Women’s Health in Food and Drinks: Future functional ingredients and innovations

Women’s Health in Food and Drinks
Future functional ingredients and innovations

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Key issues examined by this report...
• Opportunities in weight loss. There are still many unexploited opportunities in the weight control and beauty categories. These include targeting demographics such as teenagers, and specific life-stages.

• Resurgence of calcium. Despite recent innovations, calcium will never re-emerge as a blockbuster in its own right until marketers can show consumers the significance of intake or deficiency. Some companies have utilized portable bone scanners for marketing purposes. Fonterra integrated this concept into company marketing and was highly successful in delivering a “bone health message” to the Asian market.

• UK government backs pregnancy diet. In late 2007 the UK’s Heath Secretary outlined plans for 2009 which will involve giving a one-off payment to women when 7 months pregnant. This initiative, known as the “Health Pregnancy Grant”, will also be combined with professional advice on how to maintain a balanced diet. It is clear that the link between dietary optimization during periods of growth and development is becoming more important.

The women’s health market has traditionally been focussed on weight control and pregnancy. However, scientific advances in gender-specific nutrition, applications of new and existing ingredietns and a fragmenting market, have led to new and emerging opportunities in women’s health. Such opportunities include targeting specific life-stages including menopause and ageing, and building brands that create an emotional attachment with the individual female.

Women’s Health in Food and Drinks is a new report by Business Insights that analyzes the latest clinical research, sales and epidemiological data to underpin growth opportunity and potential of healthy food and drinks for women. It analyzes the latest product developments to determine new areas of innovation and best-practice marketing strategies in the weight control and beauty, menopause and bone health and pregnancy and urogenital trends.

Develop more effective innovation strategies for targeting women using this new report’s analysis of trends in NPD...

This new report will enable you to...
• Identify future NPD opportunities using this reports epideomiology data of menopause, hip fracture rates, obesity and skin conditions within Europe, the US and Japan.

• Implement best-practice strategies using this reports case studies of current marketing and formulations of products from the leading innovative women’s health companies.

• Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of Productscan data of healthy food and drinks products for women launched globally between 2005 and 2008. Includes analysis of products launched containing key ingredients such as cranberry and folate.

• Predict future market growth levels with this report's forecasts of sales of functional, bone health and diet food and drinks and oral beauty supplements to 2011.

Your questions answered...
• What are the primary purchase drivers for female-specific functional foods and beverages?

• Which products are making an impact within the 6 major categories of women’s health?

• What is the potential of iron fortification within the functional food and beverage market?

• Which products have the potential to provide an alternative to cranberry for urogenital health?

• What is the primary factor leading a resurgence in the popularity of folate in the Asia-Pacific markets?

• What are the key ingredients for relief and support in menopause?

Some key findings from this report...
• Current estimates indicate that over half of pregnant women in the world may have haemoglobin levels consistent with iron deficiency. In the US, 12% of all women aged 12 to 49 years were iron deficient in 1999-2000.

• In the year 2000 most of the 42m American women over the age of 50 were post-menopausal. That is equivalent to one out of every three American women. By 2011 it is estimated that over 40% of the US female population will be in a stage of menopause.

• Skin beauty is the fastest growing oral beauty supplements market within Europe. Between 2006 and 2011 the market will grow at a CAGR of 8.8%.

• Those foods and beverages that are successful are linking what women want in terms of being calorie conscious with decadence. The ease of use and the ability to transfer functionality into tasty and convenient foods is key.

Table of Contents
Women’s Health in Food and Drinks
Executive Summary 10
The functional food and drinks market for women 10
Weight control and beauty 11
Menopause and bone health 12
Pregnancy and urogenital 13
Chapter 1 The functional food and drinks market for women 16
Summary 16
Introduction 17
Advertising to women – beyond the stereotypes 18
Women-specific products 21
NPD in healthy food and drinks for women 25
By category 26
By region 27
Conclusions 29
Chapter 2 Weight control and beauty 32
Summary 32
Introduction 33
Market overview 33
Cosmeceuticals – beauty from the inside 33
Food – beauty from the outside 34
Market analysis 36
Beauty 36
Weight management 40
New product innovations 46
Beauty drinks from around the globe 46
The re-emergence of water as a functional beverage 48
Penta water 51
Water can quench more than thirst 54
Lightfull satiety smoothie 55
Danone: the cultural differences of appetite 57
Conclusions 59
Up and coming functional ingredients 59
The beauty of red 60
Apples 61
Pectin a new satiety enhancer 63
PinnoThin 64
Soy boosts bone health and insulin 66
Market opportunities 67
Chapter 3 Menopause and bone health 70
Summary 70
Introduction 71
Market overview 71
New nutraceutical to bring clarity to the menopause category 71
Novel applications for an old beverage 72
Global health summit says HRT safe 73
Market analysis 75
Menopause 75
Osteoporosis 76
Sales of bone health products 79
NPD 81
New product innovations 82
Calcium 82
Collagen 87
Black cohosh 90
Matrix ingredients 92
Fortified chocolate for PMS 94
Up and coming functional ingredients 97
Vitamin K 97
Blueberries 100
Rosehip 102
The potential dangers of product claims 102
Lignans 105
Isoflavones 107
Market opportunities 108
Chapter 4 Pregnancy and urogenital 112
Summary 112
Introduction 113
Market overview 113
UK government backs pregnancy diet 114
Cut caffeine for a healthy pregnancy 115
Supplements bolster baby weight 116
Pregnant women are vitamin deficient despite government guidance 117
Iron deficiency 118
Folate deficiency 119
Omega-3 deficiency danger 120
Market analysis 122
Cranberry 122
Folate 124
New product innovations 127
Lallemand launches functional cranberry chews 128
Luna 129
Dark fruits 131
Food Doctor hopes for a rise from the bread market 132
ProViva 134
Belly Bar 135
Eisai re-launch targets pregnant women 136
Yo Mommy 138
Up and coming functional ingredients 139
Horseradish 139
Vitamins 140
Probiotics 141
Ginger 143
Vitamin B6 145
Folate 146
Market opportunities 147
Index 149
References 150
List of Figures
Figure 1.1: You range of dairy products from Tara Dairy Ltd 22
Figure 1.2: Lifetime Body Smart for Women from Lifeline Foods 23
Figure 1.3: Percentage of healthy food and drinks launches targeted at women as a share of total food and drinks launched, 2005-2008 25
Figure 1.4: Percentage of healthy women-specific food and drinks launched, by category, 2005– 2008 26
Figure 1.5: Percentage of healthy women-specific food and drinks launched, by region, 2005– 2008 28
Figure 2.6: Neobeauty from Wimm-Bill-Dann 47
Figure 2.7: Biosynergy’s 'beauty from within' beverage 48
Figure 2.8: Beauty beverage from Works With Water 50
Figure 2.9: Sip from Inside out Beauty 51
Figure 2.10: Penta’s functional water 52
Figure 2.11: Gerolsteiner’s Linée satiety water 54
Figure 2.12: Lightfull Satiety Smoothie from Lightfull foods Inc 56
Figure 2.13: Danone’s Light and Fit Crave Control yogurt 58
Figure 2.14: 2b Beauty Yogurt from Nestlé Japan 61
Figure 2.15: RDA Organic Drink - fortified with Evesse apple extract 63
Figure 3.16: Percentage of healthy food and drinks for women, by trend, 2005-2007 82
Figure 3.17: Contrex mineral water fortified with calcium 83
Figure 3.18: Contrex website with the tagline mon partenaire minceur (my partner in thinness) 84
Figure 3.19: Tropicana Essentials orange juice, fortified with calcium for women 85
Figure 3.20: Calcium fortified chewing gum from Amerifit Nutrition Inc 86
Figure 3.21: Collagen based yogurt from Kaiku 88
Figure 3.22: Tahiti Trader Bio-Noni fortified with black cohosh for menopause 92
Figure 3.23: Chorley Health Food Store’ Femal Pollen Pistil Extract 93
Figure 3.24: Jamieson Laboratories PMS Support chocolate bars 95
Figure 3.25: Fonterra Brands Anlene vitamin K fortification 98
Figure 3.26: Anlene concentrate with women focused branding 99
Figure 3.27: TrueBlue blueberry juice 101
Figure 3.28: Litozin joint health supplement from Hyben-Vital International 103
Figure 3.29: HMRLignan from Linnea 106
Figure 3.30: Effisoy made with Aglymax by FermaHealth 107
Figure 4.31: Anmum Materna from Vinamilk JSC 121
Figure 4.32: Percentage share of food and drinks launched that contain cranberry, 2005–2008 123
Figure 4.33: Percentage share of cranberry food and drinks launched, by region, 2005–2008 124
Figure 4.34: Percentage share of food and drinks launched that contain folate, 2005–2008 125
Figure 4.35: Percentage share of folate food and drinks launched, by region, 126
Figure 4.36: Luna Cocktail de Cranberry by Vitgermine 130
Figure 4.37: Luna bars from Vitagermaine 130
Figure 4.38: Nectar Blueberry beverage from the Natural Tea Company 132
Figure 4.39: Food Doctor for Women: folic acid enriched bread 133
Figure 4.40: ProViva Female from Skånemejerier 134
Figure 4.41: Belly Bar from Nutrabella 136
Figure 4.42: Eisai BB fatigue drink 137
Figure 4.43: Stonyfield Farm’s Yo Mommy yogurt 138
Figure 4.44: Miko Frusi Creme Glacee au Yaourt from Nestlé 143
Figure 4.45: Nutricion De Vida biscuits 146
Figure 4.46: Morinaga Peptide Milk E O-ka-san from Morinaga Milk Industry 147
List of Tables
Table 1.1: Functional food and drinks market value, ($m), Europe and US, 2001-2006 17
Table 2.2: Oral beauty supplements market value, ($m), Europe and US, 2001–2011 37
Table 2.3: Oral beauty supplements market value by category, ($m), Europe and US, 2001-2011 38
Table 2.4: Estimated prevalence of psoriasis across seven major markets, 2005 39
Table 2.5: Estimated prevalence of atopic dermatitis across seven major markets, 2005 40
Table 2.6: Proportion of women concerned about different body issues by age, Europe and the US, 2006 41
Table 2.7: Aspects of physical appearance that women would most like to change, 2004: % of women aged 18-64 who would like to change each attribute 42
Table 2.8: Diet food and drinks market, ($m), Europe and US, 2006–2010 43
Table 2.9: Prevalence of obesity in the six major markets by age (000s), 2005 44
Table 2.10: Prevalence of overweight in the six major markets by age (000s), 2005 45
Table 3.11: HRT opinion at the first Global Summit on Menopause-Related Issues 74
Table 3.12: Forecast epidemiology of menopause across the seven major markets, 2005-2011 76
Table 3.13: Forecast epidemiology of hip fractures across the seven major markets, 2005-2012 77
Table 3.14: Bone health functional food and drinks market value ($m), 2001-2011 79
Table 3.15: Global breakdown of the global women’s health market by drug class, 2001-2005 81