米国および欧州における機能性食品・飲料の消費動向

Abstract

Overview

Introduction

Functional Food & Drink Consumption Trends tracks the continuing rise of functional food and drinks and analyses the factors driving consumer interest in the market. It also reviews the concerns that still pose obstacles to market growth and offers best practice suggestions on how to answer these and secure consumers' trust, key to the long-term viability of any functional offerings.

Scope

• In-depth quantitative data sizing European and US functional food/drink markets, tracking functional product releases and relevant demographics
• Qualitative analysis of the key trends and insights into consumers' functional food needs
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report
• Countries covered: France, Germany, Italy, The Netherlands, Spain, Sweden, the UK and the US

Report Highlights

Consumer health awareness continues to rise, the increasing availability of health information going hand in hand with the aging of populations and increased propensity for lifestyle diseases. The growing importance of the Senior (50+) demographic will influence functional food sales making it essential marketers cater for this audience' s needs.

Functional food consumption is growing fast. The US market was worth US$21.3bn in 2006 whilst the European market reached US$8bn. The interest in functional foods and drinks has been fueled by a desire for convenience, as well as health. Busier lifestyles are making it harder to meet nutritional requirements using traditional food and drinks.

Consumers are wary about health related claims on food and drink products and skeptical of their efficacy. The breadth of functional claims and the lack of governance and independent validation have fuelled consumer concern. Success in the market is increasingly dependent on establishing a relationship of trust with the consumer.

Reasons to Purchase

• Obtain exclusive data on functional food and drinks market sizing in the US and Europe
• Uncover fresh insights into the motivations behind consumers' functional food purchases
• Improve your marketing strategy by tailoring functional releases to best fit demographic groups

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • The hot topic
  • The future decoded
    • Health issues are becoming increasingly important as a result of an aging population
    • Functional food consumption is growing fast
    • Consumers have an attitude-behavior gap concerning healthy eating
    • Functional foods offer a solution to time-pressured consumers
    • Consumers are wary of health-related claims on food and drink products
    • The increasing availability of health information has seen consumer awareness on health issues grow
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • Introduction
    • Health is regarded as the most important consumer trend among manufacturers
      • Defining functional foods and drinks
  • TREND: Health issues are becoming increasingly important as a result of an aging population
    • The proportion of Senior consumers is growing
  • The Senior demographic cannot be targeted as one group
    • Early Seniors will lead increasingly active lives as retirement age rises
    • Functional health needs vary across the Senior demographic
  • TREND: Lifestyle diseases are becoming more common
    • Bone health problems are on the rise and affect many consumers
    • A rise in heart problems has prompted a rise in the number of products addressing this need
    • More people are targeting gut health but don' t view it as a serious medical concern
    • Dairy is the most popular category in addressing gut health
    • Dairy products also dominate the probiotic sector
    • The probiotic sector is bigger than the prebiotic sector
  • TREND: Functional food consumption is growing fast
    • The US functional food and drinks market is larger than in Europe
      • The dairy sector is set to overtake soft drinks as the largest category in the US functional food and drinks sector
      • Functional yogurts have been a key growth driver in the dairy segment
      • Savory snacks suffer due to their perception as an unhealthy product
      • Energizing products continue to dominate the US market
    • The European functional food and drink market is growing at a similar rate to the US
      • Europeans consume a significant amount of functional confectionary
      • Energy products dominate functional food and drinks in Europe
      • Germany and the UK account for the most significant portion of Europe' s functional food and drinks sales
    • The rising success of ' naturally functional' food and drink poses a threat and opportunity to the functional market
      • Naturally functional food consumption will be boosted by rising interest in ' 5-a-day' consumption and general healthy eating patterns
      • Green tea: a naturally functional beverage
  • INSIGHT: Parents are increasingly concerned about their kids' health
    • Parents are taking more control of their kids' eating habits
      • Consumers of parenting age are trying to eat more healthily and this has a knock-on effect
      • Household eating rules set by parents are important to developing children' s healthiness
  • INSIGHT: Time pressures drive consumers to nutraceuticals
  • INSIGHT: Consumers are wary about health related claims on food and drink products
    • People are increasingly skeptical about corporate health claims
      • The lack of credible backing may inhibit a health food' s success
    • Advanced packaging technology may reduce skepticism
  • INSIGHT: The increasing availability of health information has seen consumer awareness on health issues grow
    • Health issues are increasingly being reported on
      • Health issues are receiving increased coverage in the media
    • The Internet has proved a useful tool in making consumers more health aware
      • Consumers are increasingly relying on self-diagnosis
  • INSIGHT: While health is becoming increasingly important taste remains paramount
    • Functional ingredients restrict ability to meet consumer flavor preferences
  • Conclusions
• CHAPTER 3 ACTION POINTS
  • Introduction
  • Develop trust as a cornerstone of your nutraceutical proposition
    • Act in a socially responsible way
    • Seek endorsements from reputable organizations
    • Extend health brands that consumers already trust
    • Consumers must understand products to trust their claims
      • Realistic and focused claims will benefit the sector
  • Alter the ingredient makeup of typically unhealthy products
    • Substitute unhealthy components with more healthy ingredients
    • Marry functional benefits to highly indulgent product categories
  • Target children with functional products that address parents concerns over health and nutrition
    • Develop child specific functional products
      • Case study: Danino utilizes ' junk food' design cues to appeal to children as well as adults
  • Educate the consumer sufficiently about the health benefits derived from the consumption of a particular product
  • Source natural products and incorporate them into functional offerings
  • Use the Internet to promote products
  • Consider whether your offering is better than alternative solutions
    • It is important to be a better alternative at the right occasion
    • Does your offering really provide a better consumer solution than existing options?
• CHAPTER 4 APPENDIX
  • Supplementary data
  • Definitions
  • Research methodology
  • How to contact experts in your industry
  • List of Tables
    • Table 1: Responses to the question: "To what extent have you done the following in the past year? Used nutritional information on packaging to help make food and drinks choices", 2006
    • Table 2: Population by age group (m), Europe and US, 2001-2011
    • Table 3: Consumers suffering from bone health problems (m), Europe and US, 2001-2011
    • Table 4: Consumers suffering from heart health problems (m), Europe and US, 2001-2011
    • Table 5: Consumers suffering from gut health problems (m), Europe and US, 2001-2011
    • Table 6: US functional food & drink market value (US$ m), by category, 2001-2011
    • Table 7: US functional food & drink market value (US$m), by claimed health benefit, 2001-2011
    • Table 8: Europe functional food & drink market value (US$ m), by category, 2001-2011
    • Table 9: Europe functional food & drink market value (US$ m), by claimed health benefit, 2001-2011
    • Table 10: Europe functional food & drink market value (US$ m), by country, 2001-2011
    • Table 11: Overall green tea values (US$ m), US & Europe, 2000-2010
    • Table 12: Key influencing factors in children' s snacking needs
    • Table 13: Functional bakery & cereals market value (US$ m), by category, Europe 2001-2011
    • Table 14: Functional confectionery market value (US$ m), by category, Europe 2001-2011
    • Table 15: Functional dairy market value (US$ m), by category, Europe 2001-2011
    • Table 16: Functional savory snacks market value (US$ m), by category, Europe 2001-2011
    • Table 17: Functional soft drinks market value (US$ m), by category, Europe 2001-2011
    • Table 18: Functional other food and drinks market value (US$ m), by category, Europe 2001-2011
    • Table 19: Europe functional food & drink market value (US$ m), by claimed health benefit, 2001-2011
    • Table 20: Definitions of disease types covered
  • List of Figures
    • Figure 1: Cholesterol lowering products are more relevant for Early Seniors
    • Figure 2: Examples of products which use calcium as a selling point
    • Figure 3: Examples of products which are said to help maintain a healthy heart
    • Figure 4: Examples of products which have received backing from an influential body
    • Figure 5: Probiotic product innovation is ten times greater in yogurts than its closest category across Europe and the US, 2001-06
    • Figure 6: Yogurt is the leading product category for prebiotic food products, 2001-2006
    • Figure 7: An example of a prebiotic bakery product
    • Figure 8: The extent to which European consumers have used nutritional information on packaging more or less in 2006 compared to 2005, to help make food and drinks choices
    • Figure 9: A growing number of products incorporate pomegranate for its health benefits
    • Figure 10: Functional and fortified food products are increasingly being targeted at babies
    • Figure 11: The extent to which European and US consumers sought food and drinks which are both convenient AND healthy more or less in 2006 than 2005
    • Figure 12: Examples of single-serve beverage products which satisfy both the health and convenience mega-trends
    • Figure 13: The Internet has changed the way consumers relate to health information, physicians, companies and other consumers
    • Figure 14: Sirco is an example of a product which has received backing from a professional body
    • Figure 15: Examples of confectionery products which offer a healthy option
    • Figure 16: Functional and fortified products need to be heavily promoted to parents, but equally accessible and fun to Kids