8 sensitivity training
More and more adults are aware that they or their own children suffer from food allergies, intolerance and allergies. However, due to the limited medical basis, a favorable and functional food market has been created. One fifth (20%) of American adults say they have food sensitivity, and 28% of parents claim that their children suffer from the disease (Mintel, 2007).
70 million Americans have digestive tract diseases, and these sensitive stomachs provide a huge business opportunity for functional foods (NIDDK, 2007). More than a third (37%) of consumers are very concerned about gastrointestinal problems, an increase of 6% in the past two years (healthfocus, 2007).
According to Nielsen of the United States, the sales of digestive system health food or probiotic products sold by fdmx reached $712 million by the end of the year (11 / 3 / 07), an increase of 48% compared with 2006 (Lempert, 2007c). In addition to dairy products, infant foods, energy bars and cereals are all categories that promote the rapid growth of probiotics. In 2007, only 11% of consumers were aware of probiotics.
Let's pay attention to these probiotic fortified products. Good belly yogurt advocates the addition of 11 probiotics to its yogurt. In addition to the number of probiotic strains, we should pay attention to the characteristics of the strains; there are eight kinds of active probiotics in cascade fresh's Cascade fresh company. Consumers' awareness of the role of dietary fiber in digestive system health is very high; 86% of consumers connect digestive system health with dietary fiber, and 74% of consumers think it is related to the prevention of heart disease (ific, 2007b).
At the end of the year (11 / 3 / 07), the unit sales of P & G's metafiber sure in pharmacies increased by 273% (anon, 2007).
Prebiotics, which are similar to fiber in nature, have a good market prospect. Now it is a good time for it to enter the field of health food. Prebiotics have become the mainstream of the market in 2007 (Sloan, 2007b).
Low acid products represent another important digestive health food market. P & G's Folgers simply smooth is expected to account for 10% of the $19 billion coffee market (anon, 2007). Low acid tomatoes, tea, juice, spaghetti sauces and soups are other high potential categories.
In addition, health products for children's digestive system also have market potential. Nearly a third of mothers take their children home from school because of gastrointestinal problems; 40% of mothers often realize that their children have gastrointestinal problems because of their children's physical discomfort. Lifeway's probugs organic full fat yoghurt is a kind of preventive treatment product for children, which has good effect and can be eaten at any time (amerfit, 2007).
Other gastrointestinal problems caused by aging population will become the focus, including diverticulosis, gastrointestinal reflux disease and irritable bowel syndrome.
Gluten free products are expected to increase from $870 million to $1.7b in 2010. In 2007, 16% of consumers checked gluten on product labels (FMIS, 2007). The new gluten free series of Hain celestine group frozen foods strengthens the nutrients commonly lacking in a gluten free diet, and probiotics are added to facilitate digestion. The main course of allergaroo, an allergy friendly food LLC, is packed in microwave bags with stable shelf life and has spaghetti, spicy and other flavors.
In 2007, 24% of consumers tried to limit lactose consumption, compared with 32% in 2006, and 28% tried to avoid dairy products (ific, 2007a). Although soy food is still a very important alternative, sales of soy products have been hit hard by the American Heart Association's recall of soy foods that claim to have heart health benefits, and reports that soy is both beneficial and harmful to menopausal people. However, soybean milk sales continued to grow strongly. Silk soymilk is now fortified with fiber and a new line of flavored lactose free coffee creamers. Cereal and Oatmeal Milk and ice cream are also growing.
9 vitality maintenance
Last year, energy became the leading reason for consumers to make dietary changes (Roper GfK, 2007). More than half of adults (55%) need to supplement certain foods several times a week to increase their energy. The proportion of adults who need to improve their mental or physical endurance, become high spirited, improve their intelligence and keep awake are 48%, 46%, 43% and 40%, respectively (MSI, 2007e).
Consumers believe that all vitamins, including vitamin B, are the most important nutrients for obtaining high energy levels. In addition, the proportion of consumers who considered protein, caffeine, iron, carbohydrate, ginseng, sugar, green tea, glucose, amino acids and Ginkgo biloba as nutrients with high energy level accounted for 35%, 32%, 25%, 22%, 21%, 20%, 19%, 14%, 13% and 12%, respectively (MSI, 2007e).
One of the latest trends is to provide more lasting energy, such as redline power rush, which provides "pure energy" for up to 7 hours, low calorie selection, and energy providing water such as emergen-c's health & energy. Other new approaches include clean energy drinks such as Skylar Haley's organic essn energy, powders, effervescent tablets and a variety of blends.
Although older people are the least likely to use energy products, they may choose energy providing foods just like those in the 18-29 age group (healthfocus, 2007). According to the report, 40% of baby boomers and 34% of the elderly lack energy or feel tired, so energy drinks are a good idea.
Sharkies' Kids Sports chews and crayons sports drink are the first sports products for children. Steaz's new product, decaffeinated steam green tea, is available from school vending machines. Adolescents are more than twice as likely to use energy drinks as adults (Mintel, 2007F).
Over 50 is the fastest growing age group for exercise, and creating sports nutrition products for them is another powerful idea. Those over the age of 50 have almost the same exercise rate as those in the 18-24 age group, and they are most likely to exercise regularly (healthfocus, 2007).
Among all the new functional food concepts, consumers are most interested in new products that can improve their mental state (ific, 2007a). More than a third (35%) of consumers believe that food can be used to improve mental health. Compared with 43% of the total population, half of the people in the 50-64 age group are very concerned about the lack of mental acuity.
More than a third of consumers drink energy drinks (Mintel, 2007g) for mental improvement. Ginseng, guarana and taurine are the key components. Candy, gum and chocolate are popular.
Improving the cognitive abilities of children and adolescents is another fast-growing market. Omega - 3S, DNA, choline, B vitamins, minerals and taurine are commonly used ingredients. In the United States, infant food accounts for nearly 40% of all DHA fortified foods or beverages (dornbraser, 2007). The unusual headshot guarana energy bar is designed for young players.
Half of adults suffer from sleep problems several times a week, and 80 percent suffer at least once a month, and the demand for food and drink to guide sleep is at an all-time high. Dreamerz added melatonin and GABA to chocolate pillows chocolate and herb fruit flavored drink mix to improve sleep.
Decompression and sedative products are new business opportunities in the functional food market. The Republic of tea has a new full leaf herbal tea in the be well red tea collection to relieve pressure.
10 new places
Undoubtedly, the most important factor to promote the mainstream of health food and functional food market is to increase the accessibility of health products through auxiliary channels.
With the tense lifestyle and rising natural gas prices, convenience stores have become the power room for selling health products. Last year, for example, convenience stores in the United States distributed 80% of energy drinks and 41% of single fruit juices (Mintel, 2007; beverage marketing, 2007).
In addition, major convenience store markets such as 7-11 convenience stores have developed new programs aimed at improving the sales of health products. Country choices organic's oatmeal on the run is well positioned for early morning sales at convenience stores.
Drinks, energy bars, "on the go" foods, such as go Appetit's new cold soup for drinking, meteorites from galaxy granola, and naturally delicious roasted fruits are well positioned in convenience stores and open-air stores. Lipton pureleaf natural ice tea, amp overdrive energy drink, vault red blitz, Java Monster Energy and Miller frozen aged beer are the top five top selling new drinks (IRI, 2008c) in convenience stores within 30 weeks (up to 12 / 30 / 07).
Restaurants are another popular place to sell healthy functional drinks. Three quarters (76%) of adults and a quarter of teenagers try to eat healthier foods in restaurants (NRA, 2008b). The trend of choosing healthy food ranked first in QSR (fast service restaurant) in 2008. A quarter of 35-49 year olds seek healthier recipes in restaurants, while 18% of people aged 50-64 do.
According to the report of QSR merchants, the sales volume of tortillas / pita / tortillas increased by 64% in 2007, with sales of salads, chicken sandwiches, fruits and vegetarians increasing by 59%, 59%, 47% and 33%, respectively (NRA, 2008). One fifth (18%) of QSR businesses plan to add more healthy foods in 2008 (NRA, 2008). French fries sales in QSR hit a 15 year low (NRA, 2007b).
Three quarters (77%) of QSR businesses claimed that their customers bought more energy drinks in 2007 - the largest among beverage sales - followed by 74% and 58% of those who believed that Espresso / espresso and water sales had increased (NRA, 2008b).
Vegetarianism, vegetarianism, low carbohydrate, low fat, gluten free, light, organic, trans fatty acid free, natural, healthy and low calorie foods are the top 10 health statements on the menu (Mintel menu insights, 2008). From 2005 to 2007, the demand for vegetarians on the menu increased by 67%.
Jack in the box offers a new light menu featuring its chicken pita pie. Taco Bell's fresco menu keeps an eye on calories, with only 170 calories of Taco Bell's taco taco. New York passed a law requiring the calories of food to be written on the menu.
On the menu, local food is more attractive than natural or organic food. 40% of people claim that buying local food is more important than organic food (technomic, 2007c), 38% of businesses add local food to their menu, and 37% of businesses add organic or functional food.
