Opportunities in Nutritional and Functional Daily Dosing: Future trends in beauty, digestive, cardiovascular and bone health food and drinks

Opportunities in Nutritional and Functional Daily Dosing: Future trends in beauty, digestive, cardiovascular and bone health food and drinks

Opportunities in Nutritional and Functional Daily Dosing: Future trends in beauty, digestive, cardiovascular and bone health food and drinks

Identify and target the key growth areas in the daily dose market by category and region with the analysis and forecasts in this new report...

With increasing consumer interest in health and nutrition, food and drinks that are “medicinal” in some way are well placed to benefit from this trend. Daily dose products meet this consumer need plus they help to boost consumption frequency and brand loyalty to the benefit of manufacturers and retailers. Whilst the market has become more concentrated in the top three functions (digestive health, energy and weight management) there are other growing opportunities (for example in beauty products) and some exciting emerging niches (such as in mental functioning and eye health).
Opportunities in Nutritional and Functional Daily Dosing is a new management report published by Business Insights that analyzes more than 1,700 daily dose products launched around the world between 2004 and 2007. Over that time new products have become more specific in their functioning and targeted in their positioning.
Gain up-to-date competitive intelligence across the daily dose market and understand the major issues affecting food and drinks with this new report...

Key issues examined by this report...

• Mature markets. As the longest established of the daily dose categories, trends in intestinal health drinks are more advanced than in other categories and illustrate the probable future direction of the market.
• Learning from Japan. The Japanese market is an indication of how functional products will develop. For cardiovascular products it suggests a move on from cholesterol lowering products to other functions. And for musculoskeletal products it suggests that targeted demographic marketing will increasingly come to the fore.
• New functions. Emerging functions include those targeting the central nervous system (such as by boosting brainpower and relaxation), respiratory system and eye health. More specific functions within existing markets will also emerge.

This new report will enable you to...

• Quantify key daily dose markets and growth potential based on market value data for functional dairy, OTC medicines and dietary supplements in Europe and the US.
• Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of Productscan data of over 1,700 daily dose product launches that took place globally between 2004 and 2007 with a particular focus on the lessons from Japan, the leading market for such products.
• Assess opportunities in the global daily dose market with this report’s analysis of digestive health, energy, weight management, cardiovascular health, beauty and many others.
• Identify and target future areas with this report’s epidemiology data on 5 major lifestyle diseases in Europe, the US and Japan, including hypertension, IBS and osetoporosis.

Your questions answered...
• How does the daily dose market segment in terms of nutritional and functional food and drinks?
• Which demographic groups represent the best prospects for targeted daily dose products?
• Which multinationals have so far become most involved in this market? What can they learn from the Japanese companies that comprise the top 15 most innovative companies in the world?
• What are the different types of weight management ingredients and which manufacturers have so far launched products containing these ingredients?
• How are the different types of daily dose functional products faring over time? Which ones are being launched most often?

Some key findings from this report...
• There has been a marked increase in the proportion of products that are targeted at one or more specific demographic groups up from 1 in 10 in 2004 to 1 in 4 in 2007. With ageing populations in many countries, seniors were the most targeted demographic group in 2007 accounting for 7% of all targeted daily dosing products. Products for women also accounted for 7% of targeted launches.
• One third of all daily dose products are soft drinks and about half as many again are dairy products. The rise of daily dosing foods means that bakery products, confectionery, dairy food, cooking ingredients, rice/noodles, sauces and soups are now established in this market.
• In 2007 just over half of all daily dosing products were launched in Asia-Pacific, largely in Japan. Its share of the global total has increased since 2004. There have been corresponding falls in the share of products launched in North America and Europe although the absolute number of launches there has increased.
• Osteoporosis affected 60.9 million people in the 5 European economies, the US and Japan in 2006.

Table of Contents
Opportunities in Nutritional and Functional Daily Dosing
Executive Summary 10
Market drivers and issues 10
Innovation and NPD 11
Future functional trends 12
Future marketing trends 13
Chapter 1 Introduction 16
Research methodology 16
The daily dosing market defined 16
Traditional and contemporary daily dosing 17
Report structure 19
Chapter 2 Market drivers and issues 22
Summary 22
Introduction 23
Changing attitudes towards health 23
Health concerns 23
Healthy behaviors 24
Conclusions 27
Prevalence of specific health conditions 27
Cardiovascular disorders 28
Dyslipidemia 29
Hypertension 30
Overweight and obesity 31
Digestive disorders 34
Bone health 35
Conclusions 36
Chapter 3 Innovation and NPD 38
Summary 38
Introduction 39
Nutritional versus functional products 39
Regional analysis 40
Category analysis 42
Non-traditional product categories 44
Developments in tea, coffee and cocoa 45
Developments in bakery and confectionery 46
Developments in savory foods 48
Conclusions 51
Product feature analysis 51
Product tag analysis 51
Flavor analysis 52
Packaging analysis 53
Functional daily dosing products 54
Company analysis 54
Function analysis 56
Case study: Taisho Pharmaceutical 58
Demographic target group analysis 59
Conclusions 60
Chapter 4 Future functional trends 64
Summary 64
Introduction 64
Digestive health 65
Intestinal health 65
Emerging markets 65
Ingredient branding 66
Product line extensions 67
Health extensions 67
Improving liver function 68
Controlling blood sugar 69
Conclusions 70
Energy 70
Emerging markets 71
Recovery drinks 72
Conclusions 73
Weight management 74
Fat burners 74
Fat and carb blockers 78
Appetite suppressants and satiety promoters 79
Conclusions 81
Cardiovascular health 81
Reducing cholesterol 81
Reducing hypertension 83
Improving circulation 84
Conclusions 85
Beauty 85
Conclusions 88
Oral health 88
Conclusions 90
The immune system 90
Boosting immunity 90
Anti-allergenic products 92
Blood system functions 92
Conclusions 93
Bone, joint and muscle health 94
Bone health 94
Joint health 95
Muscle health 95
Conclusions 96
Emerging functions 96
Central nervous system 97
Brain boosting products 97
Relaxing products 97
Stress alleviation products 98
Respiratory system 99
Eye health 99
Conclusions 100
Chapter 5 Future marketing trends 104
Summary 104
Introduction 104
Targeting demographic groups 105
Age groups and function 105
Children 105
Young adults 107
Mid-lifers 108
Seniors 109
The agelessness counter trend 110
Conclusions 111
Genders and function 111
Men 111
Women 112
Conclusions 114
Using new ingredients 114
Conclusions 118
Tailoring packaging to occasions 118
Compact packaging 118
Multipacks 120
Conclusions 122
Developing marketing communications 122
Naming the brand 122
Promoting daily usage 123
Broadening usage occasions 125
Developing cross-promotions 126
Conclusions 128
Index 129

List of Figures
Figure 1.1: Yakult – the traditional functional daily dosing product 17
Figure 1.2: New Yakult products 18
Figure 2.3: Prevalence (%) of various health conditions, Europe & US, 2005-06 28
Figure 3.4: Share of all daily dosing product launches, by region, 2004-07 40
Figure 3.5: Share of all daily dosing product launches by category, 2004-07 43
Figure 3.6: New soup products 43
Figure 3.7: New tea, coffee and cocoa products 45
Figure 3.8: New bread and breakfast cereals products 46
Figure 3.9: New cookie products 47
Figure 3.10: New confectionery products 48
Figure 3.11: New dairy foods 49
Figure 3.12: New rice, noodle and sauce products 50
Figure 3.13: New cooking ingredient products 50
Figure 3.14: Coca-Cola daily dose products 55
Figure 3.15: Recaldent from Cadbury 56
Figure 3.16: Share of targeted daily dosing product launches by type of function, 2004-2007 57
Figure 3.17: New Taisho Pharmaceutical products 58
Figure 4.18: Ukrainian intestinal health milk 66
Figure 4.19: Yoplait with Optibalance intestinal health yogurt 66
Figure 4.20: Types of intestinal health drink 67
Figure 4.21: Health extensions in intestinal health products 68
Figure 4.22: Drinks to improve liver function 69
Figure 4.23: Products to control blood sugar 70
Figure 4.24: Notable new energy drinks 71
Figure 4.25: Energy drinks in emerging markets 72
Figure 4.26: Recovery drinks from SSP 73
Figure 4.27: Weight management drinks with carnitine 75
Figure 4.28: Weight management product with citrus aurantium 76
Figure 4.29: Weight management drinks with green tea catechins 77
Figure 4.30: Weight management drink with pantothenic acid 77
Figure 4.31: Weight management products with fat blockers 78
Figure 4.32: Weight management products with carb blockers 79
Figure 4.33: Weight management products with glucomannan 80
Figure 4.34: Weight management product promoting satiety 80
Figure 4.35: Cholesterol reducing dairy foods with plant sterols 82
Figure 4.36: Cholesterol reducing dairy drinks with plant sterols 82
Figure 4.37: Cholesterol reducing drinks with amino acids and chitosan 83
Figure 4.38: Hypertension reducing drinks 84
Figure 4.39: Circulation improving products 85
Figure 4.40: Beauty products with collagen peptide 86
Figure 4.41: Beauty products with hyaluronic acid 86
Figure 4.42: Beauty products with zinc and royal jelly 87
Figure 4.43: Beauty products with CoQ10 87
Figure 4.44: Danone Essensis 88
Figure 4.45: Oral health confectionery 89
Figure 4.46: Ezaki Glico oral health confectionery 89
Figure 4.47: Immunity boosting products 91
Figure 4.48: Anti-allergenic products 92
Figure 4.49: Anti-inflammatory and anemia controlling products 93
Figure 4.50: Bone health milks 94
Figure 4.51: Joint health products 95
Figure 4.52: Muscle health drink 96
Figure 4.53: Brain function drinks 97
Figure 4.54: Relaxation products 98
Figure 4.55: Stress reducing products 98
Figure 4.56: Respiratory system product 99
Figure 4.57: Eye health product 100
Figure 5.58: Daily dose products for children 106
Figure 5.59: Daily dose products for young adults 107
Figure 5.60: Daily dose products for mid-lifers 108
Figure 5.61: Daily dose products for seniors 110
Figure 5.62: Products marketed as ageless 110
Figure 5.63: Daily dose products for men 112
Figure 5.64: Daily dose products for women 113
Figure 5.65: Fruit to Spoon 115
Figure 5.66: General health vegetable drink 115
Figure 5.67: Takara Bio general health drinks with plant extracts 116
Figure 5.68: General health drinks with soy derivatives 116
Figure 5.69: General health drinks with fluoride, vinegar and LGG 117
Figure 5.70: Compact energy drink 119
Figure 5.71: Compact confectionery 119
Figure 5.72: Water in easy-to-carry bottles 120
Figure 5.73: Products packaged for different occasions 121
Figure 5.74: Yogurt drink in a weekly supply 121
Figure 5.75: Products whose names encourage daily consumption 123
Figure 5.76: Products promoting daily usage 124
Figure 5.77: Products that encourage morning consumption 125
Figure 5.78: Products that highlight their use on a range of occasions 126
Figure 5.79: Lipovitan energy drinks 127