Food Nutrition Labels NLEA Allows Nine Health Claims Healthy Prepared Foods Address Dietary Needs of U.S. Consumers Government Standards Provide Good Starting Point The Case Against Sugar Healthy Prepared vs. Nutraceuticals and Functional Foods
Growth by Product Segment Cereals Still Almost Half the Market Factors to Market Growth Retail Sales to Approach $7 Billion in 2003 Table 1-1: U.S. Retail Sales of Healthy Prepared Foods by Product Segment, 1993-2003 (dollars): Cereals, Juices, Bread, Yogurt, Cereal/Snack Bars
Sunny Delight the Best-Selling Product Shift from "No/Low" to Positive Product Claims? Calcium Still Going Strong Growing Use of Herbal Ingredients Cereal Marketers, Led by Kellogg, Are Biggest Spenders
Supermarkets Lead in Retail Sales Figure 1-1: U.S. Sales of Healthy Prepared Foods by Retail Channel, 1998 (percent): Supermarkets, Health and Natural Food Stores, Mass Merchandisers, Grocery Stores, Other Supermarkets Expand Selection Natural Food Stores Not Necessarily Hospitable to Healthy Prepared Foods Kellogg's: Overall vs. Healthier Products Tropicana Pure Premium and Season's Best: Overall vs. Fortified Bread: Whole Grain, Fiber, and Oat Bran Regular vs. Light/Sugar-Free Yogurt
Report Methodology
Main Product Segments Retail Focus
Food Fortification Begins in 1930s Government Involvement Begins Food Fortification Flourishes After World War II Procter & Gamble Overcomes Absorption Issue Other Major Marketers Step In Congressional Initiatives Open Doors Food Nutrition Labels Nutrients Declared as Both Absolute Values and % of Daily Values NLEA Defines Terms Describing Nutrient Content NLEA Allows Nine Health Claims Foods Claiming Benefits Must Be Healthy by FDA Standards
Government Standards Provide Good Starting Point The Case Against Sugar Healthy Prepared vs. Nutraceuticals and Functional Foods
Carotenoids Folic Acid (Folate) Vitamin C Vitamin E Calcium Iron Dietary Fiber Protein
Cholesterol "Good" Cholesterol and "Bad" Cholesterol Sodium Sugar
Packaged Facts Methodology Market at $5.4 Billion Table 3-1: U.S. Retail Sales of Healthy Prepared Foods, 1993-1998 (dollars) Healthy Cereals a Casualty of More Convenient Breakfast Options Juice Marketers Capitalize on Interest in Healthy Eating Competing Products Slow Bread Sales Table 3-2a: U.S. Retail Sales of Healthy Prepared Foods by Product Segment, 1993-1995 (dollars): Cereals, Juices, Bread, Yogurt, Cereal/Snack Bars Table 3-2b: U.S. Retail Sales of Healthy Prepared Foods by Product Segment, 1995-1998 (dollars): Cereals, Juices, Bread, Yogurt, Cereal/Snack Bars New Products Keep Yogurt Sales Healthy Cereal/Snack Bars Segment Has Been Most Dynamic
Figure 3-2: The U.S. Healthy Prepared Foods Market: Share of Dollar Sales by Product Segment, 1993 vs. 1998 (percent): Cereals, Juices, Bread, Yogurt, Cereal/Snack Bars Vitamins Lead Nutrients Calcium Strongest Mineral in Healthy Prepared Foods Herbals and Botanicals Strong in Juices/Beverages Segment Supermarkets Lead in Retail Sales Figure 3-3: U.S. Sales of Healthy Prepared Foods by Retail Channel, 1998 (percent): Supermarkets, Health and Natural Food Stores, Mass Merchandisers, Grocery Stores, Other Market Skews North Table 3-3: The Market for Healthy Prepared Foods: Regional Demographics by Preferred Product Type/Brand/Variety, 1998 (U.S. Adults)
Consumers Prefer Getting Nutrients in Foods Widespread Draw of Market Table 3-4: The Market for Healthy Prepared Foods: Age Demographics by Preferred Product Type/Brand/Variety, 1998 (U.S. Adults) The Graying of America Table 3-5: Projections of U.S. Households by Age of Householder, 1998-2003 (number and percent): From Age Under 25 to Age 75 and Older Baby Boomers Resist Aging Process Government Studies Spotlight Dietary Deficiencies Many Sources Counsel Consumers to Eat Wisely Marketers Aid Clinical Studies The Full-Line Effect Influences from Abroad Market Entry Is Expensive 5-A-Day Program, Supplements May Inhibit Market Growth The Snake Oil Factor Figure 3-4: Projected U.S. Retail Sales of Healthy Prepared Foods, 1998-2003 (dollars)
Table 3-6: Projected U.S. Retail Sales of Healthy Prepared Foods, 1998-2003 (dollars) Turnaround in Cereal Sales Table 3-7a: Projected U.S. Retail Sales of Healthy Prepared Foods by Product Segment, 1998-2000 (dollars): Cereals, Juices, Bread, Yogurt, Cereal/Snack Bars Table 3-7b: Projected U.S. Retail Sales of Healthy Prepared Foods by Product Segment, 2000-2003 (dollars): Cereals, Juices, Bread, Yogurt, Cereal/Snack Bars
Established Prepared Foods Marketers Dominate Some Start-Ups Focus on Healthy Prepared Foods Retailers as Marketers Table 4-1: Selected U.S. Marketers of Healthy Prepared Foods: By Brand and Product Segment (52 Marketers)
Fruit and Vegetable Juice Marketers Bread Marketers Yogurt Marketers General Mills, Kellogg Vie for Overall Lead Table 4-2: Top U.S. Marketers of Healthy Prepared Foods by Dollar Share (percent): 11 Marketers Sunny Delight the Best-Selling Product Table 4-3: Top Healthy Prepared Foods Brands/Products by Dollar Share (percent): 11 Brands/Products Competition Keenest in Cereal Segment Success May Be Hardest for Healthful Cereals Cereal Sales Flattened by Rivals Heavy Ad Spending Reflects Level of Competition Real Juice as Selling Point Orchards and Dairies as Juice Marketers Coke vs. Pepsi: A New Front Juices as Fountains of Nutrition Turf Wars in Bread Market Bakers Expand the Old-Fashioned Way Ad Spending Reflects Limited Competition over Bread Product Yogurt from Pittsburgh to Paris
Bleak Picture for More Healthful Breads? Entenmann's Cereal Bars a Hit
Develops More Healthful Varieties of V8 V8 Splash Is Campbell's Launch of the Decade Creates Campbell Center for Nutrition & Wellness Pepperidge Farm Is Second-Leading Brand of Bread
Minute Maid Is Coca-Cola's Leading Juice Brand Launches Fortified Minute Maid Premium Orange Tangerine Minute Maid Boosts Ad Spending, Pursues Global Market
Light Varieties Account for One-Third of Sales
Acquisitions Mark Fiscal 1998
Product Lines and Distribution Nature's Own as More Nutritious Bread
A Sequence of Cereals Cheerios Has Banner Year Clinical Study Feeds Ad Campaign Total Has Been Standard Bearer for Healthfulness Yogurt and Snack Bar Businesses Booming General Mills Expands Worldwide
Acquisitions Lead to Number One Rank The Wonder Bread Acquisition Brand Building Through Advertising Acquisitions Continue
Despite Strong Brands, Cereal Sales Decline Kellogg Strongly Committed to Healthy Prepared Foods Introductions of Healthy Products Continue Apace Price Modulations on Cereal Brands
Cereal Price Wars, Declining Sales Hit Post Business New Cereals Drive Strong Volume Gain in 1998
SnackWell's Brand Extended to Yogurt, Cereal Bars Boosting Fat Content to Improve Taste, Revive Sales Nabisco Still Bullish on Healthy Prepared Foods Positions Cream of Wheat as Most Indulgent Hot Cereal
Freshness Is Major Selling Point Odwalla Products Implicated in E. Coli Outbreak Odwalla Nutritionals Combine Vitamins, Minerals, Herbals Energy Bar Is First Non-Beverage Product First Fresh Juice Brand to Span the Country
PepsiCo Acquires Tropicana Dole for $3.3 Billion Tropicana Dole Is World's Largest Juice Marketer Launches First Fortified Not-from-Concentrate Orange Juices Revamps Fortified Lineup Bullish on Vitamin E and Folate Tropicana Pure Premium Is Top Refrigerated Orange Juice PepsiCo Launches FruitWorks Beverage Line
A Research Pioneer in Healthier Foods Develops Calcium Delivery System for Non-Dairy Beverages Uses FruitCal in Sunny Delight Fruit Drink Brand Sunny Delight Owns Half of Refrigerated Fruit Drink Segment
Snapple Acquisition a Costly Mistake Cold Cereals and Cereal Bars Enjoy Sales Gains Quaker Follows General Mills in Raising Cereal Prices Oatmeal Sales Benefit from First-Ever Food-Specific Health Claim Challenges Consumers to Lower Cholesterol with Oatmeal Launches Cereal Bar Line to Compete with Kellogg's Nutri-Grain
Getting FDA Approval for Health Claims Juice Marketers Also Tout Product Healthfulness Bread Marketers and the Food Guide Pyramid Associating Products with Athletics or Fitness Shift from "No/Low" to Positive Product Claims? Energy Bar Introductions Abound Tailoring Energy Bars for a Mainstream Audience Calcium Still Going Strong Growing Use of Herbal Ingredients Cereal Packaging: Convenience vs. Eco-Consciousness Table 4-4: The U.S. Healthy Prepared Foods Market: Selected New Product Introductions and Line Extensions, 1998 (36 Marketers)
Cheerios Paces General Mills' Increased Spending Healthier Entries Pace Spending by Post and Quaker Spending by Juice Marketers Is Hard to Differentiate Bread Marketers' Ad Spending Is Light Ad Outlays on Yogurt Reflect Dannon-General Mills Duel Health Claims Prominent in Kellogg Ads Quaker and General Mills Ads Focus on Benefits to the Heart Use of American Heart Association Logo Other Ads Tout Cereal as Part of Healthy Lifestyle Natural Is Healthier Calcium as Advertising Buzzword Taste Message Reinforced Cereal as Better Tasting Than Other Nutritious Foods Procter & Gamble's Sunny Delight Keeps Winning Campaign Tropicana Appeals in Two Ways Promotions Standard for Healthy Prepared Foods Market 800 Numbers, Websites Routinely Used Use of Sampling Examples of Consumer Advertising and Promotion
Products on Parade Promotions Are Standard Trade Allowances and Deals
Regional Distribution Distributors vs. Direct Distribution Warehousing vs. Direct Store Delivery Advantages of Warehouse Delivery Disadvantages of Warehouse Delivery Advantages of Direct Store Delivery Disadvantages of Direct Store Delivery Working Through Brokers Specialized Distributors for Health and Natural Food Retailers Distributor Margins
Figure 5-1: Supermarket Share of Healthy Prepared Food Sales, 1998 (percent) Supermarkets Expand Selection Supercenters Grow in Number Wal-Mart May Become Largest U.S. Food Retailer Limited Selection in Warehouse Clubs Natural Food Stores Not Necessarily Hospitable to Healthy Prepared Foods Most Healthy Prepared Line Extensions Priced at Parity Healthy Prepared Foods Share the Aisles Healthy Prepared Varieties Get 15% or More of Display Space The Status of Private Label
Simmons Data on Healthy Prepared Foods Table 5-1: The Market for Healthy Prepared Foods: User Overview by Preferred Product Type/Brand/Variety, 1998 (U.S. Adults): 5 Product Types and 8 Brands
General Mills: Healthier Products Quaker Oats Hot Cereal Table 5-2a: Demographic Characteristics Favoring Use of Kellogg's Cereals by Type: Any Kellogg's vs. Frosted Mini-Wheats, 1998 (U.S. Adults) Table 5-2b: Demographic Characteristics Favoring Use of Kellogg's Cereals by Type: Special K vs. Bran Flakes, 1998 (U.S. Adults) Table 5-3a: Demographic Characteristics Favoring Use of General Mills Cereals by Type: Cheerios vs. Multi-Grain Cheerios, 1998 (U.S. Adults) Table 5-3b: Demographic Characteristics Favoring Use of General Mills Cereals by Type: Wheaties vs. Total, 1998 (U.S. Adults) Table 5-4: Demographic Characteristics Favoring Use of Quaker Oats Hot Cereals, 1998 (U.S. Adults)
Minute Maid: Overall vs. Fortified Minute Maid Frozen Concentrate: Overall vs. Fortified Table 5-5: Demographic Characteristics Favoring Use of Tropicana Pure Premium Orange Juice by Type, 1998 (U.S. Adults): Any, With Calcium, With Vitamins Table 5-6: Demographic Characteristics Favoring Use of Tropicana Season's Best Orange Juice by Type, 1998 (U.S. Adults): Any, With Calcium, With Vitamins Table 5-7: Demographic Characteristics Favoring Use of Minute Maid Orange Juice by Type: Any Minute Maid vs. Minute Maid With Calcium, 1998 (U.S. Adults) Table 5-8: Demographic Characteristics Favoring Use of Minute Maid Frozen Orange Juice Concentrate by Type: Any Minute Maid vs. Minute Maid With Calcium, 1998 (U.S. Adults)
Whole Grain, Fiber, and Oat Bran Table 5-9a: Demographic Characteristics Favoring Use of Bread by Type: White vs. Whole Wheat, 1998 (U.S. Adults) Table 5-9b: Demographic Characteristics Favoring Use of Bread by Type, 1998 (U.S. Adults): Whole Grain, Fiber/High Fiber, Oat/Oat Bran
Dannon vs. Dannon Light Yoplait vs. Yoplait Light Table 5-10: Demographic Characteristics Favoring Use of Yogurt by Type: Regular vs. Light/Sugar-Free, 1998 (U.S. Adults) Table 5-11: Demographic Characteristics Favoring Use of Dannon Yogurt by Type: Any Dannon vs. Dannon Light, 1998 (U.S. Adults) Table 5-12: Demographic Characteristics Favoring Use of Yoplait Yogurt by Type: Any Yoplait vs. Yoplait Light, 1998 (U.S. Adults) Appendix I: Advertisements. This appendix appears in bound editions only. Appendix II: Addresses of Selected Marketers |
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