Table of Contents
Consumer Targeting in Food and Drinks
Executive Summary
Introduction
Targeting individual nutritional needs
Targeting lifestyle aspirations
Targeting specific consumer groups
Customization of tastes and flavors
Survey results and conclusions
Chapter 1 Introduction
Summary
Introduction
Defining personalization
Self-protecting and self-projecting consumers
Structure of this report
Chapter 2 Targeting individual nutritional needs
Summary
Introduction
Personalization in terms of nutritional needs
Market potential
Self-diagnostic testing kits
Over-the-counter medicines
Supplements
Food allergies
Key areas
Heart health
Key ingredients
Diabetes
Key ingredients
Bone and joint health
Osteoporosis
Arthritis
Key ingredients
Innovation and NPD
By health condition
Heart health
Diabetes
Bone and joint health
Key categories
Key regions
Products claims analysis
Regulatory contexts
Specific personalized health benefit claims
The future of the market
Chapter 3 Targeting lifestyle aspirations
Summary
Introduction
Targeting lifestyle aspirations
Key areas
Wellness food and drinks
Weight control
Cognitive health and energy
Digestive, defense and immunity benefits
Ethical food and drink
Key features
Gourmet and upscale food and drinks
Key features
Innovation and NPD
Key categories
Soft drinks
Confectionery
Key regions
Product claims analysis
The future of the market
Chapter 4 Targeting specific consumer groups
Summary
Introduction
Promotion of personalized food and drink products
Key consumer groups
Consumer group product tag analysis
Women
Stage in life course
Lifestyles
Product name and package styling
Seniors
Bone and joint health
Multiple ageing-related conditions
Physical and cognitive energy
Consumer groups within the seniors category
The young senior
The elderly senior
Kids
Stage in life course
Product name and package styling
Men
Lifestyles
Product name and package styling
Products claims analysis
The future of the market
Chapter 5 Customization of tastes and flavors
Summary
Introduction
Customization of taste and flavors
Market potential
Foodservice
Spices and flavorings
Innovation in ingredient and flavor companies
Case study: Givaudan
Innovation and NPD
The future of the market
Chapter 6 Survey results and conclusions
Summary
Introduction
Price premiums for personalized food and drinks
Personalized food and drink categories
Regions that lead in personalized food and drinks NPD
Company influence in personalized innovation
Innovation leaders
Nestlé
Danone
Unilever
The future of personalized food and drinks
Nutrigenomics
Ethical will colonise other trends
Flavor and taste customization
Demographic groups
Barriers to growth
Index
List of Figures
Figure 1.1: Industry executives’ definitions of personalized food and drinks
Figure 2.2: Industry executives’ rankings of most important health trends in personalized food and drinks
Figure 2.3: Key areas of personalized functional food and drinks
Figure 2.4: The targeted health benefits of Amoriss Bite-Size Organic Dark Chocolate
Figure 2.5: Hansen's Fizzit Vitamin & Mineral Drink Mixes
Figure 2.6: The eight most common food allergens addressed by the Allergaroo range of products
Figure 2.7: Heart to Heart Instant Oatmeal
Figure 2.8: CocoaVia Chocolate Bars
Figure 2.9: Boost Glucose Control Nutritional Drink
Figure 2.10: New Elations Healthier Joints 4-in-1 Supplement Drink
Figure 2.11: Osteo High Calcium Beverage
Figure 2.12: Percentage share of single serving functional food and drinks, by health condition, 2005-2008
Figure 2.13: GlucoBurst Diabetic Drink
Figure 2.14: Knorr Mainichi Calcium
Figure 2.15: Percentage share of single serving functional food and drinks, by category, 2005-2008
Figure 2.16: Nabisco Wafer GABA in Choco Chip Cookie
Figure 2.17: Percentage share of single serving functional food and drinks, by region, 2005-2008
Figure 2.18: Eat Well Be Well Sugar Free Whole Grain Cereal Bars
Figure 2.19: Vere Chocolate
Figure 3.20: Industry executives’ rankings of most important ethical, indulgence and convenience
trends in personalized food and drinks over the next five years
Figure 3.21: Key areas in personalized aspirational food and drinks
Figure 3.22: NOW (Nutrition for Optimal Wellness) Fivacious Bars
Figure 3.23: Percentage of wellness, gourmet and ethical single serving food and drinks launched, by trend, 2005-2008
Figure 3.24: Slim Coffee Diet Fresh Brew and Instant Brew
Figure 3.25: Hiro Thermo Health Drink
Figure 3.26: Nerd Energy Drink
Figure 3.27: Good Belly Probiotic + Vitamins Fruit Drink
Figure 3.28: Pro-Bio Max Probiotic Smoothie
Figure 3.29: Good Natured Juice Drink
Figure 3.30: MycoKidz Wellness Formula Supplement Mix for Kids
Figure 3.31: Q Tonic drink
Figure 3.32: Chocolate Squares
Figure 3.33: Percentage of wellness, gourmet and ethical single serving food and drinks launched, by category, 2005-2008
Figure 3.34: Venga Functional Infusions
Figure 3.35: Choconella Passionate Organic Dark Chocolates
Figure 3.36: Percentage of wellness, gourmet and ethical single serving food and drinks launched, by region, 2005-2008
Figure 3.37: Kraft South Beach Diet Frozen Entrees
Figure 4.38: Important factors in the launch/promotion of personalized food and drinks products
Figure 4.39: Importance of key consumer groups for personalized food and drinks over the next five years
Figure 4.40: Soychoc coated Nutritional and Soychoc coated Lifestyle Soy Bars
Figure 4.41: Bellybar Pregnancy Nutrition Bars
Figure 4.42: Bloom Energy Drinks
Figure 4.43: Birds Eye Eat Positive
Figure 4.44: Gina B Girlfriends Chocolate Candy Bars
Figure 4.45: Ajinomoto Chotto Zeitaku Kurozu no Subuta
Figure 4.46: Xtra Health Supplement Snack Bars
Figure 4.47: Amazon Mania AcaiTwist
Figure 4.48: Revival Slim & Beautiful Diet Low-Glycemic, Antioxidant-Rich Soy Protein Dietary Supplement Mixes
Figure 4.49: Procure Petit Purin
Figure 4.50: Froose Healthy Drink for Kids
Figure 4.51: Kellogg's Disney Little Einsteins Fruit Flavored Snacks
Figure 4.52: Throwdown Energy Drinks
Figure 5.53: Jer’s Handmade Chocolate
Figure 5.54: Trident Sugarless Gum
Figure 5.55: Melville's Flavoring Spoons
Figure 5.56: Edwards Pie Slices
Figure 6.57: Price premiums for personalized food and drinks products
Figure 6.58: The importance of personalized food and drinks in each category over the next 5 years compared today
Figure 6.59: Leading regions in personalized food and drinks NPD
Figure 6.60: Innovative companies in personalized food and drinks now and in the next 5 years
Figure 6.61: Nestlé PowerBars
List of Tables
Table 1.1: Number of single person households in Europe and US (m),
Table 1.2: Self-protecting and self-projecting consumers within personalized food and drink
Table 2.3: Sales of over-the-counter medicines in Europe and US ($m), 2007-2011
Table 2.4: Sales of supplements in Europe, the US, and Japan ($m), 2002-2006
Table 2.5: Prevalence of cardiovascular disease in the 7 major markets, (‘000), 2005
Table 2.6: Prevalence of diabetes in 7 major markets (m), 2000 and 2030
Table 2.7: Key personalized heart health benefits claims in single serve functional food and drinks
Table 2.8: Key personalized diabetic health benefits claims in single serve functional food and drinks
Table 2.9: Key personalized bone and joint health benefits claims in single serve functional food and drinks
Table 3.10: Age-standardized estimates for obesity in the 7 major markets for ages 15-100 years, prevalence (%), 2005-2015
Table 3.11: Prevalence of Alzheimer’s disease across the 7 major markets, (‘000), 2006-09
Table 3.12: Estimated prevalence of IBS in the 7 major markets, 2005–10
Table 3.13: Value of the organic food and drinks market in Europe and the US ($bn), 2001-2011
Table 3.14: Out of home food and drinks market value in Europe and US ($m), 2005-2010
Table 3.15: Key wellness benefit claims on single serve food and drinks
Table 3.16: Key ethical benefit claims on single serve food and drinks
Table 3.17: Key gourmet benefit claims on single serve food and drinks
Table 4.18: Product tags in terms of consumer groups, single serving products launched, 2006- 2008
Table 4.19: Key personalized benefit claims on single serve food and drinks for women
Table 4.20: Key personalized benefit claims on single serve food and drinks for seniors
Table 4.21: Key personalized benefit claims on single serve food and drinks for kids and parents
Table 4.22: Key personalized benefit claims on single serve food and drinks for men
Table 6.23: Leading regions in personalized food and drinks NPD
Table 6.24: Top 10 most innovative personalized food and drink manufacturers