Consumer Targeting in Food and Drinks: Lifestyle Brands, Personalized Nutrition and Customized Flavors
Scripp Business Insights, August 2008, Pages: 180
Personalized nutrition is an emerging trend whereby food and drinks products are more closely matched to consumers’ individual nutritional needs, aspirations and preferences. Product development and marketing strategies of manufacturers are beginning to address consumers as discrete populations of individuals, rather than as generic, mass-market consumers with relatively undifferentiated buying practices.
Consumer Targeting in Food and Drinks is a new report by Business Insights that provides insight into marketing strategies that target specific groups of consumers. The report analyzes consumer and manufacturer drivers, looks at leading product categories and ingredients, and NPD in the key markets of Europe, Japan and the US.
Discover which personalization trends have the greatest potential for growth and understand the ways in which marketers are targeting consumer groups within each trend with this new report...
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Key issues examined by this report
- Individualization of lifestyles and responsibility for health and wellness. Consumers are increasingly aiming to both protect and to project their self-identity and look to food and drink products that are developed for their own individual needs and desires.
- Nutrigenomics (the science of how nutrition and genetics interact). Manufacturers are interested in nutrigenomics as the technology enables the development of food and drink products with targeted health benefits. These products address growing public concern about lifestyle diseases. Nutrigenomics offers opportunities for different sectors of the food and drinks industry, including food and ingredient manufacturers, and food processing companies.
- Customization of tastes and flavors. This is an emerging trend whereby food and drinks products are formulated to address consumers’ individual tastes and flavor aspirations by enabling them to adapt products according to their own preferences. It especially relates to flavor adaptations which enable consumers to choose novel, exotic, ethnic flavors which are bolder and stronger than established flavor offerings.
This new report will enable you to...
- Quantify future growth areas in personalized nutrition using epidemiological data of key lifestyle diseases including cardiovascular disease, diabetes, Alzheimer’s disease and obesity in Europe, the US and Japan.
- Improve the targeting and effectiveness of your NPD strategies with this report’s analysis of Productscan data of over 12,000 food and drink product launches that took place globally between 2005 and 2008 identifying leading trends, categories and regions.
- Predict future market growth levels based on this report's sales data of OTC pharmaceuticals, the dietary supplements market and organic food and drinks in Europe and the US to 2011.
- Benchmark industry executives opinions relating to the major trends in personalized nutrition based on detailed analysis of our proprietary industry survey. Understand their views on key consumer groups, innovative companies and marketing issues.
Your questions answered
- How do personalized food and drinks differ from other food and drinks products?
- Who are the most important consumer groups within the personalized food and drinks trend, now and in the future?
- Which are the leading categories in personalized food and drinks products, now and in the future?
- What will be the major growth trends in personalized food and drinks over the next 5 years? - What marketing strategies are being used to target specific groups of consumers?
- How significant is the development of nutrigenomics to the future of personalized food and drinks?
Some key findings from this report
- Sales of OTC pharmaceuticals are expected to reach $41bn in Europe and $69bn in the US by 2011. Sales in both regions will grow at a CAGR of 3.0% between 2007 and 2011.
- The US has the highest prevalence of Alzheimer’s disease and it is expected to increase at a rate of 3.1% to 2009. Japan is expected to experience the highest growth in Alzheimer’s disease, of 10.0%.
- In 2008, heart health was the leading personalized functional trend in terms of new single serve functional products launched (54.9%), followed by diabetes (25.4%) and bone and joint health (19.7%).
- Young people will become more receptive to food and drinks that can offer them tailored nutritional solutions to their lifestyle concerns in terms of energy, skin health, mental concentration and focus, and ethics, especially in terms of the environment.
Executive Summary 10
Introduction 10
Targeting individual nutritional needs 11
Targeting lifestyle aspirations 12
Targeting specific consumer groups 13
Customization of tastes and flavors 14
Survey results and conclusions 14
Chapter 1 Introduction 16
Summary 16
Introduction 16
Defining personalization 17
Self-protecting and self-projecting consumers 19
Structure of this report 22
Chapter 2 Targeting individual nutritional needs 24
Summary 24
Introduction 25
Personalization in terms of nutritional needs 26
Market potential 29
Self-diagnostic testing kits 29
Over-the-counter medicines 29
Supplements 32
Food allergies 34
Key areas 36
Heart health 37
Key ingredients 38
Diabetes 41
Key ingredients 43
Bone and joint health 44
Osteoporosis 45
Arthritis 45
Key ingredients 47
Innovation and NPD 49
By health condition 50
Heart health 51
Diabetes 51
Bone and joint health 52
Key categories 53
Key regions 56
Products claims analysis 59
Regulatory contexts 59
Specific personalized health benefit claims 61
The future of the market 65
Chapter 3 Targeting lifestyle aspirations 70
Summary 70
Introduction 71
Targeting lifestyle aspirations 73
Key areas 76
Wellness food and drinks 78
Weight control 78
Cognitive health and energy 81
Digestive, defense and immunity benefits 87
Ethical food and drink 91
Key features 93
Gourmet and upscale food and drinks 96
Key features 99
Innovation and NPD 102
Key categories 103
Soft drinks 104
Confectionery 105
Key regions 107
Product claims analysis 110
The future of the market 113
Chapter 4 Targeting specific consumer groups 118
Summary 118
Introduction 119
Promotion of personalized food and drink products 119
Key consumer groups 121
Consumer group product tag analysis 125
Women 126
Stage in life course 126
Lifestyles 127
Product name and package styling 130
Seniors 131
Bone and joint health 133
Multiple ageing-related conditions 134
Physical and cognitive energy 135
Consumer groups within the seniors category 136
The young senior 136
The elderly senior 138
Kids 139
Stage in life course 139
Product name and package styling 141
Men 142
Lifestyles 142
Product name and package styling 144
Products claims analysis 145
The future of the market 148
Chapter 5 Customization of tastes and flavors 152
Summary 152
Introduction 152
Customization of taste and flavors 152
Market potential 154
Foodservice 154
Spices and flavorings 155
Innovation in ingredient and flavor companies 155
Case study: Givaudan 156
Innovation and NPD 157
The future of the market 162
Chapter 6 Survey results and conclusions 164
Summary 164
Introduction 164
Price premiums for personalized food and drinks 164
Personalized food and drink categories 166
Regions that lead in personalized food and drinks NPD 167
Company influence in personalized innovation 169
Innovation leaders 171
Nestlé 171
Danone 173
Unilever 174
The future of personalized food and drinks 175
Nutrigenomics 175
Ethical will colonise other trends 176
Flavor and taste customization 177
Demographic groups 177
Barriers to growth 178
Index 179
List of Figures
Figure 1.1: Industry executives’ definitions of personalized food and drinks 21
Figure 2.2: Industry executives’ rankings of most important health trends in personalized food and drinks 26
Figure 2.3: Key areas of personalized functional food and drinks 27
Figure 2.4: The targeted health benefits of Amoriss Bite-Size Organic Dark Chocolate 31
Figure 2.5: Hansen's Fizzit Vitamin & Mineral Drink Mixes 33
Figure 2.6: The eight most common food allergens addressed by the Allergaroo range of products 35
Figure 2.7: Heart to Heart Instant Oatmeal 40
Figure 2.8: CocoaVia Chocolate Bars 41
Figure 2.9: Boost Glucose Control Nutritional Drink 43
Figure 2.10: New Elations Healthier Joints 4-in-1 Supplement Drink 48
Figure 2.11: Osteo High Calcium Beverage 49
Figure 2.12: Percentage share of single serving functional food and drinks, by health condition, 2005-2008 50
Figure 2.13: GlucoBurst Diabetic Drink 52
Figure 2.14: Knorr Mainichi Calcium 53
Figure 2.15: Percentage share of single serving functional food and drinks, by category, 2005-2008 54
Figure 2.16: Nabisco Wafer GABA in Choco Chip Cookie 55
Figure 2.17: Percentage share of single serving functional food and drinks, by region, 2005-2008 56
Figure 2.18: Eat Well Be Well Sugar Free Whole Grain Cereal Bars 57
Figure 2.19: Vere Chocolate 58
Figure 3.20: Industry executives’ rankings of most important ethical, indulgence and convenience
trends in personalized food and drinks over the next five years 72
Figure 3.21: Key areas in personalized aspirational food and drinks 74
Figure 3.22: NOW (Nutrition for Optimal Wellness) Fivacious Bars 75
Figure 3.23: Percentage of wellness, gourmet and ethical single serving food and drinks launched, by trend, 2005-2008 77
Figure 3.24: Slim Coffee Diet Fresh Brew and Instant Brew 80
Figure 3.25: Hiro Thermo Health Drink 81
Figure 3.26: Nerd Energy Drink 86
Figure 3.27: Good Belly Probiotic + Vitamins Fruit Drink 90
Figure 3.28: Pro-Bio Max Probiotic Smoothie 91
Figure 3.29: Good Natured Juice Drink 95
Figure 3.30: MycoKidz Wellness Formula Supplement Mix for Kids 96
Figure 3.31: Q Tonic drink 101
Figure 3.32: Chocolate Squares 102
Figure 3.33: Percentage of wellness, gourmet and ethical single serving food and drinks launched, by category, 2005-2008 103
Figure 3.34: Venga Functional Infusions 105
Figure 3.35: Choconella Passionate Organic Dark Chocolates 106
Figure 3.36: Percentage of wellness, gourmet and ethical single serving food and drinks launched, by region, 2005-2008 107
Figure 3.37: Kraft South Beach Diet Frozen Entrees 109
Figure 4.38: Important factors in the launch/promotion of personalized food and drinks products 120
Figure 4.39: Importance of key consumer groups for personalized food and drinks over the next five years 122
Figure 4.40: Soychoc coated Nutritional and Soychoc coated Lifestyle Soy Bars 123
Figure 4.41: Bellybar Pregnancy Nutrition Bars 127
Figure 4.42: Bloom Energy Drinks 128
Figure 4.43: Birds Eye Eat Positive 129
Figure 4.44: Gina B Girlfriends Chocolate Candy Bars 131
Figure 4.45: Ajinomoto Chotto Zeitaku Kurozu no Subuta 132
Figure 4.46: Xtra Health Supplement Snack Bars 133
Figure 4.47: Amazon Mania AcaiTwist 135
Figure 4.48: Revival Slim & Beautiful Diet Low-Glycemic, Antioxidant-Rich Soy Protein Dietary Supplement Mixes 137
Figure 4.49: Procure Petit Purin 138
Figure 4.50: Froose Healthy Drink for Kids 140
Figure 4.51: Kellogg's Disney Little Einsteins Fruit Flavored Snacks 141
Figure 4.52: Throwdown Energy Drinks 143
Figure 5.53: Jer’s Handmade Chocolate 158
Figure 5.54: Trident Sugarless Gum 159
Figure 5.55: Melville's Flavoring Spoons 160
Figure 5.56: Edwards Pie Slices 161
Figure 6.57: Price premiums for personalized food and drinks products 165
Figure 6.58: The importance of personalized food and drinks in each category over the next 5 years compared today 167
Figure 6.59: Leading regions in personalized food and drinks NPD 168
Figure 6.60: Innovative companies in personalized food and drinks now and in the next 5 years 170
Figure 6.61: Nestlé PowerBars 172
List of Tables
Table 1.1: Number of single person households in Europe and US (m), 18
Table 1.2: Self-protecting and self-projecting consumers within personalized food and drink 19
Table 2.3: Sales of over-the-counter medicines in Europe and US ($m), 2007-2011 30
Table 2.4: Sales of supplements in Europe, the US, and Japan ($m), 2002-2006 32
Table 2.5: Prevalence of cardiovascular disease in the 7 major markets, (‘000), 2005 37
Table 2.6: Prevalence of diabetes in 7 major markets (m), 2000 and 2030 42
Table 2.7: Key personalized heart health benefits claims in single serve functional food and drinks 61
Table 2.8: Key personalized diabetic health benefits claims in single serve functional food and drinks 62
Table 2.9: Key personalized bone and joint health benefits claims in single serve functional food and drinks 63
Table 3.10: Age-standardized estimates for obesity in the 7 major markets for ages 15-100 years, prevalence (%), 2005-2015 79
Table 3.11: Prevalence of Alzheimer’s disease across the 7 major markets, (‘000), 2006-09 82
Table 3.12: Estimated prevalence of IBS in the 7 major markets, 2005–10 88
Table 3.13: Value of the organic food and drinks market in Europe and the US ($bn), 2001-2011 92
Table 3.14: Out of home food and drinks market value in Europe and US ($m), 2005-2010 98
Table 3.15: Key wellness benefit claims on single serve food and drinks 110
Table 3.16: Key ethical benefit claims on single serve food and drinks 111
Table 3.17: Key gourmet benefit claims on single serve food and drinks 112
Table 4.18: Product tags in terms of consumer groups, single serving products launched, 2006- 2008 125
Table 4.19: Key personalized benefit claims on single serve food and drinks for women 145
Table 4.20: Key personalized benefit claims on single serve food and drinks for seniors 146
Table 4.21: Key personalized benefit claims on single serve food and drinks for kids and parents 147
Table 4.22: Key personalized benefit claims on single serve food and drinks for men 148
Table 6.23: Leading regions in personalized food and drinks NPD 169
Table 6.24: Top 10 most innovative personalized food and drink manufacturers 171
Companies Mentioned Include:
- Givaudan
- Nestlé
- Danone
- Unilever
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