Targeted Health and Wellness Foods and Beverages: The U.S. Market and Global Trends

 
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Published Mar 1, 2012 | 208 Pages | Pub ID: LA6497898

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The market for targeted health and wellness foods and beverages is a dynamic and promising one, driven largely by the growing recognition—among scientists, government, practitioners, and consumers alike—of the instrumental role diet plays in a wide range of health conditions. In fact, diseases that are linked to eating habits, including heart disease, high blood pressure, stroke, some types of cancer, and diabetes, are among the leading causes of death in the United States.

The risk of developing diet-related chronic diseases increases with age, so the graying of the population is a key factor in this market. Escalating healthcare costs that prompt consumers to seek alternative ways of managing their health also serve to draw attention to these products.

Packaged Facts defines targeted health and wellness (THW) products as retail packaged foods and beverages that are specially formulated and distinctively marketed as addressing a specific health concern or disease. This category is distinct from, but related to, a number of other product categories, including functional foods, nutraceuticals, and condition-specific nutritional supplements, as well as the FDA-defined categories of foods for special dietary use and medical foods.

The most compelling insights in Targeted Health and Wellness Foods and Beverages are derived from a series of proprietary Packaged Facts online consumer surveys. More than 40 tables, charts, and graphs illustrating the results of these surveys are featured in the report. Among the key findings:

  • Nearly two-thirds of U.S. grocery shoppers have purchased a food or beverage in the past year for the purpose of addressing one or more of the 20-plus health and wellness concerns examined by Packaged Facts. Cholesterol management and digestive health of particular concern.

  • In many categories, THW shoppers are exceptionally willing to pay more for “better-for-you” grocery products. They also express an above-average willingness to pay more for higher-quality grocery products.

  • The health benefit reputation of a food, beverage, or ingredient is the most significant factor when shoppers are making a purchase decision based on a specific personal or household health concern. This underscores the importance of conveying health benefits credibly, clearly, consistently, and frequently.

  • Nearly half of shoppers in Packaged Facts’ survey say doctors are one of their key sources of information about nutrients in food, and about one-quarter cite other medical professionals. Furthermore, one-quarter of shoppers say a recommendation by a health professional is an important factor when buying grocery products targeting a specific health concern. Therefore, marketing to healthcare practitioners can be a rewarding strategy, despite challenges.

  • Shoppers are proactive about conducting research to educate themselves about diet, as just over half of Packaged Facts respondents consider health, nutrition, and wellness websites to be among the most valuable sources of information about nutrients in food.

  • In general, shoppers who purchase THW products tend to visit a broader range of grocery outlets than does the population overall.

Targeted Health and Wellness Foods and Beverages also analyzes the growing role of clinical evidence in marketing health-promoting properties of THW foods and beverages; the regulatory structures governing health claims in key countries; the increasing complexity of the international THW industry structure; and product and ingredient trends in the U.S. and globally.

This report focuses on products sold in stores, rather than specialty distribution products or foodservice offerings. Because this study focuses on food and beverages products formulated and marketed to address a specific health concern, whole foods (including produce) fall outside the market scope. Dietary supplements, energy drinks, sports/fitness performance products, and weight loss/maintenance products are also excluded from Packaged Facts’ definition of targeted health and wellness (THW) foods and beverages.

Packaged Facts’ proprietary online surveys provide the basis for much of the analysis of the THW market. These surveys had a sample of 2,000 U.S. respondents age 18 or over who in aggregate are Census representative on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, household income bracket, and presence of children in the household. Respondents were asked about their consumption of foods and beverages for specific health concerns as well as a variety of “quality of life” purposes — boosting energy, for instance, or enhancing appearance. While these findings are discussed throughout this report, Packaged Facts’ analysis emphasizes the following specific health concerns:

  • Blood Pressure

  • Cancer

  • Cholesterol

  • Diabetes

  • Digestive Health

  • Eye/Vision Health

  • Female Health

  • Heart/Circulatory Health

  • Joint/Bone Health

  • Male Health

  • Mental clarity/cognition/memory

  • Prostate Health

  • Urinary Tract Health

Chapter 1: Executive Summary
Definition, Scope, and Methodology
Related Terms
Functional Foods
Nutraceuticals
Foods for Special Dietary Use
Condition-specific Nutritional Supplements
Medical Foods
Medical Nutrition Therapy
Clinical Nutrition
Personalized Nutrition
Diet Is Implicated in Leading Causes of Death and Disability
Table 1-1: 15 Leading Causes of Death in the U.S.
The Regulatory Environment
United States
Canada
Europe and UK
Japan
Australia/New Zealand
People’s Republic of China
Market Factors
The Diet-Disease Link
Diseases Linked to Diet Kill Three Out of Four Americans
More Than 6 in 10 Shoppers Buy Targeted Health and Wellness Foods
Table 1-2: Purchasing of Targeted Food and Beverage Products, by Specific Health or Wellness Concern, 2011 (percent of U.S. grocery shoppers)
Cholesterol, Digestive Health of Particular Concern
Figure 1-1: Purchasing of Targeted Food and Beverage Products, by Specific Health Concern, 2011 (percent of U.S. grocery shoppers)
4 in 10 Shoppers Frequently Purchase Targeted Foods and Beverages
THW Shoppers Are Cutting Back on Grocery Spending …
… But They Are Also More Willing to Pay More for Better-for-You Foods
Market and Marketers
Oatmeal, Yogurt Top Choices for THW Consumers
Table 1-3: Purchasing of Selected Types of Grocery Products With Targeted Health/Wellness Positioning, 2011 (percent of U.S. grocery shoppers)
Credibility the Most Influential Factor in THW Purchases
Figure 1-2: Most Important Factors in Targeted Health/Wellness Food and Beverage Purchase Decisions, 2011 (percent of U.S. grocery shoppers)
Companies Use Relationships With Medical Community to Promote Products
Clinical Trials Generate Confidence Among Consumers, Practitioners
Industry Structure
Acquisitions, Partnerships Characterize the THW Industry
The Retail Marketplace
Price Promotions Prompt Purchases, Special Merchandising Not So Much
Figure 1-3: Comparative Influence of Retailer Marketing on THW Purchases, 2011 (percent of U.S. grocery shoppers)
In-Store Literature More Valuable for Information Than Employees
Figure 1-4: Comparative Importance of Retailers as a Source of Information About Nutrients in Food, 2011 (percent of U.S. grocery shoppers)
Is There a Dietitian in the House?
Product Trends and Opportunities
North America, Asia Top Regions for THW Introductions
Women’s Health, Immunity the Leading Categories
Figure 1-5: Global Targeted Health and Wellness Product Introductions, by Health Concern, 2006-2011 (share of reports)
Beverages Are Marketers’ Vehicle of Choice for Health and Wellness Benefits
United States Represents Nearly One-Third of Global THW Introductions
THW Consumers Buy Oatmeal and Yogurt
Figure 1-6: Purchasing of Selected Types of Grocery Products Due to Specific Health or Wellness Concern, 2011 (percent of U.S. grocery shoppers)
Products’ Benefits Are Increasingly Supported by Scientific Evidence
Consumer Trends
Three in Four Shoppers at Least Occasionally Buy Targeted Health and Wellness Foods
Figure 1-7: Frequency of Purchasing Grocery Products Because of Nutritional Advantages Addressing Specific Health Concerns, 2011 (percent of U.S. grocery shoppers)
Two-Thirds Buy Groceries Explicitly Marketed as THW Products
Figure 1-8: Frequency of Purchasing Grocery Products Marketed or Labeled as Targeting Specific Health Concerns, 2011 (percent of U.S. grocery shoppers)
Condition-Specific Grocery Shoppers Pursue Broader Wellness Goals

Chapter 2: The Products
Key Points
Definition and Scope
Related Terms
Functional Foods
Figure 2-1: Minute Maid “Enhanced” Juices
Nutraceuticals
Foods for Special Dietary Use
Condition-specific Nutritional Supplements
Table 2-1: Selected Condition-Specific Nutritional Supplements Tracked by SymphonyIRI
Medical Foods
Medical Nutrition Therapy
Clinical Nutrition
Personalized Nutrition
You Are What You Eat, After All
Diet Implicated in Leading Causes of Death and Disability
Table 2-2: 15 Leading Causes of Death in the U.S.
The Regulatory Environment
Permissible Label Statements Range From Informative to “Why Bother?”
Health Claims
Table 2-3: Requirements for Use of Fiber/Heart Disease Health Claim
in Food Labeling
Qualified Health Claims (QHCs)
Table 2-4: Standardized Qualifying Language for Qualified Health Claims
Table 2-5: Qualified Health Claims
Structure/Function (S/F) Claims
Dietary Guidance
Nutrient Content Claims (NCCs)
Table 2-6: Comparison of Health Claims, Qualified Health Claims, Structure/Function Claims, and Dietary Guidance Statements

Chapter 3: Market Factors/Macro-Trends
Key Points
The Diet-Disease Link
Diseases Linked to Diet Kill Three Out of Four Americans
Table 3-1: Projected U.S. Population by Age Bracket, 2010-2020 (in thousands)
Purchasing Patterns
More Than 6 in 10 Shoppers Buy Targeted Health and Wellness Foods
Table 3-2: Purchasing of Targeted Food and Beverage Products, by Specific Health or Wellness Concern, 2011 (percent of U.S. grocery shoppers)
Cholesterol, Digestive Health of Particular Concern
Figure 3-1: Purchasing of Targeted Food and Beverage Products, by Specific Health Concern, 2011 (percent of U.S. grocery shoppers)
Seventy Percent of Shoppers Purchase Food/Beverage Products Specifically for Nutritional Content
Figure 3-2: Purchasing of Food and Beverage Products for Specific Nutritional Benefits, 2011 (percent of U.S. grocery shoppers)
Just Under 70% of Shoppers Buy Beverages for Special Nutritional Benefits
Figure 3-2: Purchasing of Specific Beverage Products for Special Nutritional Benefits, 2011 (percent of U.S. grocery shoppers)
4 in 10 Shoppers Frequently Purchase Targeted Foods and Beverages
Half of All Shoppers Are Driven by Wellness Goals and Concerns
Table 3-3: Agreement with the Statement “The groceries I buy are determined in part by specific wellness goals and concerns,” by Health Concern, 2011 (percent of U.S. shoppers)
THW Shoppers Are Cutting Back on Grocery Spending…
Table 3-4: Agreement with the Statement “I am cutting back on grocery spending these days,” by Health Concern, 2011 (percent of U.S. shoppers)
…But They Are Also More Willing to Pay More for Better-for-You Foods
Table 3-5: Agreement with the Statement “I am willing to pay more for better-for-you grocery products,” by Health Concern, 2011 (percent of U.S. shoppers)
THW Shoppers Will Pay More for Quality Groceries
Table 3-6 Agreement with the Statement “I am willing to pay more for higher-quality groceries,” by Health Concern, 2011 (percent of U.S. shoppers)
The Regulatory Landscape
U.S. Food and Drug Administration
Health Canada
European Food Safety Authority
UK Food Standards Agency/Department of Health
Japanese Ministry of Health, Labor, and Welfare
Food Standards Australia New Zealand
State Food and Drug Administration, People’s Republic of China

Chapter 4: Marketing Strategies and Trends
Key Points
Communicating Benefits
Oatmeal, Yogurt Top Choices for THW Consumers
Table 4-1: Purchasing of Selected Types of Grocery Products With Targeted Health/Wellness Positioning, 2011 (percent of U.S. grocery shoppers)
Figure 4-1: Purchasing of Selected Types of Grocery Products With Targeted Health/Wellness Positioning, 2011 (percent of U.S. grocery shoppers)
Credibility the Most Influential Factor in THW Purchases
Figure 4-2: Most Important Factors in Targeted Health/Wellness Food and Beverage Purchase Decisions, 2011 (percent of U.S. grocery shoppers)
Frequent THW Shoppers Are Exceptionally Influenced By Health Benefit Reputation
Table 4-2: Most Important Factors in Targeted Health/Wellness Food and Beverage Purchase Decisions, by Frequency of Purchase, 2011 (percent of U.S. grocery shoppers)
Health Benefit Reputation Also Influences Decision to Purchase High-Antioxidant or High-Omega Foods
Figure 4-3: Most Important Factors in High-Antioxidant Food and Beverage Purchase Decisions, 2011 (percent of U.S. grocery shoppers)
Figure 4-4: Most Important Factors in High-Omega Food and Beverage Purchase Decisions, 2011 (percent of U.S. grocery shoppers)
Internet the Most Valuable Source of Information About Nutrients
Table 4-3: Most Important Sources of Information About Nutrients in Food, 2011 (percent of U.S. grocery shoppers)
Positive Food Messages, Third-Party Certification Increasingly Effective
Figure 4-5: Consumer Preferences Regarding Food Messaging (percent of U.S. adults)
Marketing Strategies
Companies Use Relationships With Medical Community to Promote Products
Marketing to Practitioners Can Be Rewarding, But Challenges Remain
Nutrition Education in Medical Schools Is Inadequate
Nutrition Professionals Represent a Prime Target
Clinical Trials Generate Confidence Among Consumers, Practitioners
Industry Structure
Acquisitions, Partnerships Characterize the THW Industry
Innovator Profile: Abbott Nutrition Advances Science-Based Nutrition
Innovator Profile: Raisio Group a Pioneer in Both Clinical Trials and Medical Marketing
Innovator Profile: Nestlé Health Science’s Vision Is To Create a New
Food/Pharma Paradigm

Chapter 5: The Retail Marketplace
Key Points
A Note on Consumer Data
More Than 6 in 10 Shoppers Buy Targeted Foods and Beverages
Table 5-1: Purchasing of Targeted Food and Beverage Products, by Specific Health or Wellness Concern, 2011 (percent of U.S. grocery shoppers)
Where THW Shoppers Buy Groceries
Alternative Channels Are Exceedingly Popular
Table 5-2: Leading Retail Channels for THW Consumers, by Health or Wellness Concern, 2011 (percent of U.S. grocery shoppers; indices of 150+)
THW Shoppers Buy Groceries Through a Wider Variety of Channels
Table 5-3a Purchasing Patterns of THW Consumers, by Health Concern and Retail Channel/Chain, 2011 (percent and index)
Table 5-3b: Purchasing Patterns of THW Consumers, by Health Concern and Retail Channel/Chain, 2011 (percent and index)
Table 5-3c: Purchasing Patterns of THW Consumers, by Health Concern and Retail Channel/Chain, 2011 (percent and index)
Table 5-3d: Purchasing Patterns of THW Consumers, by Health Concern and Retail Channel/Chain, 2011 (percent and index)
Table 5-3e: Purchasing Patterns of THW Consumers, by Health Concern and Retail Channel/Chain, 2011 (percent and index)
Table 5-4: Retail Channel Preferences, by Health Concern, 2011 (index)
Diet-Conscious and Health-Proactive Consumers Favor Supertarget, Natural Food Chains
Table 5-5: Grocery Channel Preferences of Consumers Watching Their Diet, by Health Concern, 2011 (percent and index of U.S. adults)
Table 5-6: Attitudes Toward Health, Medicine, and Diet: Psychographic Indicators for Grocery Channel Preferences, 2011 (percent and index of U.S. adults)
Retailers’ Role in THW Buying Decisions
Price Promotions Prompt Purchases, Special Merchandising Not So Much
Figure 5-1: Comparative Influence of Retailer Marketing on THW Purchases, 2011 (percent of U.S. grocery shoppers)
In-Store Literature More Valuable for Information Than Employees
Figure 5-2: Comparative Importance of Retailers as a Source of Information About Nutrients in Food, 2011 (percent of U.S. grocery shoppers)
Scoring Systems Help Shoppers Choose Better-For-You Foods
Is There a Dietitian in the House?

Chapter 6: Product Trends and Opportunities
Key Points
A Note on Methodology
Global Overview
North America, Asia Top Regions for THW Introductions
Women’s Health, Immunity the Leading Categories
Figure 6-1: Global Targeted Health and Wellness Product Introductions,
by Health Concern, 2006-2011 (number of reports)
Figure 6-2: Global Targeted Health and Wellness Product Introductions,
by Health Concern, 2006-2011 (share of reports)
Figure 6-3: Global Targeted Health and Wellness Product Introductions,
by Health Concern, 2006-2011 (number of SKUs)
Figure 6-4: Global Targeted Health and Wellness Product Introductions, by Health Concern, 2006-2011 (share of SKUs)
Beverages Are Marketers’ Vehicle of Choice for Health and Wellness Benefits
U.S. Overview
United States Represents Nearly One-Third of Global THW Introductions
Immunity Accounts for One in Five New Products in U.S.
Figure 6-5: U.S. Targeted Health and Wellness Product Introductions, by Health Concern, 2006-2011 (number of reports)
Figure 6-6: U.S. Targeted Health and Wellness Product Introductions, by Health Concern, 2006-2011 (share of reports)
Figure 6-7: U.S. Targeted Health and Wellness Product Introductions, by Health Concern, 2006-2011 (number of SKUs)
Figure 6-8: U.S. Targeted Health and Wellness Product Introductions, by Health Concern, 2006-2011 (share of SKUs)
Figure 6-9: U.S. Targeted Health and Wellness Product Introductions, by Health Concern, 2011 (share of SKUs)
Table 6-1: U.S. Targeted Health and Wellness Product Introductions, by Health Concern, 2007 vs. 2011 (share of SKUs)
Half of Hot Cereal, Yogurt, Fresh Produce Purchasers Are THW Consumers
Table 6-2: Purchasing of Selected Types of Grocery Products Due to Specific Health or Wellness Concern, 2011 (percent of U.S. grocery shoppers)
Figure 6-10: Purchasing of Selected Types of Grocery Products Due to Specific Health or Wellness Concern, 2011 (percent of U.S. grocery shoppers)
Orange Juice Is the Beverage Most Often Purchased for Nutritional Benefits
Figure 6-11: Purchasing of Specific Beverage Products for Special Nutritional Benefits, 2011 (percent of U.S. grocery shoppers)
Fiber, Vitamins, Minerals the Most Desirable Nutritional Content
Figure 6-12: Purchasing of Food and Beverage Products for Specific Nutritional Content, 2011 (percent of U.S. grocery shoppers)
Fruit Juice Is Selected for Antioxidant Content, Fish for Omega Fats
Superfruits Figure Prominently in New Products
Table 6-3: Key Ingredients in New Targeted Health and Wellness Food and Beverage Products (by ingredient and specific health concerns addressed)
Products’ Benefits Are Increasingly Supported by Scientific Evidence
Next-Generation Technological Innovations Deliver
Table 6-4: Selected New Targeted Health and Wellness Food and Beverage Products

Chapter 7: Consumer Trends
Key Points
Findings Are Based Primarily on Packaged Facts’ Proprietary Surveys
80% of Shoppers Buy Groceries Because of Special Nutritional Characteristics at Least Some of the Time
Figure 7-1: Frequency of Purchasing Grocery Products Because of Special Nutritional Characteristics, 2011 (percent of U.S. grocery shoppers)
Three in Four Shoppers at Least Occasionally Buy Targeted Health and Wellness Foods
Figure 7-2: Frequency of Purchasing Grocery Products Because of Nutritional Advantages Addressing Specific Health Concerns, 2011 (percent of U.S. grocery shoppers)
Two-Thirds Buy Groceries Explicitly Marketed as THW Products
Figure 7-3: Frequency of Purchasing Grocery Products Marketed or Labeled as Targeting Specific Health Concerns, 2011 (percent of U.S. grocery shoppers)
Nonwhite Shoppers Are Heavier Consumers of Groceries Explicitly Marketed as THW Foods and Beverages
Table 7-1: Demographic Indicators Favoring Frequent Purchase of Groceries Explicitly Marketed as THW Products, 2011 (percent of U.S. grocery shoppers)
Table 7-2: Demographic Indicators Favoring Occasional or More Frequent Purchase of Groceries Explicitly Marketed as THW Products, 2011 (percent of U.S. grocery shoppers)
Age Is the Leading Demographic Indicator for Purchase of THW Groceries for Most Health Concerns
Table 7-3: Selected Demographic Indicators for Purchase of Targeted Health/Wellness Foods, by Health Concern, 2011 (percent of users and index of U.S. grocery shoppers)
Distinct Gender Differences Exist for Different Health Concerns
Table 7-4: Purchasing of Targeted Health/Wellness Foods, by Health Concern and Gender, 2011 (percent of users and index of U.S. grocery shoppers)
THW Grocery Shopper Profile Skews Upscale
Table 7-5: Selected Demographic Indicators for Purchase of Targeted Health/Wellness Foods, by Health Concern, 2011 (percent of U.S. grocery shoppers)
Seniors Exceed All Other Demographics in Rate of Purchase of THW Grocery Products of All Types …
Table 7-6: Selected Demographic Indicators for Use of Targeted Health and Wellness Foods, by Type of Grocery Product, 2011 (percent and index of U.S. grocery shoppers)
… But Boomers Comprise a Larger Customer Base
Table 7-7: Selected Demographic Indicators for Use of Targeted Health and Wellness Foods, by Type of Grocery Product, 2011 (percent of U.S. grocery shoppers)
Demographics for Use of Certain THW Brands Skew Upscale
Table 7-8: Demographic Indicators for Use of Targeted Health and Wellness Foods, by Brand or Brand Line, 2011 (percent and index of U.S. adults)
THW Shoppers Say They Are in Good Physical Health
Table 7-9: Agreement With the Statement “I Am in Good Physical Health,” by Health Concern, 2011 (percent of U.S. grocery shoppers)
Table 7-10: Agreement With the Statement “I Have a Serious Medical Condition/Disease,” by Health Concern, 2011 (percent and index of U.S. grocery shoppers)
Condition-Specific Grocery Shoppers Pursue Broader Wellness Goals
Table 7-11: Psychographics Regarding Health and Wellness Goals, by Health Concern, 2011 (percent and index of U.S. grocery shoppers)
Table 7-12: Use of Nutritional Supplements, by Health Concern,2011 (percent and index of U.S. grocery shoppers)
Table 7-13: Importance of Nutritional Supplements, by HealthConcern,2011 (percent and index of U.S. grocery shoppers)
Table 7-14: Use of Prescription Medication, by Health Concern, 2011(percent and index of U.S. grocery shoppers)

Appendix I
Selected Dietary Components With Potential to Address Key Health Concerns
Appendix II
Selected Branded Foods/Ingredients Tested in Human Clinical Trials
Appendix III
Addresses of Selected Marketers