食品・飲料に影響する健康志向の分析

Abstract

The GI diet is being driven due to rising obesity, rising diabetes and because the diet can be essentially seen as a sophistication of the Atkins diet; manufacturers are driving the trend by tailoring the understanding of the slow carb model to educate consumers, highlighting the low GI ingredients of a product and reformulating product to include new benefits. This report will analyse the Glycaemic Index market by looking at consumer, manufacturer and regulatory drivers. It will analyse the market in terms of growth and innovation in Europe, US and Australia.

Table of Contents

Executive Summary 12

• The Glycaemic Index 12
• Heart Health 13
• Wellbeing 14
• Daily dosing 15
• Low fats to right fats 16
• Phood 17
• Conclusions 18

Chapter 1 The Glycaemic Index 20

• Summary 20
• Introduction 20
• What is the Glycaemic Index? 21
• What is the Glycaemic Load? 21
• GI vs. GL 22
• Growth drivers behind the GI concept 23
• Consumer drivers 23
  • Obesity 23
  • Diabetes as a driver of GI 25
  • GI as a sophistication of the Atkins diet 27
• Manufacturer drivers 28
  • Labeling 28
  • Highlighting the low GI product tag in marketing 29
  • Reformulation 30
• Regulatory drivers 31
  • Regulatory support 31
  • Regulatory inhibitors 32
• Rejection of the diet 33
• Lead countries 33
• Lead categories 35
• Meal replacements 37
• Bakery and Cereals 38
• Snacks 39
• Innovation in GI 40
• Conclusions 41
• Key countries 41
• Key categories 42
• The future of the GI diet 42

Chapter 2 Heart Health 46

• Summary 46
• Introduction 46
• What is heart health? 47
• Actively promoting heart health 47
• Reduce the risk of heart health 50
  • Salt 50
  • Cholesterol 50
  • Right fats 51
• Growth drivers 52
• Consumer drivers 52
  • Cardiovascular disease 52
  • Hypertension 54
  • The ageing population 55
  • Changing consumer attitudes 56
• Manufacturer drivers 56
  • Reformulation 57
  • Marketing products as heart healthy 58
  • Sales of heart health functional foods and drinks 59
• Regulatory drivers 60
• Lead countries 61
• Lead categories 61
• Snacks 63
• Bakery and cereals 64
• Innovations and features of heart health 64
• Innovation 66
  • Innovation in the features of heart healthy products 67
• Conclusions 68
• Key countries 68
• Key categories 69
• The future of the heart health trend 69

Chapter 3 Wellbeing and feel good within 72

• Summary 72
• Introduction 72
• What is wellbeing and feel good within? 73
• Digestive health 73
• Detox 74
• Mental wellbeing 74
• Energy 75
• Immune system 75
• Skin health 75
• Growth drivers of wellbeing 76
• Consumer drivers 76
  • Digestive health 77
  • Mental wellbeing 79
  • Skincare 82
  • Anti-ageing 85
  • Consumer attitude of you are what you eat 86
• Manufacturer drivers 86
  • Reformulation 86
  • Remarketing existing products to highlight the vital wellbeing
  • ingredients 88
  • The gut health market is not driven primarily by illness 88
• Lead countries 89
• Lead categories 91
• Meal replacements 93
• Soft drinks 94
• Hot drinks 94
• Innovation and trends in the wellbeing trend 95
• Innovation 97
  • Innovation in the sub-trends 98
• Conclusions 100
• Key countries 101
• Key categories 102
• The future of the wellbeing trend 102

Chapter 4 Daily Dosing 104

• Summary 104
• Introduction 104
• What is daily dosing? 105
• The benefits delivered through daily dosing 106
• Types of delivery systems 106
  • Pouches and sachets 107
  • The LifeTop straw 107
  • 240ml 108
  • The Yakult model 108
  • New innovative packaging 109
• Growth drivers 110
• Consumer drivers 110
  • Individualization 110
  • Personalized nutrition 113
  • Daily dosing is also about disease prevention 113
• Manufacturer drivers 113
  • Packaging innovations 114
  • Reformulation of healthy products into daily dose portions 115
  • Daily doses within other products 117
• Lead countries 117
• Lead categories 119
• Meal replacements 122
• Snacks 122
• Bakery and cereals 123
• Innovation in daily dosing 124
• Innovation in formulation 124
• Innovation in packaging 126
• Conclusion/growth prospects 127
• Key countries 127
• Key categories 128
• The future of daily dosing 129

Chapter 5 Low Fats to Right Fats 132

• Summary 132
• Introduction 132
• What are the right fats? 133
• Polyunsaturated fatty acids- Omega-3 133
• Trans fats 134
• Growth drivers 135
• Consumer drivers 135
  • Heart disease 136
  • Alzheimers 136
  • Arthritis 137
  • Pregnant women 138
  • Other conditions 138
• Manufacturer drivers 139
  • Reformulating products 139
  • Marketing of ingredients 141
• Regulatory drivers 142
  • Omega-3 142
  • Trans fats 143
• Lead countries 144
• Lead categories 145
• Oils and fats 147
• Snacks 148
• Bakery and cereals 149
• Innovation and trends in right fats 149
• Innovation 150
  • Innovation in the sub-trends 151
• Conclusions 153
• Key countries 153
• Key categories 154
• The future of the right fats trend 155

Chapter 6 Phood 158

• Summary 158
• Introduction 159
• What is phood? 159
• Is phood a marketing or consumer term? 161
• Growth drivers 161
• Consumer drivers 161
  • Increasing numbers of cancer sufferers 162
  • Increasing numbers of allergy sufferers 163
  • Osteoporosis 164
  • Menopause 165
  • Increasing healthcare costs 165
• Manufacturer drivers 166
  • Reformulation of products with additional beneficial ingredients 166
  • Marketing products that intrinsically contain ingredients with
  • specific health benefits 169
  • The impact of pharmaceutical companies on food and drink
  • innovation 171
• Regulatory drivers 172
• Lead countries 174
• Lead categories 175
• Soft drinks 177
• Dairy 177
• Innovation and trends in phood 178
• Innovation 179
  • Innovation in the sub-trends 180
• Conclusions 181
• Key countries 182
• Key categories 183
• The future of the phood trend 184

Chapter 7 Conclusions 186

• Summary 186
• Introduction 187
• Key marketing targets 187
• Key innovative categories in healthy food and drinks 188
• Features of healthy food and drinks that are important to consumers 189
• Countries that lead in NPD in healthy food and drinks 191
• The most popular health trends now and in 5 years 192
• Other healthy food concepts that are likely to develop in the next 5 years 194
• Index 195

List of Figures

• Figure 1.1: Tesco GI labeling 22
• Figure 1.2: Hyvaa Paivaa Kevyt Hedelmajuoma 25
• Figure 1.3: Frunola High Fiber Fruit Bar 29
• Figure 1.4: The Australian and South African GI symbols 32
• Figure 1.5: Valio A+ Rasvaton Jogurtti yogurt 34
• Figure 1.6: Lead categories in low glycaemic food and drinks, 2000-2004 35
• Figure 1.7: InZone Powdered Supplement Drink 37
• Figure 1.8: Kelloggs Cereal - Hi-Fibre Bran 38
• Figure 1.9: Solo GI Low Glycaemic Weight Management Sustained Energy Bar 39
• Figure 1.10: Luna Diet Yogurt Tei GI 40
• Figure 1.11: How important is the GI diet and issues for NPD are now and in 5 years time? 43
• Figure 2.12: Arnold Family Grains Dutch Country Bread - Healthy Sandwich; Heart Healthy 100% Whole Wheat; Healthy Multi-Grain 48
• Figure 2.13: Sea Choice All Natural Quick Frozen Boneless & Skinless Fish Fillets 49
• Figure 2.14: Yoplait Healthy Heart Yogurt 49
• Figure 2.15: Yves Veggie Cuisine Meatless Pre-Cooked Good Dog 57
• Figure 2.16: Heart Health product launches in each category, 2000-2004 62
• Figure 2.17: Sara Lee Heart Healthy Bread 64
• Figure 2.18: Launches of products tagged with the heart healthy features, 2000-2004 65
• Figure 2.19: Olivado Avocado Oil Spray 66
• Figure 2.20: How strong are the following health features for innovation in heart healthy food products? 67
• Figure 2.21: How important is the heart health trend and issues for NPD are now and in 5 years time? 70
• Figure 3.22: Estimated prevalence of IBS in adults by gender, 2002 78
• Figure 3.23: Prevalence of adults with ADHD in the general population across the seven major markets, 2004 80
• Figure 3.24: Nestl・Easy to Digest Baby Cereal 87
• Figure 3.25: Growth of gut health food and drinks consumers, consumers with diagnosed illnesses and at-risk groups, (%), 2002-2007 89
• Figure 3.26: Wellbeing product launches in each category, 2000-2004 91
• Figure 3.27: Juvo Natural Raw Meal 93
• Figure 3.28: Tetley Plus Wellbeing Tea 94
• Figure 3.29: Wellbeing sub-trends product launches, 2000-2004 95
• Figure 3.30: Guayaki Yerba Mate Organic Energy Drink 96
• Figure 3.31: ActiMint Probiotic Mints 97
• Figure 3.32: Innovation in wellbeing trends product launches, 2000-2004 98
• Figure 3.33: Wellness from Coca-Cola Goyo 99
• Figure 3.34: How strong are the following health features for innovation in wellbeing food products? 100
• Figure 4.35: Pharmanex GlucoEase Powdered Soft Drink 107
• Figure 4.36: Yakult Live Lactobacillus Drink 108
• Figure 4.37: Calpis Interbalance L-92 Lactic Acid Bacteria Drink 116
• Figure 4.38: Mizkan Vinegar Drink 118
• Figure 4.39: Daily Dosing product launches in each category, 2004 120
• Figure 4.40: Slim-Fast Optima Smoothie 122
• Figure 4.41: Borba Skin Balance Water 124
• Figure 4.42: How important is the daily dosing trend and issues for NPD are now and in 5 years time? 129
• Figure 5.43: Dempsters WholeGrains- Source of Omega-3 12 Grain 139
• Figure 5.44: Kraft Handi-Snacks Baskin Robbins Pudding 140
• Figure 5.45: Regal Salmon Strips 141
• Figure 5.46: Trans fat labeling 143
• Figure 5.47: Ban Trans Fat campaign 144
• Figure 5.48: Right Fats product launches in each category, 2000-2004 146
• Figure 5.49: Udos Choice Organic Oil Blend 148
• Figure 5.50: Essential Flax Seed Bread 149
• Figure 5.51: Right Fats sub-trend product launches, 2000-2004 150
• Figure 5.52: Innovation in right fats trends product launches, 2000-2004 151
• Figure 5.53: Bossa Viva Rainforest Fruit Drink 152
• Figure 6.54: The nutraceuticals landscape 160
• Figure 6.55: Juice 4 Joints 167
• Figure 6.56: Ensure with Lutein Liquid Nutritional Beverage 168
• Figure 6.57: Soy Deli Fresh Soy Pasta 170
• Figure 6.58: What impact do the following companies have on innovation in healthy food and drinks now and in 5 years time? 171
• Figure 6.59: Phood product launches in each category, 2000-2004 175
• Figure 6.60: Yakult Chosei Tonyu Kuromame Shiyo 178
• Figure 6.61: Phood sub-trends product launches, 2000-2004 179
• Figure 6.62: Salad Cosmos Salad - Alfalfa and Ama 180
• Figure 6.63: Innovation in phood product launches, 2000-2004 180
• Figure 6.64: Celestial Seasonings Tea - Menopause Day; Menopause Nite 181
• Figure 6.65: How important is the phood trend and issues for NPD are now and in 5 years time?184
• Figure 7.66: How important are the following consumers as marketing targets for new healthy food and drinks? 187
• Figure 7.67: Categories for which innovation in health is most important 188
• Figure 7.68: How important are the following to consumers purchasing healthy food and drinks products? 190
• Figure 7.69: Countries that lead NPD in healthy food and drink products 191
• Figure 7.70: How important are the following health trends and issues are for NPD now and will be in 5 years 192

List of Tables

• Table 1.1: Prevalence of obesity in the seven major markets by age (000s), 2003 24
• Table 1.2: Future prevalence of type 2 diabetes, 2003-2011 26
• Table 1.3: Lead categories in terms of the percentage of that categorys new product launches accounted for by GI products, 2000-2004 36
• Table 2.4: Estimated prevalence of major cardiovascular diseases, 2003 53
• Table 2.5: Estimated prevalence of hypertension in the seven major markets, (000s), 2003--0955
• Table 2.6: Population of over 50s, (mn), by country, 2003-2008 56
• Table 2.7: Sales of heart health functional foods and drinks (?m), 1997-2007 59
• Table 2.8: Lead categories in terms of the percentage of that categorys new product launches accounted for by heart healthy products, 2000-2004 63
• Table 3.9: Irritable bowel syndrome sufferers, 2002 77
• Table 3.10: Sales of gut health specific functional foods and drinks (?m), 2003-2007 79
• Table 3.11: Stress of affluent consumers 81
• Table 3.12: Prevalence of psoriasis by country, 2000 83
• Table 3.13: Lead categories in terms of the percentage of that categorys new product launches accounted for by wellbeing products, 2000-2004 92
• Table 4.14: Number of single person households in Europe (m), 1997-2007 112
• Table 4.15: Lead categories in terms of the percentage of that categorys new product launches accounted for by daily dosing products, 2000-2004 121
• Table 5.16: Sources and functions of various dietary fats 135
• Table 5.17: Prevalence of Alzheimers Disease across the seven major markets, 2003-09 137
• Table 5.18: Growth in Rheumatoid Arthritis populations, seven major markets (000s), 2003--2010 138
• Table 5.19: Lead categories in terms of the percentage of that categorys new product launches accounted for by right fats products, 2000-2004 147
• Table 6.20: Cancer patient statistics across the seven major pharmaceutical markets, 2003 162
• Table 6.21: Prevalence of allergic rhinitis in the seven major markets, 2004 163
• Table 6.22: Prevalence of osteoporosis in and women men over 50 in the seven major markets, 2003 164
• Table 6.23: Lead categories in terms of the percentage of that categorys new product launches accounted for by phood products, 2000-2004 176