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With health and wellness a top criterion driving consumer food choices, this first-edition Packaged Facts report offers a unique perspective on a hot topic, examining pharmaceutical-benefit foods (i.e., “phoods”) and beverages including traditional (e.g., regular oatmeal, whole-grain breads), fortified (e.g., orange juice with calcium), and “designer” (e.g., protein bars, smart spreads) products. The combination of more permissible FDA-approved health claims on food packages, media attention to the link between diet and health, and new product/ingredient/technological development is spurring rapid growth in this market, which encompasses products fortified with glucosamine and/or calcium to promote joint and bone health, those containing omega-3 fatty acids and/or plant sterol/stanol esters for heart health and other benefits, soy protein-enhanced foods, and “vitamin waters” and other functional beverages—among many others. Also covered are products enhanced with cutting-edge ingredients and nutrients, such as lutein for eye health, glucosamine for joint health, or probiotics/prebiotics to strengthen the immune system; as well as certain “inherently healthy” products, such as whole-grain/functional cereals and wellness teas.

The New U.S. "Phood" Market--Functional, Fortified, and Inherently Healthy Foods and Beverages, examines the factors affecting the growth of this market, including consumer trends, ingredient trends, the competitive environment, marketing and advertising trends, new product introductions, and a regulatory environment that is fostering wider use and awareness of pharmaceutical-benefit foods. It also profiles key products including Benecol and Take Control spreads, Kellogg’s Smart Start and Kashi Heart cereals, Stonyfield Farm yogurts, Groupe Danone’s DanActive prebiotic drink, Tropicana Essentials orange juice, Celestial Seasonings Wellness Teas, and others. In conclusion, it identifies cutting-edge trends, opportunities, and ideas market participants can use to their advantage in the future.

Report Methodology
The information in The New U.S. "Phood" Market--Functional, Fortified, and Inherently Healthy Foods and Beverages 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 beverage market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2004. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report looks at every segment of the functional and fortified food/beverage market, examining trends for growth and projecting sales of products through 2009. It analyzes consumer demographics and their current and projected impact on sales of pharmaceutical foods and beverages. It provides up-to-date competitive profiles of marketers of functional and fortified products and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the food/beverage industry.

What You’ll Get in this Report
The New U.S. "Phood" Market--Functional, Fortified, and Inherently Healthy Foods and Beverages makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The New U.S. "Phood" Market--Functional, Fortified, and Inherently Healthy Foods and Beverages offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Distribution Strategies
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the functional/fortified food and beverage market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for pharmaceutical foods and beverages, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for functional/fortified foods and beverages based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for the functional and fortified foods/beverages.
• Research and development professionals stay on top of competitor initiatives and explore demand for pharmaceutical foods.
• Advertising agencies working with clients in the food, beverage and pharmaceutical industries understand the product buyer 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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