米国における心臓病予防食品市場動向：2005 年版

Coronary heart disease is the single-largest killer of American males and females. About every 29 seconds, an American will suffer a coronary event and about every minute, someone will die as a result. A number of key risk factors of heart disease are prevalent in the U.S., including obesity, diabetes, lack of activity, and stress. Awareness of heart health has grown significantly, with both the media and health advocacy groups publicizing the risks, and encouraging consumers to take action to decrease the threat of heart attack and stroke.

While the FDA has approved the use of heart health claims for several food categories including oatmeal (1996), soy (1999) and olive oil (2004), food manufacturers want their brands, not their entire categories, to own heart health. Adding beneficial ingredients such as whole grains, and subtracting detrimental ingredients like transfats, are common tactics. Many players have incorporated some deviations of the phrase "heart health"  into the name of their products. Kashi Heart to Heart and Quaker s new Take Heart Instant Oatmeal are examples of this approach.

Over time, consumers  expectations for heart healthy solutions will increase. Heart health manufacturers will need to cut through the clutter and make heart healthy solutions more simple. Furthermore, they will need to find ways to quantify the positive results of consuming heart healthy products.

This report focuses on product categories that were created to address heart health, such as low/no cholesterol margarine and egg substitutes, as well as those categories that are recommended by medical professionals and nutrition experts for heart health, such as olive oil, low/no fat milk and aspirin.

The following products/categories are included:

• Orange juice (frozen, refrigerated and shelf stable)
• Low/no cholesterol margarine/buttery spreads
• Low-fat/fat-free milk
• Whole grain cereals, as defined by The Whole Grain Council (both hot and ready-to-eat)
• Olive oil
• Soymilk (shelf stable and refrigerated)
• Egg substitutes (frozen, refrigerated and shelf stable)
• Aspirin

Contents

Introduction and Abbreviations

Introduction

Other relevant reports

Definition

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Heart-healthy products command roughly $18.7 billion

Heart health in battle with consumer indulgence

Age and obesity major factors driving heart health market

Heart health advocates work to reach women

Low-fat and fat-free milk lead heart health sales

Quaker reaffirms its heart health dedication; General Mills begins it

Black consumers key audience for heart health information and products

Lack of exercise is "fear factor"  among many

Heart health concern jumps after 24 and again, after 54 years of age

The heart health market will expand and shift

Heart health market expected to grow 16%, in current terms, by 2010

Market Drivers

Number of heart conditions and awareness of the issue

Aging population

Figure 1: U.S. population, by age, 2000-10

Obesity

Women s heart health gains attention

Figure 2: Deaths and percentage of total deaths for the ten leading causes of death, by gender, 2000

Figure 3: Female population projections, by age, 2000-10

Diet as a key tool for heart health

Tendency to exercise regularly

Figure 4: Attitudes and behaviors regarding exercise, by age, January-September 2004

Figure 5: Reasons for heart health concern, June 2005

Consumers  desire to indulge with food

Figure 6: Attitudes towards healthful habits, by age, January-September 2004

Research and development leading to new drugs to treat and prevent heart disease

Market Size and Trends

Market size

Figure 7: The heart health market, at current and constant prices, 2000-05

Market trends

Figure 8: Noteworthy events affecting the heart health market, 1990-2005

Market Segmentation

Overview

Figure 9: The heart health market, segmented by product type, 2003 and 2005

Low-fat/fat-free milk

Figure 10: Sales of low-fat/fat-free milk, at current and constant prices, 2000-05

Orange juice

Figure 11: Sales of orange juice, at current and constant prices, 2000-05

Whole grain cereal

Figure 12: Sales of whole grain cereal, at current and constant prices, 2000-05

Margarines and low-cholesterol spreads

Figure 13: Sales of margarine and low-cholesterol spreads, at current and constant prices, 2000-05

Soymilk

Figure 14: Sales of soymilk, at current and constant prices, 2000-05

Olive oil

Figure 15: Sales of olive oil, at current and constant prices, 2000-05

Aspirin

Figure 16: Sales of aspirin, at current and constant prices, 2000-05

Egg substitutes

Figure 17: Sales of egg substitutes, at current and constant prices, 2000-05

Supply Structure

Companies and brands

Orange juice sales by manufacturer and brand

Figure 18: Manufacturer brand sales of orange juice in the U.S., 2003 and 2005

Whole grain cereal sales by manufacturer and brand

Figure 19: Manufacturer brand sales of whole grain hot and cold cereal in the U.S., 2003 and 2005

Margarine/spread sales by manufacturer and brand

Figure 20: Manufacturer brand sales of margarine in the U.S., 2003 and 2005

Other heart-healthy product sales by manufacturer and brand

Figure 21: Manufacturer brand sales of other heart-healthy products in the U.S., 2003 and 2005

Company profiles

Bayer AG

Coca-Cola

ConAgra

Dean Foods

General Mills

Kellogg

Kraft Foods

PepsiCo/Quaker Oats/Tropicana

Unilever

Advertising and Promotion

Bayer Consumer Health Division International

Kraft/Post

PepsiCo/Tropicana

Quaker

St. Joseph

Unilever/I Can t Believe It s Not Butter

Retail Distribution

Introduction

Figure 22: U.S. retail sales of heart-healthy products, by channel, 2003 and 2005

Supermarkets

Figure 23: U.S. supermarket sales of heart-healthy products, at current and constant prices, 2000-05

Drug stores

Figure 24: U.S. drug store sales of heart-healthy products, at current and constant prices, 2000-05

The Consumer

Introduction

Concern about heart health

Figure 25: Concern about heart health, June 2005

Figure 26: Concern about heart health, by gender, June 2005

Figure 27: Concern about heart health, by age, June 2005

Figure 28: Concern about heart health, by household income, June 2005

Figure 29: Concern about heart health, by race, June 2005

Figure 30: Concern about heart health, by region, June 2005

Reasons for concern about heart health

Figure 31: Reasons for heart health concern, June 2005

Figure 32: Reasons for heart health concern, by gender, June 2005

Figure 33: Reasons for heart health concern, by age, June 2005

Figure 34: Reasons for heart health concern, by region, June 2005

Figure 35: Multiple reasons for heart health concern, June 2005

Products used to ensure heart health

Figure 36: Products used for heart health, June 2005

Figure 37: Products used for heart health, by gender, June 2005

Figure 38: Products used for heart health, by age, June 2005

Figure 39: Products used for heart health, by household income, June 2005

Heart health issues explored by Mintel s eClips

Summary

Future and Forecast

Future trends

Heart health market to take alternative turn

List of heart-healthy foods lengthening

More gender-specific heart health formulae

Heart health marketing at the dentist office

Possibility of heart health in a pill could make heart-healthy foods obsolete

Government agencies more demanding of heart health manufacturers

Market forecast

Heart health market

Figure 40: Forecast of total U.S. sales of the heart health market, at current and constant prices, 2005-10

Low-fat/fat-free milk

Figure 41: Forecast of U.S. retail sales of low-fat/fat-free milk, at current and constant prices, 2005-10

Orange juice

Figure 42: Forecast of U.S. retail sales of orange juice, at current and constant prices, 2005-10

Whole grain cereal

Figure 43: Forecast of U.S. retail sales of whole grain cereal, at current and constant prices, 2005-10

Margarine and low-cholesterol spreads

Figure 44: Forecast of U.S. retail sales of margarine and low-cholesterol spreads, at current and constant prices, 2005-10

Forecast factors

Appendix: Trade Associations

Appendix: New Product Briefs

Aldi: Fit & Active Organic Soymilk

Zoe Foods: Zoe s O s Whole Grain Flax & Soy Cereal

Unilever Bestfoods: Promise Spread

Wegmans: Wheat Crunch Cereal

Kashi: Heart to Heart Instant Oatmeal

Aldi: Goldhen Fit & Active Egg Substitute

General Mills: Multi-Bran Chex

Minute Maid: Premium Heart Wise Orange Juice

Tropicana: Pure Premium Essentials Healthy Heart

McNeil: St. Joseph Low-Dose Aspirin

Appendix: Research Methodology

Consumer Research

Sampling & Weighting

TechnoMetrica TechnoExpresssm

ICR Surveys EXCEL

Simmons National Consumer Surveys

Greenfield Online

Presentation & Definition

Further Analysis

Trade Research

Informal trade research

Formal trade research

Desk & Internet Research

Sources

Definitions

Forecasts

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