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Title: Functional, Fortified, and Inherently Healthy Foods and Beverages: the U.S. Phood Market
Published: March 2007

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The following is the abstract from the full report:
Gauging 2006 sales at approximately $20 billion through all channels, including mass-market, health/natural, Wal-Mart, and warehouse clubs, Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market, a fully updated Packaged Facts report, covers functional foods and beverages with medically beneficial ingredients—also known as “phoods” and “bepherages.” Considering health and wellness as a top criterion driving consumer food choices, the report examines the full spectrum of packaged foods and beverages that provide a positive pharmaceutical benefit beyond basic nutrition, including products that are “inherently healthy” (e.g., oatmeal, whole-grain breads, cranberry juice, nuts), fortified foods (e.g., orange juice with plant sterols), and “designer” foods (e.g., soy protein bars, smart spreads).

It analyzes competitive trends and pinpoints opportunities for current and prospective marketers, including government regulation of food and beverage health claims, the development and use of key nutrients in the market, the impact of the obesity epidemic in the U.S. on consumer food choices, chances to capitalize on the new Food Guide Pyramid, and the ongoing trend toward more balanced “eating for health.” The two broad classifications—phoods and bepherages—are quantified to the marketer/brand share level by Information Resources, Inc. InfoScan data and further substantiated by extensive qualitative analysis. The report also documents market size and composition as well as marketing, new product, and retail trends, with sales forecasts through 2011. It provides detailed consumer profiles of key demographics, based on Spring 2006 Simmons Market Research Bureau data, with detailed breakouts by gender, race/ethnicity, and household composition.

Report Methodology
The information in Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer behavior patterns and data were derived from Simmons Market Research Bureau’s National Consumer Survey for Spring 2006.

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