機能性食品／飲料の米国・欧州市場における今後の消費者の動向

Introduction

The ageing of the population and the increasing importance that consumers attach to health mean that the US and European nutraceuticals markets will grow to US$25bn and US$7bn by 2009. However growth is hampered by consumers mistrust of manufacturers claims: almost 50% find them untrustworthy. Players will need to overcome this and other obstacles to grow their share of this market.

Scope of this report

• An in-depth investigation of the changing needs which are driving consumers demands for improvements in functional food and drinks
• Examination of core consumer groups and consumption occasions which will determine the future development of the nutraceuticals market.
• Analysis of new product development, highlighting innovative products which add value for consumers trying to fit a healthy diet into their lifestyle.
• In-depth coverage of the nutraceuticals market in France, Germany, Italy, The Netherlands, Spain, Sweden, the UK and the US.

Research and analysis highlights

Sales of functional products are rising across all food and drink categories in the US and Europe alike. The US market was worth US$18.9bn in 2004, with annual sales growth averaging 7.2% over the 1999-2004 period.

Europes Young Adults consume 36% more nutraceuticals than an average consumer, and even in the US the figure is as high as 28%.

Despite stereotypes about Europeans being particularly distrustful of business, 45% of Americans say that they largely or entirely disbelieve food and drink manufacturers health claims, a similar figure to France and far more than in the Netherlands.

Key reasons to read this report

• Gain a complete map of the nutraceuticals market, split by country, product market and health benefit.
• Understand the specific needs and expectations of key potential consumer groups.
• Learn how to target consumers needs from selected best practice NPD.

Table of Contents

CHAPTER 1 EXECUTIVE SUMMARY

• The hot topic
• The future decoded
  • Lifestyle health problems are on the rise
  • Nutraceutical consumption is growing fast
  • Higher-income women and young people are the key audience
  • People do not believe manufacturers health claims
  • Consumers have an attitude-behavior gap concerning healthy eating
• Action points

CHAPTER 2 THE FUTURE DECODED

• Introduction TREND: Lifestyle health problems are on the rise
  • The proportion of Senior consumers is growing
    • Early Seniors need energy and preventative health measures
    • Late Seniors are more focused on disease maintenance
  • Lifestyle diseases are becoming more common
    • Ageing population drives bone health problems
    • Almost 25% of people suffer from heart health problems
    • Serious gut health problems are rare
• TREND: Nutraceutical consumption is growing fast
  • US consumption growth is driven by energy and drinks
    • Dairy and soft drinks are fastest growing categories
    • Energy is top, and will remain top
  • European consumption is more evenly split
    • Confectionery growing to rival soft drinks
    • Gut health and heart health are the key need states
  • Swedes and Germans are Europes keenest nutraceutical consumers
• TREND: Healthy eating is increasingly part of consumers lives
  • People increasingly understand the importance of a healthy diet
  • On-the-go healthy food and drink consumption is rising relentlessly
    • Healthy OTG food occasions are growing at 3% annually
    • Healthy OTG drinking occasions will rise to more than one a day
• INSIGHT: Higher-income women and young people are the key audience
  • Seniors lag behind in consumption terms
  • American women are the biggest nutraceutical consumers
  • Nutraceutical products are not benefiting from masstige trends
    • Masstige is a real phenomenon
    • Masstige has genuine potential in food and drink markets
    • Functional and masstige have not yet been successfully combined
• INSIGHT: People do not believe manufacturers health claims
  • People are increasingly skeptical about corporate claims
  • Food and drink claims are particularly distrusted
  • Consumers must understand products to trust their claims
  • People will believe realistic and focused claims
• INSIGHT: Consumers have an attitude-behavior gap concerning healthy eating
  • Younger consumers show the biggest gap concerning general health
  • Men show the biggest gap when it comes to healthy eating
  • The picture is more mixed when health enters the fray
  • The attitude-behavior gap is declining
• INSIGHT: People use nutraceuticals for short-term reasons
  • Weight loss, energy and clean teeth are most important
  • Long-term health concerns are becoming more important
  • Anti-ageing beauty benefits are an emerging niche
• INSIGHT: Nutraceuticals must satisfy trends beyond just health
  • A good sensory experience is vital, but challenging to achieve
    • Functional ingredients restrict ability to meet consumer flavor preferences
    • Authenticity conflicts with added functionality
    • Striking a middle path
  • Time pressure drives healthy consumers to nutraceuticals
  • Some functional food and drinks have cool value Conclusions

CHAPTER 3 ACTION POINTS

• Introduction Communicate effectively with consumers to gain their trust
  • Focus tightly on specific health benefits
    • Ensure that natural products also make specific health claims
  • Seek endorsements from reputable organizations
• Build trust in your company as well as your products
  • Show a corporate commitment to health and wellness
    • Become a lifestyle information provider
    • Use interactive media to build brand relationships
  • Extend brands that consumers already trust
• Create products that address the attitude-behavior gap
  • Use natural ingredients for taste and authenticity
  • Draw attention to products convenience and cool benefits
    • Improve convenience, especially among niche consumer groups
    • Promote nutraceuticals as cool through celebrity endorsement
• Create masstige products for lower-income groups
  • Tap into demand for accessible premium products
  • Apply hi-lo consumption to functional food marketing
• Meet older and younger consumers unmet needs
  • Target Seniors by highlighting product effectiveness
  • Help younger consumers to maximize their alertness
• Stimulate demand for appearance-enhancing products
  • Capitalize on obesity concerns with weight-loss functional foods
  • Target reluctant consumers with beauty claims
• Borrow successful innovations from abroad
  • Look to Japan for esoteric advances
  • Learn what consumers like from other Western markets

CHAPTER 4 APPENDIX

• Supplementary data
  • Functional food & drink sales in France
  • Functional food & drink sales in Germany
  • Functional food & drink sales in Italy
  • Functional food & drink sales in the Netherlands
  • Functional food & drink sales in Spain
  • Functional food & drink sales in Sweden
  • Functional food & drink sales in the UK
  • Functional food & drink sales in the rest of Europe
• Definitions
• Research methodology
• Future readings
• Report writing team
• How to contact experts in your industry

List of Tables

• Table 1 : Population by age group (m), Europe and US, 1999-2009
• Table 2 : Consumers suffering from bone health problems (m), Europe and US, 1999-2009
• Table 3 : Consumers suffering from heart health problems (m), Europe and US, 1999-2009
• Table 4 : Consumers suffering from gut health problems (m), Europe and US, 1999-2009
• Table 5 : US functional food & drink market value (US$ m), by category, 1999-2009
• Table 6 : US functional food & drink market value (US$ m), by claimed health benefit, 1999-2009
• Table 7 : Europe functional food & drink market value (US$ m), by category, 1999-2009
• Table 8 : Europe functional food & drink market value (US$ m), by claimed health benefit, 1999-2009
• Table 9 : Europe functional food & drink market value (US$ m), by country, 1999-2009
• Table 10 : Importance of improving physical health through diet, Europe and US, 2005
• Table 11 : Healthy on-the-go eating occasions (per head and total), Europe & US, 2004-2009
• Table 12 : European and US healthy on-the-go drinking occasions (per head and total), 2004-2009
• Table 13 : Functional food and drink share of volume consumption by age group, Europe & US, 2004
• Table 14 : Functional food and drink share of volume consumption by gender, Europe & US, 2004
• Table 15 : Consumers trust of specific institutions (% respondents), 2003
• Table 16 : Consumers trust of claims made by food and drink manufacturers (% respondents), Europe and US, 2005
• Table 17 : Consumers likelihood of taking active steps to improve physical health as % of stated importance of improving physical health, Europe and US, 2005
• Table 18 : Consumers likelihood of improving their diet as % of stated importance of improving physical health through diet, Europe and US, 2005
• Table 19 : Consumers likelihood of choosing health over taste as % of stated importance of choosing health over taste, Europe and US, 2005
• Table 20 : US consumers perceived interest in functional and fortified product types, 2005
• Table 21 : Fastest-growing new nutraceutical ingredients in Japan, 2003-2005
• Table 22 : France functional food & drink market value (US$ m), by category, 1999-2009
• Table 23 : France functional food & drink market value (US$ m), by claimed health benefit, 1999-2009
• Table 24 : Germany functional food & drink market value (US$ m), by category, 1999-2009
• Table 25 : Germany functional food & drink market value (US$ m), by claimed health benefit, 1999-2009
• Table 26 : Italy functional food & drink market value (US$ m), by category, 1999-2009
• Table 27 : Italy functional food & drink market value (US$ m), by claimed health benefit, 1999-2009
• Table 28 : Netherlands functional food & drink market value (US$ m), by category, 1999-2009
• Table 29 : Netherlands functional food & drink market value (US$ m), by claimed health benefit, 1999-2009
• Table 30 : Spain functional food & drink market value (US$ m), by category, 1999-2009
• Table 31 : Spain functional food & drink market value (US$ m), by claimed health benefit, 1999-2009
• Table 32 : Sweden functional food & drink market value (US$ m), by category, 1999-2009
• Table 33 : Sweden functional food & drink market value (US$ m), by claimed health benefit, 1999-2009
• Table 34 : UK functional food & drink market value (US$ m), by category, 1999-2009
• Table 35 : UK functional food & drink market value (US$ m), by claimed health benefit, 1999-2009
• Table 36 : Rest of Europe functional food & drink market value (US$ m), by category, 1999-2009
• Table 37 : Rest of Europe functional food & drink market value (US$ m), by claimed health benefit, 1999-2009
• Table 38 : Definitions of disease types covered

List of Figures

• Figure 1 : Swedes and Germans are the biggest per-capita nutraceuticals consumers
• Figure 2 : Low earners are almost as indulgent as high earners in terms of purchasing behavior
• Figure 3 : There are strong gains to be made from targeting the needs of specific consumer groups, such as pregnant women
• Figure 4 : Consumers health behaviors in the future will be decreasingly characterized by attitude/ behavior gaps
• Figure 5 : US consumers well-being concerns focus on presentation issues
• Figure 6 : Oral beauty products have a limited but rising market penetration across the leading developed economies
• Figure 7 : Nutraceuticals that target specific beauty care concerns are starting to appear
• Figure 8 : All-natural nutraceutical products have authenticity and often taste benefits over artificial additives
• Figure 9 : Targeted functional products can be made from natural ingredients, but many natural products currently just make general health claims
• Figure 10 : Successful healthy product lines can easily be extended into functional categories
• Figure 11 : Some fortified categories can be marketed as strongly aspirational even at a relatively low price point
• Figure 12 : Products that are closely targeted to Seniors taste and health requirements can help overcome their skepticism
• Figure 13 : Highly specific alertness claims may win over younger consumers, but only if they can be substantiated
• Figure 14 : Functional products can target weight-conscious consumers with active weight-loss benefits
• Figure 15 : Many Japanese nutraceuticals could not be replicated in the US or Europe