米国における機能性飲食品の新市場

With health and wellness a top criterion driving consumer food choices, this first-edition Packaged Facts report offers a unique perspective on a hot topic, examining pharmaceutical-benefit foods (i.e., "phoods") and beverages including traditional (e.g., regular oatmeal, whole-grain breads), fortified (e.g., orange juice with calcium), and "designer" (e.g., protein bars, smart spreads) products. The combination of more permissible FDA-approved health claims on food packages, media attention to the link between diet and health, and new product/ingredient/technological development is spurring rapid growth in this market, which encompasses products fortified with glucosamine and/or calcium to promote joint and bone health, those containing omega-3 fatty acids and/or plant sterol/stanol esters for heart health and other benefits, soy protein-enhanced foods, and "vitamin waters" and other functional beverages?among many others. Also covered are products enhanced with cutting-edge ingredients and nutrients, such as lutein for eye health, glucosamine for joint health, or probiotics/prebiotics to strengthen the immune system; as well as certain "inherently healthy" products, such as whole-grain/functional cereals and wellness teas.

The New U.S. "Phood" Market--Functional, Fortified, and Inherently Healthy Foods and Beverages, examines the factors affecting the growth of this market, including consumer trends, ingredient trends, the competitive environment, marketing and advertising trends, new product introductions, and a regulatory environment that is fostering wider use and awareness of pharmaceutical-benefit foods. It also profiles key products including Benecol and Take Control spreads, Kelloggs Smart Start and Kashi Heart cereals, Stonyfield Farm yogurts, Groupe Danones DanActive prebiotic drink, Tropicana Essentials orange juice, Celestial Seasonings Wellness Teas, and others. In conclusion, it identifies cutting-edge trends, opportunities, and ideas market participants can use to their advantage in the future.

Report Methodology

• The information in The New U.S. "Phood" Market--Functional, Fortified, and Inherently Healthy Foods and Beverages is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the beverage market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2004. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.
• The report looks at every segment of the functional and fortified food/beverage market, examining trends for growth and projecting sales of products through 2009. It analyzes consumer demographics and their current and projected impact on sales of pharmaceutical foods and beverages. It provides up-to-date competitive profiles of marketers of functional and fortified products and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the food/beverage industry.

What Youll Get in this Report

The New U.S. "Phood" Market--Functional, Fortified, and Inherently Healthy Foods and Beverages makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The New U.S. "Phood" Market--Functional, Fortified, and Inherently Healthy Foods and Beverages offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Distribution Strategies
• The Consumer (whos buying what, and where)
• The Products
• Trends and Opportunities

Plus, youll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

• If your company is already competing in the functional/fortified food and beverage market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for pharmaceutical foods and beverages, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for functional/fortified foods and beverages based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for the functional and fortified foods/beverages.
• Research and development professionals stay on top of competitor initiatives and explore demand for pharmaceutical foods.
• Advertising agencies working with clients in the food, beverage and pharmaceutical industries understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary

Chapter 2 Overall Market Trends

• Market Parameters
  • Products with Ultra Nutritional Positioning
  • Focus on Mass-Mass Market Products for Adults
  • Terminology Map: Phoods vs. Functional, Fortified, or Nutraceutical
  • Negative Claim/Diet, Sports Nutrition/Energy, Natural/Organic Not Included
  • Main Phood Categories: Grain Products, Dairy Products, Soy Products, Other
  • Main Bepherage Categories: Fruit-Based, Other
  • Table: Simmons Indices by Product Type
  • Role of FDA-Approved Claims
  • Role of Medical Organization Seals
  • The Nutrients
  • Calcium and Osteoporosis
  • Fiber-Rich Grain, Fruit, and Vegetable Products and Cancer
  • Fiber-Rich Grain, Fruit, and Vegetable Products and Heart Disease
  • Fiber from Whole Oats or Psyillium Seed Husk and Heart Disease
  • Fluoride aDental Cavities
  • Folate and Birth Defects
  • Fruits and Vegetables That Are a Good Source (Without Fortification) of Vitamin A or C or Fiber, and Cancer
  • Phosphatidylserine (Ps) and Cognitive Dysfunction in the Elderly
  • Plant Sterol/Stanol Esters and Coronary Heart Disease
  • Potassium and High Blood Pressure and Stroke
  • Selenium and Cancer
  • Soy Protein and Coronary Heart Disease
  • Whole Grain Foods and Heart Disease and Cancer
  • Almonds, Pistachios, Peanuts, Hazelnuts, Walnuts, and Pecans, and Heart Disease
• Market Estimates
  • Table: Market Size and Growth, 2000-2004
  • Market Composition
  • The Market Share Leaders
  • The Dollar Growth Leaders
• Factors to Market Growth
• Consumer Health Concerns: The Hot Buttons
• Linking Diet and Health
• Self-Care and Alternative Health Solutions
• The Role of Convenience
  • The Role of FDA Health Claims
• Looking to Nestle and Kraft
• The Role of Brand Extension and Brand Re-Positioning
• Target Marketing: Boomers and Beyond
• Product Formulation: Foods vs. Beverages
• Product Positioning: Nature vs. Nurture
• Product Innovation and Technical Advances
• Looking to Trends in the Natural Market
• Looking to Trends in Europe and Japan
• Table: Projected Market Size and Growth, 2004-2009

Chapter 3 Phoods

• Competitive Trends
• The Competitors
• Giant Food or Consumer Product Conglomerates
• Smaller, Usually Privately Held Companies
• Pharmaceutical Companies
• Different Marketing Thrusts for Food vs. Pharmaceutical Companies
• Some Phoods Are Licensed
• Table 3-1: Selected Marketers and Products, 2004
• Four Ways to Compete in Phoods
• Using Naturally Health-Beneficial Ingredients
• Extending Existing Brands with Fortified Phoods Products
• The Big Get Bigger
• Launching New Phoods Brands a Risky Business
• Trend Round-Up
  • Divide and Conquer
  • Going Whole Grain
  • Raising the Bar
  • Marketers Target Aging Baby Boomers with Drinkable Meals
• National Consumer Advertising Expenditures
• Advertising Positioning
• New Product Trends
  • The Alpha and Omega
  • Flax Seed, Another Source of Omega-3s
  • Soy Good Cereals
  • Cereals with Targeted Health Benefits
  • Getting Culture with Probiotics, Prebiotics, and Symbiotics
  • Cholesterol-Reducing Cheese
  • Cheese Energy Bars
  • Herbals and Phytochemicals
  • New to Phoods: Conjugated Linoleic Acid
• Table 3-2: Selected New Product Introductions, 2003-2004
• Product Profiles
• Product Profile: Benecol and Take Control
• Product Profile: Kelloggs Smart Start and Kashi Heart to Heart
  • Kashi Goes Heart to Heart
  • The Ensemble Failure
• Product Profile: Luna Bar: The First Sports/Energy Bar for Women
• Product Profile: Quaker Oats Nutrition for Women
• Quaker W.I.N. and Take Heart Lose Out
• Product Profile: Stonyfield Farm Probiotic and Prebiotic Yogurts
• Probiotic and Prebiotic Yogurts
  • Innovative Products and Marketing
  • History of Social Responsibility
• Product Profile: DanActive (Danones Repositioned Actimel)
• Consumer Trends
• Demographics
• Note on Simmons Survey Data and Tables
• Product Usage Rates
• Purchasing Patterns
  • Patterns by Age Bracket
  • The Gender Skew
  • Patterns by Race/Ethnicity
  • Geographic Distribution and Local Eating Habits Affect
  • Regional Patterns
  • Patterns by Household Income
  • Patterns by Household Size
• Key Demographic Characteristics Favoring Use of Selected Brands

Chapter 4 Bepherages

• Competitive Trends
• The Competitors
• Beverage Companies
• Giant Food or Consumer Product Companies
• Small Privately Held Companies
• Growers Co-Operatives
• Table 5-1: Selected Marketers and Products, 2004
• Four Ways to Compete in Functional Beverages
• Using Naturally Health-Beneficial Ingredients
• Extending Existing Brands with Functional Beverages
• The Big Get Bigger
• New Brands and Companies Have a Good Success Rate
• Licensed Names a Viable Option, Especially in Sports Drinks
• Trend Round-Up
  • Massive Effort to Woo the Carb- and Weight-Conscious
  • Divide and Conquer
  • Targeting Hispanics
• National Consumer Advertising Expenditures
• Advertising Positioning
• New Product Trends
  • Weight Loss and Lower Carbs
  • Heart to Heart Talk
  • Boundary Blurs Between Fruit Juices and Functional Beverages
  • The Antioxidant Sweepstakes
  • Pomegranate Juices Flow
  • Water, Water Everywhere
  • Energy Drinks
  • Soy Good
  • Juice-Based Smoothies Find Favor
  • Getting Culture with Probiotic and Prebiotics
  • Functional Tea and Coffee
  • 7 Up Plus, First of its Kind from a Major Brand
  • Glucosamine to Alleviate Joint Pain
  • Going Nuts with Coconut Water
• Table 5-2: Selected New Product Introductions, 2003-2004
• Product Profiles
• Product Profile: PepsiCos Tropicana Essentials Line
• Product Profile: Coca-Colas Minute Maid Unit
• Coca-Cola Forms Beverage Institute for Health & Wellness
• Product Profile: Celestial Seasonings Wellness Teas
• Product Profile: Propel Fitness Water
• Product Profile: White Waves Silk Soymilk
• Product Profile: Odwalla Functional Beverages
• Product Profile: Lactaid Milk
• Consumer Trends
• Demographics
• Note on Simmons Survey Data and Tables
• Product Usage Rates
• Purchasing Patterns
  • Patterns by Age Bracket
  • The Gender Skew
  • Patterns by Race/Ethnicity
  • Geographic Distribution and Local Eating Habits Affect
  • Regional Patterns
  • Patterns by Household Income
  • Patterns by Household Size
• Key Demographic Characteristics Favoring Use of Selected Brands

Chapter 5 Looking Ahead

• Nutrient Trends: Whats Next
  • Whole Grains
  • Omega-3 Fatty Acids (More!)
  • CoQ10: The Next Antioxidant?
  • CitriMax
• The Next Food Pyramid
• Target Marketing: Whos Next?
• The Health + Convenience Synergy
• Product Periscope: Phoods
• New Dairy Phoods
  • Egg-xtra Health Benefits
• Product Periscope: Bepherages
• Future Prototypes
• Milk that Reduces Blood Pressure
• Cosmeticeutical Beverages

APPENDIX: Addresses of Selected Marketers