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Global Market Review of Healthy Convenience Food - Forecasts to 2012
just-food, July 2006, Pages: 81
The food industry can no longer ignore the convenient and healthy food market. It has fantastic growth and profit potential for those manufacturers, retailers and suppliers prepared to invest in providing a superior taste profile, top quality promotional and point-of-sale materials, and guaranteed availability in convenience stores and major multiples. In fact, the on-the-go health food market is expected to reach a value of US$74.9bn in the US and US$68bn in Europe by 2012.
This exclusive report is a valuable guide to the emerging convenient and healthy food industry. While the two megatrends - convenience and health - have dominated innovation and marketing for years, the relationship between the two has more recently developed in line with consumer demands for healthier options to slot into their time-poor lifestyles.
As awareness of the link between health and nutrition escalates, the industry is frantically reformulating existing products, and launching new, healthy variants to capture this interest ahead of the competition. First-to-market status is all-important, particularly in saturated categories such as bakery and cereals, which have an inherently healthy proposition, and are led by major, established and successful players.
This report assesses what constitutes a healthy and convenient product, how the two megatrends can work together, and puts forward key marketing and NPD opportunities to help the industry to optimise this potential. A proprietary consumer segmentation model offers insight into the various target audiences for convenient and healthy food and drink.
The study also considers successful new convenient and healthy product launches, the leading players in the market and best-practice NPD and marketing strategies from around the world.
Report coverage:
Following an executive summary and introduction, Chapter 2 asks: What constitutes a convenient or healthy product? The idea of 'marrying' these two megatrends is considered, along with the increasingly popular trend of 'health on-the-go'. In this chapter we also ask; 'are consumers becoming more, or less, confused about what constitutes a healthy diet?' and the best-practice marketing strategies for Flora pro-active, Danone's Actimel and Birds Eye Steamfresh are provided.
Chapter 3 concentrates on the next-generation innovation for the health and convenience market offering new product snapshots and NPD trends - including adult snacking, premiumisation, whole and natural and male verses female products. Also discussed is the importance of packaging and merchandising for new healthy, convenient products.
Chapter 4 focuses on health and convenience consumers and their eating habits. We look at both ends of the age scale - both child-friendly food and targeting senior consumers. This chapter also provides consumer segmentation and results of our consumer insight survey.
Chapter 5 profiles the major health and convenient food companies. This includes both the 10 leading global food and drink manufacturers - including Coca-Cola, McDonald's and Heinz - and the top 10 up-and-coming healthy and convenient food brands, including Health Valley Foods, Meridian Foods and Dean Foods.
Chapter 6 addresses opportunities and trends by category - nutritionally balanced ready meals, healthy snacks and meal replacement products - and by eating occasion, classified as breakfast, lunch and dinner. Also provided in this chapter are health on-the-go market forecasts to 2012.
Chapter 7 offers a conclusion of the report's findings.
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