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NPD in Preventive Health: Growth Opportunities in Cosmeceuticals, Targeted and Performance Enhancing Food and Drinks
Business Insights, Aug 2009, Pages: 179
In food and drink, preventive health is a growing trend where consumers make intentional food and drink choices to protect against the onset of ill health and/or alleviate symptoms of illnesses or diseases. Increasingly, consumers want to sustain their mind and body’s highest possible capacities and potential through ‘looking well’ and ‘living well’. Linked to this, there is wider recognition of the links between dietary choices made in earlier parts of the life course, and levels of health and wellness experienced later on. Important consumer drivers for preventive health food and drinks include the aging of the population and the obesity epidemic. Both of these drivers are important because they encourage consumers of all ages to use their diet to plan ahead, to try and achieve not just a long life, but a healthier one. This longer term view about preventive health gives a new twist to the ‘you are what you eat’ concept (‘you will be what you eat now’), and means that consumer interest in preventive health food and drinks products will continue to grow in the future, giving manufacturers strong market opportunities within this trend.
This report examines which preventive health trends, and which regions, consumer groups, and product categories have shown growth up to 2008, and evaluates which are best placed for growth over the next five years. Examples are given of recent product launches to show how manufacturers have been driving each of the preventive health trends forward. Overall, the report offers guidance as to how to maintain your existing product portfolio, as well as suggestions for expansion into new categories, new regions and/or new preventive health trends.
Key findings
1. Heart health is the overall leading trend in preventive health food and drinks products, with a 34.8% share of NPD in 2008.
2. Growth trends between 2005 and 2008 in food and drinks products offering preventive health benefits include brain and mental health (from 7.6% to 13.1%) and digestive, defence and immunity (from 8.5% to 12.2%).
3. In a survey, industry executives ranked weight management as likely to be the most important trend over the next five years.
4. Soft drinks is the leading category in all preventive health food and drinks, with a 30.4% share of product launches in 2008.
5. North America is the leading region for innovation and NPD in all preventive health food and drinks, with a 41.0% share in 2008.
6. Latin America is emerging as an important region for new product development in preventive health food and drink, with its share of NPD rising from 3.3% in 2005 to 6.6% in 2008.
Key features of this report
- Analysis of the three main elements of the preventive health trend: body beautiful (skin and beauty and weight management); body health (heart, digestive, defense and immunity, wellness, physical energy and vitality, bone and joint, virility); and mind and mood health (brain and mental, stress and relaxation).
- Evaluation of the key consumer and manufacturer drivers behind each of the three preventive health trends.
- Regional analysis showing growth opportunities for increased sales in each of the three preventive health trends.
- Draws on 4,903 product launches that took place globally between 2005 and 2008 in the overall preventive health trend.
Use this report to
- Understand how the range of preventive health food and drinks products recently launched fit together and relate to each other.
- Prompt your marketing and NPD teams with product and marketing ideas from around the world.
- Evaluate whether you should be looking beyond your current food and drink product portfolio for future opportunities.
- Set goals and objectives for your company’s new food and drink product development pipeline.
- Understand each regional market in terms of key consumer drivers, innovation and NPD as well as the future growth potential of each preventive health trend on a regional market basis.
- Inform your sales team and/or export department by prioritising the geographical markets best suited to your current range of food and drink products.
Discover
- What are the current trends and sub-trends within preventive health food and drinks?
- Which categories of food and drinks are significant within which preventive health trend?
- Who are the most significant consumers for preventive health food and drinks?
- How does the market in preventive health food and drinks vary by region?
- Which companies are leading innovation and NPD, and in which preventive health trend?
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