Ingredients Affecting Health and Wellness

Innovations and Trends to Watch in 2007

Publication Date	March 2007
Publisher	Packaged Facts
Product Type	Report
Pages	131
ISBN Number	not applicable
Product Code	PKF00057

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Summary

Heading into 2007, health and wellness remains the top priority for food manufacturers and consumers alike. The overall number of health messages and the nuances in the messages themselves resulting from increased scientific understanding require a more sophisticated level of comprehension today than ever before. Marketers have the challenge of determining what impact this should have on product formulation, claims, and label content, and how to communicate with consumers. While some messages, their rationale, and call to action are straightforward, such as that associated with reduced consumption of trans fats and nutritional labeling of them, others are much more complicated or ambiguous, such as identifying and labeling specific, individual omega-3 fatty acids. Consumers are becoming both less receptive to dietary advice and confused when recommendations made one day are later refuted. To some extent, consumer skepticism of the latest information is on the rise for this reason.
Key challenges for 2007 will be to avoid creating consumer confusion as a result of the growing quantity and specificity of scientific information available, to enhance credibility by leveraging sound science, and to create compellingly positioned products so that consumers can purchase with confidence.

Ingredients Affecting Health and Wellness: Innovations and Trends to Watch in 2007 provides an in-depth look at the ingredients underlying the major health and wellness trends that Packaged Facts has identified as being most important for 2007. It takes a look at the scientific understanding and consumer attitudes from the standpoint of driving ingredient selection and identifying relevant marketing, regulatory, and claims considerations. Chapter 3, Maintaining The Momentum, looks at a number of the most important health and wellness trends of 2000 and presents Packaged Facts' prediction of what 2007 holds in store for food ingredients. The remaining chapters, Shaking the Salt Habit, Emerging Boomer Issues, and Carbohydrates Post Low Carb, address the health issues where more activity is expected in the coming year.

Report Methodology

The information in this report was obtained from both primary and secondary research. Primary research entailed in-depth, on-site examinations of supermarkets, drug stores, mass merchandisers, convenience stores (c-stores), health/natural foods stores, specialty stores, and club stores. Company, distributor, and retailer interviews were conducted to obtain information on new product and packaging trends, marketing programs, distribution methods, and technological breakthroughs. Secondary research entailed data gathering from relevant sources. Included were consumer and industry publications, newspapers, government reports, financial reports, company literature, and corporate annual reports. Data on consumer behavior was based on the Simmons Market Research Bureau National Consumer Survey, 2004-2006, and new product introductions were gathered through Productscan Online, a service of Datamonitor.

About the Author

Elaine Tecklenburg is a food industry specialist with twenty years of experience in the areas of innovation and new product development. She has led commercialization efforts in the US and Europe for leading food manufacturers and ingredient companies and has extensive experience in both consumer and business-to-business environments. Tecklenburg holds a B.S. degree in nutrition and an M.B.A. from Cornell, and an M.S. degree in food science from Michigan State. In recent positions with Cargill and ConAgra, she worked on launching new ingredients for the health and wellness market. Previously, Tecklenburg led technology innovation efforts as well as consumer product development activities at Mars, Inc., on confectionery brands, including Snickers Bar and Dove Chocolate, and cheese flavored Combos Snacks.

How You Will Benefit from this Report

If your company is interested in joining learning what ingredients and food qualities will be making headlines in 2007 and beyond, you will find this report invaluable, as it provides a comprehensive package of information and insight about new food and beverage ingredients not offered in any other single source. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examination of the consumer and nutrition trends that are affecting this market. Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

This report will help:

Marketing Managers identify market opportunities and develop targeted promotion plans for emerging food ingredients.
Research and development professionals stay on top of competitor initiatives and explore demand for products with new food ingredients.
Advertising agencies to develop messages and images that compel consumers to purchase these products.
Business development executives understand the dynamics of the market and identify possible partnerships.
Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Content

Chapter 1 Executive Summary
- Scope
  - Factors Influencing the Food Ingredients Market
  - Maintaining The Momentum
  - Happy, Healthy Whole Grains
  - Trans Fats on the Outs
  - Omega-3, the Next Low-Carb?
  - Antioxidants Remain Strong
  - Organic Limited Only by Supply
- Moving Beyond
  - Cutting the Salt
  - Bounty in Boomer Food
  - Sweetners and the Diabetic Population
  - Virtues of Fiber
  - A Future for the GI Index?
Chapter 2 Factors Influencing The Food Ingredients Market
- Health and Wellness Focus Continues to Dominate
  - Obesity Drives Dietary Approaches
  - Consumer Understanding Drives Product Selection
- Changing Demographics
  - The Boomers, Yet Again
  - Changing Ethnic Patterns a Factor
- Regulatory Impact
  - Heightened Food Safety Awareness
  - Blurring of Retail Channels
Chapter 3 Maintaining The Momentum
- Whole Grains Mature
  - Table 3-1 Household Use of White, Whole Wheat, and Multigrain Bread (2004 - 2006)
  - New FDA Guidance on Whole Grain Definition
  - White Whole Wheat
- Specialty Grains and Exotic Pseudograins
  - Table 3-2 Whole Grain Sources and Product Introductions, No. of Reports (2004 - 2006)
- Gluten-Free Continues to Grow
  - Hidden Gluten-Containing Ingredients
  - If Wheat's Out, What's In? Technical Challenges
- Playing Catch-Up with Trans-Free Fats
  - Foodservice Under Fire
  - Technical Challenges and Available Alternatives
  - Table 3-3 Fatty Acid Composition of Select Vegetable Oils, %
  - Sunflower Oil
  - High Oleic Canola Oil
  - Modified Soybean Oil
  - Palm Oil
- Omega-3 Now A Household Term
  - Origins and Health Benefits of Omega-3
  - Recommendations, Claims, and Consumer Understanding
  - Dietary Recommendations
  - FDA Allowed Claims
  - Table 3-4 Foods Qualifying for "High" Source of Omega-3 Content Claims per RACC
  - Consumer Attitudes and Behavior about Fish and Omega-3
  - Growing Array of Products Flagging Omega-3
  - Specific Fatty Acids
  - Technical and Manufacturing Challenges
  - Microencapsulation
  - Omega-3 Ingredients
  - Fish Sources of Omega-3 Oils
  - Non-Fish Sources of DHA and EPA
- Antioxidants - A Growing Threat to Free Radicals
  - Antioxidant Functionality, Sources, and Health Benefits
  - Table 3-5 Food Sources and Potential Health Benefits of Select Phytochemicals
  - Flavonoid Pigments
  - Table 3-6 Flavonoid Content of Select Foods
  - Dark Chocolate the Antioxidant Star
  - Pomegranate - and Other Good Fruit Sources
  - Carotenoids
  - Beta-carotene
  - Lycopene
  - Lutein and Zeaxanthin
  - Resveratrol
  - Vitamin C and Vitamin E
  - Selenium
  - Table 3-7 Food Sources and Potential Health Benefits of Select Vitamin & Mineral Antioxidants
  - Antioxidant Marketing Approaches
  - Consumer Awareness and Attitudes
  - Antioxidant Ingredients
- Natural and Organic - Full Steam Ahead?
  - The Organic Food Challenge
  - Organic Food and Beverage Definition and USDA Certification
  - Organic Consumers
  - Organic Production
  - Table 3-8 Select Certified Organic Crops - % of U.S. Total (2005)
  - Table 3-9 Select Certified Organic Livestock and Poultry - % of U.S. Total (2005)
  - Basic Ingredients & Commodity Supply Challenges
  - Table 3-10 % Change Organic Crop Acreage, Livestock, and Poultry Animals (1992 - 2005)
  - Formulation Challenges: Implications for Processed Food Manufacturers
  - Thinking Long Term
  - The Natural Food Challenge
  - Marketplace Growth - Organic and Natural Food and Beverages
Chapter 4 Shaking The Salt Habit
- Sodium - A Growing Global Health Concern
- Marketing Approaches to Sodium Reduction
- Technical Challenges of Reducing Sodium and Replacing Salt Taste
- Table 4-1 Ingredient Sources of Dietary Sodium
- Ingredients to Boost Salty Taste in 2007
- Table 4-2 Ingredient Approaches to Boosting Salty Taste
- Flavors and Flavor Enhancers
- Masking Agents and Taste Modifiers
- Peptide Technology
- Potassium Chloride and Salt Blends
- Sea Salt with Less Sodium
- Spices, Seasonings, and Herbs
- Taste Receptor Technology
- Yeast Extracts
- Retail Salt Substitutes
- Marketplace Products with Less Sodium
- Potassium - The Antidote for Excess Dietary Sodium?
Chapter 5 Emerging Boomer Issues Deserve More Attention
- Seeing Clearly - Fighting Macular Degeneration
- Lovin' Lutein
- Table 5-1 Good Food Sources of Lutein and Zeaxanthin (mg per 1 cup serving)
- Alzheimer's - The Disease Boomers Want to Forget
- Omega-3
- Tea and EGCG
- Beta Carotene
- Resveratrol
- Vitamin E
- Turmeric
- Staying Limber - Reducing the Joint Pain of Arthritis
- Table 5-2 Food Ingredients with Potential Benefits for Arthritis Sufferers
- Glucosamine and Chondroitin
- Pomegranate
- EPA
- Turmeric
Chapter 6 Carbohydrates And Sweetness Post Low-Carb
- So Long, Sugar
  - Table 6-1 Sources of Added Caloric Sweeteners
- New Product Introduction Trends
  - Sugar-reduction Labels with Staying Power
  - Sugar Removal Poses Challenges
  - Use of High Intensity Sweeteners and Sugar Alcohols
  - Table 6-3 Product Launches Containing Select HIS and Polyols, No., % (2004 - 2006)
  - Table 6-4 Self Reported Household Use of Retail Sugar Substitutes (2004 - 2006)
- Technical Challenges of Sugar Replacement
  - High Fructose Corn Syrup - Innocent Victim or Demon?
  - Fabulous Fiber
  - Table 6-5 Summary of FDA Approved Claims Related to Fiber
- Total Dietary Fiber and Product Positioning
  - Grain Sources Associated with Fiber Claims
  - Table 6-6 Grains Used For High Fiber Positioning, No. & % (2004 - 2006)
- Other Ingredients to Boost Total Dietary Fiber
  - Cellulose, Bamboo, and Cottonseed Fiber
  - Resistant Starch
  - Inulin, Oligofructose, and Polydextrose
  - Soluble Fiber - Barley Claims Now Allowed
  - Carbohydrates and The Glycemic Index
  - The Debate Surrounding Low Glycemic Index
  - Benefits to Leverage - Without Having to Mention Glycemic Index
  - Claims and Positioning of Market Products based on GI
  - Table 6-7 Claims and Positioning of New Products Associated with Reduced GI (2006)
- Categorization of Foods by Glycemic Index
  - Glycemic Index Values for Carbohydrate Related Ingredients
  - Traditional Lower GI Carbohydrates
  - Whole Grains and Fiber
  - Fructose
  - Lactose
  - Whey
  - Skim Milk
- Slowly Digestible Carbohydrate Ingredients
  - Non Digestible Carbohydrates (or nearly so)
  - Resistant Starch
  - Inulin and Fructooligosaccharides (FOS)
  - Polydextrose
- Other Ingredients to Support Benefits Associated with Reduced GI
  - Protein
  - Fat
  - Chromium
- High Intensity Sweeteners (HIS)
  - Sugar Alcohols
- The Scientific Basis of Glycemic Index
  - Glycemic Index Definition and Measurement
  - Factors Influencing Glycemic Response
  - The Insulin Connection
Appendix A
- The National List of Allowed & Prohibited Substances of the National Organic Program (NOP)
Appendix B
- FDA Definitions for Sodium Content of Food
- Sodium Content Requirement for "Healthy" Foods
- FDA Sodium Label Claims
Appendix C
- FDA Definitions for Sugar Content Claims of Food