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1、 1 Targeting Lifestyle Health Issues Through Food and Drink Emerging opportunities in targeted preventive health Reference Code: BI00059-004 Publication Date: October 2012 2 About the author A strategy and marketing consultant, Michelle Blake has worked for many years with leading fast-moving consum
2、er goods (FMCG) companies, including The Coca-Cola Company, Mars, HJ Heinz, and Unilever, as well as businesses in other sectors, such as automotive, retail, hospitality, and financial services, on projects ranging from new brand creation and positioning, portfolio and growth strategies, market entr
3、y, and innovation pipeline development. Michelle is particularly interested in unearthing future-forward opportunities where brands can capitalize on emerging and unmet needs, and is the author of three further Datamonitor reports: one exploring the future of healthy convenience foods, another looki
4、ng at what keeps consumers brand loyal, and, most recently, a report exploring the trends in dieting as an industry. Michelle has an MBA from London Business School, and a BA Hons from Wellesley College in the US. She has lived and worked around the world, which lends her an international perspectiv
5、e helped by a good smattering of French, German, and Swedish. Disclaimer Copyright 2012 Datamonitor This report is published by Datamonitor (the Publisher). This report contains information from reputable sources and although reasonable efforts have been made to publish accurate information, you ass
6、ume sole responsibility for the selection, suitability and use of this report and acknowledge that the Publisher makes no warranties (either express or implied) as to, nor accepts liability for, the accuracy or fitness for a particular purpose of the information or advice contained herein. The Publi
7、sher wishes to make it clear that any views or opinions expressed in this report by individual authors or contributors are their personal views and opinions and do not necessarily reflect the views/opinions of the Publisher. 3 Table of contents About the author 2 Disclaimer 2 Executive summary 12 Ma
8、rket drivers 12 Everyday health 13 Womens health 13 Healthy aging 14 What this means for manufacturers 15 Chapter 1 Introduction 17 Summary 17 The hazards of modern life 17 Optimizing diet for health 18 What is a healthy diet, anyway? 19 Just a bit more fruit and veg 20 Limited pharma impact 20 Prev
9、entive health via food and drinks 21 About this report 22 Chapter 2 Market drivers 23 Summary 23 Introduction 24 Modern lifestyle pressures 25 Less quality sleep 25 4 Rising stress 26 Sedentary lifestyles contribute to chronic disease, including obesity 26 Poor eating habits: too much of the wrong f
10、oods, not enough of the right ones 27 How changing socio-demographics are playing a role 29 With aging often come more health issues 29 Meeting old age in good health is key to life quality 31 Increasing wealth and a “Westernized“ diet 32 Consumers in developing economies have even more incentive to
11、 invest in their health 33 Those who can afford to will always try to buy better health outcomes 35 Urbanization brings mixed blessings 35 City living positively correlates with a number of medical conditions 35 Government policy shifts to “lifestyle“ diseases 36 Focus now on NCDs as infectious and
12、parasitic diseases decline 36 NCDs are costly 37 Overall shift to prevention, not treatment 37 Food and beverages are being targeted 38 Societys new solutions 39 Japan and functional food 40 The US is the largest functional foods market 41 New claims register in Europe brings further clarity 41 BRIC
13、 markets hampered by over-regulation 42 Chapter 3 Everyday health 43 Summary 43 Introduction 44 Energy-boosting 44 Energy drinks growth 44 Demand for healthy energy 47 More effective sleep provides more energy 48 5 Natural healthy alternatives 49 Ingredients watch: better energy 54 Tummy troubles 55
14、 “Gut health“ is one of the more established functional health claims 55 The market pioneer, Yakult, still has big plans 55 Gut health and probiotics appearing in categories beyond dairy 56 New indications demand solutions 59 Lactose intolerance is often self-diagnosed 59 Gluten intolerance is also
15、on the rise 60 Ingredients watch: gut health 61 New uses for probiotics, but a struggle to get claims approved 61 Fiber marches on, but a new twist is colon health 62 Industrialized lifestyles are making allergy and asthma worse 65 Managing respiratory health through diet 67 Example products 67 Ingr
16、edients watch: respiratory health 69 Oral health 70 Existing claim areas in food and beverages 71 New claim areas that could translate into food and beverages 73 Acid versus enamel 73 Healthy gums 75 Ingredients watch: dental health 76 Chapter 4 Womens health 79 Summary 79 Why target women specifica
17、lly? 80 Health at every age 80 Opportunities in female health 84 Women want beautiful, healthy skin, at all ages 84 6 Helping problematic skin 84 Keeping skin beautiful 84 Example products 85 Ingredients watch: skin health and beauty 87 Countering PMS 91 Ingredients watch: PMS 92 Example products 93
18、 Women at greater risk of UTIs 94 Ingredients watch: UTI 94 Pregnancy and the demand for better health 97 Can food help with discomfort during pregnancy? 98 More serious complications 98 Example products 100 Menopause 102 Ingredients watch: menopause 104 Example products 105 A note on mens health, a
19、nd specifically hair loss 107 Chapter 5 Healthy aging 109 Summary 109 Introduction 110 Helping mid-lifers with healthy aging 110 The world is getting older: this is a sizable and growing potential audience 111 A healthy mind 111 Maintaining cognitive function is a key worry for most 111 Ingredients
20、watch: cognitive function 112 Example products 113 in a healthy body 116 Bones fragility 116 Ingredients watch: bone health 118 Example products 119 Joint health 121 7 Ingredients watch: healthy joints 121 Example products 123 Muscle mass declines, but awareness is still low 125 Ingredients watch: s
21、trong muscles 126 Example products 127 Chapter 6 What this means for manufacturers 130 Summary 130 Introduction 131 Some lessons from the “big three“ functional categories 131 Lessons to be learned from the beverage category 131 Lessons to be learned from the bakery and cereals category 132 Lessons
22、to be learned from the dairy category 134 Future direction for innovation 134 More targeted products 134 Less delineation between food and pharma 135 Progression instead of clear demarcation 136 An opportunity to add value 137 New competition, new collaborations 138 Getting more scientific with clai
23、ms 141 Consumers doubtful about claims? 141 Is the pharma model right for food? 143 Trend towards harmonization but conforming to applicable regulations is increasingly costly 143 Beyond official or “hard“ claims 145 How to capitalize on this opportunity 147 What you should be thinking about: a star
24、ter checklist 147 The checklist 147 Make your mission health? 147 Your proposition 148 8 Some ideas 153 Strategy ideas 153 Marketing ideas 154 Product ideas 156 Appendix 160 Scope 160 Methodology 160 Secondary research 160 Glossary/abbreviations 161 Bibliography/references 163 Chapter 1 163 Chapter
25、2 163 Chapter 3 166 Chapters 4 and 5 169 Chapter 6 174 9 Table of figures Figure 1: The “holy trinity“ of good health 18 Figure 2: Analyzing drivers 24 Figure 3: Danish case study: health consequences of physical inactivity 27 Figure 4: The new, simpler MyPlate graphic replaces MyPyramid in the US 2
26、8 Figure 5: Diets come close to the USDA guidelines on only 2% of days (US data) 29 Figure 6: Globally. the older population is growing faster than the total population 30 Figure 7: Adidas ads celebrating Fauja Singh, the oldest marathon runner 32 Figure 8: Global wealth per adult climbing across al
27、l regions 33 Figure 9: Developing countries are suffering from a rise in NCDs 34 Figure 10: US surgeon generals Healthy People 2020 initiative 39 Figure 11: Increasingly favorable perceptions of food technology (US) 40 Figure 12: New, healthier options in the energy drinks/confectionery category 46
28、Figure 13: Inherently healthy energy 47 Figure 14: Is healthy energy an opportunity for you? 48 Figure 15: Herbal teas, the go-to category for relaxation and better sleep 51 Figure 16: Stress relief beyond teas 52 Figure 17: Example products for healthful sleep 53 Figure 18: Is sleep or stress an op
29、portunity for you? 55 Figure 19: Yakult promotes its daily “shots“ as part of a healthy lifestyle 56 Figure 20: Probiotic gut health products available beyond the dairy category 58 Figure 21: Dr Schr Group offers “expert“ advice and a range of gluten-free products 61 Figure 22: Some innovative fiber
30、-rich products, including those with resistant starch 64 Figure 23: Is gut health an opportunity for you? 65 Figure 24: Example products claiming respiratory benefits 68 Figure 25: Is asthma or allergic rhinitis an opportunity for you? 70 Figure 26: Dental claims, common now on chewing gum and poppi
31、ng up elsewhere 72 Figure 27: Early, unsuccessful attempt by GSK in this space, Ribena Toothkind 74 Figure 28: No dental claims for Tropicana Low Acid for now, but in the future? 75 Figure 29: Gum disease increasingly a focus 76 Figure 30: Is dental health an opportunity for you? 78 Figure 31: Borro
32、wing from the beauty industry 82 Figure 32: Food supplement ranges also cater to womens age-related needs 83 Figure 33: Some skin health products 86 Figure 34: Chocolate mix drink for skin health 89 10 Figure 35: Is skin health an opportunity for you? 91 Figure 36: Growing interest in “food as medic
33、ine“: The Food Hospital, an illustration 92 Figure 37: Some products that promise to help with PMS 93 Figure 38: Is PMS an opportunity for you? 94 Figure 39: Medical Brands Cranberry Active achieves German registration 96 Figure 40: Is UTI an opportunity for you? 97 Figure 41: Products targeting mot
34、hers seem to be relatively few and far between 101 Figure 42: Are mothers an opportunity for you? 102 Figure 43: Example of products claiming to help with menopause symptoms 106 Figure 44: Is the menopause an opportunity for you? 107 Figure 45: Pirobong juice is rich in antioxidants and promises imp
35、roved mental function 113 Figure 46: The aronia berry, and range with claimed brain anti-aging properties 114 Figure 47: Energy products making mental performance claims 115 Figure 48: Is cognitive function an opportunity for you? 116 Figure 49: Beverages are again popular, from “all-natural“ to pha
36、rma-led 119 Figure 50: Kraft offers nuts for bone health under the Planters brand 120 Figure 51: Is bone health an opportunity for you? 120 Figure 52: The first drug that slows osteoarthritis, in lemon-flavor drink form 123 Figure 53: Medicinal-looking joint health products seem common 124 Figure 54
37、: Is joint health an opportunity for you? 125 Figure 55: Some innovative products for healthy muscles 128 Figure 56: Countering agings impact on muscle health 129 Figure 57: Is muscle maintenance an opportunity for you? 129 Figure 58: Nestl Nesfluid, withdrawn after one year 132 Figure 59: “Heart he
38、althy“ Cheerios, with whole grain “tick“ 133 Figure 60: Progression from food to pharma 136 Figure 61: GSKs recent beverage product launches offer added health benefits 139 Figure 62: Abbott Nutrition sells via healthcare professionals and direct to consumer 140 Figure 63: Codex Alimentarius claim c
39、ategories 144 Figure 64: Danone moves to softer claims for Actimel in the UK 146 Figure 65: Where are you on the health continuum? 149 Figure 66: New influencers when it comes to foods to help with health 151 Figure 67: Kelloggs promotes swimming as part of a healthy lifestyle 159 11 Table of tables
40、 Table 1: Consumers are interested in foods and beverages that improve health 19 Table 2: Prevention saves lives, and costs relatively little (selected examples) 37 Table 3: Some sleep aid and stress-busting ingredients 54 Table 4: Asthma prevalence through 2016 66 Table 5: Allergic rhinitis (hay fe
41、ver) prevalence through 2016 66 Table 6: Some antihistamine and anti-inflammatory ingredients 69 Table 7: What a womans body needs, by age 81 Table 8: Osteoporosis prevalence through 2016 117 Table 9: Perceived barriers to functional foods 137 12 Executive summary Market drivers A dramatic increase
42、in life expectancy, and slowing birth rates, have created a world population that is aging in an unprecedented fashion, indeed one without parallel in human history. The incidence of non- communicable diseases (NCDs) and lifestyle diseases rises sharply with age. People are looking for preventive he
43、alth solutions via their diet. The “always-on“ nature of modern life means consumers are trying to pack more and more into their daily 24 hours, resulting in poor or too little sleep on one hand, and too much stress on the other. Sedentary lifestyles deprive individuals of the health benefits of reg
44、ular exercise, contributing to the rise of such serious chronic conditions as heart disease and stroke. Added to this, poor eating habits load the body with too much fat, salt, and sugar, and not enough of such healthy foodstuffs as fruits and vegetables. Meanwhile, societal trends are encouraging a
45、 growing interest in wellness, including the realization that health is a personal responsibility, with an increasing acceptance that foods and beverages can be part of the solution via “plus“ benefits targeting specific health issues; technology is also becoming an enabler of better health self-ser
46、vice. Consumer acceptance is in large part a function of relative market development (and regulatory frameworks): Japan has long led in terms of innovation, but the US is today the largest market for foods with specific benefits. With the rising burden of NCDs and societal expectations of increased
47、quality of life and longevity, prevention is seen as an increasingly valuable alternative to treatment. 13 Everyday health Energy drinks have long targeted the youth end of the market since the late 1980s, with the launch of Red Bull, but a new need for healthier, sustained energy exists, rather tha
48、n an artificial high and then a crash. There is an opportunity to utilize energy-boosting ingredients with integral healthful properties, such as Yerba mat. Other possible ingredients include green tea, ginseng, and fruit juice such as popular pomegranate and aa, all of which would likely appeal to
49、increasingly health-conscious consumers. Tackling poor sleep has been in the background for some time, with herbal teas a common non-drug solution. But products using ingredients like melatonin are now promising to counter stress as well as aid sleep, and such claims are popping up in new categories too. New definitions of “gut health“ are developing, with growing numbers worrying about food intolerances, and conditions such as colon cancer becoming much more publicly discussable. Yakult is one manufacturer that still has big plans, despite struggling to