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Key Players in the Global Functional Foods Industry Update
Leatherhead Food International, Jan 2005
Health, nutrition and wellbeing are key marketing messages used by virtually the entire food industry. The functional food market has experienced remarkable growth in the last five years and has certainly been one of the most dynamic sectors in the food industry in terms of product development and international expansion. The growth potential of this sector is still significant. Although multinational companies are aggressively grabbing larger market shares, other relative small players are also successfully identifying untapped opportunities and building up a market niche.
This report provides an analysis of the current competitive environment, bringing you up-to-date with the latest industry developments, and profiles the world's leading functional food companies as well as some of the smaller developing ones.
Key features:
- Overview of the global functional food and drinks market
- Highlights international product trends by product type and benefit
- Analyses the industry structure by product type and region
- Highlights key players by product type, illustrating key brands
- Detailed information on 39 companies involved in the functional food and drinks industry, now includes Alpro, Dean Foods, Grupo Leche Pascual, Glanbia, Ocean Spray Cranberries and Valsoia.
Facts and Figures
Health and wellbeing are key up-selling messages and distinctive added-value features of food products at present. Major players in the industry are making health and nutrition as core parts of their market strategy. Two different movements have been observed in this respect. On one hand, some key food companies have leveraged their trusted brands and repositioned existing products onto a healthier platform. Those involved in cereal and soya products are good examples of this move. On the other hand, some other companies are seriously investing in the functional food sector and innovating with fresh products in the market, such as Unilever with plant stanols in its probiotic drink Flora pro.activ.
The market remains very fragmented. More and more food players are getting involved in healthy options, as part of their market strategy to 'realign their offering to customer needs'.
Some key multinational companies, such as Unilever, Danone and Coca-Cola are pioneering in their respective functional food sectors, consolidating their position and significant market shares, whilst small and local players face their dominance. However the functional market still presents huge potential and there are many untapped opportunities that small companies are exploiting in order to give them a competitive edge. Grupo Pascual with Masvital (a milk product containing prebiotic fibre from chicory), or Skane Dairy with Proviva Active (a probiotic sports drink with oats, live bacteria, whey protein and carbohydrates), could well represent this industry niche.
Groupe Danone is the busiest player in the functional food market. The company’s strong position in the dairy sector and diversification of products in fast growth areas have all worked well to place this company ahead of other major competitors. Danone is successfully deploying an aggressive market and acquisition strategy in the gut health and immune function food sectors, which are by far the largest functional markets.
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