Table of Contents
Opportunities in Nutritional and Functional Daily Dosing
Executive Summary 10
Market drivers and issues 10
Innovation and NPD 11
Future functional trends 12
Future marketing trends 13
Chapter 1 Introduction 16
Research methodology 16
The daily dosing market defined 16
Traditional and contemporary daily dosing 17
Report structure 19
Chapter 2 Market drivers and issues 22
Summary 22
Introduction 23
Changing attitudes towards health 23
Health concerns 23
Healthy behaviors 24
Conclusions 27
Prevalence of specific health conditions 27
Cardiovascular disorders 28
Dyslipidemia 29
Hypertension 30
Overweight and obesity 31
Digestive disorders 34
Bone health 35
Conclusions 36
Chapter 3 Innovation and NPD 38
Summary 38
Introduction 39
Nutritional versus functional products 39
Regional analysis 40
Category analysis 42
Non-traditional product categories 44
Developments in tea, coffee and cocoa 45
Developments in bakery and confectionery 46
Developments in savory foods 48
Conclusions 51
Product feature analysis 51
Product tag analysis 51
Flavor analysis 52
Packaging analysis 53
Functional daily dosing products 54
Company analysis 54
Function analysis 56
Case study: Taisho Pharmaceutical 58
Demographic target group analysis 59
Conclusions 60
Chapter 4 Future functional trends 64
Summary 64
Introduction 64
Digestive health 65
Intestinal health 65
Emerging markets 65
Ingredient branding 66
Product line extensions 67
Health extensions 67
Improving liver function 68
Controlling blood sugar 69
Conclusions 70
Energy 70
Emerging markets 71
Recovery drinks 72
Conclusions 73
Weight management 74
Fat burners 74
Fat and carb blockers 78
Appetite suppressants and satiety promoters 79
Conclusions 81
Cardiovascular health 81
Reducing cholesterol 81
Reducing hypertension 83
Improving circulation 84
Conclusions 85
Beauty 85
Conclusions 88
Oral health 88
Conclusions 90
The immune system 90
Boosting immunity 90
Anti-allergenic products 92
Blood system functions 92
Conclusions 93
Bone, joint and muscle health 94
Bone health 94
Joint health 95
Muscle health 95
Conclusions 96
Emerging functions 96
Central nervous system 97
Brain boosting products 97
Relaxing products 97
Stress alleviation products 98
Respiratory system 99
Eye health 99
Conclusions 100
Chapter 5 Future marketing trends 104
Summary 104
Introduction 104
Targeting demographic groups 105
Age groups and function 105
Children 105
Young adults 107
Mid-lifers 108
Seniors 109
The agelessness counter trend 110
Conclusions 111
Genders and function 111
Men 111
Women 112
Conclusions 114
Using new ingredients 114
Conclusions 118
Tailoring packaging to occasions 118
Compact packaging 118
Multipacks 120
Conclusions 122
Developing marketing communications 122
Naming the brand 122
Promoting daily usage 123
Broadening usage occasions 125
Developing cross-promotions 126
Conclusions 128
Index 129

List of Figures
Figure 1.1: Yakult – the traditional functional daily dosing product 17
Figure 1.2: New Yakult products 18
Figure 2.3: Prevalence (%) of various health conditions, Europe & US, 2005-06 28
Figure 3.4: Share of all daily dosing product launches, by region, 2004-07 40
Figure 3.5: Share of all daily dosing product launches by category, 2004-07 43
Figure 3.6: New soup products 43
Figure 3.7: New tea, coffee and cocoa products 45
Figure 3.8: New bread and breakfast cereals products 46
Figure 3.9: New cookie products 47
Figure 3.10: New confectionery products 48
Figure 3.11: New dairy foods 49
Figure 3.12: New rice, noodle and sauce products 50
Figure 3.13: New cooking ingredient products 50
Figure 3.14: Coca-Cola daily dose products 55
Figure 3.15: Recaldent from Cadbury 56
Figure 3.16: Share of targeted daily dosing product launches by type of function, 2004-2007 57
Figure 3.17: New Taisho Pharmaceutical products 58
Figure 4.18: Ukrainian intestinal health milk 66
Figure 4.19: Yoplait with Optibalance intestinal health yogurt 66
Figure 4.20: Types of intestinal health drink 67
Figure 4.21: Health extensions in intestinal health products 68
Figure 4.22: Drinks to improve liver function 69
Figure 4.23: Products to control blood sugar 70
Figure 4.24: Notable new energy drinks 71
Figure 4.25: Energy drinks in emerging markets 72
Figure 4.26: Recovery drinks from SSP 73
Figure 4.27: Weight management drinks with carnitine 75
Figure 4.28: Weight management product with citrus aurantium 76
Figure 4.29: Weight management drinks with green tea catechins 77
Figure 4.30: Weight management drink with pantothenic acid 77
Figure 4.31: Weight management products with fat blockers 78
Figure 4.32: Weight management products with carb blockers 79
Figure 4.33: Weight management products with glucomannan 80
Figure 4.34: Weight management product promoting satiety 80
Figure 4.35: Cholesterol reducing dairy foods with plant sterols 82
Figure 4.36: Cholesterol reducing dairy drinks with plant sterols 82
Figure 4.37: Cholesterol reducing drinks with amino acids and chitosan 83
Figure 4.38: Hypertension reducing drinks 84
Figure 4.39: Circulation improving products 85
Figure 4.40: Beauty products with collagen peptide 86
Figure 4.41: Beauty products with hyaluronic acid 86
Figure 4.42: Beauty products with zinc and royal jelly 87
Figure 4.43: Beauty products with CoQ10 87
Figure 4.44: Danone Essensis 88
Figure 4.45: Oral health confectionery 89
Figure 4.46: Ezaki Glico oral health confectionery 89
Figure 4.47: Immunity boosting products 91
Figure 4.48: Anti-allergenic products 92
Figure 4.49: Anti-inflammatory and anemia controlling products 93
Figure 4.50: Bone health milks 94
Figure 4.51: Joint health products 95
Figure 4.52: Muscle health drink 96
Figure 4.53: Brain function drinks 97
Figure 4.54: Relaxation products 98
Figure 4.55: Stress reducing products 98
Figure 4.56: Respiratory system product 99
Figure 4.57: Eye health product 100
Figure 5.58: Daily dose products for children 106
Figure 5.59: Daily dose products for young adults 107
Figure 5.60: Daily dose products for mid-lifers 108
Figure 5.61: Daily dose products for seniors 110
Figure 5.62: Products marketed as ageless 110
Figure 5.63: Daily dose products for men 112
Figure 5.64: Daily dose products for women 113
Figure 5.65: Fruit to Spoon 115
Figure 5.66: General health vegetable drink 115
Figure 5.67: Takara Bio general health drinks with plant extracts 116
Figure 5.68: General health drinks with soy derivatives 116
Figure 5.69: General health drinks with fluoride, vinegar and LGG 117
Figure 5.70: Compact energy drink 119
Figure 5.71: Compact confectionery 119
Figure 5.72: Water in easy-to-carry bottles 120
Figure 5.73: Products packaged for different occasions 121
Figure 5.74: Yogurt drink in a weekly supply 121
Figure 5.75: Products whose names encourage daily consumption 123
Figure 5.76: Products promoting daily usage 124
Figure 5.77: Products that encourage morning consumption 125
Figure 5.78: Products that highlight their use on a range of occasions 126
Figure 5.79: Lipovitan energy drinks 127