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Low And Light Outlook To 2006: Growth Opportunities In Diet And Health Food And Drinks
Business Insights, Feb 2002
Executive Summary 10
Introduction 10
Sugar Alternatives 10
Low Fat Alternatives 11
Market Trends and NPD 12
Successful Product Trends 13
Product Positioning 14
Chapter 1 Introduction 16
Summary 16
Introduction 16
The world is getting fat 17
Technology increases sedentary lifestyles 17
Weight worldwide 18
Measuring body mass index 19
Global prevalence of obesity 20
Prevalence of obesity in adults 22
Gender and obesity 23
Prevalence of overweight children 24
Weight and prevalence of related diseases 26
Cancer and diet 28
Heart disease and diet 31
Cholesterol and diet 33
Diabetes and diet 37
Chapter 2 Sugar Alternatives 42
Summary 42
Introduction 43
Sweeteners as a low calorie alternative 43
Nutritive sweeteners 45
Uses of sweeteners 48
Labelling guidelines 52
Chapter 3 Low Fat Alternatives 56
Summary 56
Introduction 57
Fat – justifiable disdain? 57
Modest acceptability 58
Volume of fat intake 59
Replacements 60
Carbohydrate-based fat replacers 61
Protein-based fat replacers 61
Fat-based fat replacers 62
Starch-lipid composites 64
Fat reduction techniques 64
Acceptability 64
Functional fats 65
Labelling guidelines 66
Chapter 4 Market Trends and New Product
Development 70
Summary 70
Introduction 71
Trends and countertrends 71
Responding to industry trends in NPD activity 72
Responding to consumer trends 76
Trends within socio-demographic groups 80
Trends within the health market segment 89
Trends in dieting 89
Trends in spending 95
Trends towards functional foods 96
Trends in ingredients and NPD processes 100
Trends in artificial sweeteners 100
Trends in fat replacers 100
Trends in processing 101
Chapter 5 Successful Product Trends 104
Summary 104
Introduction 105
Growth of the low and light trend 105
Regional product differences 109
Low and light category development 110
Bakery 113
Dairy 115
Snacks 117
Confectionery 119
Beverages 122
Flavours 125
Chapter 6 Product Positioning 128
Summary 128
Introduction 129
Critical success factors in marketing 129
The importance of nutritional claims 131
The importance of packaging 133
The importance of target audience preferences 134
The importance of shelf placement strategies 141
Changes in marketing low and light products 142
Chapter 7 Conclusions 148
Index 153
List of Figures
Figure 1.1: Global prevalence of obesity, percentage of population, WHO, 1998 20
Figure 1.2: Prevalence of overweight and obese US adults, percentage of total population, 2000 22
Figure 1.3: Prevalence of obesity in females in selected markets, percentage of populations 23
Figure 1.4: Increasing prevalence of obesity in males in selected markets, percentage of
populations 24
Figure 1.5: Prevalence of overweight children in the US, percentage of US population, 2000 25
Figure 1.6: Prevalence of overweight children (under 8 years old) worldwide 26
Figure 1.7: Energy gained from fruit and vegetables in the daily diet across Europe 30
Figure 1.8: Energy gained from fat in the daily diet across Europe 31
Figure 1.9: Breakdown of the prevalence of high cholesterol by sex and age, 1998 34
Figure 2.1: Most popular low-calorie, sugar-free products, percentage of US adults who consume 49
Figure 2.2: Popularity of low calorie, sugar-free food and beverages, 50
Figure 3.1: Sources of fat in the food supply 58
Figure 3.2: Most popular reduced-fat products, percentage of adults who consume 65
Figure 4.1: How important are the following sources of innovation for formulating new low and light food/drinks? 73
Figure 4.2: Key factors affecting new product development 75
Figure 4.3: How important have the following been in creating successful low and light food/drinks products? 77
Figure 4.4: US adults on a diet, 1986–2000 90
Figure 4.5: Declining sales of low or fat-free brands, 1995—2000 91
Figure 4.6: In your opinion, which food group is most healthy? 97
Figure 5.1: New food product development activity, 1989—1998 106
Figure 5.2: How important are the following in building a competitive position in the low and light food/drinks market? 107
Figure 5.3: Number of low and light new product launches by category and region, 2000—2001 109
Figure 5.4: How important will the following categories be in driving growth of low and light food/drinks market over the next five years? 112
Figure 5.5: Low and light new product example 115
Figure 5.6: Relative importance of low and light and indulgent foods 117
Figure 5.7: Snacks market volume by country, 2000 118
Figure 5.8: Percentages of low and light confectionery product launches 1998-2000 121
Figure 5. 9: Financial flow for functional beverages, 1998 123
Figure 6.1: How important have the following been in marketing low and light food/drinks products? 130
Figure 6.2: How important are nutritional claims in marketing low and light food/drinks products? 132
Figure 6.3: How important is packaging in marketing low and light food/drinks products? 133
Figure 6.4: How important is the target audience in marketing low and light food/drinks products? 135
Figure 6.5: Teen purchasing preferences, percentages considering them a priority 138
Figure 6.6: How important is shelf placement in marketing low and light food/drinks products? 141
Figure 6.7: For low and light products that are five years old or more, which elements have changed since inception? 143
List of Tables
Table 1.1: Lifestyle changes possibly contributing to increased levels of obesity 18
Table 1.2: Body mass index calculator 19
Table 1.3: Key medical conditions, prevalence (per 100,000 population*) by country, 1998 27
Table 1.4: Key medical conditions, relative size of affected populations by country, 1998 28
Table 2.1: An overview of alternative sweeteners 45
Table 2.2: An overview of alternative sweeteners 46
Table 3.1: Examples of fat replacers and their functions 62
Table 3.2: Examples of fat replacers and their functions 63
Table 4.1: How important are the following sources of innovation for formulating new low and light food/drinks? 74
Table 4.2: How important have the following been in creating successful low and light food/drinks products? 78
Table 4.3: Importance of various factors in food selection 92
Table 5.1: How important are the following in building a competitive position in the low and light food/drinks market? 108
Table 5.2: Percentage of low and light product launches, by category and region, 2000—2001 110
Table 5.3: How important will the following categories be in driving growth of low and light food/drinks market over the next five years? 111
Table 6.1: How important have the following been in marketing low and light food/drinks products? 131
Table 6.2: For low and light products that are five years old or more, which elements have changed since inception? 144
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