• Scope and Methodology
  
• Introduction
  
  • The New Intersection of Foods and Pharmaceuticals
  • Two Classifications: Phoods and Bepherages
  • Exclusions
  • Report Methodology
  
  
• Overall Market Trends
  
  • The Hot Button: Consumer Health Concerns
  • Linking Diet and Health
  • Here Comes “Phood”
  • Sales to Near $15.1 Billion by 2009
  • Figure 1-1: Projected U.S. Retail Sales of Phoods: 2004-2009 (in billions of dollars)
  • Superior Growth for Most Phood Categories
  
  
• Phoods
  
  • The Competitors
  • Different Marketing Thrusts for Food vs. Pharmaceutical CompaniesSome Phoods Are Licensed
  • Four Competitive Paths
  • Using Naturally Health-Beneficial Ingredients
  • Extending Existing Brands with Fortified Products
  • The Big Get Bigger
  • Not All New Phoods Make the Grade
  • Divide (Especially by Gender) and Conquer
  • National Consumer Advertising Expenditures
  • Product Usage Rates
  • Figure 1-2: Household Penetration Rates for Selected Phood Classifications, 2004 (U.S. households)
  
  
• Bepherages
  
  • The Competitors
  • Mergers & Acquisitions
  • New Brands and Companies Have Good Success Rate
  • Advertising Positioning
  • Product Usage Rates
  
  
• Looking Ahead: Trends and Opportunities
  
  • Nutrient Trends: What’s Next
  • Target Marketing: Who’s Next

Chapter 2: Overall Market Trends

• Introduction
  
  • The New Intersection of Foods and Pharmaceuticals
  • Two Classifications: Phoods and Bepherages
  • Exclusions
  • Functional Foods and Nutraceuticals
  • Health Claims
  • Types of Health Claims
  • Health Claims That Meet Significant Scientific Agreement (SSI)
  • Qualified Health Claims
  • Structure/Function Claims
  • Nutrient Content Claims
  • Medical Organization Logos
  • Key Nutrients and Ingredients
  • Vitamins
  • Minerals
  • Dietary Fiber
  • Probiotics and Prebiotics
  • Soy Protein and Soy Isoflavones
  • Omega-3 Fatty Acids
  • Herbal and Botanical Ingredients
  • Table 2-1: U.S. Phood Market: Key Nutrients and Ingredients, 2004
  
  
• Market Drivers
  
  • The Hot Button: Consumer Health Concerns
  • Linking Diet and Health
  • Here Comes “Phood”
  • Competitive Advantages for Marketers
  • The Role of Research & Development
  • Target Marketing: Boomers and Beyond
  • The Role of Convenience
  • The Health and Natural Foods Conundrum
  • Trends in Japan and Europe
  
  
• Retail Sales and Market Share Trends
  
  • Methodology for Estimates
  • Total Phood Sales Estimated at $16.2 Billion
  • Table 2-2: U.S. Phood Market: IRI-Tracked Sales of Phoods by Product Category, 2003 vs. 2004 (in millions of dollars)
  • Figure 2-1: Share of U.S. Phood Sales by Retail Outlet Type, 2004 (percent)
  • Phood Classification Bigger, But Bepherage Growth Faster
  • Figure 2-2: U.S. Phood Sales by Classification: Phoods vs. Bepherages, 2004 (in millions)
  • Superior Growth for Most Phood Categories
  • Slow Going in Cereal, Dried Fruit
  • Other Heart-Healthy Phoods, Olive Oil on the Ups
  • Most Bepherages Are Big Winners
  • Dairy-Related Categories Growing at Double-Digit Rates
  • Nutritional Bars and Powders Post Healthy Growth
  
  
• Market Projection
  
  • Sales to Near $15.1 Billion by 2009
  • Figure 2-3: Projected U.S. Retail Sales of Phoods: 2004-2009 (in billions of dollars)
  • Table 2-3: U.S. Phood Market: IRI-Tracked Sales and Share of RTE (Cold) Cereal, 2003 vs. 2004 (in millions of dollars)
  • Table 2-4: U.S. Phood Market: IRI-Tracked Sales and Share of Hot Cereal/Oatmeal, 2003 vs. 2004 (in millions of dollars)
  • Table 2-5: U.S. Phood Market: IRI-Tracked Sales and Share of Dried Fruit, 2003 vs. 2004 (in millions of dollars)
  • Table 2-6: U.S. Phood Market: IRI-Tracked Sales and Share of Fresh Bread, 2003 vs. 2004 (in millions of dollars)
  • Table 2-7: U.S. Phood Market: IRI-Tracked Sales and Share of Cooking/Baking Nuts, 2003 vs. 2004 (in millions of dollars)
  • Table 2-8: U.S. Phood Market: IRI-Tracked Sales and Share of Olive Oil, 2003 vs. 2004 (in millions of dollars)
  • Table 2-9: U.S. Phood Market: IRI-Tracked Sales and Share of Bottled Water, 2003 vs. 2004 (in millions of dollars)
  • Table 2-10: U.S. Phood Market: IRI-Tracked Sales and Share of Loose/Bagged Tea, 2003 vs. 2004 (in millions of dollars)
  • Table 2-11: U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Orange Juice, 2003 vs. 2004 (in millions of dollars)
  • Table 2-12: U.S. Phood Market: IRI-Tracked Sales and Share of Shelf-Stable Bottled Juice Drink, Blend, or Smoothie, 2003 vs. 2004 (in millions of dollars)
  • Table 2-13: U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Soymilk, Kefir, and Milk Substitutes, 2003 vs. 2004 (in millions of dollars)
  • Table 2-14: U.S. Phood Market: IRI-Tracked Sales and Share of Refrigerated Yogurt and Yogurt Drinks, 2003 vs. 2004 (in millions of dollars)
  • Table 2-15: U.S. Phood Market: IRI-Tracked Sales and Share of Fresh Milk, 2003 vs. 2004 (in millions of dollars)
  • Table 2-16: U.S. Phood Market: IRI-Tracked Sales and Share of Fresh Eggs, 2003 vs. 2004 (in millions of dollars)
  • Table 2-17: U.S. Phood Market: IRI-Tracked Sales and Share of Margarines/Spreads/Butter Blends, 2003 vs. 2004 (in millions of dollars)
  • Table 2-18: U.S. Phood Market: IRI-Tracked Sales and Share of Nutritional Liquid/Powder, 2003 vs. 2004 (in millions of dollars)
  • Table 2-19: U.S. Phood Market: IRI-Tracked Sales and Share of Nutritional/Intrinsic Health Value Bars, 2003 vs. 2004 (in millions of dollars)

Chapter 3: Phoods

• Marketer Overview
  
  • The Competitors
  • Different Marketing Thrusts for Food vs. Pharmaceutical Companies
  • Some Phoods Are Licensed
  • Table 3-1: The U.S. Phood Market: Selected Marketers and Products, 2004
  
  
• Competitive Trends
  
  • Four Competitive Paths
  • Using Naturally Health-Beneficial Ingredients
  • Extending Existing Brands with Fortified Products
  • The Big Get Bigger
  • Not All New Phoods Make the Grade
  • Divide (Especially by Gender) and Conquer
  • Going Whole Grain
  • Health Nuts and Other Inherently Healthy Phoods
  • Raising the Food Bar Bar
  • Targeting Aging Baby Boomers with Drinkable Meals
  
  
• Advertising Trends
  
  • National Consumer Advertising Expenditures
  • Advertising Positioning
  
  
• New Product Trends
  
  • The Alpha and Omega
  • Another Source of Omega-3s: Flax Seed
  • Soy Good Cereals
  • Other Cereals with Targeted Health Benefits
  • Probiotics, Prebiotics, and Symbiotics
  • Cholesterol-Reducing Cheese
  • Herbals and Phytochemicals
  • New to Phoods: Conjugated Linoleic Acid
  • Table 3-2: The U.S. Phood Market: Selected New Food Product Introductions, 2003-2004
  
  
• Product Profiles
  
  • RTE Cereal: Kellogg’s Smart Start and Kashi Heart to Heart
  • Smart Start
  • Kashi Heart to Heart
  • The Ensemble Failure
  • Hot Cereal/Oatmeal: Quaker Oats’ Nutrition for Women
  • Quaker W.I.N. and Take Heart Lose Out
  • Yogurt/Yogurt Drinks
  • Stonyfield Farm’s Probiotics and Prebiotics
  • Danone’s Repositioned Actimel: DanActive
  • Margarines/Spreads/Butter Blends: McNeil’s Benecol and Unilever’s Take Control
  • Nutritional/Intrinsic Health Value Bars: Clif’s Luna Bar
  
  
• Consumer Trends
  
  • Note on Simmons Survey Data and Tables
  • Product Usage Rates
  • Product Purchasing Patterns
  • Patterns by Age Bracket
  • The Gender Skew
  • Patterns by Race/Ethnicity
  • Geographic Distribution and Local Eating Habits Affect Regional Patterns
  • Patterns by Household Income
  • Patterns by Household Size
  • Key Demographic Characteristics Favoring Use of Selected Categories and Brands
  • Table 3-3
  • Household Penetration Rates for Selected Phood Classifications, 2004 (U.S. households)
  • Table 3-4a: Indices for Use of Selected Phood Classifications: By Adult Age Bracket, 2004 (U.S. households)
  • Table 3-4b: Indices for Use of Selected Phood Classifications: By Adult Age Bracket, 2004 (U.S. households)
  • Table 3-5: Indices for Use of Selected Phood Classifications: By Gender, 2004 (U.S. households)
  • Table 3-6: Indices for Use of Selected Phood Classifications: By Race/Ethnicity, 2004 (U.S. households)
  • Table 3-7a: Indices for Use of Selected Phood Classifications: By Region, 2004 (U.S. households)
  • Table 3-7b: Indices for Use of Selected Phood Classifications: By Region, 2004 (U.S. households)
  • Table 3-8a: Indices for Use of Selected Phood Classifications: By Household Income Bracket (in Thousands), 2004 (U.S. households)
  • Table 3-8b: Indices for Use of Selected Phood Classifications: By Household Income Bracket (in Thousands), 2004 (U.S. households)
  • Table 3-9: Indices for Use of Selected Phood Classifications: By Household Size, 2004 (U.S. households)
  • Table 3-10: Demographic Characteristics Favoring Use of Whole-Wheat, Multi-Grain, Oat, or Bran Bread, 2004 (U.S. households)
  • Table 3-11: Demographic Characteristics Favoring Use of Unsalted or Unroasted Nuts, 2004 (U.S. households)
  • Table 3-12: Demographic Characteristics Favoring Use of Wheat Crackers, 2004 (U.S. households)
  • Table 3-13: Demographic Characteristics Favoring Use of Cheerios (Regular, Honey Oat, Multi-Grain), 2004 (U.S. households)
  • Table 3-14: Demographic Characteristics Favoring Use of Old Fashioned Quaker Oats, 2004 (U.S. households)
  • Table 3-15: Demographic Characteristics Favoring Use of Total Cereal—Any Variety, 2004 (U.S. households)
  • Table 3-16: Demographic Characteristics Favoring Use of Special K—Any Variety, 2004 (U.S. households)
  • Table 3-17: Demographic Characteristics Favoring Use of Wheaties, 2004 (U.S. households)
  • Table 3-18: Demographic Characteristics Favoring Use of Smart Balance, Benecol, or Take Control Margarine, 2004 (U.S. households)
  • Table 3-19: Demographic Characteristics Favoring Use of Yoplait Drinkable Yogurt, 2004 (U.S. households)
  • Table 3-20: Demographic Characteristics Favoring Use of Dannon Drinkable Yogurt, 2004 (U.S. households)
  • Table 3-21: Demographic Characteristics Favoring Use of Stonyfield Farm Yogurt, 2004 (U.S. households)
  • Table 3-22: Demographic Characteristics Favoring Use of Ensure Nutritional Supplement, 2004 (U.S. households)
  • Table 3-23: Demographic Characteristics Favoring Use of Luna Bars, 2004 (U.S. households)
  • Table 3-24: Demographic Characteristics Favoring Use of Smart Start Cereal, 2004 (U.S. households)
  • Table 3-25: Demographic Characteristics Favoring Use of Boost Nutritional Supplement, 2004 (U.S. households)

Chapter 4: Bepherages

• Marketer Overview
  
• The Competitors
• Table 4-1: The U.S. Phood Market: Selected Beverage Marketers and Products, 2004