Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Strategy Briefing

Opportunities to Target the Ageing through Functional Food and Drink

73 pages, Nov 2013

US$1,200

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Helping to bridge the seven year gap between life expectancy and healthy life expectancy, the report highlights the opportunities to target the health concerns of the ageing population, subject to regional demand. It explores how the utilisation of a range of functional ingredients could provide a means to return growth to certain health positionings, the performance of which has levelled off in recent years, including cardiovascular health, bone and joint health, brain health and vision health.

Files are delivered directly into your account within a few minutes of purchase.

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

The seven year gap between healthy life expectancy and life expectancy needs closing

There is a difference of at least seven years across all regions between life expectancy and healthy life expectancy. To help revitalise fortified/functional products, manufacturers should target the ageing and close this gap. There are plenty of opportunities in cardiovascular health, bone and joint health, brain healthy and memory and vision health.

Criteria 1: Investment

Greater investment from multinationals in research and development, as well as through mergers and acquisitions, has resulted in increased functional product launches in age-related prime positionings. Brain health and memory has been a particular focus of leading health and wellness players.

Criteria 2: Efficacy

Products using functional ingredients that offer a health benefit within a short period of time gain consumer trust more quickly. The benefits of plant sterols pertaining to cardiovascular health highlight the advantages of such ingredients.

Criteria 3: Education

To further fuel the movement towards prevention, manufacturers need to reinforce their efforts to communicate the benefits of functional food and drink. For more niche positionings, eg vision health, manufacturers should learn from the success of plant sterols and utilise strong claims. These products can hold greater consumer trust and be more price resilient.

Criteria 4: Regulation

Functional products should exploit regulation, as this enables the use of strong claims. This has the potential to re-invigorate positionings, eg bone and joint health, which at present are heavily reliant on a limited number of vitamins and minerals.

Fortified/functional curve

Mapping out the readiness for functional food and drink for the ageing in each region, the fortified/functional curve highlights North America, Australasia and Western Europe for higher spending on health prevention within conventional food and drink.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

Want to find out more about this report?

Request more information

Introduction

Scope

Objectives of global briefing

Key findings

Four Criteria Key to the Success of Functional Products

Consumer demand high for functional food and drink products

Four criteria key to grow demand for functional food and drink

The four criteria: Utilise to succeed

The Ageing Demographic

The world is getting older and richer

Life expectancy and healthy life expectancy: A seven year gap

Key concerns for the ageing: Heart, bone, brain and vision health

Healthy ageing fits with the move to prevention over treatment

HW products and VDS outperform OTC remedies

Ageing-related positionings at US$22 billion but need reinvigorating

Target the ageing functional consumer

Food and drink for the ageing needs a boost

Focus on the older populations with high FF food consumption

Cardiovascular Health

The rise of cardiovascular disease prevention through food

Explore FF ingredients for ageing to revitalise demand

Case study: The success of Unilever's Flora/ Becel Pro Activ

Price resilience of plant sterols upholds growth in Western Europe

Plant sterols highlight a path other functional ingredients will follow

Competitors see opportunities in emerging markets

Learning from plant sterols (through the prism of the four criteria)

Efficacy within a short time period required for success

Utilise the near 30 ingredients linked with cardiovascular health

Soy protein – the next ingredient for cardiovascular health?

Is soy protein the ultimate ingredient for the ageing?

Bone and Joint Health

Dairy remains dominant in bone and joint health despite a decline

North America leads but it seeing a steady decline

Companies targeting bone health outside of dairy turn to juice

Minute Maid with calcium is the leading bone and joint brand

Tropicana's Essentials offers functional products at no extra cost

Focus on the four criteria to re-invigorate bone healthy juice

A plethora of ingredients can offer bone and joint health benefits

Product development to target the ageing

Opportunities for collagen in a wide range of food and drink

Brain Health and Memory

Brain health heavily reliant on dairy but scepticism keeps sales low

Asia Pacific grows its lead as North America sees a substantial fall

Case study: Leading HW players enter brain health

Danone targets brain health with a focus on Alzheimer's

Souvenaid applies four criteria key to success of functional ageing

Brain health products must focus on efficacy to reverse decline

Nestlé Health Science (NHSc) invests in the ageing

Focus on marketing the benefits of brain health to the ageing

Important to show tangible efficacy when utilising claims

Vision Health

Vision health sales driven through beverages but remains niche

Asia Pacific is vision health's primary market

Vision health positioned Fitné shows growth in a niche market

Fitné coffee utilises vitamins to grow vision health

Fitné has targeted vision health but manufacturers could go further

Vision health remains niche but ingredients hold potential

Limited product innovation in North America and Western Europe

Outlook

Greater returns from regions further up the fortified/functional curve

Strategies to improve the healthy life expectancy for the ageing

Appendix

Report terminology

Report parameters: 54 health and wellness countries covered

Health and wellness category definitions

Health and wellness product coverage

Claims approved under Article 13.1: Cardiovascular health (1)

Claims approved under Article 13.1: Cardiovascular health (2)

Claims approved under Article 13.1: Bone and joint health

Claims approved under Article 13.1: Brain health and memory (1)

Claims approved under Article 13.1: Brain health and memory (2)

Claims approved under Article 13.1: Vision health

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Opportunities to Target the Ageing through Functional Food and Drink

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

The seven year gap between healthy life expectancy and life expectancy needs closing

Criteria 1: Investment

Criteria 2: Efficacy

Criteria 3: Education

Criteria 4: Regulation

Fortified/functional curve

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives of global briefing

Key findings

Four Criteria Key to the Success of Functional Products

Consumer demand high for functional food and drink products

Four criteria key to grow demand for functional food and drink

The four criteria: Utilise to succeed

The Ageing Demographic

The world is getting older and richer

Life expectancy and healthy life expectancy: A seven year gap

Key concerns for the ageing: Heart, bone, brain and vision health

Healthy ageing fits with the move to prevention over treatment

HW products and VDS outperform OTC remedies

Ageing-related positionings at US$22 billion but need reinvigorating

Target the ageing functional consumer

Food and drink for the ageing needs a boost

Focus on the older populations with high FF food consumption

Cardiovascular Health

The rise of cardiovascular disease prevention through food

Explore FF ingredients for ageing to revitalise demand

Case study: The success of Unilever's Flora/ Becel Pro Activ

Price resilience of plant sterols upholds growth in Western Europe

Plant sterols highlight a path other functional ingredients will follow

Competitors see opportunities in emerging markets

Learning from plant sterols (through the prism of the four criteria)

Efficacy within a short time period required for success

Utilise the near 30 ingredients linked with cardiovascular health

Soy protein – the next ingredient for cardiovascular health?

Is soy protein the ultimate ingredient for the ageing?

Bone and Joint Health

Dairy remains dominant in bone and joint health despite a decline

North America leads but it seeing a steady decline

Companies targeting bone health outside of dairy turn to juice

Minute Maid with calcium is the leading bone and joint brand

Tropicana's Essentials offers functional products at no extra cost

Focus on the four criteria to re-invigorate bone healthy juice

A plethora of ingredients can offer bone and joint health benefits

Product development to target the ageing

Opportunities for collagen in a wide range of food and drink

Brain Health and Memory

Brain health heavily reliant on dairy but scepticism keeps sales low

Asia Pacific grows its lead as North America sees a substantial fall

Case study: Leading HW players enter brain health

Danone targets brain health with a focus on Alzheimer's

Souvenaid applies four criteria key to success of functional ageing

Brain health products must focus on efficacy to reverse decline

Nestlé Health Science (NHSc) invests in the ageing

Focus on marketing the benefits of brain health to the ageing

Important to show tangible efficacy when utilising claims

Vision Health

Vision health sales driven through beverages but remains niche

Asia Pacific is vision health's primary market

Vision health positioned Fitné shows growth in a niche market

Fitné coffee utilises vitamins to grow vision health

Fitné has targeted vision health but manufacturers could go further

Vision health remains niche but ingredients hold potential

Limited product innovation in North America and Western Europe

Outlook

Greater returns from regions further up the fortified/functional curve

Strategies to improve the healthy life expectancy for the ageing

Appendix