The U.S. Market For Functional Foods and Beverages: Volume 3 in the series

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Published Aug 1, 2003 | 202 Pages | Pub ID: LA833305

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Functional foods are one of the fastest growing categories of food products in the United States. The U.S. alone represents one-third of the global nutrition market, and functional food sales are projected to exceed $30 billion by the end of the decade. Marketers of foods and beverages are constantly finding new ways to enhance their products with the addition of functional products, to which they’re finding an increasingly accepting and willing audience. The U.S. Market for Functional Foods and Beverages, volume 3 in the series, The U.S, Market for Wellness Foods and Beverages, examines the factors driving this dramatic growth, including new product introductions and innovations, the regulatory environment that is fostering wider use and awareness of functional foods, and the growing sense among consumers that “wellness” can be achieved by taking a closer look at and improving one’s diet. Indeed, the report offers a full profile of the functional food consumer, including looking at the market for functional foods according to age groups and ethnic and racial groups. The study also examines the marketers that are leading the functional food parade, both large and small, as well as offers a look at the up-and-coming companies that are poised to make a difference in the market in the years to come.

The U.S. Market for Wellness Foods and Beverages
The U.S. Market for Functional Foods and Beverages is the third volume of Packaged Facts’ new 3-volume market research series, The U.S. Market for Wellness Foods and Beverages. This series is the executive’s guide to the new frontier of wellness oriented food and beverage consumption in this country. Here are expertly analyzed quantitative and qualitative data on market size and growth (covering both mass and prestige outlets), societal trends, and the competitive situation for three popular and growing food and beverage categories: Organic, Functional Foods and Soy-Based Foods and Beverages.

The other reports in this series are:
The U.S. Market for Organic Foods and Beverages
The U.S. Market for Soy-based Foods and Beverages

About our Editorial Partners
Packaged Facts is proud to have the expert collaboration of Marr Barr Communications (www.marrbarr.com) as our editorial partners in the publication of this series. Marr Bar Communications is a strategic marketing and communications agency specializing in socially responsible businesses. Liz Marr and Amy Barr have more than 35 years of consumer and business marketing experience, including experience as senior executives at Horizon Organic Dairy. Their clients include food and household consumer packaged goods companies.

Report Methodology
The information in The U.S. Market for Wellness 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 organic, soy and functional foods markets 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 (copyright 2002) 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 fall 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

This series looks at every segment of the organic foods/beverages, soy-based foods/beverages and functional foods/beverages markets, examining trends for growth and projecting sales of products through 2007. It analyzes consumer demographics and their current and projected impact on sales of "wellness" foods and beverages. It provides up-to-date competitive profiles of marketers of organic, soy-based and functional foods and beverages - including a look at smaller, up-and-coming companies - and discusses the influence of demographic trends as a driver of retail trends. The series also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the wellness industry.

What You’ll Get in this Report
The U.S. Market for Wellness Foods and Beverages is a brand-new series that offers a unique perspective on the burgeoning market for organic, soy-based and functional foods and beverages. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Wellness Foods and Beverages offers. The individual volumes within the series address 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)
  • Retail 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 to see a more detailed outline of the contents of the individual volume reports in this series.

How You Will Benefit from this Report
If your company is already competing in the wellness market, or is considering making the leap, you will find this series 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 wellness foods and beverages, as well as projected sales and trends through 2007. 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 wellness foods and beverages based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for wellness food and beverage products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the organic, soy and functional food and beverage arenas.
  • Advertising agencies working with clients in food and beverage 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.

Chapter 1: Executive Summary
  • Scope of the Report
  • Products Not Included
  • Report Methodology
  • The Products
    • Enriched, Fortified, Functional, Nutraceuticals and Dietary Supplements Defined
    • Definition of Functional Foods Open to Interpretation
    • Functional Foods Cut Across Category Lines
    • Three Main Product Categories
    • Functional Foods
    • Functional Beverages
    • Infant Foods and Beverages
    • FDA and FTC Shift Attention Towards Functional Foods
    • New Guidance on Health Claims
    • Table 1-1: FDA’s Health Claims Report Card

  • The Market
    • 2002 Retail Sales Estimated Close to $22.8 Billion
    • Table 1-2: Share of U.S. Sales by Product Category: By Dollar and Percent Share, 2002
    • Share by Product Category
    • Figure 1-1: U.S. Retail Sales of Functional Foods and Beverages, 1998-2002
    • Table 1-3: Share of U.S. Sales of Functional Foods and Beverages by Product Category, 2002
    • Factors Affecting Market Growth

  • Projected Market Growth
    • Overall Market to Reach $6.65 Billion by 2007
    • Table 1-4: Projected U.S. Retail Sales of Functional Foods and Beverages, 2002-2007

  • Competitive Situation
    • New Products Boosts Growth
    • Sports and Energy Drinks Marketers Include Soy in Their Portfolio
    • Competition Brews up in Sports drinks
    • Blurring Line between Energy and Sports Drinks

  • The Consumer
    • More Than Half of Population Uses Functional Foods
    • Middle Age Skew to Functional Food Users
    • Taste - A Primary Concern for Consumers Linking Diet and Health
    • Figure 1-2: Functional Food Users by Age Group
    • Product Usage Rates
    • Opinions Regarding Health
    • Table 1-5: Consumer Opinions About Health: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002

  • Trends and Opportunities
    • Consolidation Gains Momentum
    • Growing Market for Vegetarian Foods
    • Flavors to Suit Different Demographic Profiles
    • The Wellness Trend: The Future of Functional Beverages
    • Disease-Specific Functional Foods and Beverages

Chapter 2: Ingredients and Products

  • What are Functional Foods and Beverages?
  • Products Not Included
  • Definitions
  • Enriched, Fortified, Functional, Nutraceuticals and Dietary Supplements
  • How Enriched Differs from Fortified
  • Definition of Functional Foods Open to Interpretation
  • Dietary Supplements
  • Key Functional Food Ingredients
  • Table 2-1: Reference Daily Intake of Select Vitamins
  • Table 2-2: Reference Daily Intake of Select Minerals
  • Vitamins
  • Vitamin A
  • Vitamin B1 (or Thiamine)
  • Vitamin B2 (or Riboflavin)
  • Vitamin B3 (or Niacin)
  • Vitamin B5 (or Pantothenic Acid)
  • Vitamin B6 (or Pyridoxine)
  • Vitamin B12 (or Cobalamin)
  • Folic Acid
  • Vitamin D
  • Vitamin E
  • Minerals
  • Calcium
  • Iron
  • Other Minerals
  • 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
  • Product Categories
    • Functional Foods Cut Across Category Lines
    • Three Main Product Categories
    • Functional Foods
    • Functional Beverages
    • Infant Foods and Beverages
    • Nutritional Bars: A Major Category
    • Table 2-3: Characteristics of Various Nutritional Bars

  • Regulatory Issues
    • The Agencies
    • Food and Drug Administration (FDA)
    • United States Department of Agriculture (USDA)
    • Federal Trade Commission (FTC)
    • Relevant Legislation
    • Nutrition Labeling and Education Act (NLEA) of 1994
    • Dietary Supplement Health and Education Act (DSHEA) of 1994
    • Orphan Drug Act (ODA) of 1983 and Orphan Drug Amendments of 1988
    • The Approved Health Claims
    • New Guidance on Health Claims
    • Table 2-1: FDA’s Health Claims Report Card
    • Disclaimers
    • Lack of Patent Protection
    • Generally Recognized as Safe (GRAS)
    • Food Labeling for Children Under Age 4
    • Infant Formula Regulated Separately
    • FDA and FTC Shift Attention Towards Functional Foods

  • Chapter 3: The Market
    • A Note about IRI Data
    • Functional Foods: The Early Trends
    • The 1970s: The Search For Weight-Loss Products
    • The 1980s and the 1990s: The 'New Age' Nutrients
    • 2000 and Beyond: The Dawn of 'Nutraceuticals'
    • Functional Beverages
    • Sports Drinks
    • Energy Drinks

  • Market Size and Growth
    • Market Is Difficult to Monitor
    • 2002 Retail Sales Estimated Close to $22.8 Billion
    • Table 3-1: U.S. Retail Sales of Functional Foods and Beverages, 1998-2002
    • Figure 3-1: U.S. Retail Sales of Functional Foods and Beverages, 1998-2002

  • Market Composition
    • Share by Product Category
    • Table 3-2: Share of U.S. Retail Sales of Functional Foods/Beverages by Product Category: By Dollar and Percent Share, 2002
    • Figure 3-1: Share of U.S. Retail Sales of Functional Foods by Product Category: Percent Share, 2002

  • Selected Product Categories: Retail Sales
    • Nutritional Health Bars
    • Figure 3-2: Share of U.S. Retail Sales of Food Bars by Category
    • Table 3-3: U.S. Retail Sales of Leading Nutritional/Health Value Food Bars Functional Waters
    • Table 3-4: U.S. Retail Sales of Leading Functional Waters, 2002 Energy Drinks
    • Table 3-5: U.S. Retail Sales of Leading Energy Drinks, 2002
    • Factors Affecting Market Growth
    • All Age Groups Use Functional Foods
    • Seniors and Baby Boomers Focus on Fortified Functional Foods
    • Table 3-6: Projected Percentage Distribution of U.S. Population by Age Bracket, 2000-2010
    • Kids Another Driving Force
    • Growing Ethnic Population Shaping Sales
    • Table 3-7: Population Projections for Selected U.S. Racial Populations, 2000-2020
    • Looking Toward Self-Care and Alternative Health Solutions
    • Private Labels Force Increased Fortification
    • R&D Budgets Increase as Teams get Leaner
    • New Technologies lead to Competitive Advantage and Drive Growth

    Projected Market Growth
    • Overall Market to Reach $6.65 Billion by 2007
    • Table 3-8: Projected U.S. Retail Sales of Functional Foods and Beverages, 2002-2007
    • Figure 3-3: Projected U.S. Retail Sales of Functional Foods and Beverages, 2002-2007

    Chapter 4: Competitive Situation

    • The Food and Drink Companies
    • The Pharmaceutical Companies
    • Major Companies Have the Edge
    • Minor Marketers and Their Importance
    • Most Compete in Only a Few Product Areas

    The Current Scenario
    • Pharmaceutical Companies Turn More Towards Functional Foods
    • Four Strategies for Marketers
    • Developing New Products Internally
    • Repositioning Current Products
    • Joint Ventures provide Synergies of Scope and Scale
    • Acquiring Established Companies and Brands
    • Recent Divestitures, Mergers, and Acquisitions
    • Table 4-1:The U.S. Functional Foods and Beverages Market: Leading Marketers and Their Top Brands, 2002-2003

    Competitive Situation: Food
    • The Cereal Marketers
    • Other Functional Foods
    • Dairy Products
    • Functional Bakery Products to Boost Growth
    • Nutritional Candy Show Definite Growth
    • Nutrition Bars Grow Amidst Concerns of Obesity

    Competitive Situation: Beverages
    • Juice and Juice Drink Marketers
    • The Traditional Marketers
    • New Age Beverage Players
    • Natural Beverage Marketers
    • Sports Nutrition Rev up Sales
    • Energy Drinks Get a Boost
    • Sports and Energy Drinks Marketers Include Soy in Their Portfolio
    • Functional Waters

    Competitive Situation: Infant Foods and Beverages
    • Marketers for Infant Formulae and Baby foods
    • GRAS Status for Docosahexaenoic Acid (DHA)

    Chapter 5: New Products and New Product Trends

    • New Products Continue to Hit the Market
    • Trends in Enrichment/Fortification
    • Soy Gaining the Spotlight
    • Probiotics and Prebiotics at the Cutting Edge
    • Table 4-2: The U.S. Functional Foods Market: Selected New Product Introductions, January 2002- May 2003

    Product Trends by Category: Foods
    • Marketers Target Women to Increase Revenues
    • Energy Bars Flavor of the Season
    • Nutritious Candy Bars
    • Dairy Products

    Product Trends by Category: Beverages
    • More Enriched Milk Brands Hit the Market
    • Energy Drinks Sees Many New Entrants
    • Refreshing Healthful Juices
    • Sizzling Fortified Water
    • Competition Brews in Sports Drinks
    • Soy-based Beverages Propel Growth
    • SoBe Targets Kids with Lizardade Launch
    • Blurring Line between Energy and Sports Drinks
    • Extensions Fuel Growth
    • New “New Age” Beverages
    • Cadbury Enters Meal Replacement Category
    • Packaging Innovation in New Products

    Product Trends by Category: Infant Foods and Beverages
    • New Products Continue to Proliferate
    • Mead Johnson Takes Advantage of GRAS Ruling

    Chapter 6: The Consumer

    • Nutrition Important in Food Choices
    • More Than Half of Population Uses Functional Foods
    • Figure 6-1: Usage of Functional Foods, 2000-2002
    • American Taste Buds
    • Linking Diet and Health
    • Functional Food Users Perceived Deficiencies
    • Table 6-1: Consumer Perceptions of Diet Deficiencies: General Population vs. Functional Foods Users
    • Long-Term Usage Characteristic
    • Figure 6-2: Length of Functional Food Usage
    • Middle Age Skew to Functional Food Users
    • Figure 6-3: Functional Food Users by Age Group
    • Functional Food Users More Aware of “Proactive”
    • Table 6-2: Consumer Awareness of “Proactive” Terms, General Population vs. Functional Food Users
    • Overall Health Tops Reason for Eating Functional Foods
    • Figure 6-4: Reasons for Eating Functional Foods
    • Yet Lack of Benefits Discourages Use
    • Figure 6-5: Top Reasons Why People Stop Using Functional Foods

    Functional Food/Beverage Usage by Product
    • “I Don’t Have Time to Eat a Healthy Meal”
    • Table 6-3: Demographic Profile:
    • Agreement with the statement: “I don’t have the time to prepare/eat a Healthy Meal”
    • Table 6-4: Penetration of Functional Foods and Beverages
    • Consumer Focus: Nutritional Snacks
    • Table 6-5: Demographic Characteristics Favoring the Most Often Use of Food Bars: Chewy Granola vs. Fruit Bar, Fall 2002
    • Table 6-6: Demographic Characteristics Favoring the Most Often Use of Food Bars: Cereal Bars vs. Granola, Fall 2002
    • Table 6-7: Demographic Characteristics Favoring the Most Often Use of Kellogg’s Nutri-Grain Bars, Fall 2002
    • Table 6-8: Demographic Characteristics Favoring the Most Often Use of Food Bars: Quaker Chewy Granola vs. Quaker Fruit and Oatmeal Bars, Fall 2002
    • Consumer Focus: Energy Bars
    • Table 6-9: Demographic Characteristics Favoring the Most Often Use of Energy Bars: Balance Bars, Fall 2002
    • Table 6-10: Demographic Characteristics Favoring the Most Often Use of Energy Bars: Carb Solutions, Fall 2002
    • Table 6-11: Demographic Characteristics Favoring the Most Often Use of Energy Bars: Carb Solutions, Fall 2002
    • Table 6-12: Demographic Characteristics Favoring the Most Often Use of Energy Bars: PowerBar, Fall 2002
    • Consumer Focus: Functional Beverages
    • Table 6-13: Demographic Characteristics Favoring the Most Often Use of Liquid Breakfast / Nutritional Supplements: Slim Fast vs. Ultra Slim Fast, Fall 2002
    • Table 6-14: Demographic Characteristics Favoring the Most Often Use of Liquid Breakfast/Nutritional Supplements: Metabolife vs. Carb Solutions, Fall 2002
    • Consumer Focus: Energy Drinks
    • Table 6-15: Demographic Characteristics Favoring the Most Often Use of Liquid Breakfast/Nutritional Supplements: Carnation Instant Breakfast vs. Carnation Slender, Fall 2002
    • Table 6-16: Demographic Characteristics Favoring the Most Often Use of Energy Drinks: Red Bull vs. Adrenaline Rush, Fall 2002

    Attitudes and Opinions of Functional Foods Users
    • Categories for Comparison
    • Attitudes Regarding Health
    • Table 6-17: Consumer Attitudes About Health: General Population vs. Energy/Diet Snack Bar Eaters and Nutritional Snack Eaters: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years
    • Opinions Regarding Health
    • Table 6-18: Consumer Opinions About Health: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002

    Chapter 7:Trends and Opportunities

    • General Trends
    • Consolidation Gains Momentum
    • The Health Movement: Witnessing the Protein Paradigm

    Consumer Trends
    • Growing Market for Vegetarian Foods
    • Flavors to Suit Different Demographic Profiles

    Product Trends
    • The Wellness Trend: The Future of Functional Beverages
    • Disease-Specific Functional Foods and Beverages
    • Pediatricians Favor Soy Infant Formulas
    • New Delivery Systems and Newer Ingredients

    Appendix Addresses Of Selected Marketers
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