Promoting Immune Health and Vitality: Emerging Opportunities, Ingredients and Innovations in Food and Drinks

Promoting Immune Health and Vitality - Emerging opportunities, ingredients and innovations in food and drinks

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Key issues examined by this report...

• Immune health and vitality positioning is fast-emerging as a key driver of functional and fortified food sales, with major companies channelling resource and effort into this area. This report assesses the connection between the very high prevalence of immune health-related disease in the Western world, and manufacturers' attempts to formulate food and drink that can help alleviate or prevent the onset of symptoms.
• The status of functional foods remains to be clarified in Europe, with the EU currently formulating guidelines for claims made for supplements and grocery products and treating ingredients on a case-by-case basis. The EU also restricts innovation through novel ingredient policy that entails innovators bear the cost of proving ingredients to be safe before functional considerations are taken into account.
• Development and maturing of the Japanese market has led to widening acceptance of potential nutritional benefits of food and drinks in Europe and the US. Consumers appear more disposed towards benefits-led food marketing in less price-sensitive developed countries.

A growing number of products in the food and drinks sector are being marketed as providing consumers with immune health and vitality benefits. These products are designed to help individuals cope with the stresses and strains of modern life. Products claim to protect and defend the immune system, help maintain vitality and inner balance, and reduce or alleviate stress levels. There is a growing perceived need for food and drink that can meet these requirements, linked to an increasing prevalence of autoimmune diseases in leading economies and more consumers looking to reduce stress experienced on a daily basis.

Promoting Immune Health and Vitality is a new management report published by Business Insights that analyzes the growing importance of immune health and vitality products. Analysis is centered on key brands and how these are meeting the more advanced demands of today's consumers within an increasingly crowded market for food and drink with positive health benefits.

Identify key trends within immune health and vitality product marketing and assess the potential for these trends to develop with this new report...

This new report will enable you to...

• Quantify and target future growth areas with this report's epidemiology data and market data on how immune health and vitality food and drink is helping drive growth in the functional and energy product sectors, and analysis on the growth drivers of products designed to help maintain immune health, minimize autoimmune disease risk and alleviate stress.
• Compare the brand activity of leading manufacturers of immune health and vitality products such as Danone, Coca-Cola and Kraft and learn how other companies are targeting the market for growth.
• Understand how ingredient use is evolving and how branding is becoming more focused on ranges that cater for various specific and growing consumer requirements.
• Improve targeting and the effectiveness of your NPD strategies with this report's analysis of Productscan data of immune health and vitality food and drinks product launches, to determine the key trends, fast growth categories and leading regions.

Your questions answered...

• How are food manufacturers successfully building sales by targeting specific immune health concerns?
• Who are the leading players in the immune health and vitality product market?
• Which key product positioning trends are in line with the needs of customers?
• What are the core growth areas for immune health and vitality marketing and what areas have untapped potential?
• How are companies addressing issues of poor health and bodily discomfort with positive messages?
• Which products are proving successful in different regions and national marketplaces?

Some key findings from this report...

• Added value products that help consumers address immune health issues are developing within core areas such as soft drinks and dairy, with these areas together accounting for 57% of sector launches in 2007.
• Immune health and vitality positioning is helping drive growth in brands in the wider $29bn functional foods market and in the $10bn energy food and drinks market.
• Almost all adults in key European economies and the US are modifying their lifestyles in an attempt to alleviate the day-to-day stress of work and family, and 52% are now taking more steps to reduce stress. This presents food and drink manufacturers with a massive opportunity to help alleviate the pressure of daily life and market products that delay or limit the onset of poor autoimmune health.
• As many as 1 in 10 consumers suffer from an autoimmunerelated

health condition and prevalence is set to grow in major economies; as well as alleviating symptoms of current sufferers, there is considerable potential for products with preventative

qualities.