Ingredients Fortification Case Study: how the addition of ingredients has redefined products within their own categories

Publication Date	July 2009
Publisher	Datamonitor
Product Type	Report
Pages	16
ISBN Number	not applicable
Product Code	DAT15352

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Summary

This case study on ingredient fortifications forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how manufacturers are boosting sales of food and beverages with the addition of healthy additives to product formulas.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View

CATALYST

SUMMARY

Analysis
The majority of ingredient additions focus on health benefits, reflecting consumer demand for positive nutrition
Consumers are eating and drinking for wellbeing
Products are incorporating ingredients that target more specific consumer needs
Consumption habits are evolving as consumers opt for nutrient rich food and beverages that help optimize their performance and reduce the risk or delay the onset of diseases
Consumers are interested in the benefits of fortified products
Maintaining or improving health is seen as essential by the majority of consumers worldwide
Consumers are demonstrating this increased interest in health by consuming more functional products
Fortification has had a major impact in reinvigorating several categories
The effect of introducing xylitol to chewing gum demonstrates the importance of ingredients receiving favorable accreditation from respected sources
The fortification of orange juice with calcium proved a big leap for the category, but consumers are increasingly demanding more from their products
Omega-3 is finding its way into several types of food and beverages including milk but its inclusion does not guarantee product success
Fortifying water has resulted in the category having several opportunities for growth
One of the greatest success stories in recent history is the fortification of yogurts with probiotics
Looking ahead: future potential
Industry players are hoping that stevia can arrest the decline in the carbonated beverages market
Fortifying cereals with fiber and whole grains can leverage the consumer desire for health in the morning
Conclusion

APPENDIX

Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
Figure 1: Consumers are gravitating towards food and beverages which provide them with positive nutrition
Figure 2: Around three quarters of global consumers believe that health is more important to them now than two years ago
Figure 3: Europeans are the least likely consumers to purchase functional food and beverages
Figure 4: Many chewing gums make a particular focus on the addition of xylitol as an ingredient which is good for consumers' oral health
Figure 5: Though around half of consumers say that calcium has some influence on food and beverage choices, only one in five say it has a high influence
Figure 6: Only around a fifth of consumers are greatly influenced by omega-3 content when selecting food and beverages
Figure 7: The majority of consumers take vitamin and mineral content into some consideration when purchasing food and beverages
Figure 8: The maturity of the market for probiotics in Asia Pacific explains why consumers here are far more likely to consider probiotic content when making food and beverage choices
Figure 9: A number of soft drinks are now being made with stevia-derived sweeteners
Figure 10: Consumers in the Middle East are most likely to consider fiber content when choosing food and beverages