The U.S. Market for Fortified Foods and Drinks: Expanding the Boundaries
Apr 1, 2002
403 Pages - Pub ID: LA710724
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  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Products Fortified by Law or Custom Not Included
    • Sports Nutrition, Meal Replacements, Herbal Teas Not Included
    • Report Methodology

    The Market
    • Foods and Beverages Fortified to Enhance Nutritional Value
    • Fortified Foods Cut Across Category Lines
    • Three Main Product Categories
    • Foods
    • Beverages
    • Baby Foods and Formula
    • Changes in Regulation Have Positive Effect
    • Fortified Foods Market Nears $18 Billion in 2001
    • Table 1-1: U.S. Retail Sales of Fortified Foods Market by Category, 1997-2006 (dollars): Foods, Beverages, Baby Foods/Formula
    • Foods Category Nearly Half of Retail Dollar Sales
    • Figure 1-1: Share of U.S. Fortified Foods Market Retail Dollar Sales by Product Category, 1997 vs. 2001 (percent): Foods, Beverages, Baby Foods/Formula
    • Supermarkets the Dominant Retail Outlet
    • Factors to Market Growth

    The Marketers
    • Hundreds of Marketers
    • Acquisitions Reshaping the Landscape
    • The Health Foods Conundrum

    Marketing and New Product Trends
    • Marketing to Women
    • Marketing as Child's Play
    • Marketing to Aging Baby Boomers
    • New Products Proliferate
    • National Consumer Advertising Estimated at $963 Million

    Distribution and Retail
    • Two Main Methods of Distribution
    • Small Marketers Frequently Work Through Brokers
    • The Battle for Distribution
    • Supermarkets and Health Foods Stores
    • Drugstores Have a Natural Health Connection
    • Fortified Foods Displayed Side-by-Side Unfortified Ones

    The Consumer
    • Product Usage Rates
    • Usage of Ready-to-Eat Cereal
    • Usage of Fortified Orange Juice
    • Usage of Other Fruit Juices and Juice Drinks
    • Enfamil vs. Similac
  2. The Market
    Scope of Report
    • Foods and Beverages Fortified to Enhance Nutritional Value
    • Fortified Foods Cut Across Category Lines
    • Three Main Product Categories
    • Foods
    • Beverages
    • Baby Foods and Formula
    • Products Fortified by Law or Custom Not Included
    • Definitions: Enriched, Fortified, Functional, Nutraceutical, Dietary Supplements
    • How Enriched Differs from Fortified
    • Fortified Foods Increase Nutrients
    • Definition of Functional Foods Open to Interpretation
    • Nutraceuticals Meant to Enhance Health
    • Dietary Supplements
    • Sports Nutrition, Meal Replacements, Herbal Teas Not Included
    • Focus on Products Sold Through Retail Stores

    Market Background
    • Brief History of Food Fortification
    • Mandatory Enrichment
    • Technology Advances Fortification
    • Backlash Against Fortification
    • Fortification Rises Again
    • Changes in Regulation Have Positive Effect

    Ingredients Used to Fortify Foods
    • Common Fortifiers
    • Vitamins and Minerals: How Much?
    • Table 2-1a: Reference Daily Intake of Selected Vitamins
    • Table 2-1b: Reference Daily Intake of Selected Minerals
    • Vitamins = Organic Substances
    • Vitamin A
    • Vitamin B1 (Thiamine)
    • Vitamin B2 (Riboflavin)
    • Vitamin B3 (Niacin)
    • Vitamin B5 (Pantothenic Acid)
    • Vitamin B6 (Pyridoxine)
    • Vitamin B12 (Cobalamin)
    • Biotin
    • Folic Acid (Folate)
    • Vitamin C
    • Vitamin D
    • Vitamin E
    • Vitamin K
    • Minerals = Inorganic Elements
    • Calcium
    • Chromium
    • Iodine
    • Iron
    • Magnesium
    • Manganese
    • Phosphorous
    • Potassium
    • Selenium
    • Sodium
    • Zinc
    • Dietary Fiber
    • Probiotics and Prebiotics
    • Fortification with Soy
    • Omega-3 Fatty Acids
    • Herbals, Botanicals, and New Age Additions
    • Chamomile
    • Echinacea
    • Ginger
    • Ginkgo Biloba
    • Ginseng
    • Green Tea
    • Guarana
    • Kava Kava
    • Ma Huang
    • St. John's Wort
    • Taurine
    • The Controversy Over Hemp

    The Regulatory Environment
    • Regulatory Agencies
    • Food Labeling Basics
    • Nutrition Labeling
    • RDI Replaces RDA
    • Labeling's Shortfall
    • Exceptions to Nutrition Labeling
    • Labeling of Foods for Children Under Age 4
    • Infant Formula Regulated Separately
    • The U.S. WIC Program
    • NLEA Allows Specific Health Claims
    • The "Jelly Bean Rule"
    • Example of Health Claim Requirements
    • Nutrient Content Claims
    • FDA Warns Marketers of "Unapproved Additives"
    • Structure/Function Claims Now Allowed
    • Figure 2-1: U.S. Retail Sales of Fortified Foods Market, 1997-2001 (dollars)

    Market Size and Growth
    • Methodology for Estimates
    • Total Fortified Foods Market Nears $18 Billion in 2001
    • Table 2-2: U.S. Retail Sales of Fortified Foods Market, 1997-2001 (dollars)
    • Sales of Foods Category Approach $8.4 Billion
    • Table 2-3: U.S. Retail Sales of Fortified Foods Category, 1997-2001 (dollars)
    • Fortified Beverages Second at Over $6.9 Billion
    • Table 2-4: U.S. Retail Sales of Fortified Beverages Category, 1997-2001 (dollars)
    • Baby Foods and Formula Fairly Stagnant at $2.4 Billion
    • Table 2-5: U.S. Retail Sales of Fortified Baby Foods and Formula Category, 1997-2001 (dollars)

    Market Composition
    • Foods Nearly Half of Retail Dollar Sales
    • Figure 2-2: Share of U.S. Fortified Foods Market Retail Dollar Sales by Product Category, 1997 vs. 2001 (percent): Foods, Beverages, Baby Foods/Formula
    • Most Popular Ingredients Used in Fortified Foods
    • Sold in a Wide Range of Channels
    • Supermarkets the Dominant Retail Outlet
    • Figure 2-3: Share of Dollar Sales of Fortified Foods Market by Retail Channel, 2001 (percent): 6 Retail Channels, All Other Outlets
    • Regional Sales Follow Population Share
    • Sales Spread Out by Season

    Factors to Market Growth
    • All Age Groups Use Fortified Foods
    • Aging Baby Boomers Focus on Fortified Foods
    • Kids Another Driving Force
    • Table 2-6: Projected U.S. Population by Age Bracket, 2000-2010 (number): From Age Under 5 to Age 100 and Over
    • Growing Ethnic Population Shaping Sales
    • Table 2-7: Population Projections for Selected U.S. Racial Populations, 2000-2020 (number): Non-Hispanic White, Non-Hispanic Black, Hispanic, Hispanic Asian-American
    • Changing Eating Habits
    • Looking Toward Self-Care and Alternative Health Solutions
    • Linking Diet and Health
    • Fortified Foods Can Supplement a Normal Diet
    • Current Health Concerns
    • Product Innovation and Technical Advances Help Drive Growth
    • Fortification a Competitive Strategy
    • FDA Regulations: Both Relaxing and Tightening Up
    • Calls for Review
    • Four Consumer Requirements
    • Backlash to Fortified Foods: Too Much of a Good Thing?
    • Targeting Markets
    • New Fortified Products and Cross-Fortification
    • Trends in Non-U.S. Markets
    • Fortified Cereals Facing a Saturated Market
    • Energy/Snack Bars Growing
    • Other Markets, Including Dairy and Soy Foods, Open to Possibilities
    • Fortified Products Driving Beverage Growth
    • Breaking News: Drinking Orange Juice May Lower Blood Pressure
    • Birth Rate, Breastfeeding Hamper Infant Formula Growth
    • Baby Foods Face Competition from Adult Foods
    • Figure 2-4: Projected U.S. Retail Sales of Fortified Foods Market, 2001-2006 (dollars)

    Market Projections
    • Sales to Approach $28.6 Billion by 2006
    • Table 2-8: Projected U.S. Retail Sales of Fortified Foods Market, 2001-2006 (dollars)
    • Fortified Foods Category to Near $13.0 Billion
    • Table 2-9: Projected U.S. Retail Sales of Fortified Foods Category, 2001-2006 (dollars)
    • Fortified Beverages Will Exceed $12.7 Billion
    • Table 2-10: Projected U.S. Retail Sales of Fortified Beverages Category, 2001-2006 (dollars)
    • Baby Foods and Formula to Top $2.8 Billion
    • Table 2-11: Projected U.S. Retail Sales of Fortified Baby Foods and Formula Category, 2001-2006 (dollars)
  3. The Marketers
    The Marketers
    • Hundreds of Marketers
    • Leaders Are Major Food or Pharmaceutical Companies
    • Minor Marketers
    • Most Compete in Only a Few Product Areas
    • Cereal Marketers
    • Marketers of Other Shelf-Stable Foods
    • Juice and Juice Drink Marketers
    • New Age Beverage Players
    • Natural Beverage Marketers
    • Dairy Products
    • Soy Products and Other Milk Alternatives
    • Baby Food and Infant Formula Marketers
    • Recent Divestitures, Mergers, and Acquisitions
    • Table 3-1: The U.S. Fortified Foods Market: Leading Marketers and Their Top Brands

    The Competitive Situation
    • Acquisitions Reshaping the Landscape
    • Four Ways Mainstream Marketers Compete
    • Developing New Products Risky
    • Reformulating Existing Products and Adding Line Extensions
    • Acquiring Existing Companies and Brands
    • Joint Ventures Can Provide Synergies
    • Major Companies Have the Edge
    • The Importance of Smaller Marketers
    • The Health Foods Conundrum
    • Some Marketers Focus on Non-Supermarket Channels
    • Fierce Competition Among Many Products
    • Different Marketing Thrusts for Food vs. Pharmaceutical Companies
    • Strong Private-Label Penetration for Some Product Areas

    Competitive Profile: Abbott Laboratories
    • $16 Billion in International Healthcare Revenues
    • Ross Infant Formula Products
    • Aiming to Expand to "Emerging Markets"

    Competitive Profile: Cadbury Schweppes Plc
    • World's Third-Largest Soft Drinks Marketer
    • Mott's, Inc: Apples and More
    • Revitalizing Hawaiian Punch
    • The Rebirth of Snapple
    • Mistic Fortifies Some of Its Drinks
    • Cadbury to Acquire Nantucket Allserve

    Competitive Profile: Campbell Soup Co.
    • Corporate Background
    • V8 Splash Makes Campbell a Leading Fortified Food Marketer
    • Functional Foods and Fortified Soups Fail
    • SpaghettiOs Plus Calcium
    • Pepperidge Farm Expanding Bread Business

    Competitive Profile: Clearly Canadian Beverage Corp.
    • New Age Waters

    Competitive Profile: The Coca-Cola Co.
    • Corporate Background
    • Moving Beyond Carbonated Soft Drinks
    • Minute Maid and Other Juice Brands
    • Minute Maid Fortified Juices: Not Just Orange
    • First National Launch of Vitamin D-Fortified Juice
    • Simply Orange: A New Alternative to Fresh-Squeezed
    • Disney Deal Puts Characters on Kids' Beverage Lines
    • Hi-C Is the Oldest Fortified Juice Brand
    • Hi-C vs. Hawaiian Punch
    • Odwalla Superpremium Juices
    • Coke Relaunches Powerade
    • New Initiatives in Fortified Beverages

    Competitive Profile: General Mills, Inc.
    • Corporate Background
    • "Big G" Cereals
    • Fortifying Products to Support Nutrition Claims
    • New Cereal Formats
    • Harmony, Aimed at Women
    • Yoplait and Columbo Yogurts
    • Teaming Up with DuPont for 8th Continent

    Competitive Profile: The Hain Celestial Group
    • Corporate Background
    • Fortified Food Initiatives

    Competitive Profile: H.J. Heinz Co.
    • Corporate Background
    • More Than Sauces
    • Heinz No. 2 in Baby Foods
    • Few Fortified Foods Initiatives
    • Heinz and Hain

    Competitive Profile: Interstate Bakeries Corp.
    • Corporate Background
    • Wonder Bread Builds Strong Bodies
    • FTC Files Suit Against Wonder Bread Over Health Claims
    • Direct Store Distribution

    Competitive Profile: Kellogg Co.
    • Corporate Background
    • The Trouble with Cereal
    • Differentiating Cereals on Value
    • Reformulating to Add Fortification
    • Kellogg Acquires Kashi, Launches Heart-Healthy Cereal
    • European Initiative
    • The Ensemble Failure
    • Krave Energy Bars
    • New Nutri-Grain Products
    • Taking Advantage of Keebler's DSD System

    Competitive Profile: Kraft Foods, Inc.
    • Corporate Background
    • Fortification Mostly by Default
    • Little Fortification for Post Cereals
    • Taste of Life Salad Dressings
    • Kraft Acquires Balance Bar

    Competitive Profile: Land O'Lakes, Inc.
    • Corporate Background
    • Growth in a Consolidating Industry
    • Increasing its Branded Position
    • Fortification Helps Add Value

    Competitive Profile: Mead Johnson Nutritionals (Bristol-Myers Squibb Co.)
    • Corporate Background
    • The Enfamil Family of Products
    • Attempt to Branch into Baby Foods Fails
    • Marketing to Health Professionals and Parents
    • Mead Johnson Sells Viactiv

    Competitive Profile: Nantucket Allserve, Inc.
    • Two "Juice Guys" Succeed with Carefree Lack of Professionalism
    • On the Fortification Bandwagon
    • Ocean Spray Buys and Sells

    Competitive Profile: Nestlé S.A.
    • Corporate Background
    • Nesquik Reformulated with Added Calcium, Vitamins, and Minerals
    • Carnation Infant Formulas
    • Nestlé Beverages, Ocean Spray Form Strategic Alliance

    Competitive Profile: Novartis AG
    • Corporate Background
    • Gerber Products Co.
    • Novartis Teams Up with Quaker
    • Aviva European Functional Foods Venture Pulled

    Competitive Profile: Ocean Spray Cranberries, Inc.
    • Corporate Background
    • Moving Beyond Cranberries
    • Tiny Competitor, Northland, Challenges Ocean Spray
    • Focus on Fortification to Stem Sales Decline
    • The Great White Hope
    • On a New Products Roll
    • Ocean Spray and Nestlé Announce Strategic Alliance
    • Scientifically Backed Research

    Competitive Profile: PepsiCo, Inc.
    • Corporate Background
    • Tropicana Acquisition Puts PepsiCo in the Juice Business
    • Initiatives in Fortified Juice
    • PepsiCo Buys Majority Stake in SoBe
    • PepsiCo Acquires Quaker Oats, Gatorade
    • Gatorade Leads in Sports Drinks
    • Quaker's Fortified Cereals and More
    • Quaker/Novartis Joint Venture Scrapped
    • Pepsi Testing the Waters
    • Amp Energy Drinks
    • SoBe Mr. Green

    Competitive Profile: Procter & Gamble Co.
    • Corporate Background
    • A Pioneer of Modern Marketing Techniques
    • P&G Sells Hawaiian Punch, Retains Sunny Delight
    • Sunny Delight Labeling Criticized
    • P&G Patents FruitCal Calcium Delivery System
    • P&G Testing Cutting-Edge Functional Beverages
    • Deal with Coke Falls Through
    • Nutristar, for Developing Nations
  4. Marketing and New Product Trends
    Marketing Trends
    • Positioning Health Benefits
    • Marketing to Women
    • Marketing as Child's Play
    • Marketing to Aging Baby Boomers
    • Packaging Trends
    • Labeling Is Part Regulation and Part Marketing

    New Product Trends
    • New Products Continue to Proliferate
    • Perception of Appropriate Added Ingredients
    • Calcium and Antioxidants
    • Marketers Bundling Vitamins
    • Folic Acid to Prevent Birth Defects
    • Soy Gaining the Spotlight
    • Probiotics and Prebiotics on the Cutting Edge
    • Cholesterol-Lowering Foods Are More Like Medicines
    • Jury Still Out on Herbal Fortifiers
    • Product Trends by Category: Foods
    • Adult-Targeted Cereals
    • Child-Targeted Cereals
    • Yogurt
    • Cheese and Margarine
    • Other Foods
    • Product Trends by Category: Beverages
    • Juices and Juice Drinks
    • Kid-Targeted Beverages
    • New Age Beverages
    • Vitamin-Enhanced Waters and Sports Drinks
    • Milk and Milk-Based Drinks
    • Soy Beverages
    • Smoothies
    • Powdered Drink Mixes
    • Tea Bags
    • Product Trends by Category: Baby Foods and Formula
    • Baby Foods
    • Infant Formula
    • Selected New Product Introductions
    • Table 4-1: The U.S. Fortified Foods Market: Selected New Product Introductions, 2000-January 2002

    Consumer Advertising and Promotions
    • National Consumer Advertising Estimated at $963 Million
    • Cereal and Beverage Giants the Top Advertisers
    • Advertising Placement
    • Much Advertising Is Linked to Promotion
    • Website Alternatives or Supplements to Traditional Media
    • Advertising Focuses on Nutrition, Health Benefits, and Taste
    • Unstated Health Benefits
    • Some Ads Focus on Packaging
    • Taking Charge of One's Health
    • Taking Care of Others
    • Family Focus
    • Direct Competitive Positioning
    • New Age Beverages Trade on Their Image
    • Consumer Promotions Are Large and Elaborate
    • Coupons Draw Attention
    • Joint Promotions Team Products
    • Sweepstakes Tie In with Activities or Entertainment
    • Free Gifts and Merchandise Offers
    • Charitable Contribution and Good Works
    • Examples of Consumer Advertising and Promotions

    Trade Advertising and Promotions
    • Trade Advertising
    • Trade Promotions
    • Co-Op Offers
  5. Distribution and Retail
    Distribution
    • Two Main Methods of Distribution
    • Warehousing vs. Direct Store Delivery
    • Advantages of Warehouse Distribution
    • Disadvantages of Warehouse Delivery
    • Advantages of Direct Store Delivery
    • Disadvantages of Direct Store Delivery
    • Small Marketers Frequently Work Through Brokers
    • Distributor Networks Serve Different Classes of Trade
    • Distributor Margins
    • Distributor Networks Motivate Marketer Alliances and Acquisitions
    • The Battle for Distribution

    Retailers
    • Where Fortified Foods Are Sold
    • Supermarkets the Leading Outlet
    • Convenience Stores Strong in Beverages
    • Natural Foods Stores Selection Limited Except for Beverages
    • Limited Selections in Warehouse Clubs
    • Mass Merchandisers Expanding Food Selections
    • Drugstores Have a Natural Health Connection

    At the Retail Level
    • Fortified Foods Displayed Side-by-Side Unfortified Ones
    • Most Fortified Food Line Extensions Priced at Parity
    • The Cost of Slotting Fees
    • Checkstand Potential
  6. The Consumer
    Consumer Overview
    • The Simmons Survey System
    • Simmons Data on Fortified Foods
    • Product Usage Rates
    • Table 6-1: Consumer Overview for Fortified Foods, Spring 2001 (percent): 54 Classifications

    Consumer Focus: Fortified Cold Cereals
    • Ready-to-Eat Cereal Users
    • Ready-to-Eat Cereal Use by Brand
    • Ready-to-Eat Cereal Users
    • Table 6-2: Demographic Characteristics Favoring Use of Cold Cereals: Cheerios vs. Honey Nut Cheerios, Spring 2001 (U.S. Adults)
    • Table 6-3: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Corn Flakes vs. Kellogg's Frosted Flakes, Spring 2001 (U.S. Adults)
    • Table 6-4: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Raisin Bran vs. Post Raisin Bran, Spring 2001 (U.S. Adults)
    • Table 6-5: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Froot Loops vs. Cap 'n Crunch, Spring 2001 (U.S. Adults)
    • Table 6-6: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Frosted Mini Wheats vs. Kellogg's Rice Krispies, Spring 2001 (U.S. Adults)
    • Table 6-7: Demographic Characteristics Favoring Use of Cold Cereals: Cinnamon Toast Crunch vs. Lucky Charms, Spring 2001 (U.S. Adults)
    • Table 6-8: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Corn Pops vs. Cocoa Puffs, Spring 2001 (U.S. Adults)
    • Table 6-9: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Apple Jacks vs. Post Honeycomb, Spring 2001 (U.S. Adults)
    • Table 6-10: Demographic Characteristics Favoring Use of Cold Cereals: Kellogg's Special K vs. Total Corn Flakes, Spring 2001 (U.S. Adults)
    • Table 6-11: Demographic Characteristics Favoring Use of Cold Cereals: Basic 4, Spring 2001 (U.S. Adults)
    • Table 6-12: Demographic Characteristics Favoring Use of Cold Cereals: Corn Chex vs. Golden Grahams, Spring 2001 (U.S. Adults)
    • Table 6-13: Demographic Characteristics Favoring Use of Cold Cereals: Wheaties vs. Life, Spring 2001 (U.S. Adults)
    • Table 6-14: Demographic Characteristics Favoring Use of Cold Cereals: Kix vs. Trix, Spring 2001 (U.S. Adults)

    Consumer Focus: Energy Bars
    • Energy Bars
    • Energy Bar Use by Brand
    • Table 6-15: Demographic Characteristics Favoring Use of Energy Bars: Quaker Oats Chewy Granola Bars vs. Kellogg's Nutri-Grain, Spring 2001 (U.S. Adults)
    • Table 6-16: Demographic Characteristics Favoring Use of Energy Bars: PowerBar vs. Balance Bar, Spring 2001 (U.S. Adults)

    Consumer Focus: Fortified Beverages
    • Orange Juice Users
    • Fortified vs. Non-Fortified Orange Juice Users
    • Few Discernible Patterns Among O.J. Users
    • Users of Other Fruit Juices and Juice Drinks
    • The Minority Skew
    • The Child-Targeted Skew: Examples and Exceptions
    • Downscale Slant to Most Other Fruit Juices/Juice Blends
    • V8 Vegetable Juice Users
    • Table 6-17: Demographic Characteristics Favoring Use of Orange Juice, Spring 2001 (U.S. Adults)
    • Table 6-18: Demographic Characteristics Favoring Use of Orange Juice: Tropicana Pure Premium Original vs. Minute Maid Premium Regular, Spring 2001 (U.S. Adults)
    • Table 6-19: Demographic Characteristics Favoring Use of Orange Juice: Minute Maid Premium With Calcium vs. Tropicana Pure Premium With Calcium, Spring 2001 (U.S. Adults)
    • Table 6-20: Demographic Characteristics Favoring Use of Orange Juice: Tropicana Pure Premium Orange Tangerine (calcium-fortified) vs. Tropicana Season's Best with Calcium, Spring 2001 (U.S. Adults)
    • Table 6-21: Demographic Characteristics Favoring Use of Orange Juice: Tropicana Pure Premium Plus Vitamins, Spring 2001 (U.S. Adults)
    • Table 6-22: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: Welch's vs. Minute Maid, Spring 2001 (U.S. Adults)
    • Table 6-23: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: Sunny Delight vs. Hawaiian Punch, Spring 2001 (U.S. Adults)
    • Table 6-24: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: Ocean Spray Cranberry Juice Cocktail vs. Ocean Spray Cranberry Juice Blends, Spring 2001 (U.S. Adults)
    • Table 6-25: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: Hi-C vs. Juicy Juice, Spring 2001 (U.S. Adults)
    • Table 6-26: Demographic Characteristics Favoring Use of Other Fruit Juices/Drinks: Mott's vs. Snapple, Spring 2001 (U.S. Adults)
    • Table 6-27: Demographic Characteristics Favoring Use of Vegetable Juice: Campbell's V8, Spring 2001 (U.S. Adults)

    Consumer Focus: Infant Formula
    • Enfamil vs. Similac
    • Table 6-28: Demographic Characteristics Favoring Use of Infant Formula: Enfamil vs. Similac, Spring 2001 (U.S. Adults)

    Attitudes Toward Health and Nutrition
    • "Shopping for Health" Report
    • 78% Use Fortified Foods
    • Labels Important in Decision-Making Process
    • Prime Health Concerns
    • Calcium and Vitamin C Claims
    • HealthFocus Consumer Surveys
    • Food as Medicine
    • Foods for "Wellness"

    Appendix I: examples of consumer advertising and promotions
    Appendix II: addresses of selected marketers
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