英国における機能性食品の市場

Abstract

Never before have consumers been so conscious of the impact of their lifestyle on their health and so exposed to information extolling the virtues of following a balanced and healthy diet. This has resulted in the rapid expansion of the healthy eating market, covering everything from superfoods and organic through to more conventional products that are lower in fat, calories or sugar.

Functional foods offer more than most healthy eating products. Product claims include lower cholesterol, improved gut health, improved immune system, better memory, improved eyesight, even better complexions, but not all believe these claims, and consumers are becoming increasingly sceptical about the benefits that they deliver.

The market has shown strong growth in recent years, although 2007 saw a reduction in growth rates of NPD and promotional spend. This report considers whether 2007 is only a temporary blip on the onward march of functional foods or whether it marks a change in attitudes towards these products by consumers, who are increasingly turning to foods with naturally occurring health benefits.

Table of Contents

• Issues in the Market
• Definition
• Excluded
• Vitamin and Mineral fortification
• Superfoods
• Exclusions to the excluded
• Others
• Four key themes
• Abbreviations
• Market in Brief
• Market growth slows...
• ... as natural products come to the fore
• Promotional support lower
• Market outlook positive
• Internal Market Environment
• Key points
• Consumers proactive in managing their health
  • Figure 1: Agreement with selected lifestyle statements, 2003-07
• Prevention better than cure
  • Figure 2: Attitudes towards healthcare, 2003-07
• Too busy to be healthy?
  • Figure 3: Agreement with selected lifestyle statements, 2003-07
• Broader Market Environment
• Key points
• Changing population dynamics setting a backdrop
  • Figure 4: Effect of the changing make-up in demographics of the UK population on the market for functional foods, 2007
• More regulation of health claims
• Competitive Context
• Key points
• So many ways to be healthy
  • Figure 5: Market size and growth for selected healthful foods, 2002-07
• Superfoods a more direct competitor
• Vitamins and mineral supplements
• Costs to the NHS
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Value and Forecast
• Key points
• Market growth slows
  • Figure 9: Market value for functional foods, 2002-07
  • Figure 10: UK retail sales of functional food and drink products, by sector and value, 2005-07
• Yogurt drinks
• Yogurt pots
• Yellow fat spreads
• Breakfast cereals
• Juice, drinks and bottled water
• Soya dairy-alternative products
• Eggs
• Other products
• The future
• Functional vs. naturally healthy
• Consumers want more credibility
• Forecast
• Healthy but slower growth
  • Figure 11: forecast of the functional foods market, 2002-12
• Health to remain a crucial market driver
• Demographic changes to promote growth
• Beauty products to aid future growth
• Slower growth predicted
• Factors used in the forecast
• Product Positioning
• Key points
• Premium yogurt claims command premium price
  • Figure 12: Prices of pot yogurts with functional claims compared with other yogurts, 2008
• Price premium less obvious in newer markets
  • Figure 13: Prices of selected grocery products with functional claims compared with other conventional product, 2008
• Companies and Products
• Key points
• Principal functional food brands
  • Figure 14: Leading functional food brands with a heart health claim, 2008
  • Figure 15: Leading functional food brands with a digestive health claim, 2008
  • Figure 16: Leading functional food brands with a general health claim, 2008
  • Figure 17: Leading functional food brands with other health claims, 2008
• Companies with major functional food brands
• Danone SA
• Actimel
• Activia
• Danacol
• Essensis
• McNeil Nutritionals
• Benecol
• Unilever UK (Flora)
• Flora
• Müller Dairy (UK) Ltd
• Vitality
• Müller Corner
• Müllerlight
• Provexis
• Yakult UK
• Companies with functional food variants
• Conival plc
• Kellogg
• Allied Bakeries
• Noble Foods Ltd
• Alpro
• Dairy Crest
• So Good International
• Tropicana (PepsiCo International)
• Warburtons
• Yeo Valley
• Brand Communication and Promotion
• Key points
• Adspend big but on the decline
  • Figure 18: Promotional spend on main functional food brands, by category, 2003-07
• Yogurt spend reducing
• Flora dominates spreads spend
• Promotional spend on liquid milks drops substantially
• Breakfast cereals and breads pushing hard
• Cheese the new growth area?
• Channels to Market
• Key points
• A considered purchase
  • Figure 19: Estimated retail sales of functional food and drinks, by distribution channel, 2003-07
• Own-label has not developed
• The Consumer -- Purchasing Behaviour
• Key points
• Yogurts and spreads lead the way
  • Figure 20: Functional Food product purchased, January 2008
• ABC1s prefer yogurts and C2s go for spreads
• Consumers don' t define functional foods
• The functional breakfast for younger consumers?
• Functional for children
• Repertoire analysis
  • Figure 21: Number of different types of functional foods bought for self, January 2008
• Appendix: Introduction
• Glossary of terms
• Advertising data
• Appendix -- Internal Market Environment
  • Figure 27: Agreement with selected lifestyle statements, by demographic sub-group, 2007
  • Figure 28: Agreement with selected lifestyle statements, by demographic sub-group, 2007
• Appendix -- Broader Market Environment
• Changing population dynamics
  • Figure 29: UK population changes in socio-economic status and age, 2002-12
  • Figure 30: UK population changes in household size, 2002-12
  • Figure 31: Health conditions controlled or prevented through my diet, by socio-demographics, January 2008
  • Figure 32: Health conditions controlled or prevented through my diet, by socio-demographics, January 2008
• Appendix -- The Consumer -- Purchasing Behaviour
  • Figure 33: Functional foods ever purchased, by detailed demographics, January 2008
  • Figure 34: Functional foods ever purchased, by detailed demographics, January 2008
• Repertoire analysis
  • Figure 35: Number of functional foods bought for self, January 2007 (row %)
  • Figure 36: Number of functional foods bought for self, by health conditions respondents try to control/prevent through diet, 2008 (column %), January 2008
  • Figure 37: Number of functional foods bought for self, by types of products bought, January 2008 (column %)