| MP15504 |
| MAPS : Functional Foods: March 2004 |
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This report covers: probiotic yoghurts, yoghurt drinks, functional foods, health-related factors, health foods, heart disease, osteoporosis, digestive system, regulatory factors, genetically modified foods, health-giving components in foods by health sector, gastrointestinal, cardiovascular, skeletal,breast, prostate cancers, hormonal, joints, vision, pregnancy, breakfast cereals, cereal bars, yoghurts, yoghurt drinks, milk, and , soya milk, bread, ready meals, fruit juices, smoothises, and, eggs, cheese, the, US, Japapn, healthy diet, retailer own-label,
Companies covered include: General Mills, Kelloff, W, Jordan, cereals, Nestlé, Quaker Oats, Weetabix, probiotic yoghurts, yoghurt drinks, Danone, Müller, Ocean Spray, Onken, Vandemoortele, Yakult Honsha, margarines, and, spreads, McNeil Consumer Nutritionals, Unilever Bestfoods, Matthews, functional drinks, PepsioCo, Skane Dairies, Marks & Spencer, Tesco,
EXECUTIVE SUMMARY
| Executive Summary |
| The functional foods market principally involves the fibre/mineral/ vitamin-fortified breakfast cereals, probiotic yoghurts and yoghurt drinks containing 'friendly' bacteria, and cholesterol-lowering margarines containing plant stanols or sterols sectors. However, the functional market has been expanding over the years to also include variants within the bread, ready meals, fruit juices and bottled water sectors. A further category of significant and rapid growth recently has been soya milk. The main target of these products is to address the problems associated with skeletal, heart and digestive health that become more prevalent with increased age. |
| The market grew by 10.8% in value terms for the 12-month period ending October 2003, after a substantial 24.7% growth in the previous year to October 2002. Breakfast cereals, yoghurts and yoghurt drinks, and margarines and spreads accounted for around 87% of the market's value over the period. A high proportion of individual functional foods are sold through the major grocery multiples, while the major manufacturers tend to be international companies that can afford the substantial research and development costs involved. Examples of manufacturers are Unilever Bestfoods, Johnson & Johnson, Kellogg, Nestlé, Danone, Müller, PepsiCo and AB Foods, although some smaller companies are also important in the market. |
| Advertising expenditure fell significantly in 2002, after peaking in 2001, but stabilised in the 12 months ending June 2003. A feature, however, is the high proportion of advertising expenditure in support of the functional variants of margarines and spreads, and to a lesser extent yoghurts, in comparison with the total expenditure within these segments. |
| Although growth in the functional foods market declined considerably for the year to October 2003, it was still well above that of equivalent traditional products. Growth is predicted to continue in the medium term at a higher level than that of traditional products, owing to continued consumer interest in, and government support for, healthy eating and living; an ageing population profile which will benefit from such foods; and the recognised evolution towards functionality in foods. |
| However, in the longer term, market growth is predicted to decline to around 5% by 2008, the end of the 5-year forecast period, assuming that few new functional products of major success in sales terms will be launched. Growth may, nonetheless, return to its current higher level if further substantial products do appear within the period to 2008. |
TABLE OF CONTENTS
| Executive Summary |
| 1. Introduction |
| Introduction |
| Background |
| Definition |
| Sources of Information |
| 2. Strategic Overview |
| FACTORS DRIVING OR AFFECTING THE MARKET |
| Demographic, Social and Economic Factors |
| Table 1: The UK Population by Age Band (million), 1971-2021 |
| Figure 1: Percentage of the UK Population Aged Under 16 and Over 65 (%), 1971-2021 |
| Table 2: Trends in Life Expectancy by Sex (years), 1900-2021 |
| Figure 2: Trends in Life Expectancy by Sex (years), 1900-2021 |
| Health-Related Factors |
| Heart Disease |
| Osteoporosis |
| Digestive System |
| Regulatory Factors |
| Genetically Modified Foods |
| ACTIVE HEALTH-GIVING COMPONENTS OF FOODS |
| Health-Giving Components in Foods by Health Sector |
| Gastrointestinal |
| Active Components |
| Cardiovascular |
| Active Components |
| Skeletal |
| Active Components |
| Breast, Prostate Cancers, etc. |
| Active Components |
| Hormonal |
| Active Components |
| Joints |
| Active Components |
| Vision |
| Active Components |
| Pregnancy |
| Active Components |
| THE TOTAL MARKET FOR FUNCTIONAL FOODS |
| Table 3: The Functional Foods Market by Sector by Value (£m and %), Years Ending October 2001-2003 |
| DISTRIBUTION |
| MAJOR MANUFACTURERS |
| ADVERTISING EXPENDITURE |
| The CONSUMER |
| MARKET FORECASTS |
| Table 4: The Forecast UK Functional Foods Market by Value (£m), 2004-2008 |
| Figure 3: The Forecast UK Functional Foods Market by Value (%), 2004-2008 |
| 3. The Functional Foods Market |
| OVerview |
| BREAKFAST CEREALS AND CEREAL BARS |
| Breakfast Cereals |
| Cereal Bars |
| YOGHURTS AND YOGHURT DRINKS |
| Yoghurts |
| Yoghurt Drinks |
| MARGARINES AND SPREADS |
| MILK AND SOYA MILK |
| BREAD |
| READY MEALS |
| FRUIT JUICES AND SMOOTHIES |
| BOTTLED WATER |
| EGGS |
| CHEESE |
| Table 5: Retail Sales of Functional Foods and Drinks by Sector by Value (£m and %), Years Ending October 2001-2003 |
| Figure 4: Sales of Selected Functional Foods by Value (£m), Years Ending October 2001-2003 |
| 4. Advertising and Promotion |
| main media advertising expenditure |
| Table 6: Main Media Advertising Expenditure on Functional Food Brands (£000), Years Ending December 1999-2002 and June 2003 |
| Table 7: Main Media Advertising on Selected Foods Sectors and Proportions Represented by Functional Products (£m), Years Ending December 1999-2002 and June 2003 |
| Exhibitions and Conferences |
| 5. Distribution |
| Overview |
| Table 8: Sales for Selected Foods That Offer Functional Food Variants With Over 70% of Sales Through Grocery Multiples by Retail Outlet (%), 2002 |
| Table 9: Sales for Selected Drinks That Offer Functional Food Variants With Over 85% of Sales Through Grocery Multiples by Retail Outlet (%), 2002 |
| 6. An International Perspective |
| Introduction |
| The US |
| Japan |
| Europe |
| 7. PEST Analysis |
| POLITICAL Factors |
| ECONOMIC Factors |
| SOCIAL Factors |
| TECHNOLOGICAL Factors |
| 8. Consumer Dynamics |
| Introduction |
| Table 10: Summary of Attitudes Towards Healthy Eating and Purchase of Functional Foods, November 2002 and October 2003 |
| Healthy Diet |
| I Believe I Eat Healthy Foods And Have A Healthy Diet |
| I Would Like To Eat Healthy Foods More Often |
| Table 11: Attitudes Towards Healthy Foods and Diet (% of respondents), 2003 |
| knowledgeAbility and Confusion about healthy eating |
| I Believe I Am Knowledgeable About Healthy Eating |
| I Am Confused About What I Should Eat To Stay Healthy |
| Table 12: Knowledgeability and Confusion About Healthy Eating (% of respondents), 2003 |
| Concern about osteoporosis and heart health |
| I Am Concerned About Bone Debilitating Conditions Such As Osteoporosis, And Am Interested In Foods Claiming To Address This |
| I Am Concerned About Heart Health And Maintaining Healthy Cholesterol Levels, And Am Interested In Foods Claiming To Assist In This |
| Table 13: Concern about Osteoporosis and Heart Health and Healthy Cholesterol Levels (% of respondents), 2003 |
| Concern About The Digestive System and the Risk of Cancer |
| I Am Concerned About The Health Of My Digestive System, And Am Interested In Foods Claiming To Target This |
| I Am Concerned About the Risk of Cancers, And Am Interested In Foods Claiming to Reduce The Risk |
| Table 14: Concern About Healthy Digestive Systems and Cancer (% of respondents), 2003 |
| Purchasers of Cholesterol-Lowering Margarines |
| I Regularly Buy Cholesterol-Lowering Margarines |
| I Have Occasionally Bought Cholesterol-Lowering Margarines |
| Table 15: Purchasers of Cholesterol-Lowering Margarines (% of respondents), 2003 |
| Purchasers of Probiotic Yoghurts and Yoghurt Drinks |
| I Regularly Buy Probiotic Yoghurts Or Yoghurt Drinks |
| I Have Occasionally Bought Probiotic Yoghurts Or Yoghurt Drinks |
| Table 16: Purchasers of Probiotic Yoghurts or Yoghurt Drinks (% of respondents), 2003 |
| Purchasers of Fibre/Vitamin/Mineral-Fortified Bread and Soya Milk |
| I Sometimes Buy Fibre/Vitamin/Mineral-Fortified Bread |
| I Sometimes Buy Soya Milk |
| Table 17: Purchasers of Fibre/Vitamin/Mineral Bread and Soya Milk (% of respondents), 2003 |
| ConFidence in existing Diet |
| I Feel That I Get All I Need In The Way Of Healthy Food From My Existing Diet Without Eating Foods With Health Claims |
| Table 18: Respondents Who Are Confident That Their Existing Diet Provides All Needs Without Eating Foods With Health Claims (% of respondents), 2003 |
| 9. Major Manufacturers and Suppliers |
| Introduction |
| breakfast Cereals and Cereal Bars |
| General Mills |
| Kellogg |
| W Jordan (Cereals) Ltd |
| Nestlé |
| Quaker Oats |
| Weetabix |
| probiotic yoghurts and yoghurt drinks |
| Danone |
| Müller |
| Ocean Spray |
| Onken |
| Vandemoortele |
| Yakult Honsha |
| Margarines and Spreads |
| McNeil Consumer Nutritionals |
| Unilever Bestfoods |
| Matthews Foods |
| functional drinks |
| PepsiCo |
| Skane Dairies |
| Other functional foods manufacturers |
| Retailer own-label |
| Marks & Spencer |
| Tesco |
| 10. The Future |
| continued interest in healthy eating |
| greying population |
| Maturing Sales |
| Evolving Market |
| Table 19: The Forecast UK Functional Foods Market by Sector by Value (£m), 2004-2008 |
| Figure 5: The Forecast UK Functional Foods Market by Sector by Value (£m), 2004-2008 |
| 11. Further Sources |
| Trade Associations |
| Publications |
| General Sources |
| Government Sources |
| Other Sources |
| Bonnier Sources |
Text © 2004 Key Note
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Last updated by Amanda Porteous May 2004
