機能性食品、飲料、原料：消費者の姿勢と動向

Abstract

Overview

Introduction

Consumers have moved beyond choosing food and drinks simply to maintain everyday health. They are now seeking to optimize performance and reduce the risk, or delay the onset of diseases with functional food and drinks. This report concludes that the market drivers for functional product growth will have more influence than the inhibitors, making it a highly important area for investment.

Scope

• Extensive sizing of functional food and drink markets by region, country, category and targeted health benefit.
• In-depth qualitative and quantitative analysis of consumer drivers and inhibitors shaping market developments.
• Showcases best practice product and market innovation highlighting the most effective way to respond to changing consumer attitudes.
• More detailed geographic, product and consumer insight coverage.

Report Highlights

Functional food and beverages are commonly associated with senior citizens trying to maintain vitality and reduce the risk of disease. However, lifestyle changes are resulting in younger consumers purchasing functional foods with greater regularity, in order to combat the myriad of health problems faced on a daily basis, such as fatigue.

Overcoming consumer skepticism about a wide range of issues related to functional products and their purported benefits will be important in gaining long-term mass acceptance. Industry players should also be wary of pushing a food or beverage product' s functionality too far.

Sales of functional products are rising across all food and drink categories in the US and Europe alike, and growth rates continue to outperform growth in the food and drink categories overall. On a regional basis, the Asia-Pacific functional food and drink market will continue to outperform the US market over the next five years.

Reasons to Purchase

• Gain a detailed understanding of the current attitudinal and behavioral drivers and inhibitors across three key geographies.
• Recognize the key growth areas in the functional food and beverage markets and how to capitalize most effectively.
• Use the latest evidence to align product portfolios and marketing strategies with consumer attitudes and behaviors.

Table of Contents

• OVERVIEW
  • Catalyst
  • Summary
• Table of Contents
• Table of figures
• Table of tables
• THE FUTURE DECODED
  • Introduction: The functional food and beverage market is entering a critical era
    • Defining functional products: functional food and beverages contain specific physiologically active components that provide increased health benefits beyond basic nutritional functions
  • TREND: Consumers are more aware of food and dietary issues and are monitoring and adjusting what they eat and drink accordingly
    • Consumers have increasingly pro-active dispositions towards improving their general health
    • Consumers are actively looking to improve their health through diet on a global scale
    • Consumers are paying more attention to nutritional details and want to know more about functional products
    • Key takeouts and implications: health and nutrition is set to stay at the top of the agenda for the years ahead, creating a real incentive to invest in functional food and beverages
  • TREND: Aging populations are showing a strong concern and desire to improve their personal health
    • Aging is the dominant demographic trend across Europe, North America and much of Asia
    • Older consumers are making more concerted, active attempts to eat and drink in a healthier manner
    • Functional foods and drinks that target senior consumers are growing in popularity because they are a more vulnerable demographic
    • Key takeouts and implications: an aging society exacerbates the need for preventative or treatment benefits from food and beverage products
  • TREND: Consumers are looking for functional antidotes to both short-term and long-term physical and emotional health problems
    • The prevalence of long-term illnesses is increasing across Europe, North America and Asia, with hypertension being the most common problem
    • Diagnosis rates of heart-related health problems are growing in Europe and the US
    • An aging society is leading to more bone health problems being reported, most notably osteoporosis
    • The number of consumers suffering from gut health problems is relatively low, but growing rapidly
    • Individuals are increasingly reporting day-to-day emotional and physical health problems, such as fatigue and sleep deprivation
      • Job stress and difficulties in achieving a work/life balance contribute to sleep deprivation and fatigue
    • Continued increases in both adult and childhood obesity are paving the way for new satiety enhancing functional food and beverages
    • Busier lifestyles means that it is harder to meet nutritional requirements using traditional food and drinks, while less developed countries still have high nutritional deficiencies
    • People are even looking for ' easy' ways to make themselves more beautiful with beauty foods
    • Key takeouts and implications: despite long-term health problems becoming more apparent, consumers want solutions with more short-term, day-to-day relevancy
  • TREND: Consumers are spending more on functional food and drinks across Asia, Europe and the US
    • The US functional food market continues to witness impressive growth rates
    • The value of the European functional food and drink market is significantly lower than the US
    • Sales of functional food and drink products in Asia are being driven by increasing levels of disposable income and the long-established presence of such products
      • Beverages with health boosting credentials are especially popular in Japan, particularly energy drinks
    • Key takeouts and implications: functional food and beverages will continue to be driven by strong sales in the US and Asia-Pacific, while the European market is yet to reach anything like full potential
  • INSIGHT: Consumers are overly optimistic about their diet and are making more concerted efforts to consume a balanced and varied diet
    • A sizeable majority of consumers consider themselves to be in good health and perceive their diet relatively positively
    • Diversity and balance in diet is growing in importance, especially as people suffer from ' dieting-fatigue'
    • Key takeouts and implications: consumers suffer from an ' optimistic bias' with regard to their diets and are looking to embrace a more balanced and nutritious diet
  • INSIGHT: Consumers are skeptical about the sensory appeal of functional food and drinks
    • Consumers are most influenced by the taste, enjoyment and quality of the food and drink they consume
    • Healthy food is often perceived as bland and uninspiring
    • Key takeouts and implications: despite consumers making active attempts to eat healthier, they will not compromise sensory benefits for nutritional goodness
  • INSIGHT: Consumer awareness and understanding of functional food and drink claims and benefits is limited
    • Consumers have an increasing awareness about which food categories are good for them, without knowing a huge amount about the actual healthy component
      • Americans are increasingly aware of specific health benefits associated with various functional foods
      • Asia has a long history of consumption of foods for specific health benefits which helps boost awareness
      • Europeans exhibit a similar level of awareness and understanding of functional products as Americans
    • The impact of socio-demographics on consumer awareness towards functional food and beverages is inconclusive
    • Motivations for buying functional foods reflect a lack of knowledge about the specific health benefits of certain ingredients
    • Key takeouts and implications: awareness of functional products is increasing, but there is a general lack of understanding about the more detailed benefits derived from ingredients/food components
  • INSIGHT: Consumers have a lack of trust in food and drink manufacturers and in functional products more specifically
    • Consumers are skeptical about pharmaceuticals which may impact long-term adoption of functional products
    • Consumers find health claims confusing and contradictory
    • BUT, consumers are beginning to recognize the role that certain foods or food components play in reducing the risk of certain diseases
    • The credibility of functional claims is enhanced in certain scenarios
    • Consumers are skeptical about the price of functional food and drink
    • Consumers are showing a distrust towards food and drink with artificially inserted ingredients
    • Key takeouts and implications: overcoming consumer skepticism about a wide range of issues related to functional products and their purported benefits will be important in gaining long-term mass acceptance
  • INSIGHT: Natural ingredients are becoming a more important feature of functional products
    • New functional products released are touting the benefit of ' natural' health-boosting ingredients
      • Probiotics promoting general wellness are being released with greater frequency
    • New functional groceries in Asia-Pacific are commonly touted as being high in vitamins
    • New functional products in the US are reflective of consumer desire for health and convenience
    • New functional products in Europe continue to be high in vitamins and calcium
    • Key takeouts and implications: natural functional ingredients are becoming more popular
  • INSIGHT: Consumers of all ages are driving sales in the functional food and drink market, albeit for differing reasons
    • Parents are starting to take greater responsibility for the improvement of child health levels
    • The lifestyles of young adults are becoming increasingly pressurized
      • Younger workers are seeking out products that provide a quick-fix energy boost
    • Older consumers are still an important demographic group for functional food and beverage manufacturers
      • There are significant differences in the attitudes of senior citizens
    • Women, married couples and highly educated consumers are more likely to buy functional foods
    • Key takeouts and implications: although older consumers remain an important demographic group for the functional food and drink market, sales are being driven by a younger audience
  • Conclusions: the market drivers for functional products will have more influence than the inhibitors making it a highly important category for investment
• ACTION POINTS
  • ACTION: Develop a broad range of products offering antidotes to the myriad of problems consumers face
    • Reassure postmenopausal women about the benefits of functional foods
    • Respond to the growing interest in mental wellbeing
    • Educate consumers about the danger of gut health problems and look to eradicate the embarrassment surrounding gut health more generally
    • Release products that help consumers sleep better, and prevent fatigue
    • Launch satiety-enhancing products to help health-conscious consumers suppress hunger
    • Promote the concept of ' holistic beauty' with the development of functional oral beauty formulations
  • ACTION: Align brands with the softer image of natural ' wholesomeness' , rather than function and science
    • Avoid using scientific jargon on packaging and other above-the-line communications
    • Create an image of natural ' wholesomeness' to justify a premium price
  • ACTION: Use Productscan to track innovative functional products emanating from Asia
    • Embrace ' personalized nutrition' by aligning products with the requirements and needs of specific target audiences
    • Recognize and track the growing array of functional products from ' unconventional' categories
    • Promote hedonistic variables of functional products over and above health benefits
  • ACTION: Promote functional foods in a credible and honest manner
    • Promote functional products as an ' every little helps' option rather than a ' magic bullet' solution
      • Persuade consumers to use functional products regularly
    • Use websites and information books to explain the science behind functional products
    • Use independent experts as knowledge and information transmitters
    • Obtain and prominently display backing from an influential body
• APPENDIX
  • Supplementary Data
  • Definitions
  • Methodology
  • Further reading and references
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Tables
    • Table 1: Consumer survey: the extent to which European and US consumers used nutritional information on product packaging to help make food and drink choices, by country, 2006
    • Table 2: The number of consumers aged 55 and over, by region, 2002-2012
    • Table 3: Consumer survey: the propensity of European and US shoppers who have taken active steps to eat healthier in the last twelve months
    • Table 4: Consumer survey: the propensity of European citizens undergoing a long-term medical treatment
    • Table 5: Consumers suffering from heart health problems (millions), Europe and US, 2002-2012
    • Table 6: Consumers suffering from bone health problems (millions), Europe and US, 2002-2012
    • Table 7: Consumers suffering from gut health problems (millions), Europe and US, 2002-2012
    • Table 8: Consumer survey: the extent to which Europeans feel they have ' lots of energy'
    • Table 9: Consumer survey: the propensity of European and US shoppers to supplement their diet' s with vitamin, mineral or other dietary supplements in the last twelve months
    • Table 10: Overall and per capita US functional food and drink market value (US$ millions and US$), by product category, 2002-2012
    • Table 11: Europe functional food and drink market value (US$ millions), by country, 2002-2012
    • Table 12: European functional food and drink, spend per person, by country (US$), 2002-2012
    • Table 13: Europe functional food and drink market value (US$ millions), by product category, 2002-2012
    • Table 14: Asia-Pacific functional food and drink market (US $ millions), by country, 2002-2012
    • Table 15: Asia-Pacific functional food and drink market, spend per person (US$), 2002-2012
    • Table 16: Asia-Pacific energy drinks market value (US$ millions), by country, 2002-2012
    • Table 17: Consumer survey: US shopper' s awareness and consumption of nutrients that have health boosting credentials
    • Table 18: The level of trust consumers have in various claims made by packaged goods manufacturers, by country, 2004
    • Table 19: Consumer survey: the propensity of European and US shoppers who have taken active steps to reduce their stress levels in the last twelve months
    • Table 20: US functional food and drink market value (US$ millions), by claimed health benefit, 2002-2012
    • Table 21: European functional food and drink market value (US$ millions), by claimed health benefit, 2002-2012
    • Table 22: Asia-Pacific functional food and drink market value (US$ millions), by claimed health benefit, 2002-2012
    • Table 23: Definition of disease type covered
  • List of Figures
    • Figure 1: The functional food and drink market is being driven by a broad range of drivers and inhibitors
    • Figure 2: A nutritional continuum helps pinpoint the role of functional food and drinks
    • Figure 3: The proportion of consumers aged 55 and above is increasing across Europe, Asia and the US
    • Figure 4: Functional food manufacturers are offering solutions to the problems facing aging populations
    • Figure 5: Hypertension is the most common long-term illness in the US
    • Figure 6: The majority of individuals in the Asia-Pacific region struggle to get enough sleep
    • Figure 7: US consumers are more concerned about day-to-day health problems
    • Figure 8: With so many consumers seemingly overwhelmed by their daily responsibilities, they are looking for ways to slow down in order to improve balance and vitality
    • Figure 9: Consumers increasingly recognize the importance of a balanced, varied diet and focus on inclusion rather than exclusion of nutrition
    • Figure 10: Despite the perceived health benefits, consumers will not buy functional foods if they do not like the taste
    • Figure 11: Consumers are unaware of specific types of antioxidants
    • Figure 12: Over 80% of US consumers purchase, or are interested in purchasing functional foods
    • Figure 13: Pharmaceuticals are less trusted than consumer packaged goods, a fact that may inhibit the market potential of functional food and beverages
    • Figure 14: Consumers are skeptical about the perceived health benefits of functional foods
    • Figure 15: Consumers believe functional foods improve heart health
    • Figure 16: Professional medical endorsement is an important pre-condition to Europeans trusting functional food and beverage claims
    • Figure 17: Nutritional consultants and medical doctors are the most trusted sources of information when it comes to the health claims associated with functional products
    • Figure 18: More fresh content is being incorporated into diets while processed options are being rejected in Europe and the US
    • Figure 19: Higher educated consumers are making the most effort to consume more organic products
    • Figure 20: Functional products in Asia tend to be high in vitamins
    • Figure 21: Products that are both healthy and convenient are popular in the US
    • Figure 22: New functional products in Europe continue to be high in vitamins and calcium
    • Figure 23: Developing functional food and beverage solutions specifically for children represents key innovation opportunity
    • Figure 24: Effective marketing is required to capture the interests of consumers with bone health problems
    • Figure 25: Recent food and beverage innovations reflect the growing demand for solutions that improve mental health/performance
    • Figure 26: New functional products are targeting sleep-deprived consumers globally
    • Figure 27: Energy-boosting products also have to be tasty and convenient
    • Figure 28: Satiety-orientated products can help prevent unhealthy snacking
    • Figure 29: Manufacturers are responding to the notion that inner health = outer beauty
    • Figure 30: Marketing material to support functional foods should be easy to understand
    • Figure 31: Manufacturers are using ingredients that are both natural and healthy with greater regularity, especially in functional formulations
    • Figure 32: The increasing specificity of product formulation against age and gender requirements is symptomatic of a trend towards ' personalized nutrition'
    • Figure 33: Functional food and drink manufacturers are emphasizing ' great taste'
    • Figure 34: Consumer watchdogs are encouraging shoppers to be scrupulous about their purchases of functional food and drinks