NPD in Preventive Health: Growth opportunities in cosmeceuticals, targeted and performance enhancing food and drinks

Introduction

In food and drink, preventive health is a growing trend where consumers make intentional food and drink choices to protect against the onset of ill health and/or alleviate symptoms of illnesses or diseases. Increasingly, consumers want to sustain their mind and body’s highest possible capacities and potential through ‘looking well’ and ‘living well’. Linked to this, there is wider recognition of the links between dietary choices made in earlier parts of the life course, and levels of health and wellness experienced later on. Important consumer drivers for preventive health food and drinks include the aging of the population and the obesity epidemic. Both of these drivers are important because they encourage consumers of all ages to use their diet to plan ahead, to try and achieve not just a long life, but a healthier one. This longer term view about preventive health gives a new twist to the ‘you are what you eat’ concept (‘you will be what you eat now’), and means that consumer interest in preventive health food and drinks products will continue to grow in the future, giving manufacturers strong market opportunities within this trend.

This report examines which preventive health trends, and which regions, consumer groups, and product categories have shown growth up to 2008, and evaluates which are best placed for growth over the next five years. Examples are given of recent product launches to show how manufacturers have been driving each of the preventive health trends forward. Overall, the report offers guidance as to how to maintain your existing product portfolio, as well as suggestions for expansion into new categories, new regions and/or new preventive health trends.

Key findings

1. Heart health is the overall leading trend in preventive health food and drinks products, with a 34.8% share of NPD in 2008.
2. Growth trends between 2005 and 2008 in food and drinks products offering preventive health benefits include brain and mental health (from 7.6% to 13.1%) and digestive, defense and immunity (from 8.5% to 12.2%).
3. In a survey for Business Insights, industry executives ranked weight management as likely to be the most important trend over the next five years.
4. Soft drinks is the leading category in all preventive health food and drinks, with a 30.4% share of product launches in 2008.
5. North America is the leading region for innovation and NPD in all preventive health food and drinks, with a 41.0% share in 2008.
6. Latin America is emerging as an important region for new product development in preventive health food and drink, with its share of NPD rising from 3.3% in 2005 to 6.6% in 2008.

Key features of this report

• Analysis of the three main elements of the preventive health trend: body beautiful (skin and beauty and weight management); body health (heart, digestive, defense and immunity, wellness, physical energy and vitality, bone and joint, virility); and mind and mood health (brain and mental, stress and relaxation).
• Evaluation of the key consumer and manufacturer drivers behind each of the three preventive health trends.
• Regional analysis showing growth opportunities for increased sales in each of the three preventive health trends.
• Draws on 4,903 product launches that took place globally between 2005 and 2008 in the overall preventive health trend.
•
Use this report to

•Understand how the range of preventive health food and drinks products recently launched fit together and relate to each other.
•Prompt your marketing and NPD teams with product and marketing ideas from around the world.
•Evaluate whether you should be looking beyond your current food and drink product portfolio for future opportunities.
•Set goals and objectives for your company’s new food and drink product development pipeline.
•Understand each regional market in terms of key consumer drivers, innovation and NPD as well as the future growth potential of each preventive health trend on a regional market basis.
•Inform your sales team and/or export department by prioritising the geographical markets best suited to your current range of food and drink products.


Discover

• What are the current trends and sub-trends within preventive health food and drinks?
• Which categories of food and drinks are significant within which preventive health trend?
• Who are the most significant consumers for preventive health food and drinks?
• How does the market in preventive health food and drinks vary by region?
• Which companies are leading innovation and NPD, and in which preventive health trend?

Report Highlights

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Table of Contents
NPD in Preventive Health Executive summary 12
Understanding the preventive health trend 12
Beauty from within 13
Targeted/site specific food and drinks 14
Performance enhancing preventive health 15
Survey results and conclusions 16
Chapter 1 Understanding the preventive health trend 18
Summary 18
Introduction 18
Defining preventive health 19
Key features in the success of preventive health food and drink products 20
Regulatory contexts in the major markets 23
The Japanese context 24
The US context 24
The EU context 24
Key trends in preventive health food and drinks 25
Structure of this report 28
Chapter 2 Beauty from within 30
Summary 30
Introduction 30
Consumer drivers 31
Skin and beauty preventive health 34
Eczema 34
Market potential 35
Key ingredients 39
Weight management preventive health 42
Overweight and obesity 42
Market potential 45
Key ingredients 46
Innovation and NPD in beauty from within 48
Key categories in skin and beauty preventive health 48
Soft drinks 49
Confectionery 51
Key categories in weight management 53
Soft drinks 54
Bakery and cereals 55
Lead regions in beauty from within 56
Coca-Cola System of Japan 57
Cadbury Japan Ltd 58
Future trends in beauty from within 59
Chapter 3 Targeted/site specific preventive health 62
Summary 62
Introduction 62
Consumer drivers 63
Market potential 65
Self-diagnostic testing kits 65
Supplements 65
Key areas in site specific preventive health 67
Heart health 68
Key ingredients 70
Digestive, defense and immunity health 73
Key ingredients 75
Bone and joint health 78
Osteoporosis 79
Arthritis 79
Key ingredients 81
Innovation and NPD in targeted/site specific health 84
Key categories in preventive heart health 84
Bakery and cereals 86
Dairy 87
Snacks 88
Key categories in preventive digestive, defense and immunity health 89
Soft drinks 90
Dairy 92
Key categories in bone and joint preventive health 94
Soft drinks 95
Dairy 96
Lead regions in targeted/site specific preventive health NPD 97
Leading companies in targeted/site specific preventive health 98
Kraft 98
Unilever 99
Future trends in targeted/site specific food and drinks 99
Chapter 4 Performance enhancing preventive health 102
Summary 102
Introduction 103
Consumer drivers 104
Key areas in performance enhancement 105
Brain and mental health 106
Key ingredients 109
Stress and relaxation 112
Depression and anxiety 112
Stress 114
Key ingredients 115
Wellness 116
Market value of wellness products 117
Key features and ingredients 119
Physical energy and vitality 121
Market value of physical energy and vitality products 122
Key ingredients 123
Virility 126
Key ingredients 128
Innovation and NPD in performance enhancement 131
Key categories in preventive brain and mental health 131
Soft drinks 133
Dairy 134
Key categories in stress and relaxation preventive health 136
Soft drinks 137
Hot drinks 139
Key categories in wellness 141
Soft drinks 142
Hot drinks 143
Key categories in physical energy and vitality 144
Soft drinks 145
Sauces, dressings and condiments 146
Key categories in virility 147
Soft drinks 148
Hot drinks 149
Lead regions in performance enhancement NPD 150
Brain Twist, Inc. 151
Regeneration USA, LLC 153
Future trends in performance enhancement 154
Chapter 5 Survey results and conclusions 158
Summary 158
Introduction 159
Leading categories overall 159
Leading regions overall 161
Survey results 163
Key marketing targets 163
Preventive health categories 165
Company influence in all preventive health innovation 166
Regions that lead in all preventive health food and drinks NPD 167
Innovation leaders 168
Danone 169
Nestlé 171
The future of preventive health food and drinks 173
Targeted/site specific preventive health 173
Beauty from within 174
Performance enhancing preventive health 175
All preventive health food and drinks 176
Nutrigenomics 176
New twist to ‘you are what you eat’ 177
Index 178
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List of Tables
Table 1.1: Top 15 product tags on preventive health food and drinks products, 2005-2008 23
Table 2.2: Atopic dermatitis population (‘000s) in the seven major markets, 2007 35
Table 2.3: Oral beauty supplements market value, US Europe & Japan, $m, 2003-2013 36
Table 2.4: Oral beauty supplements consumer spending by category in Europe and the US, $m, 2000-2010 37
Table 2.5: Age-standardized estimates for obesity in the 7 major markets, prevalence (%), for ages 15-100 years 43
Table 2.6: Lead regions in beauty from within preventive health NPD, % share 2005-2008 57
Table 3.7: Global sales of supplements ($m), 2007-2012 66
Table 3.8: Prevalence of cardiovascular disease in the 7 major markets (‘000s), 2006 69
Table 3.9: Estimated prevalence of IBS in the seven major pharmaceutical markets, 2008–10 74
Table 3.10: Lead regions in targeted/site specific preventive health NPD (% share), 2005-2008 97
Table 4.11: Prevalence of Alzheimer’s disease across the seven major markets, 2007-2013 107
Table 4.12: Prevalence of anxiety disorder subtypes across the seven major markets, 2008 113
Table 4.13: Stress of affluent consumers in some major markets 114
Table 4.14: Sales of organic food and drink in leading national markets ($m), 2007 118
Table 4.15: Sales of energy food and drinks, $m, 2008- 2010 122
Table 4.16: Lead regions in performance enhancing preventive health NPD (% share), 2005-2008 150
Table 5.17: The top 10 innovation leaders in preventive health food and drinks 169
List of Figures
Figure 1.1: Preventive health trends 20
Figure 1.2: Features important to the success of a preventive health food and drink product 21
Figure 1.3: Scientific and natural approaches 22
Figure 1.4: Share of food & drinks launched in each preventive health trend (% share), 2005-2008 26
Figure 1.5: Key trends in preventive health food and drinks over the next five years 27
Figure 2.6: Life expectancy at birth (years), 1950-2010 32
Figure 2.7: Delays in age of first childbirth by country (years), 1970-2005 33
Figure 2.8: Tione Srl’s Aqua Therapy soft drink 38
Figure 2.9: Spry Dental Defense System Sugarfree Green Tea Gum 39
Figure 2.10: Fancl White Advance Drink EX 40
Figure 2.11: Works With Water Beauty Spring Water 41
Figure 2.12: Stacker 2 Diet & Energy Shot 44
Figure 2.13: Fat Burner 47
Figure 2.14: Beanitos 100% Black Bean Chips 48
Figure 2.15: Share of skin health and beauty preventive health food and drinks launched, by category (% share), 2005-2008 49
Figure 2.16: Anti-Ageing Water 50
Figure 2.17: Medizinischer Zahnpflege Kaugummi Zuckerfrei (Sugarfree Medical Dental Care Chewing Gum) Fuer Kinder (For Kids) 51
Figure 2.18: Dental V6 + Strong Teeth with Fluor Spearmint Sugarfree Gum 52
Figure 2.19: Share of weight management products launched, by category (% share), 53
Figure 2.20: Muscle Milk Light Nutritional Shake 54
Figure 2.21: Haba Lohas Club Cookie varieties 56
Figure 2.22: Minute Maid Yasai to Kajitsu no Kenko Recipe Beauty Mix 58
Figure 2.23: Recaldent Kamu Power 59
Figure 3.24: A-Soy Adult Nutritional Beverage 70
Figure 3.25: Egg Beaters Refrigerated Liquid Eggs with Yolk 71
Figure 3.26: Heart Healthy Potato Chips 72
Figure 3.27: Defense and immunity 73
Figure 3.28: Julie's Organic Lowfat Frozen Yogurt 75
Figure 3.29: Chapman's Yogurt Plus 77
Figure 3.30: Bononi Vital Drink 78
Figure 3.31: Morinaga Calcium no Tatsujin 81
Figure 3.32: Mainichi Honebuto Mitsu no Chikara 83
Figure 3.33: Fancl Shokubutsu Umare Calcium 84
Figure 3.34: Share of heart health products launched, by category (% share), 2005-2008 85
Figure 3.35: PistachiOats Heart Healthy Cookies 86
Figure 3.36: Valio Evolus 2 Jogurtti 88
Figure 3.37: Heartfield Food Soy Crunchies 89
Figure 3.38: Share of immunity and defense products launched, by category (% share), 2005-2008 90
Figure 3.39: phd Probiotic Health Daily 91
Figure 3.40: Boost Kid Essentials Nutritionally Complete Drink 92
Figure 3.41: County Line Probiotic Cheeses 94
Figure 3.42: Share of bone and joint health products launched, by category (% share), 2005-2008 95
Figure 3.43: Lotte Health Bone Calcium Milk 96
Figure 3.44: Nabisco Mister Salty Milk Chocolate Covered Pretzels 98
Figure 3.45: Promise Activ Supershots 99
Figure 4.46: Minute Maid Enhanced Juices 100% Juice Blend Help Nourish Your Brain 110
Figure 4.47: Yagult Brain Q 148 Energy Drink 111
Figure 4.48: Purple Stuff Pro-Relaxation & Calming Elixir 116
Figure 4.49: Y Water Wellness Water 119
Figure 4.50: Lifeway Kefir Probiotic Wellness Bar 121
Figure 4.51: Rush Ginseng Cola 124
Figure 4.52: You Are What You Eat 125
Figure 4.53: Fertility and sexual function 127
Figure 4.54: Sex Drive Energy Drink 129
Figure 4.55: MamaJuana Energy Drink 130
Figure 4.56: % share of preventive health brain and mental products launched, by category, 2005- 2008 132
Figure 4.57: Nerd Energy Drink 133
Figure 4.58: IQ Plus Brain Drink 134
Figure 4.59: Organic Cow DHA Omega-3 Organic Reduced Fat Milk 135
Figure 4.60: ViB - Wave Of Relaxation Functional Drink 138
Figure 4.61: Blue Cow Relaxation Drink 139
Figure 4.62: Fruta Windsor Te 140
Figure 4.63: Annique Shhh Happy Tea 140
Figure 4.64: Share of wellness products launched, by category (% share), 2005-2008 141
Figure 4.65: Carolinen Wellness Getraenk 142
Figure 4.66: Aromatherapeutic Tea 143
Figure 4.67: Share of physical energy and vitality products launched, by category (% share), 2005- 2008 144
Figure 4.68: Vis Viva Energy Drink 146
Figure 4.69: Kewpie Kirakira Genki & Non-oil Chuka Genbaku Kurozu Haigo 147
Figure 4.70: Share of virility products launched, by category (% share), 2005-2008 148
Figure 4.71: Nexcite Herbal Supplement from Sweden with Love 149
Figure 4.72: Be Well Red Teas Get Passionate 150
Figure 4.73: Slap Energy 9.0 Multi-Stage Energy Supplement Drinks 152
Figure 4.74: Regeneration Anti-Aging Wholefood Bars 153
Figure 5.75: Share of categories in all preventive health products launched (% share), 2005-2008 160
Figure 5.76: Share of preventive health food & drinks launched in each region (% share), 2005- 2008 162
Figure 5.77: Key marketing targets in preventive health 164
Figure 5.78: Key food and drink categories in preventive health 166
Figure 5.79: Company influence in innovation in all preventive health food and drinks 167
Figure 5.80: Regions that lead in all preventive health food and drinks 168
Figure 5.81: Danone Essensis 170
Figure 5.82: Glowelle Beauty Drink Supplement 172
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