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.

About the Author
Elaine Tecklenburg is a food industry specialist with twenty years of experience in the areas of innovation and new product development. She has led commercialization efforts in the US and Europe for leading food manufacturers and ingredient companies and has extensive experience in both consumer and business-to-business environments. Tecklenburg holds a B.S. degree in nutrition and an M.B.A. from Cornell, and an M.S. degree in food science from Michigan State. In recent positions with Cargill and ConAgra, she worked on launching new ingredients for the health and wellness market. Previously, Tecklenburg led technology innovation efforts as well as consumer product development activities at Mars, Inc., on confectionery brands, including Snickers® Bar and Dove® Chocolate, and cheese flavored Combos® Snacks.

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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