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Alternative Channels for Functional Foods Assess the strategies which functional food and ingredient manufacturers have adopted to distribute and position their products within the retail markets, clinics and with institutional foodservice providers in order to reach their target audience. Case studies are provided and barriers to entry discussed, particularly in the light of recent changes in the EU regulation of health claims. Features and benefits    

Assess the current market and distribution channels available to the food industry. Examine non-traditional ditribution opportunites and understand the barriers to market entry. Analyze the strategies being used by manufacturers of key functional ingredients. Review recent changes in EU regulation of health claims and assess its potential impact on the industry.

Highlights The nutrition industry is undergoing a strategy shift to take into account the increasing consumer focus on health and wellness. This is resulting in the development of new ingredients, the adoption of new technologies, a greater reliance on evidence-based research and the exploration of new distribution channels to target specific consumers. As governments and insurers struggle with the financial realities associated with caring for the increasing numbers of patients with chronic disease, managed care facilities require healthier food products to help speed up the recovery of patients and reduce overall costs. The food industry is using the help of healthcare professionals – physicians, nurses and dietician – to increase consumer awareness of functional foods. In addition, food service providers of health institutions, such as hospitals, clinics, residential and care homes, have become powerful allies in the promotion of healthier foods and menus.

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Your key questions answered     

How is mass retailing changing the way functional food products are being distributed to consumers? Which functional ingredients and foods are gaining consumer acceptance, and how? How can manufacturers look beyond traditional retail distribution for functional food products? How can manufacturers utilize the internet and mobile apps to interact with consumers? What impact are the changes in EU regulation on health claims having on the food industry?

Table Of contents About the author (Untitled section) Dr Sara Sleigh Dr Cheryl L Barton Disclaimer EXECUTIVE SUMMARY Introduction Market drivers Food distribution channels Potential barriers to entry Positioning products Introduction The convergence of food and pharma Fresh foods Fortified foods Processed foods Functional foods Dietary supplements Medical nutrition Distribution channels Market opportunities How can manufacturers more effectively position functional ingredients? Report outline Report structure Market drivers Summary Market drivers Obesity and non-communicable diseases Targeting ‘at-risk’ consumers The aging population Targeting healthy aging The increasing economic burden of disease


Consumer awareness Emerging technologies Key corporate trends Conclusions Food distribution channels Summary Introduction Positioning a nutritious functional product Different distribution strategies Food and grocery retail market Mass market retail Specialists stores Health and beauty stores Health clubs & spas Internet and mobile technologies Mobile consumers Foodservices Hospitals Residential care home and assisted living Health practitioners & healthcare organizations Endorsement of healthcare professional Endorsement from healthcare organizations Conclusions Potential barriers to entry Summary Introduction Regulatory issues Food safety US EU Challenges and controversy Evidence for the health benefits of functional food and dietary supplements Clinical trials Biomarkers Consumer acceptance of functional foods and dietary supplements Factors affecting consumer acceptance Food technology and risk perceptions Sources of consumer cynicism Marketing restrictions Healthy perceptions and processed foods An alternative view – pharmaconutrition Conclusions Positioning products


Summary Introduction Case study: probiotics Distribution channels Barriers to entry Case study: prebiotics Distribution channels Barriers to entry Case study: Fruitflow (Provexis/DSM Nutritional) Distribution channels Barriers to entry Case Study: Cirku & CocoaVia (Mars Botanical) Distribution channels Barriers to entry Health claims Case study: Epigallocatechin gallate (EGCG) from green tea Distribution channels Barriers to entry Future outlook Product health claims Distribution channel e-Marketing Healthcare community Regulatory overhaul Managed care facility endorsement Appendix (Untitled section) Chapter 1 References Chapter 2 References Chapter 3 References Chapter 4 References Chapter 5 References List Of Tables Table: Revenues in the functional food industry in Europe and North America: 2001 to 2011 ($m) Table: Ingredients and finished goods: market leaders Table: Examples of nutraceuticals and their potential health benefits Table: The dietary supplements market in the US and Europe: 2010 to 2015 Table: Estimated relative risk of disease by BMI category: overweight and obesity Table: Acquisitions and licensing within the functional food industry Table: Source of health information for functional food purchases Table: Healthcare professional taking supplements Table: Healthcare professional recommending supplements Table: Regulatory authorities responsible for health claim regulation in different nations


Table: Examples of health claims meeting significant scientific agreement List Of Figures Figure: Continuum of food categories targeting nutritional needs Figure: Our changing relationship with food Figure: Revenues in the functional food industry in Europe by country ($m) Figure: Revenues for different sectors of the functional food market in Europe and the US, by health need (2011; $m) Figure: The dietary supplements market in the US and Europe by market sector (2011) Figure: Medical nutrition on the continuum between food and pharmaceuticals Figure: Potential food distribution channels Figure: Shift in consumer focus and drivers for growth within the functional food industry Figure: Percentage of the world population aged over 60 Figure: World population over 80 (UN estimates) Figure: Healthcare spending as a percentage of Gross Domestic Product in OECD countries (2009) Figure: Food distribution – supply chain Figure: Targeting receptive consumers Figure: Food distribution channels through retail outlets Figure: Global food and grocery retail sales by market segment and region, 2011 Figure: Hypermarkets, supermarkets and discounters and food and grocery sales ($bn) Figure: Specialty stores revenues, 2007–2011 ($m) Figure: Customer focus and specialization of specialty stores versus mass retail

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Alternative Channels for Functional Foods