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

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

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