Introduction Functional food and beverages for the heart are benefitting from a widening appeal. This is being driven by rising health attentiveness and a better understanding of the link between diet and health. Consumers are also embracing positive nutrition due prevalent social and demographic trends. Nonetheless, there remains a marked interest/consumption gap, particularly among Western consumers. Features and benefits Identify the size of the functional heart health market across 20 countries and growth prospects up until 2015 Evaluate the potential impact on consumer demand of marketing and product development through utilizing consumer, product and market insight Identify and capitalize on the main consumer trends that are driving rising demand fir functional products Gain an understanding of the main obstacles that brands are encountering and how these can be overcome
Highlights There remains a high level of consumer skepticism of the efficacy of functional heart health products. In addition to more general consumer distrust, this skepticism stems from a lack of education in regard to the efficacy of heart health products and the myriad conflicting, often unclear health marketing messages that consumers encounter. 40% of respondents to Datamonitor’s May/June 2011 Consumer Survey consider claims of added or high omega-3 to hold a high level of influence in their food and beverage consumption choices. This illustrates the high esteem with which the ingredient is regarded at present. However, here too, Western consumers display a high level of cynicism. Demand among consumers in their late 40s to 60s is predominately driven by preventive motivations. This group is prepared to spend more on functional products. Purchases are more likely to be driven by specific health concerns and demand will thus be towards products which boast strong efficacy credentials. Your key questions answered What are the growth prospects for the functional food and beverages for heart health market up until 2015? How can demand for functional products be fostered among separate, distinct consumer segments? What are the key trends driving consumers’ propensity to purchase functional food and beverages for the heart? How can functional brands overcome the prevailing and marked disconnect between interest in, and actual consumption of, functional products? How can functional brands effectively utilize marketing to emphasize product efficacy and maintain authenticity?
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