Market Trend: Low, Reduced and No Sodium or Salt Foods and Beverages in the U.S.

Content

• Chapter 1 Executive Summary
  • Definition of the Market
  • Scope of the Report
  • Products Outside of Scope
  • The Ingredient and the Issues
    • Sodium's Role
    • Americans Consume Too Much Sodium
    • The Salt Shaker Is Not the Culprit
    • The Government May Regulate the Salt Content in Food
    • There's Two Sides to Every Story
  • The Market
    • Tracking Low Sodium Is Challenging
    • Product Categories Driving Growth
  • The Marketers
    • Many Are Looking at Sodium Content Formulations
  • The Marketplace
    • Supermarkets Lead in Share of Sodium Content Product Sales
    • Figure 1-1 U.S. Retail Sales of Sodium Content Foods and Beverages, by Outlet, 2008
    • Health and Wellness Revolution

    • "Less Sodium"

      Gets Classified with the Functional Food Trend
    • Demographics of Those Watching Sodium Intake
  • Product Development
    • Nothing Truly Replaces Sodium
    • Options in the Market
• Chapter 2 The Ingredient
  • Key Points
  • Scope of the Report
    • Definition of the Market
    • Products Outside of Scope
  • All About Sodium
    • What Is Sodium?
    • Sodium's Role in Life
    • Sodium's Presence in Foods and Beverages
    • Sodium's Role in Foods and Beverages
    • Concerns With Too Much Sodium in the Diet
    • What Are the Recommendations for Sodium Intake?
    • Table 2-1 Dietary Reference Intakes for Sodium
    • Most Sodium Comes from Processed Foods and Restaurants
  • The Government's Role
    • FDA Holds Hearing on Regulating Salt Content in Food
    • AMA Requested a Call to Action, Too
    • Comments Made at the FDA Hearing
    • AMA Urges FDA Action to Reduce Excess Salt in Food
    • Action Overseas Suggests There Is Hope for U.S. Foods and Beverages
    • Status of Change in the United States
  • The Controversy
    • The Other Side of the Sodium Debate
    • The Salt Institute Speaks Out
  • Labeling Overview
    • Labeling Nomenclature
    • Provide the Facts: Nutritional Information Musts
    • Sodium Content Claims
    • Table 2-2 Legal Descriptors for the Sodium Content of Foods and Beverages
    • Products That Are Exempt
    • Nutrition Regulations in Foodservice
    • What Is the Definition of

      "Healthy"

      When Used on a Food Label?
    • Health, Nutrient Content and Structure/Function Claims
    • Significant Scientific Agreement Health Claims
    • Qualified Health Claims
    • Nutrient Content Claims
    • Structure/Function Claims
    • Allergen Issues
    • AHA's Heart-Check Mark
    • Table 2-3 American Heart Association Heart-Check Mark Usage Criteria
    • FDA Urged to Create New Healthy Food Labeling System
  • The Food Industry Gets Challenged
    • Where to Go From Here
    • The Healthy People Challenge
• Chapter 3 The Market
  • Key Points
  • Market Approach
    • Many Different Approaches to Addressing Sodium Levels
    • Figure 3-1 Canned Soup Making a Sodium Content Claim on the Front Label
    • Figure 3-2 Canned Soups Flagging Sodium content on the Front Label
    • Analysis of Sodium Content Soup
    • Table 3-1 U.S. Sales Data for Select Brands of Sodium Content Soup, 2003-2007 (in millions of dollars)
    • Table 3-2 U.S. Sales Data for Sodium Content Soup, Market Leader Campbell Soup vs. Total Category, 2003-2007 (in millions of dollars)
    • Sodium Content Soup Is About 10% of Campbell's Mix
    • Figure 3-3 U.S. Sales of Campbell's Soup, Sodium Content vs. All Others, 2007
    • Healthy Choice Is the Sole Sodium Content Frozen Entre Choice
    • Table 3-3 U.S. Sales Data for Healthy Choice-Branded Frozen Entres, 2003-2007 (in millions of dollars)
  • Retail Sales Trends
    • Impossible to Provide a Dollar Value to Sodium Content Category
    • Sodium Content Claims Double from 2002 to 2007
    • A Note on Product Tags
    • Table 3-4 U.S. Product Introductions with Low-Salt and Low-Sodium Content Claims, 2002-2007
    • Figure 3-4 U.S. Product Introductions with Total Low-Salt and Low-Sodium Content Claims, 2002-2007
    • The Dip in 2006 Is About Trans Fats
    • Language Confusion with Productscan
    • Figure 3-5 U.S. Product Introductions with Low-Salt Content Claims, 2002-2007
    • Figure 3-6 U.S. Product Introductions with Low-Sodium Content Claims, 2002-2007
  • Marketable Products
    • Seven Product Categories to Focus On for Sodium Content Claims
    • Canned Foods Lead the Sodium Content Business
    • Figure 3-7 U.S. Retail Sales of Sodium Content Foods and Beverages, Share of Total Market, 2007
    • No-Salt-Added Canned Vegetables Are the Original Player
    • By 2012, Grains/Snacks and Meat/Fish/Entres Gain Share
    • Figure 3-8 U.S. Retail Sales of Sodium Content Foods and Beverages, Share of Total Market, 2012
    • Regional Preferences for Sodium Content Foods and Beverages
    • Table 3-5 U.S. Adult Consumers Watching Sodium Intake and Purchasing Low-Sodium Foods, by Region, 2007 (index)
• Chapter 4: The Marketers
  • Key Points
  • The Leading Marketers
    • Many Are Looking at Sodium Content Formulations
    • The 10 Leading Marketers
    • Table 4-1 U.S. Sodium Content Foods and Beverages: 10 Leading Marketers and Brands, 2007
    • ConAgra and Campbell Lead in Share of Sales
    • Figure 4-1 U.S. Sodium Content Foods and Beverages: Share of Dollar Sales, by Marketer, 2007
  • Competitive Profile: Amy's Kitchen, Inc., Petaluma, California
    • The Company's Namesake
    • A Leader in Penetrating Mainstream Markets
    • Product Lines
    • Canned Items
    • Frozen Items
  • Competitive Profile: Campbell Soup Co., Camden, New Jersey
    • More Than 100 Years Old
    • Campbell Is the Leader in Sodium Content Movement
    • Riding the Wellness Trend
    • Soup Fits Into Wellness by Filling Consumers Up
    • When the Sodium Reduction Plans Commenced
    • Efforts include:
    • Thanks to Sea Salt
    • V8 100% Vegetable Juice Reformulation
    • The Line Up Continues to Grow
    • Supporting the Products
    • How the Lower-Sodium Soups Score with Consumers
  • Competitive Profile: ConAgra Foods, Inc., Omaha, Nebraska
    • An All-American Company
    • Sodium-Cutting Initiative Announced
  • Competitive Profile: Del Monte Foods, Co., San Francisco, California
    • Vegetable Rush
    • Something for Everyone
    • Forerunners in No-Salt-Added Veggies
  • Competitive Profile: General Mills, Inc., Minneapolis, Minnesota
    • It All Started with Milling
    • Responsible Advertising
    • Variety of Sodium Contents Statements on Veggies
    • Progresso Soup Introduces Reduced Sodium Soups
  • Competitive Profile: H.J. Heinz Co., Pittsburgh,
  • Pennsylvania
    • If It Isn't Heinz, It Isn't Ketchup
    • Only Mainstream No-Salt-Added Ketchup
    • Bouillon Goes Lower in Sodium
  • Competitive Profile: The Hain Celestial Group, Inc., Melville, New York
    • Health Food Giant Continues to Grow
    • Health Valley Offers Many Sodium Content Products
    • Other New Sodium Content Products
  • Competitive Profile: Hormel Foods Corp., Austin,
  • Minnesota
    • Meat and Potatoes
    • Sodium Content Offerings
    • Practically an Institution
  • Competitive Profile: Kraft Foods Inc., Northfield, Illinois
    • The Biggie in the States
    • Nabisco First to Lower Sodium
    • The Sensible Solution Logo
    • Living in South Beach in 2008
  • Competitive Profile: Unilever, Englewood Cliffs, New Jersey
    • International Company with Local Roots
    • Nutrition Enhancement Program: It's a Choice in the States
    • In the States, the company calls it program: Choices.
• Chapter 5 The Marketplace
  • Key Points
  • Distribution and Delivery
    • Retail Distribution Methods
    • Direct Delivery Advantages
    • The Cost of Face-To-Face Business
    • Advantages of Warehouse Delivery
    • Smaller Marketers Work Through Brokers
    • Introducing New Special Dietary Needs Products to the Market
  • The Retail Environment
    • Store Formats Are Changing
    • Shopping Options Are Plentiful
    • Where Are Consumers Shopping for Groceries?
    • Traditional Supermarkets Decline as a Primary Destination
    • Traditional Supermarkets Are the Leader in Share of Sodium Content Food and Beverage Sales
  • The Leading Retailers
    • Getting Your Product in with the Leaders
    • Table 5-1 Top Five U.S. Supermarket Chains, by Dollar Sales and Number of Stores, 2006 or fiscal 2007, depending on chain
    • Table 5-2 Top Five U.S. Discount-Style Chains That Sell Food & Beverage Products, by Dollar Sales and Number of Stores, 2006 or fiscal 2007, depending on chain
    • Changes in the Competitive Landscape
    • The Wal-Mart Factor
    • The Whole Foods Approach
    • Table 5-3 Low-Sodium Foods Sold in Whole Foods Market, by category, brand and description, 2008
    • Trader Joe's Goes Low-Sodium, Too
    • Table 5-4 Low-Sodium Foods Sold in Trader Joe's, by category, brand* and description, 2008
    • (*unless noted, product is the store label of Trader Joe's)
  • Comparative Pricing
    • There's a Plethora of Products Out There
    • Table 5-5 U.S. Sodium Content Retail Sales Prices of Beverages at Select Stores, 2008
    • Table 5-6 U.S. Sodium Content Retail Sales Prices of Condiments at Select Stores, 2008
    • Table 5-7 U.S. Sodium Content Retail Sales Prices of Dairy Products at Select Stores, 2008
    • Table 5-8 U.S. Sodium Content Retail Sales Prices of Grain-Based and Snack Foods at Select Stores, 2008
    • Table 5-9 U.S. Sodium Content Retail Sales Prices of Meat, Fish and Entre Products at Select Stores, 2008
    • Table 5-10 U.S. Sodium Content Retail Sales Prices of Soups at Select Stores, 2008
    • Table 5-10[Cont.] U.S. Sodium Content Retail Sales Prices of Soups at Select Stores, 2008
    • Table 5-11 U.S. Sodium Content Retail Sales Prices of Canned Vegetables at Select Stores, 2008
    • Private Label Offers Price Breaks
    • Table 5-12 Private Label vs. Branded Retail Price of 8-Ounce No-Salt-Added Tomato Sauce, 2008
    • Trader Joe's Is Almost All Private Label
    • Table 5-13 Private Label vs. Branded Retail Price of 32.0-Ounce Chicken Broth, Trader Joe's vs. National Brands, 2008
    • The Club Store Price Advantage
    • Multi-Packs and Family-Size Products
    • Table 5-14 Club Store vs. Supermarket Prices for Select Sodium Content Products, 2008
• Chapter 6 The Consumer
  • Key Points
  • Today's Consumer
    • Health and Wellness Revolution
    • Choosing Sodium-Containing Foods Wisely

    • "Less Sodium"

      Gets Classified with the Functional Food Trend
    • General Attitudes Toward Health
    • Consumer Health Concerns
    • What Consumers Say and What Consumers Want
    • So Who Wants to Lower Their Sodium Intake?
    • Retailers Ask for Low-Sodium Foods; Consumers Buy Them
  • Simmons Consumer Survey
    • Demographics of Those Watching Sodium Intake
    • Table 6-1 Demographics of Those Who Watch Their Salt Intake or Buy Low-Sodium Foods, 2007
    • Table 6-2 Indicator and Resistor Indices of Those Who Watch Their Salt Intake or Buy Low-Sodium Foods, 2007
    • When It's Available They Will Use It
    • Table 6-3 Percentage of U.S. Consumers on a Diet and Watching Their Salt Intake That Use Select Foods, by Product Type, 2007
• Chapter 7 Product Development
  • Key Points
  • Understanding Salt
    • Kicking Off the New Year
    • To Enhance, One Must First Understand the Flavor of Salt
    • Salt's Uniqueness
    • No Worries, Reducing Salt Does Not Impact Food Safety
  • The Food Science Approach
    • Are There Four or Five Tastes?
    • The Deal with Umami
    • Efforts by Suppliers and Research Organizations
    • Blue Pacific Flavors
    • Cargill Salt
    • ConAgra Food Ingredients
    • Dairy Management Inc.
    • DSM Food Specialties USA Inc.
    • Givaudan Flavors
    • Grande Custom Ingredients Group
    • Griffith Laboratories Co.
    • ICL Performance Products LP
    • Jungbunzlauer, Inc.
    • Mastertaste
    • Morton Salt
    • The Mushroom Council
    • Prime Favorites
    • Purac America Inc.
    • Savoury Systems International, Inc.
    • Senomyx Inc.
    • Spectrum Foods, Inc.
    • Synergy Flavors, Inc.
    • Wild Flavors, Inc.
    • Wixon, Inc.
  • Overview Of Product Development Efforts
    • Campbell Soup's Can of Tricks
    • What's Popping at ConAgra
    • What's Shaking at McCain Foods
    • Nestl Sheds Salt in Shreddies
    • Kellogg's Approach in Snack Foods
    • New Product Introductions
    • Introduction Highlights in 2006 and 2007
    • Beverages
    • Figure 7-1 R.W. Knudsen Organic Low Sodium Very Veggie Juice
    • Meat/Entres
    • Figure 7-2 Amy's Light in Sodium Organic Chili
    • Figure 7-3 Amy's Light Enchilada
    • Figure 7-4 Hormel No Salt Added Breast of Chicken
    • Figure 7-5 Spam 25% Less Sodium
    • Side Dishes
    • Figure 7-6 Zatarain's Reduced Sodium Rice Mix
    • Figure 7-7 Rice-A-Roni Lower Sodium Rice Mix
    • Snack Foods
    • Soups/Sauces/Seasonings
    • Figure 7-8 Progresso Health Favorites 45% Less Sodium Soup
    • Figure 7-9 McCormick Grill Mates Seasonings
    • Figure 7-10 Morton Salt Balance
    • Additional New Products
    • Table 7-1 U.S. Lower Sodium Food and Beverage Introductions, 2006-2007
• Appendix I: Select Marketers
• Appendix II: Select Suppliers of Sodium Reduction Ingredients