innovation in the features of heart healthy products 67
• Conclusions 68
• Key countries 68
• Key categories 69
• The future of the heart health trend 69

Chapter 3 Wellbeing and feel good within 72

• Summary 72
• Introduction 72
• What is wellbeing and feel good within? 73
• Digestive health 73
• Detox 74
• Mental wellbeing 74
• Energy 75
• Immune system 75
• Skin health 75
• Growth drivers of wellbeing 76
• Consumer drivers 76
  • Digestive health 77
  • Mental wellbeing 79
  • Skincare 82
  • Anti-ageing 85
  • Consumer attitude of you are what you eat 86
• Manufacturer drivers 86
  • Reformulation 86
  • Remarketing existing products to highlight the vital wellbeing
  • ingredients 88
  • The gut health market is not driven primarily by illness 88
• Lead countries 89
• Lead categories 91
• Meal replacements 93
• Soft drinks 94
• Hot drinks 94
• Innovation and trends in the wellbeing trend 95
• Innovation 97
  • Innovation in the sub-trends 98
• Conclusions 100
• Key countries 101
• Key categories 102
• The future of the wellbeing trend 102

Chapter 4 Daily Dosing 104

• Summary 104
• Introduction 104
• What is daily dosing? 105
• The benefits delivered through daily dosing 106
• Types of delivery systems 106
  • Pouches and sachets 107
  • The LifeTop straw 107
  • 240ml 108
  • The Yakult model 108
  • New innovative packaging 109
• Growth drivers 110
• Consumer drivers 110
  • Individualization 110
  • Personalized nutrition 113
  • Daily dosing is also about disease prevention 113
• Manufacturer drivers 113
  • Packaging innovations 114
  • Reformulation of healthy products into daily dose portions 115
  • Daily doses within other products 117
• Lead countries 117
• Lead categories 119
• Meal replacements 122
• Snacks 122
• Bakery and cereals 123
• Innovation in daily dosing 124
• Innovation in formulation 124
• Innovation in packaging 126
• Conclusion/growth prospects 127
• Key countries 127
• Key categories 128
• The future of daily dosing 129

Chapter 5 Low Fats to Right Fats 132

• Summary 132
• Introduction 132
• What are the right fats? 133
• Polyunsaturated fatty acids- Omega-3 133
• Trans fats 134
• Growth drivers 135
• Consumer drivers 135
  • Heart disease 136
  • Alzheimers 136
  • Arthritis 137
  • Pregnant women 138
  • Other conditions 138
• Manufacturer drivers 139
  • Reformulating products 139
  • Marketing of ingredients 141
• Regulatory drivers 142
  • Omega-3 142
  • Trans fats 143
• Lead countries 144
• Lead categories 145
• Oils and fats 147
• Snacks 148
• Bakery and cereals 149
• Innovation and trends in right fats 149
• Innovation 150
  • Innovation in the sub-trends 151
• Conclusions 153
• Key countries 153
• Key categories 154
• The future of the right fats trend 155

Chapter 6 Phood 158

• Summary 158
• Introduction 159
• What is phood? 159
• Is phood a marketing or consumer term? 161
• Growth drivers 161
• Consumer drivers 161
  • Increasing numbers of cancer sufferers 162
  • Increasing numbers of allergy sufferers 163
  • Osteoporosis 164
  • Menopause 165
  • Increasing healthcare costs 165
• Manufacturer drivers 166
  • Reformulation of products with additional beneficial ingredients 166
  • Marketing products that intrinsically contain ingredients with
  • specific health benefits 169
  • The impact of pharmaceutical companies on food and drink
  • innovation 171
• Regulatory drivers 172
• Lead countries 174
• Lead categories 175
• Soft drinks 177
• Dairy 177
• Innovation and trends in phood 178
• Innovation 179
  • Innovation in the sub-trends 180
• Conclusions 181
• Key countries 182
• Key categories 183
• The future of the phood trend 184

Chapter 7 Conclusions 186

• Summary 186
• Introduction 187
• Key marketing targets 187
• Key innovative categories in healthy food and drinks 188
• Features of healthy food and drinks that are important to consumers 189
• Countries that lead in NPD in healthy food and drinks 191
• The most popular health trends now and in 5 years 192
• Other healthy food concepts that are likely to develop in the next 5 years 194
• Index 195

List of Figures

• Figure 1.1: Tesco GI labeling 22
• Figure 1.2: Hyvaa Paivaa Kevyt Hedelmajuoma 25
• Figure 1.3: Frunola High Fiber Fruit Bar 29
• Figure 1.4: The Australian and South African GI symbols 32
• Figure 1.5: Valio A+ Rasvaton Jogurtti yogurt 34
• Figure 1.6: Lead categories in low glycaemic food and drinks, 2000-2004 35
• Figure 1.7: InZone Powdered Supplement Drink 37
• Figure 1.8: Kelloggs Cereal - Hi-Fibre Bran 38
• Figure 1.9: Solo GI Low Glycaemic Weight Management Sustained Energy Bar 39
• Figure 1.10: Luna Diet Yogurt Tei GI 40
• Figure 1.11: How important is the GI diet and issues for NPD are now and in 5 years time? 43
• Figure 2.12: Arnold Family Grains Dutch Country Bread - Healthy Sandwich; Heart Healthy 100% Whole Wheat; Healthy Multi-Grain 48
• Figure 2.13: Sea Choice All Natural Quick Frozen Boneless & Skinless Fish Fillets 49
• Figure 2.14: Yoplait Healthy Heart Yogurt 49
• Figure 2.15: Yves Veggie Cuisine Meatless Pre-Cooked Good Dog 57
• Figure 2.16: Heart Health product launches in each category, 2000-2004 62
• Figure 2.17: Sara Lee Heart Healthy Bread 64
• Figure 2.18: Launches of products tagged with the heart healthy features, 2000-2004 65
• Figure 2.19: Olivado Avocado Oil Spray 66
• Figure 2.20: How strong are the following health features for innovation in heart healthy food products? 67
• Figure 2.21: How important is the heart health trend and issues for NPD are now and in 5 years time? 70
• Figure 3.22: Estimated prevalence of IBS in adults by gender, 2002 78
• Figure 3.23: Prevalence of adults with ADHD in the general population across the seven major markets, 2004 80
• Figure 3.24: Nestl・Easy to Digest Baby Cereal 87
• Figure 3.25: Growth of gut health food and drinks consumers, consumers with diagnosed illnesses and at-risk groups, (%), 2002-2007 89
• Figure 3.26: Wellbeing product launches in each category, 2000-2004 91
• Figure 3.27: Juvo Natural Raw Meal 93
• Figure 3.28: Tetley Plus Wellbeing Tea 94
• Figure 3.29: Wellbeing sub-trends product launches, 2000-2004 95
• Figure 3.30: Guayaki Yerba Mate Organic Energy Drink 96
• Figure 3.31: ActiMint Probiotic Mints 97
• Figure 3.32: Innovation in wellbeing trends product launches, 2000-2004 98
• Figure 3.33: Wellness from Coca-Cola Goyo 99
• Figure 3.34: How strong are the following health features for innovation in wellbeing food products? 100
• Figure 4.35: Pharmanex GlucoEase Powdered Soft Drink 107
• Figure 4.36: Yakult Live Lactobacillus Drink 108
• Figure 4.37: Calpis Interbalance L-92 Lactic Acid Bacteria Drink 116
• Figure 4.38: Mizkan Vinegar Drink 118
• Figure 4.39: Daily Dosing product launches in each category, 2004 120
• Figure 4.40: Slim-Fast Optima Smoothie 122
• Figure 4.41: Borba Skin Balance Water 124
• Figure 4.42: How important is the daily dosing trend and issues for NPD are now and in 5 years time? 129
• Figure 5.43: Dempsters WholeGrains- Source of Omega-3 12 Grain 139
• Figure 5.44: Kraft Handi-Snacks Baskin Robbins Pudding 140
• Figure 5.45: Regal Salmon Strips 141
• Figure 5.46: Trans fat labeling 143
• Figure 5.47: Ban Trans Fat campaign 144
• Figure 5.48: Right Fats product launches in each category, 2000-2004 146
• Figure 5.49: Udos Choice Organic Oil Blend 148
• Figure 5.50: Essential Flax Seed Bread 149
• Figure 5.51: Right Fats sub-trend product launches, 2000-2004 150
• Figure 5.52: Innovation in right fats trends product launches, 2000-2004 151
• Figure 5.53: Bossa Viva Rainforest Fruit Drink 152
• Figure 6.54: The nutraceuticals landscape 160
• Figure 6.55: Juice 4 Joints 167
• Figure 6.56: Ensure with Lutein Liquid Nutritional Beverage 168
• Figure 6.57: Soy Deli Fresh Soy Pasta 170
• Figure 6.58: What impact do the following companies have on innovation in healthy food and drinks now and in 5 years time? 171
• Figure 6.59: Phood product launches in each category, 2000-2004 175
• Figure 6.60: Yakult Chosei Tonyu Kuromame Shiyo 178
• Figure 6.61: Phood sub-trends product launches, 2000-2004 179
• Figure 6.62: Salad Cosmos Salad - Alfalfa and Ama 180
• Figure 6.63: Innovation in phood product launches, 2000-2004 180
• Figure 6.64: Celestial Seasonings Tea - Menopause Day; Menopause Nite 181
• Figure 6.65: How important is the phood trend and issues for NPD are now and in 5 years time?184
• Figure 7.66: How important are the following consumers as marketing targets for new healthy food and drinks? 187
• Figure 7.67: Categories for which innovation in health is most important 188
• Figure 7.68: How important are the following to consumers purchasing healthy food and drinks products? 190
• Figure 7.69: Countries that lead NPD in healthy food and drink products 191
• Figure 7.70: How important are the following health trends and issues are for NPD now and will be in 5 years 192

List of Tables

• Table 1.1: Prevalence of obesity in the seven major markets by age (000s), 2003 24
• Table 1.2: Future prevalence of type 2 diabetes, 2003-2011 26
• Table 1.3: Lead categories in terms of the percentage of that categorys new product launches accounted for by GI products, 2000-2004 36
• Table 2.4: Estimated prevalence of major cardiovascular diseases, 2003 53
• Table 2.5: Estimated prevalence of hypertension in the seven major markets, (000s), 2003--0955
• Table 2.6: Population of over 50s, (mn), by country, 2003-2008 56
• Table 2.7: Sales of heart health functional foods and drinks (?m), 1997-2007 59
• Table 2.8: Lead categories in terms of the percentage of that categorys new product launches accounted for by heart healthy products, 2000-2004 63
• Table 3.9: Irritable bowel syndrome sufferers, 2002 77
• Table 3.10: Sales of gut health specific functional foods and drinks (?m), 2003-2007 79
• Table 3.11: Stress of affluent consumers 81
• Table 3.12: Prevalence of psoriasis by country, 2000 83
• Table 3.13: Lead categories in terms of the percentage of that categorys new product launches accounted for by wellbeing products, 2000-2004 92
• Table 4.14: Number of single person households in Europe (m), 1997-2007 112
• Table 4.15: Lead categories in terms of the percentage of that categorys new product launches accounted for by daily dosing products, 2000-2004 121
• Table 5.16: Sources and functions of various dietary fats 135
• Table 5.17: Prevalence of Alzheimers Disease across the seven major markets, 2003-09 137
• Table 5.18: Growth in Rheumatoid Arthritis populations, seven major markets (000s), 2003--2010 138
• Table 5.19: Lead categories in terms of the percentage of that categorys new product launches accounted for by right fats products, 2000-2004 147
• Table 6.20: Cancer patient statistics across the seven major pharmaceutical markets, 2003 162
• Table 6.21: Prevalence of allergic rhinitis in the seven major markets, 2004 163
• Table 6.22: Prevalence of osteoporosis in and women men over 50 in the seven major markets, 2003 164
• Table 6.23: Lead categories in terms of the percentage of that categorys new product launches accounted for by phood products, 2000-2004 176