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FDA Approved Food Health Claims in the United States 2005
Mintel, Nov 2005, Pages: 79
The Food and Drug Administration (FDA) allows specific health claims to be applied to particular foods. These claims alert shoppers to a product's potential health benefits by stating that certain foods or food ingredients may, as part of an overall healthful diet plan, reduce the risk or control the effects of some diseases. The claims do not suggest that specific foods offer a cures for specific diseases, but instead offer guidance to consumers trying to follow a dietary regime that could potentially reduce their risk of either contracting a disease or exacerbating a current health situation. Prevention, not cure, therefore, is the primary intent. This report reviews a sample of food products eligible for FDA health claim labeling. Although it is impossible to include all foods eligible for such claims, we have included at least one food to match each of the current claims (e.g. dairy products and the claim for calcium/osteoporosis). The market size of the selected foods that can leverage the FDA labeling was $39.2 billion in 2005.
Prior to a change in the authorization process, 14 key claims had been permitted. Since July 2003, a further four claims have been authorized and some 12 products/ingredients are currently awaiting authorization. One of the results of the change in the authorization process is that permitted claims are likely to be agreed on more quickly than was the case prior to 2003. As a result, the number of foods eligible to bear FDA health claims is likely to increase.
This report examines specific health claims that the FDA allows manufacturers to use on their packaged food products and the sales of packaged foods and brands that bear—or are permitted to bear—these claims. Manufacturers who use these claims, either on their products or on advertising about their products, do so because they believe that the claims will increase sales of the products by more clearly conveying the health benefits these products provide. FDA-approved claims also add weight to individual products' positioning as 'good-for-you foods or beverages,' since the intended purpose of health claims is to benefit consumers by providing information on healthful eating patterns that may help reduce the risk of contracting or offer ways of controlling, a number of diseases and conditions.
This report proposes that U.S. retail sales of FDA-approved food are predicted to increase 12% at current prices but to decrease 5% at constant prices from 2005 to 2010. By comparison, from 2000 to 2005, total U.S. retail sales of FDA-approved food increased by 6% at current prices but decreased 6% at constant 2005 prices.
The following food groups are included in this report:
dairy products
grain products
fruit juices/beverages
nuts
soy products
shelf-stable seafood
margarine
sugarless gum
olive oil
Fresh fruits and vegetables are not considered, because sales of these produce items cannot be documented consistently with the measures used for the other foods included in this report. The objective of this report is to explore the impact of FDA claim labeling on the food groups included with the intention that this will allow conclusions to be drawn across the wider market.
Note: As this report was being completed, the FDA announced new restrictions on claims for packaged tomatoes products. Due to the timing of this FDA decision, sales of tomato products have been excluded from the market size of this report.
This report contains US IRI InfoScan data.
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