09.01.07
The world of wellness touches many markets, not just food and dietary supplements. From massage chairs to household cleaning products to personal care, the desire to maintain a certain degree of "wellness" personally, professionally and within the family environment has risen sharply over the last few years. And marketing messages have followed suit-e.g., cleaning products urging consumers to do something "good for themselves and their family" by using products that don't contain the "harsh" chemicals of competing products.
As a result, health and wellness also touches millions, even billions of consumers. And among these consumers: Hispanics and Boomers represent the fastest growing demographic groups, omega 3s continue to explode, probiotics and yogurt are about to enter a new growth phase, weight loss has become a mega-market, and children-another fast-growing demographic group-are in urgent need of a health makeover. Most companies seem to be competing on one or more of these platforms. These platforms also represent some of the insights revealed in this issue's up-and-coming markets piece (pg. 36) written by industry analyst Liz Sloan, president, Sloan Trends Inc.
On a global scale, health has finally become a "major" driver. Even more encouraging, according to Ms. Sloan's article, more than one-quarter of the most successful new food and beverage introductions in 2006 delivered specific health benefits-i. e., three in 10 (28%) carried an added nutrient claim (e.g., vitamins, calcium or soy).
The good news in supplements lies in the specialty sector, which is up 10%. Leading the pack are essential fatty acids/omega 3s and co-enzyme Q10 (CoQ10), with dollar sales up over 30% and 16%, respectively.
In addition, according to the Food Marketing Institute (FMI), over one-third of shoppers (36%) were trying to reduce their risk of developing health conditions through their food purchases. In fact, shopping for health behaviors is at an all-time high, with nearly half of consumers claiming to be significantly influenced by their weight when purchasing products. Products that promote satiety and energy management will be very important for this market.
Ironically, consumers have never been fatter. According to this month's article on the weight loss market (pg. 50), more than 1.6 billion adults are overweight and over 300 million are considered obese. Shockingly, in less than a decade, 2.3 billion adults will be overweight and more than 700 million will be obese.
Further proof of health and wellness going mainstream was evident at this year's IFT Show held in Chicago, IL, in late July. Top management executives from "Big Food"-Nestl, Kraft, Campbell's and General Mills-were on hand to discuss their various health and wellness initiatives. One executive from Campbell's said she considers "wellness" a mega-trend that will exceed $200 billion. She also believes that the definition of wellness has changed in recent years-now it engenders a positive attitude, resulting in products that appear to "celebrate life," provide "balance" and support "energy and vitality." She advised companies and marketers to stay away from identifying problems and instead help consumers move toward solutions.
In the midst of all of these positive shifts and market developments, it is important for companies to remember some of the other important issues in the world of wellness-FDA's release of new GMP regulations for dietary supplements (pgs. 8 and 72); complying with the new adverse event reporting (AER) legislation, which becomes effective in December; learning what FDA requires in the way of substantiation when it comes to health claims and qualified health claims (pgs. 9 and 32); and becoming more informed about FDA's new food inspection plans.
September opens with an endless list of health and wellness opportunities, sprinkled with some regulatory challenges, and topped with overwhelming consumer support of products that will help them achieve the balance they're looking for in their daily lives. Dig in!
Rebecca Wright
As a result, health and wellness also touches millions, even billions of consumers. And among these consumers: Hispanics and Boomers represent the fastest growing demographic groups, omega 3s continue to explode, probiotics and yogurt are about to enter a new growth phase, weight loss has become a mega-market, and children-another fast-growing demographic group-are in urgent need of a health makeover. Most companies seem to be competing on one or more of these platforms. These platforms also represent some of the insights revealed in this issue's up-and-coming markets piece (pg. 36) written by industry analyst Liz Sloan, president, Sloan Trends Inc.
On a global scale, health has finally become a "major" driver. Even more encouraging, according to Ms. Sloan's article, more than one-quarter of the most successful new food and beverage introductions in 2006 delivered specific health benefits-i. e., three in 10 (28%) carried an added nutrient claim (e.g., vitamins, calcium or soy).
The good news in supplements lies in the specialty sector, which is up 10%. Leading the pack are essential fatty acids/omega 3s and co-enzyme Q10 (CoQ10), with dollar sales up over 30% and 16%, respectively.
In addition, according to the Food Marketing Institute (FMI), over one-third of shoppers (36%) were trying to reduce their risk of developing health conditions through their food purchases. In fact, shopping for health behaviors is at an all-time high, with nearly half of consumers claiming to be significantly influenced by their weight when purchasing products. Products that promote satiety and energy management will be very important for this market.
Ironically, consumers have never been fatter. According to this month's article on the weight loss market (pg. 50), more than 1.6 billion adults are overweight and over 300 million are considered obese. Shockingly, in less than a decade, 2.3 billion adults will be overweight and more than 700 million will be obese.
Further proof of health and wellness going mainstream was evident at this year's IFT Show held in Chicago, IL, in late July. Top management executives from "Big Food"-Nestl, Kraft, Campbell's and General Mills-were on hand to discuss their various health and wellness initiatives. One executive from Campbell's said she considers "wellness" a mega-trend that will exceed $200 billion. She also believes that the definition of wellness has changed in recent years-now it engenders a positive attitude, resulting in products that appear to "celebrate life," provide "balance" and support "energy and vitality." She advised companies and marketers to stay away from identifying problems and instead help consumers move toward solutions.
In the midst of all of these positive shifts and market developments, it is important for companies to remember some of the other important issues in the world of wellness-FDA's release of new GMP regulations for dietary supplements (pgs. 8 and 72); complying with the new adverse event reporting (AER) legislation, which becomes effective in December; learning what FDA requires in the way of substantiation when it comes to health claims and qualified health claims (pgs. 9 and 32); and becoming more informed about FDA's new food inspection plans.
September opens with an endless list of health and wellness opportunities, sprinkled with some regulatory challenges, and topped with overwhelming consumer support of products that will help them achieve the balance they're looking for in their daily lives. Dig in!