Market Trends: The New Dietary Guidelines and their Impact on the U.S. Food and Beverage Market

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Published Jul 1, 2005 | 104 Pages | Pub ID: LA1079254

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Nutrition information has become big business. With more at stake than just the nation’s health, the government and the food industry are concentrating on nutrition messages as never before. As a result, consumers are facing a multitude of labels, studies, insignias, and broad information programs, such as the government’s new food pyramid system. How consumers react is the billion dollar question that will undoubtedly affect every facet of the food industry.

Through interviews with industry experts and detailed analysis of the latest research, this new Packaged Facts report, Consumers and Nutritional Behavior: New Guidelines, New Behaviors, New Opportunities, takes a look at how nutrition information is evolving and what lies ahead. Topics will include how the government’s current and upcoming programs may affect specific ingredients, an overview of health claims on the horizon, an analysis of what consumers are looking for in terms of nutrition information and what it takes to get through to them; key manufacturer, retailer, and restaurateur’ strategies; what’s happening internationally; and a look ahead.

Report Methodology
The information in Consumers and Nutritional Behavior: New Guidelines, New Behaviors, New Opportunities 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 food market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Consumer information was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.

What You’ll Get in this Report
Consumers and Nutritional Behavior: New Guidelines, New Behaviors, New Opportunities makes important predictions and recommendations regarding how the move to more nutritional “openness” and the revision of the food pyramid will affect the food industry. No other market research report provides both the comprehensive analysis that Consumers and Nutritional Behavior: New Guidelines, New Behaviors, New Opportunities offers.

How You Will Benefit from this Report
Any food/beverage company that markets its products in the United States will find this report invaluable, as it provides a comprehensive package of information and insight on the changing nutritional mindset not offered in any other single source. You will gain a thorough understanding of the nexus between consumer attitudes and government recommendations about food, and how that affects the marketers of food.

Chapter 1 Introduction
  • Consumers are Critical Ingredient
  • More At Stake Than Just The Nation’s Health
  • Wellness Affecting Company Strategies Throughout Food Industry
  • Taste - Number One Unifying Factor

Chapter 2 The New Dietary Guidelines and Food Pyramid

  • New Dietary Guidelines Introduced in 2005
  • The New Pyramid - Part of a Comprehensive Food Guidance System
  • Mixed Reactions to the Pyramid
  • Will The New Pyramid Work?
  • Getting The Word Out
  • Because Consumers Still Don’t Know About Them
  • Whole Grains - The Great Winner
  • Table 2-1 Fiber Intake Low Around the World
  • Table 2-2 How Americans Consume Their Grains
  • Table 2-3 Key Recommendations from the 2005
  • Dietary Recommendations
  • Manufactures Stepping Up to the Plate
  • New Products Blend White Flour Flavor with Whole Grain Nutrients
  • Other Winners: Fruits and Vegetables, “Good” Fats, and Low-Fat Dairy Products
  • Guidelines Suggest Increasing Dairy Consumption 33 Percent
  • Sunny Growth Ahead for Fruits and Vegetables
  • Nuts for “Good” Fats

Chapter 3 Nutrition Facts Panel - Consumer Attitudes and Upcoming Changes

  • Trans Fats, Calories, and Serving Size in the Spotlight
  • Consumers Use Nutrition Facts Panel to Make Purchasing Decisions
  • Older Consumers More Likely to Check Nutritional Label
  • Panel Helps Sway Decision Between Similar Products
  • Table 3-1 Main Reason Shoppers Check Nutritional Facts Panel
  • Focus on Just One Ingredient
  • Label Changing Purchasing Behavior - Grains Win; Sugar,
  • Fat, Salt Lose
  • Coming Soon - Trans Fat Label Information
  • Table 3-2 The 10 Largest No Trans Fat Categories
  • More Education May Be Needed
  • Table 3-3 Steps Consumers are Taking to Reduce the Amount of Trans Fats they Consume
  • The Race Is On To Eliminate Trans Fats
  • Next Up - Possible Changes in Calorie Prominence, Serving Size Definitions
  • Smaller Servings, Low Calorie Count - Big Appeal

Chapter 4 Health and Label Claims - What’s Next?

  • Consumers Confused, But Majority Believe Government
  • Checks Labels
  • Four Kinds of Government-Regulated Food Label Claims
  • Table 4-1 Health Claims that Meet Significant Scientific Agreement (SSA)
  • Government Allows Qualified Health Claims
  • Reactions Mixed, But Awareness Growing
  • The Battle for Whole-Grains Labeling
  • Figure 4-1 Share of U.S. Retail Sales of Whole Grain and High Fiber Foods By Product Category, 2004
  • “Free-From” Growing Strong
  • New Labeling Opportunities for Carbs and Calories
  • Table 4-2 Organic, No/Low-Sugar Steadiest “Good for You” Products
  • Low Sugar -- Labels and Lawsuits
  • Organic in the Weeds
  • Don’t Take It with a Grain of Salt
  • Glycemic Index - The Next Big Label?
  • Nutrient-Density - Another Up-and-Coming Term

Chapter 5 Reaching Consumers - The Million Dollar Issue

  • Too Much Information?
  • Awareness/Behavior Gap
  • Table 5-1 Proportion of Food Shoppers Who Have Purchased a Product Based on a Specified Health-Related Claim on Product Package
  • Low-fat and Whole Grain Health Claims Draw Most Attention
  • Nutrition Awareness and Priorities Vary Among Ethnic Groups
  • Table 5-2 Propensity for Agreeing with Nutrition-oriented Issues, Expressed by Ethnic Group
  • Women Far More Health Conscious Than Men
  • Children and Teens - A Critical Market
  • Improving Nutritional Information Sources for Kids
  • Table 5-3 Propensity for Agreeing with Nutrition-oriented Issues, Expressed by Teenagers
  • Teenage Girls, Hispanics, and Asians Most Interested in
  • Healthy Eating
  • Table 5-4 Propensity for Gathering Nutrition Information, Expressed by Age
  • Unpredictable Behavior or Short Attention Span?
  • Health Major Motivation for Losing Weight
  • Whose Responsibility Is It Anyway?
  • Table 5-5 Who is Responsible for Ensuring Foods are Nutritious
  • Different Generations Look for Health Information in Different Places
  • Health Messages That Resonate
  • Taste Is Still Key

Chapter 6 Manufacturers’ Rollercoaster Ride

  • Manufacturers’ Role Growing
  • Healthy Sales Over Healthy Consumers?
  • Commodity Labeling Programs Catching On
  • Companies Developing Specific Proprietary Labels
  • Clearer Serving Size Labeling
  • Study Points to Competitive Costs of Labeling
  • California Labeling Controversy Changing Food Standards - A Question of Identity
    • No/Low Fat Health Claims Post Healthiest Sales
    • Table 6-1 Sales of UPC-coded Packaged Food and Beverage Products with Health Claims on their Label
    • Health Focus Leads Product Development
    • Table 6-2 New Product Development Focus
    • Antioxidants and Fiber - Up-and-Coming Ingredients
    • Table 6-3 Top 15 Ingredients Manufacturers Expect to Become More Important in Functional Foods in the Next Two Years
    • Is It Worth It?

Chapter 7 Supermarket Strategies

  • Nutrition Is Big Business For Retailers
  • Table 7-1 Merchandising Trends Index
  • Wellness Is Key Marketing Strategy
  • Education Offers Opportunities
  • PMA Survey Confirms Opportunities
  • Highest Demand for Nutritional Prepared Foods and Trans-Fat-Free Products
  • Table 7-2 Proportion of Shoppers Who Stores To Offer More:
  • Natural Grocers Growing Strong
  • Table 7-3 Wild Oats Superfoods
  • Merchandise Together or Apart?
  • Retailer Strategies Include Focus on Children
  • The Challenge of Getting The Message Out

Chapter 8 Restaurants - Labels and Lawsuits

  • Government Studying Food Away From Home Segment
  • Table 8-1 Percent of Calories From Food Away From Home
  • Big Mac Under Attack
  • More Fat in the Fire
  • More Healthy Fare
  • Restaurants Eliminating Trans Fats
  • Consumers Want To Indulge When Eating Out
  • Is Supersizing Beating Back Downsizing?
  • Taste is critical
  • Table 8-2 Enormous, Colossal and Monster - Is Indulgence Back? A Sampling of Recently Introduced Indulgent Foodservice Products

Chapter 9 What’s Ahead

  • Sugar and Salt - Next “Demonized” Ingredients?
  • Partially Hydrogenated Oils - Another Area of Concern
  • Lawsuits May Increasingly Focus on Deceptive
  • Advertising or Labeling
  • Jaded Consumers?
  • International Influence Will Increase
  • More Emphasis on Children’s Health
  • More Convenient, On-The-Go, Healthy Choices
  • New Science To Help Squelch Hunger
  • More Meals That Heal
  • Flexitarian - Next Healthy Group?
  • More Targeted Supermarket Nutritional Information
  • More Outlandish Claims