US comprises the largest consumer group in the global functional food and drinks market

The Future of Functional Food and Drinks - successful product positioning and claims

May 2014

http://bit.ly/functional-food

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Health is often not a prime consideration when consumers come to select what food and drink to consume; other motivations are more pressing, meaning consumers are likely to select an unhealthy product if it better meets their needs. Even where there is clear clinical evidence that a product or ingredient can improve health outcomes, the functional benefit may be better positioned as a solution for busy lives or changing lifestyles, or even just as expression of individualism.

As a result of stringent regulation, Europe has become the global hub for functional food and drinks clinical trials, while Japan remains by far and away the centre of functional innovation. As the quality of clinical data supporting health claims improves, a deeper segmentation of target audiences for functional products is expected to be seen.

VALUABLE MARKET INSIGHTS




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Key trends in the evolving functional food and drink market maybe segmented under the following categories:

The future of probiotics and assessment of the clinical evidence in probiotics

The mainstreaming of glucose control

Performance muscle and prevention muscle

Cognitive performance in adults

KEY TRENDS

DID YOU KNOW?

The largest number of functional food and drink consumers is in the US - Especially as a market for lifestyle health products.













A review of the current state of the regulatory landscape in major markets and the implications for the functional food and drinks market.

Analysis of how the functional food and drinks market can be segmented. It looks at functional food and drinks in terms of the relationship of claims to performance, prevention and treatment, and how these performance, prevention and treatment claims map onto consumer age groups and site-specific benefits.

Analysis of key trends in functional food and drinks.

Identification of the key consumer groups for health claims, how much consumers trust food and drinks manufacturers (on health claims), and what claims resonate with consumers.

REPORT COVERAGE













Evaluation of the future of the functional food and drink market, including the clinical trials bell curve, the clear establishment of senior nutraceutical products, the question mark over innovative ingredients, and the continued role for lifestyle products.

REPORT COVERAGE Continued..













Valuable market insights allow marketers to update their product and innovation strategies to make the most of new opportunities in the functional food and drink market.

The conceptual frameworks and consumer data used throughout the report allow manufacturers to quickly identify what health needs and consumer groups should be targeted, and with what ingredients.

Knowledge of the functional food and drink regulatory and consumer landscape will allow manufacturers to successfully position and market their product in a rapidly changing environment.

GAIN A COMPETITIVE EDGE












Introduction

The Regulatory Landscape

Segmenting The Functional Food and Drinks Market

Trends in Functional Food and Drinks

The Consumer Landscape

The Future of Functional Food and Drinks

Appendix

TABLE OF CONTENTS


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Publish date: May 20, 2014

Number of slides: 89

Geographic coverage: Global

Available format: PDF, CD, Hardcopy

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US comprises the largest consumer group in the global functional food and drinks market