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MP15523

MAPS NUTRACEUTICALS : JANUARY 2003

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This report covers: nutraceuticals, vitamins, minerals, supplements, fish oils, plant oils,breakfast cereals, margaries and spreads, yoghurts, yoghurt drinks, bread, milk, frozen ready meals, fruit juices, bottled water, other functional foods, multivitamins, garlic, single vitamins, own-label products,

Companies covered include: Danone, General Mills, Kellog, McNeil Consumer Nutritionals, Müller,Nestlé,Novartis, Onken Dairy, PepsiCo, Skane Dairies, Van den Bergh Fooods, Yakult Honsha,Boots, Lichtwer Pharma, Nutricia, Peter Black Healthcare, Seven Seas,Vitabiotics, Wassen International, Wyeth COnsumer Healthcare,

Table of Contents
Executive Summary
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TABLE OF CONTENTS

Executive Summary 6

1. Introduction 8

INTRODUCTION 8

BACKGROUND 8

DEFINITION 9

SOURCES OF INFORMATION 10

2. Strategic Overview 11

ACTIVE INGREDIENTS AND FUNCTIONS OF NUTRACEUTICALS 11

Functional Foods 11

Vitamins, Minerals and Supplements 13

Vitamins 14

Minerals 15

Fish and Plant Oils 16

Other Supplements 16

FACTORS AFFECTING THE MARKET 16

Demographic, Political, Social and Economic Factors 16

Table 1: The UK Population by Age Band (million), 1971-2025 17

Table 2: Trends in Life Expectancy by Sex, 1900 and 1971-2021 18

Figure 1: Trends in Life Expectancy by Sex, 1900 and 1971-2021 19

Health-Related Factors 19

Table 3: The Intake of Vitamins and Minerals by Type (mg, g, microg and percent), 1998-2000 21

Regulatory Factors 22

MARKET DYNAMICS AND SEGMENTATION 24

The Total Market 24

Table 4: The UK Nutraceuticals Market by Sector by Value (£m), 1998-2002 24

Functional Foods 24

Vitamins, Minerals and Supplements 26

Distribution 27

ADVERTISING EXPENDITURE 27

MARKET FORECASTS 28

Table 5: The Forecast UK Nutraceuticals Market by Sector by Value (£m), 2003-2007 28

3. The Nutraceuticals Market 29

FUNCTIONAL FOODS 29

Background 29

Market Size 29

Table 6: The UK Functional Foods Market by Sector by Value (£m), 1998-2002 30

Figure 2: The UK Functional Foods Market by Sector by Value (£m), 1998-2002 31

Market Sectors 31

Table 7: The UK Functional Foods Market by Selected Sector and Brand by Value (£m), 2000 and 2001 32

Breakfast Cereals 34

Margarines and Spreads 35

Yoghurts and Yoghurt Drinks 35

Bread 36

Milk 36

Frozen Ready Meals 36

Fruit Juices 37

Bottled Water 37

Other Functional Foods 37

VITAMINS, MINERALS AND SUPPLEMENTS 38

Market Size 38

Table 8: The UK Vitamins, Minerals and Supplements Market by Value (£m), 1991-2002 38

Market Sectors 39

Table 9: The UK Vitamins, Minerals and Supplements Market by Sector by Value (£m), 1998-2002 39

Figure 3: The UK Vitamins, Minerals and Supplements Market by Sector by Value (£m), 1998-2002 40

Multivitamins 40

Fish Oils 41

Single Vitamins 41

Plant Oils 41

Minerals 42

Garlic 42

Other Supplements 42

4. Advertising and Promotion 43

FUNCTIONAL FOODS 43

Table 10: Main Media Advertising Expenditure on Functional Foods (£000), Years Ending December 1998-2001 and June 2002 43

Table 11: Main Media Advertising Expenditure on Selected Food Sectors, and Proportions Represented by Functional Products (£m), Years Ending December 1998-2001 and June 2002 45

VITAMINS, MINERALS AND SUPPLEMENTS 46

Table 12: Main Media Advertising Expenditure on Vitamins, Minerals and Supplements (£000), Years Ending December 1998-2001 and June 2002 46

5. Distribution 49

FUNCTIONAL FOODS 49

VITAMINS, MINERALS AND SUPPLEMENTS 49

Table 13: Market Share of Vitamins, Minerals and Supplements by Distribution Outlet by Value ( percent), 1996, 1998, 2000 and 2002 50

Figure 4: Market Share of Vitamins, Minerals and Supplements by Distribution Outlet by Value ( percent), 1996, 1998, 2000 and 2002 50

6. An International Perspective 52

WORLD MARKETS 52

Functional Foods 52

Vitamins, Minerals and Supplements 53

7. PEST Analysis 54

POLITICAL FACTORS 54

ECONOMIC FACTORS 54

SOCIAL FACTORS 55

TECHNOLOGICAL FACTORS 55

8. Consumer Dynamics 56

INTRODUCTION 56

Previous Consumer Research 56

Table 14: Consumption Levels of Functional Foods and Vitamins, Minerals and Supplements ( percent of respondents), 2001 and 2002 56

Table 15: Penetration of Functional Foods and Vitamin, Mineral and Supplement Products by Sex and Age ( percent of respondents), 2001 and 2002 58

New Consumer Research 58

Table 16: Summary of Attitudes Towards Nutraceuticals and Healthy Eating ( percent of respondents), 2002 59

HEALTHY DIET 60

"I Believe I Eat Healthy Foods And Have A Healthy Diet" 60

"I Recognise That My Diet Could Be Healthier And I Would Like To Eat Healthy Foods More Often" 61

Table 17: Respondents Who Believe They Have a Healthy Diet and Whose Diet Could be Healthier ( percent of respondents), 2002 62

KNOWLEDGE ABOUT HEALTHY EATING 64

"I Believe I Am Knowledgeable About Healthy Eating, And I Think About The Nutritional Value Of What I Eat" 64

"I Am Often Confused About What I Should Eat To Stay Healthy" 64

Table 18: Knowledge About and Confusion Over Healthy Eating ( percent of respondents), 2002 65

CONCERNS OVER BONE DISEASES AND THE HEALTH OF THE HEART 67

"I Am Concerned About Bone Debilitating Conditions Such As Osteoporosis, And Am Interested In Foods Or Supplements Claiming To Address This" 67

"I Am Concerned About Heart Health And Maintaining Healthy Cholesterol Levels, And Am Interested In Foods Or Supplements Claiming To Address This" 67

Table 19: Concerns Over Bone Debilitating Diseases, and Heart Health and Cholesterol Levels ( percent of respondents), 2002 68

CONCERNS ABOUT THE DIGESTIVE SYSTEM AND CONTRACTING CANCER 70

"I Am Concerned About The Health Of My Digestive System, And Am Interested In Foods Or Supplements Claiming To Target This" 70

"I Am Concerned About The Risk Of Cancer, And Am Interested In Foods Or Supplements Claiming To Reduce This Risk" 70

Table 20: Concerns Over the Health of the Digestive System and the Risk of Cancer ( percent of respondents), 2002 71

VITAMINS AND SUPPLEMENTS ASSIST THE IMMUNE SYSTEM AND HELP HEALTHY GROWTH 73

"I Believe That Vitamins And/Or Supplements Assist The Immune System And Help the Body to Fight Off Colds And Other Infections" 73

"I Believe That Vitamins And/Or Supplements Are Good For Healthy Growth And For The Health Of Skin And Bones" 73

Table 21: Vitamins and Supplements Assist the Immune System and are Good for Healthy Growth, Skin and Bones ( percent of respondents), 2002 74

FOODS AND SUPPLEMENTS 76

"I Like To Try Out Foods Or Supplements Which Claim To Be Beneficial To One's Health" 76

"I Think Food Supplements/Minerals Do Not Benefit One's Health And Are A Waste Of Money" 76

Table 22: Trying Foods or Supplements, and Food or Supplements are a Waste of Money ( percent of respondents), 2002 77

THE NEED FOR SUPPLEMENTS 79

"I Feel That I Get All I Need In The Way Of Healthy Food From My Existing Diet Without Eating Foods Or Taking Supplements With Health Claims" 79

"I Believe That I Need To Eat Foods With Health Claims Or Take Supplements Regularly For My Long-term Health" 79

Table 23: Respondents Who Believe They Have a Healthy Diet or Need to Eat Foods With Health Claims ( percent of respondents), 2002 80

ALTERNATIVE MEDICINE 82

"I Believe In The Benefits Of Taking Alternative Medicines Such As Herbal Or Homeopathic Remedies" 82

Table 24: Alternative Medicines Have Benefits ( percent of respondents), 2002 83

9. Company Profiles 85

FUNCTIONAL FOODS 85

Danone 85

General Mills 85

Kellogg 85

McNeil Consumer Nutritionals 86

Müller 86

Nestlé 86

Novartis 86

Onken Dairy 86

PepsiCo 86

Skane Dairies 87

Van den Bergh Foods 87

Yakult Honsha 87

Own-Label Products 87

VITAMINS, MINERALS AND SUPPLEMENTS 87

Table 25: Manufacturers of Vitamins, Minerals and Supplements by Market Share by Value ( percent), 1996, 1998, 2000 and 2002 88

Figure 5: Manufacturers of Vitamins, Minerals and Supplements by Market Share by Value ( percent), 2002 89

Boots 89

Lichtwer Pharma 89

Nutricia 90

Peter Black Healthcare 90

Roche Consumer Health 91

Seven Seas 91

Vitabiotics 92

Wassen International 92

Wyeth Consumer Healthcare 93

Other Companies 93

Own-Label Products 93

10. The Future 94

FORECAST MARKET VALUE 94

Table 26: The Forecast UK Nutraceuticals Market by Sector by Value (£m), 2003-2007 94

11. Further Sources 96

Trade Associations 96

Publication 96

Directory 97

General Sources 97

Bonnier Information Sources 97

Government Sources 98

Other Sources 99

EXECUTIVE SUMMARY

The nutraceuticals market has been variously defined, but in this report Key Note reviews the functional foods and vitamins, minerals and supplements (VMS) sectors as the generally identified key areas of the market. This report excludes smaller markets not considered to relate to food and drink for general health, such as diet and slimming foods, tonics and medical nutritional products, herbal and homeopathic remedies and sports energy drinks.

In 2002, retail sales of functional foods grew by an estimated 9.2 percent, while the retail sale of VMS products fell by 3.6 percent. The nutraceuticals market as a whole increased in value by 37.7 percent between 1998 and 2002.

A number of factors and issues continue to impact on the nutraceuticals market. Positive drivers are increasing consumer interest in a healthy diet and lifestyle, and in taking charge of one's own health against a backdrop of increasingly strained NHS resources. This is supported by an ageing population, leading to an increasing need for health awareness, but coupled with concern about taking any extra prescription medicines.

More negatively, however, report findings have questioned the need for taking VMS products, except by special need groups, and the possible adverse reactions to taking overly large doses of some vitamins. Moreover, increasing legislation from an ever widening number of regulatory bodies is expected to slow market launches and growth in functional foods.

Nutraceutical products particularly address major health areas such as heart disease (through products such as cholesterol-lowering margarines, fish oils and garlic), bone health (through calcium-enriched breakfast cereals, bread and milk, and calcium-containing multivitamins and supplements), and digestive system health (with probiotic yoghurts and yoghurt drinks, and cereals and bread fortified with fibre). They also are directed at reducing the risk of cancer, joint health and hormonal imbalances.

Although breakfast cereals continue to represent the largest sector within the functional foods market, most of the product development and growth has come from cholesterol-lowering margarines and spreads and probiotic yoghurts and yoghurt drinks, which now have noticeable shares within their respective food markets.

Other growing functional food market sectors are bread, milk and frozen ready meals, with the fruit juices and bottled mineral water sectors apparently peaking in 2001.

Multivitamins continue to represent one of the only growth sectors in the VMS market, due to the children's and 'complete' sectors. Other major sectors such as fish and plant oils, single vitamins and garlic appear to be in decline, although there is growth in the widening range of other supplements on offer.

Unsurprisingly, a dominant share of the distribution of functional foods lies with grocery multiples, while there has been a substantial increase in sales of VMS products through such outlets in recent years. This has been aided by the abolition of resale price maintenance on over-the-counter (OTC) medicines. However, chemists and drugstores are still the major sales outlets for VMS, with mail order and the Internet as yet providing little competition.

Growth in nutraceuticals between 2003 and 2007 is forecast to be driven by the functional foods market, with almost flat growth predicted in the VMS sector.

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Last updated by Amanda Porteous September 2003