The U.S. Market for Nutraceutical Foods and Beverages

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This Packaged Facts report analyzes the market for nutraceuticals -- packaged foods that promise some medical benefit. Currently worth $17 billion at retail, and expected to reach $21 billion by 2006, this market encompasses such products as infant formula, protein drinks, cholesterol-lowering margarines, heart-healthy breakfast cereals and breads, and so on. Driving sales are a mounting awareness of health and fitness issues, as well as the desire to both self-prevent and treat diseases or conditions. However, the nutraceuticals business is relatively young, and in certain respects may be difficult for some marketers to navigate. The U.S. Market for Nutraceutical Foods and Beverages provides the quantitative and qualitative information that decision-makers need to profit from this beneficial foods trend. Historical and projected sales are presented, and societal and product trends investigated. Simmons demographic data are interpreted, and IRI brand shares are listed. The competitive strategies of Abbot, Bristol-Meyers Squibb, Campbell Soup, Kellogg, Hain Celestial Group, Quaker, and others, are also discussed.
- Executive Summary
- The Scope of This Report
- Report Methodology
- Nutraceutical Defined
- Seven Main Categories
- Sales Exceeded $17 Billion in 2001
- Table 1-1: U.S. Retail Dollar Sales of Nutraceutical Foods and Beverages, 1997-2001 (dollars; percent)
- Nutraceuticals Expected to Reach over $22 Billion by 2006
- Table 1-2: Projected U.S. Retail Dollar Sales of Nutraceutical Foods and Beverages, 2001-2006 (dollars; percent)
- Figure 1-1: U.S Retail Dollar Sales of Nutraceutical Foods and Beverages, 1997-2006 (dollars; percent)
- Tempestuous but Thriving Market
- Infant Nutritionals and Cereals Account for over 42% of Sales
- Table 1-3: Share of Retail Dollar Sales of Nutraceutical Foods, by Product Category, 2001 (percent): 7 categories
- Perhaps 800 Marketers
- You First and "Me First" Modes
- Many Niches with Little Marketer Competition
- Growth to Enable Entry into Market
- Nutraceutical Ad Dollars at $485 Million in 2001
- Variety of Distribution Channels
- Nutraceuticals Spread throughout Store
- In-Store Pharmacies Play Role
- Reasons for Controlling Diet
- Table 1-4: Number of Adult Americans Controlling Diet by Reason, 2001 (number; percent): 14 reasons
- Factors Favoring Control of Diet
- Table 1-5: Demographic Factors Favoring Control of Diet, 2001 (listing): 12 factors
II. The Products
- Introduction
- The Scope of This Report
- Nutraceutical Defined
- Glossary of Nutraceutical Terms
- Seven Categories
- Cereals
- Comprehensive Nutritional Drinks (CNDs)
- Confections
- Dairy and Dairy Substitutes
- Infant Nutritional Products
- Other Beverages
- Other Food
- The Agencies Involved
- Food and Drug Administration (FDA)
- United States Department of Agriculture (USDA)
- Federal Trade Commission (FTC)
- Key Legislation
- Nutrition Labeling and Education Act of 1994 (NLEA)
- Dietary Supplement Health and Education Act of 1994 (DSHEA)
- Orphan Drug Act of 1983 (ODA) and Orphan Drug Amendments of 1988
- The FDA’s Approved Health Claims
- Disclaimers
- Lack of Patent Protection
- Generally Recognized as Safe (GRAS)
- Pending: Nutraceutical Research and Education Act
The Products
Regulatory Issues
III. The Market
- Market Size and Growth
- Sales Exceeded $17 Billion in 2001
- Table 3-1: U.S. Retail Dollar Sales of Nutraceutical Foods and Beverages, 1997-2001 (dollars; percent)
- Tempestuous but Thriving Market
- Figure 3-1: U.S Retail Dollar Sales of Nutraceutical Foods and Beverages, 1997-2006 (dollars; percent)
- Wide Range of Market Estimates
- Educating the Public
- Consumer Health Concerns Increasing
- Personalized Nutrition of the Future
- Scientific Research Becoming More Commonplace
- Internet Acts as a Boost to Market Growth
- Nutraceuticals Institute and Others Help to Promote Growth
- Consumers Desire Health and Convenience
- New Technologies
- Consumers Look to "Alternative Medicines"
- Consumers Look to Self-Help Medicines
- Cereals
- Comprehensive Nutritional Drinks
- Confections
- Dairy and Dairy Substitutes
- Infant Nutritional Products
- Other Beverages
- Other Foods
- Nutraceuticals Expected to Reach over $22 Billion by 2006
- Table 3-2: Projected U.S. Retail Dollar Sales of Nutraceutical Foods and Beverages, 2001-2006 (dollars; percent)
- Figure 3-2: Projected U.S Retail Dollar Sales of Nutraceutical Foods and Beverages, 2001-2006 (dollars; percent)
- Infant Nutritional Products and Cereals Account for over 42% of Sales
- Table 3-3: Share of Retail Dollar Sales of Nutraceutical Foods, by Product, 2001 (percent): 7 categories
- Grocery Channel Controls More than Half of Sales
Factors in Future Growth
Outlooks for Particular Categories
Projected Sales
Market Composition
IV. The Marketers
- The Marketers
- Perhaps 800 Marketers
- Types of Marketers
- Marketers Sometimes Focus on Specific Retail Channels
- Table of Marketers and Brands
- Table 4-1: Selected Nutraceutical Food Marketers and Their Brands, 2001 (listing): 48 marketers, 95 brands
- Note on Share Data
- Slim-Fast Holds Strong in Comprehensive Nutritional Drinks
- Table 4-2: Share of U.S. Retail Dollar Sales of Comprehensive Nutritional Drinks, 2000-2001 (percent): 7 marketers; 18 brands
- Mead Johnson Dominates Liquid Concentrated Infant Formula
- Table 4-3: Share of U.S. Retail Dollar Sales of Infant Formula in Concentrated Liquid Form, 2000-2001 (percent): 3 marketers; 9 brands
- Mead Johnson Rules in Powdered Infant Formulas
- Table 4-4: Share of U.S. Retail Dollar Sales of Infant Formula in Powdered Form, 2000-2001 (percent): 3 marketers; 14 brands
- Abbot/Ross Controls RTD Infant Formula
- Table 4-5: Share of U.S. Retail Dollar Sales of Infant Formula in Ready-to-Drink Form, 2000-2001 (percent): 3 marketers; 13 brands
- Pedialyte Synonymous with "Electrolyte Balancers"
- Table 4-6: Share of U.S. Retail Dollar Sales of Infant Electrolyte Balancers, 2000-2001 (percent): 3 marketers; 13 brands
- Unilever and J&J Lead in Nutraceutical Margarines
- Table 4-7: Share of U.S. Retail Dollar Sales of Nutraceutical Margarines, 2000-2001 (percent): 2 marketers; 3 brands
- Share Perspective: Cold Cereals
- Share Perspective: Quaker’s Stake in Cereals
- Share Perspective: Quaker’s Reign in Hot Cereals
- Share Perspective: Westsoy Holds its Own in Soy Milks
- Share Perspective: Lactaid
- Share Perspective: So Be and Arizona Rx Bottled Drinks
- “You First” and “Me First” Modes
- Many Niches with Little Marketer Competition
- Net Sales of $16.3 Billion in 2001
- Corporate Overview
- Focus on R&D
- Ross Products and the Ensure/PediaSure Brands
- Sales of $19.4 Billion
- Corporate Overview
- Mead Johnson Nutritionals
- Other Products
- Sales of C$7.9 Million in Fiscal 2001
- Forbes Medi-Tech Covers for Altus Food Company
- Sales of $412 Million in Fiscal 2001
- Corporate Overview
- Westsoy
- Other Hain Celestial Group Products
- Sales Jump Past $33 Billion in 2001
- Corporate Overview
- The Famed Benecol Food Ingredient
- Other Popular J&J Products
- Sales of almost $9 Billion in 2001
- Corporate Overview
- Kellogg’s Take on Nutraceuticals
- Other Kellogg Products
- Behind the Scenes in the Nutraceutical Market
- Net Sales of $27 Billion in 2001
- Acquisition of The Quaker Oats Company
- Famous PepsiCo Brands
- Corporate Overview
- Sales of $46.7 Billion in Fiscal 2001
- Unilever’s Five Business Segments
- Corporate Overview
- Unilever Steps up to Web Challenge
- Unilever’s Nutraceutical Ventures
- Famous Unilever Brands
- Educating the Public
- Ensuring Product Reliability
- Growth to Enable Entry into Market
- Eye Health
- Genetic Profiling
- Other New Technologies to Foster New Products
- Taste Matters
- New Product Types
- Convenience-Oriented Products Sought
- Innovative Packaging
- Table 4-8: Selected Nutraceutical Foods Introductions, 2000-2001 (listing): 37 marketers, 47 brands
- Nutraceutical Ad Dollars at $485 Million in 2001
- General Mills Spends $133 Million on Cheerios and Other Cereals
- PepsiCo spends $113 Million to Tout Its Quaker Brand
- Kellogg Spends $65 Million
- Abbot Spends $50 Million
- Philip Morris Spends $49 Million to Help Post and Balance
- Nestle Allocates $40 Million in Support of Infant Formula
- Unilever Spends $18 Million on Advertising for its Slim-Fast Meal On-the-Go Diet Bars
- J&J Spends $14 Million in 20001
- Bristol-Myers & Squibb Slashes Spending to $1.5 Million
- Ads Aimed at Educating
- Advertising to Specific Group
- Hype versus Subtlety
- Kellogg’s Novel Approach to Weight Loss
- General Mills Banks on Humor
- Doctors’ Offices Friendly to Nutraceuticals
- Coupons
- Free Samples
- In-Store Promotions
- Free Medical Tests
- Trade Shows and Conferences Abundant
- Functional Foods 2002
- EyeforFood USA 2002
- NNFA MarketPlace 2002
Marketer and Brand Shares
The Competitive Situation
Competitive Profile: Abbot Laboratories/Ross Products
Competitive Profile: Bristol-Myers Squibb
Company/Mead Johnson Nutritionals
Competitive Profile: Forbes Medi-Tech, Inc.
Competitive Profile: The Hain Celestial Group, Inc.
Competitive Profile: Johnson & Johnson
Competitive Profile: Kellogg Company
Competitive Profile: Nutraceutical Clinical
Laboratories International, Inc.
Competitive Profile: PepsiCo, Inc./Quaker Foods North America
Competitive Profile: Traditional Medicinals
Competitive Profile: Unilever/Slim-Fast Foods Co.
Marketing and Product Trends
Consumer Advertising Expenditures
Consumer Advertising Positioning
Consumer Promotions
Trade Shows/Conferences
V. Distribution And Retail
- Distribution
- Variety of Distribution Channels
- Two Main Distribution Paths: Traditional and DSD
- Traditional Path
- Direct Store Delivery
- Sales Forces Target Doctors
- ECR Operations
- Retail Margins on Nutraceutical Foods Vary
- Nutraceuticals Spread throughout Store
- Retailers Taking a More Healthful Stance
- In-Store Pharmacies Play Role
- Health Food Stores
At the Retail Level
VI. The Consumer
- The Consumer: America’s Major Illnesses
- Nutraceuticals Driven by Demographics of Illness
- Fatal Illness in the United States
- Table 6-1: Deaths in the United States, by Cause: 2000 (number): 5 causes
- Cardiovascular Disease
- Cancer
- Diabetes
- AIDS
- Other Illnesses (Obesity and Bone Disease)
- Notes on Sources—The Simmons Consumer Survey
- Consumer Data Are Limited
- Factors Favoring Control of Diet
- Table 6-2: Demographic Factors Favoring Control of Diet, 2001 (listing): 12 factors
- Reasons for Controlling Diet
- Table 6-3: Number of Adult Americans Controlling Diet, by Reason, 2001 (number; percent): 14 reasons
- Table 6-4: Demographic Factors Favoring Control of Diet, by Reason, 2001 (listing): 12 factors; 13 reasons
- Methods for Controlling Diet
- Table 6-5: Demographic Factors Favoring Control of Diet, by Method, 2001 (listing): 12 factors; 8 methods
- Demographic Factors for Choosing Cold Cereal, by Brand, 2001
- Table 6-6: Demographic Factors Favoring Cold Cereal Consumption, by Brand, 2001 (listing): 12 factors; 5 brands
- Demographic Factors for Hot Cereals
- Table 6-7: Demographic Factors Favoring Quaker Hot Cereal Consumption, by Type of Cereal, 2001 (listing): 12 factors; 2 brands
- Comprehensive Nutritional Drinks
- Table 6-8: Demographic Factors Favoring Comprehensive Nutritional Drinks, by Brand, 2001 (listing): 12 factors; 2 brands
The Consumer: Lifestyles and Attitudes
The Consumer: Brand Use of Nutraceuticals
Appendix I: Examples Of Consumer Advertising And Promotions
Appendix II: Addresses Of Selected Marketers