2008 Healthy Foods & Beverages

In this 27-page issue, NBJ offers a breakdown of 2007 U.S. Healthy Foods & Beverages sales data and provides a detailed analysis of new functional food products in the market today.

EXCERPT FROM OVERVIEW:

2008 will go down in history as the year the U.S. banking system fell to its knees. But, at least within the U.S. nutrition industry, it is also likely to be known as the year food manufacturers tapped into Americans’ growing awareness of the connection between diet and health with a barrage of functional food and beverage launches. From Kraft’s LiveActive line of probiotic foods to Kellogg’s Live Bright Brain Health Bars to Unilever’s Promise Activ SuperShots for Blood Pressure to Nui’s lineup of kids drinks with calcium and fiber, consumers were greeted this year by a plethora of new functional food and beverage offerings—with each claiming to provide a new way for Americans to eat or drink their way to better digestive, cardiovascular, cognitive or general health. According to Mintel’s Global New Products Database, 142 new functional foods or beverages aimed at digestive health and 134 new functional products targeted to cardiovascular health were launched in the United States between Jan. 1 and Sept. 23 of this year.

“We’ve been talking about functional foods for the last decade, and all of a sudden they are here in a big way,” said Jeff Hilton, co-founder and partner of Salt Lake City-based Integrated Marketing Group (IMG). “The massive product proliferation this year in the functional food area has just been wild.”

The growth of U.S. functional food and beverage sales in 2007 likely helped to fuel this year’s product explosion. According to Nutrition Business Journal research, U.S. sales of functional foods rose 9.4% to $34.3 billion. Functional foods and beverages—which NBJ defines as products that either have been fortified with added ingredients to achieve a particular health claim (such as probiotics for digestive health or DHA for cardiovascular health) or are marketed as having a specific performance trait or health characteristic that influences consumers to buy it—made up 5.8%.

To continue reading, please order the issue below.
TABLE OF CONTENTS:


U.S. healthy food and beverage sales grew 8.3% to $129 billion in 2007, as functional and natural & organic products each gained more ground in the United States.   1 - 7
From gummy bears to beer, gluten-free foods attract a growing range of consumers   8-11
You Bar is on track to generate more than $1 million in sales this year by enabling consumers to design their own nutrition bars.   11 - 12
Thanks to companies such as Kellogg’s and Attune Foods, probiotic and prebiotic foods and beverages are taking root in the United States once and for all   13 - 16
Kraft and NextFoods tap Sweden’s Probi as probiotic functional food partner   16
Chocolate Pillows and other natural food- and drink-based sleep aids bring sweet dreams to Dreamerz   17 - 18
Move over, aspartame! Coca-Cola, PepsiCo and others race to bring stevia sweetened foods and beverages to sugar-obsessed Americans   19 - 23
Self-affirmed GRAS strategies smooth stevia’s sweetener path in the United States   20
As consumers scrimp on spending, food retailers engage new customers in new ways   24 - 26
Whole Foods Market strives to shrug off “Whole Paycheck” image in current economy   27

LIST OF FIGURES:
  • Share of Healthy Foods in the U.S. Food Market: 1997-2007
  • U.S. Healthy Food Sales & Growth by Product Category in 2007
  • Manufacturer & Consumer Opinions Vary on the Importance of Healthy Food Attributes
  • Opportunities for Future Condition-Specific Foods and Beverages
  • Manufacturer & Retailer Opinions of Healthy Food Growth Opportunities
  • U.S. Nutrition Bar Sales & Growth: 1997-2007
  • U.S. Melatonin Supplement Sales & Growth: 1997-2007
  • U.S. Stevia Supplement Sales & Growth: 2000-2007
  • U.S. Market Share of Healthy Food Sales Based on Consumer Spending Habits

COMPANIES INCLUDED:

365 Everyday Value (Whole Foods Market)
70 Park Avenue Hotel
ACNielsen
Activia (Groupe Danone)
All One
Ambien
American Dietetic Association
Amy's
AP-foodtechnology.com
Arrowhead Mills (Hain)
Attune Foods
Avero Research
Barbara's Bakery
BB and T Capital Markets
Better Living Brands Alliance
Blue California
Bob's Red Mill
Brand New Brands
Business Communications Co.
Canaccord Adams
Canadian Research and Development Centre for Probiotics
Cargill
Chocolate Pillows (Dreamerz)
Codex Alimentarius
Columbia University's Celiac Disease Center
Corvus Blue
Crayons Inc.
DanActive (Groupe Danone)
Datamonitor
Dean and Deluca
DeBoles (Hain)
Drank
Dreamerz
Eating Right (Safeway)
Embodi
Ener-G
Enjoy Life Foods
Food Allergy and Anaphylaxis Network
Food Allergy Initiative
FAO
Food Marketing Institute (FMI)
Foodnavigator-usa.com
Fortitech
Fresh and Easy
Functional Ingredients magazine
Ganeden Biotech
GanedenBC30 (Bacillus coagulans)
General Mills
Global Organization for EPA and DHA Omega-3s (GOED)
Gluten Free Café
Glutino
Go Lean Crunch
GoodBelly (NextFoods)
Great Value (Wal-Mart)
Groupe Danone
GTC Life Tech
GTC Nutrition
Guittard
Hain Pure Foods (Hain)
Hain-Celestial Group
Herbal Fruit Mix (Dreamerz)
Hotel Adagio
Ian's
Imagine Rice Dream (Hain)
Independent Natural Foods Retailers Association
Integrated Martketing Group (IMG)
International Food Information Council
JD Searle
Joint Juice Inc.
Kashi (Kellogg's)
Kashi Vive Probiotic Digestive Wellness Cereal
Kellogg's
Kerry Ingredients and Flavours
Kraft
Kraft Foods
Kroger
Lactobacillus plantarum 299v (Probi)
Laura's Wholesome Junk Food
Lawson Health Research Institute
Life Source Natural Foods
lifeDHA (Martek)
Live Bright Brain Health Bars (Kellogg's)
LiveActive (Kraft)
Living Without
Lundberg Family Farms
Lunesta
Mac & No Cheese (Ian's)
Main Street Gourmet


Martek
Mary's Gone Crackers
Massachusetts Institue of Technology
Medco Health Solutions Inc.
Merisant
Mintel
Mitsubishi
Muller
Nabisco
Naked Pizza
National Sleep Foundation (NSF)
Natural Harmony Foods
Naturally Preferred (Kroger)
Nature's Path
Nestle
New Nutrition Business
Next Generation Organic Dairy
NextFoods
Niman Ranch
Nordic Naturals
Nourish Life
Nui
O Organics (Safeway)
Obesity journal
Opinion Research Corp.
Orgran Natural Foods
Packaged Facts
Pamela's Products
Papa John's
PepsiCo
PharmaGABA (Dreamerz)
Philadelphia Cream Cheese (General Mills)
PL Thomas
PowerBar (Nestle)
Private Selection Organics (Kroger)
Pro.activ (Unilever)
Probi
Promise Activ SuperShots for Blood Pressure
Promise Activ SuperShots for Cholesterol
ProViva (Probi/Skane)
Publix
PureCircle
PureVia (Whole Earth Sweetener Co.)
Retail Insights
Rice Chex (General Mills)
Safeway
Silk (WhiteWave/Dean)
Skane Dairy
Sloan Trends
Sobe Life
SoLean (Natural Harmony Foods)
Soothing Dairy (Dreamerz)
Souper Food (Turtle Island Soup)
Soy Dream (Hain)
SPINS
Stonyfield Farms (Groupe Danone)
SugarGuard (Crayon)
Sunflower Farmers Markets
Supermarket News
Supervalu
Sweet-Leaf (Wisdom Natural Brands)
Temple Isreal Hollywood
The Coca-Cola Co.
The Gluten Intolerance Group
The Hartman Group
The New York Times
Trader Joe's
Tree of Life
Tropicana (PepsiCo)
Truvia
Turtle Island Soup
U.S. Department of Agriculture (USDA)
U.S. Food and Drug Administration (FDA)
Ullman, Shapiro & Ullman
Unilever
University of Chicago Celiac Disease Center
Vitalita Nutritional Products
Vitality (Muller)
Wal-Mart
Weider Global Nutrition
WhiteWave (Dean Foods)
Whole Earth Sweetener Co.
Whole Foods Market
WholeEarth Sweetener Co.
Wisdom Natural Brands
World Health Organization (WHO)
Yoplait (General Mills)
You Bar
Zsweet




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2008 Healthy Foods & Beverages


 



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