Functional Foods 2010

Published: June 2010

Publisher: Key Note

Product ref: 93791

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Executive Summary
1. Introduction
Background
Definition
Sources Of Information
2. Strategic Overview
Market Dynamics And Segmentation
Factors Affecting The Market
Population: Life Expectancy And Age Profile
Table.1: Life Expectancy In The Uk By Sex (years), And-
Table.2: The Actual And Forecast Uk Population By Age Group (% And Million),-
Health-related Issues
Regulatory Factors
Market Size
Distribution
Competitive Structure
Advertising
The Consumer
Market Forecasts
3. The Functional-foods Market
Background
Market Sectors
Active Components
Table.1: Health-giving Components In Foods By Health Sector,
Market Size
The Total Market
Table.2: The Uk Market For Functional Foods By Sector By Value (£m), Years Ending October-
By Product Sector
Breakfast Cereals
Yoghurts
Yoghurt Drinks
Margarines And Spreads
Soya Products
Cereal Bars
Bread
Columbus Eggs
Milk And Cheese
Water And Fruit Drinks
Table.3: The Uk Market For Functional Foods By Sector And Brand By Value (£m), Years Ending October-
4. Advertising And Promotion
Main Media Advertising
Table.1: Main Media Advertising Expenditure On Functional Foods By Sector And Brand (£000), Years Ending December-
Exhibitions And Conferences
5. Distribution
Retailer Shares
Table.1: Retailer Shares Of The Uk Market For Functional Foods (%),
6. An International Perspective
The Global Market
Western Europe
The Us
Japan
7. Pest Analysis
Political And Economic Factors
Social Factors
Technological Factors
8. Consumer Dynamics
Overview
Table.1: Attitudes Towards Functional Foods (% Of Respondents),
Regular Users
Probiotic Yoghurts
Table.2: I Regularly (once Per Month Or More) Buy Or Eat Probiotic Yoghurts Such As Activia, Vitality, Onken Or Yeo Valley (% Of Respondents),
Probiotic Yoghurt Drinks
Table.3: I Regularly Buy Or Drink Probiotic Yoghurt Drinks Such As Actimel, Vitality, Yakult Or Benecol (% Of Respondents),
Cholesterol-lowering Margarine
Table.4: I Regularly Buy Or Eat Cholesterol-lowering Margarine Such As Flora Pro.activ Or Benecol (% Of Respondents),
Soya Milk
Table.5: I Regularly Buy Or Drink Soya Milk Such As Alpro, So Good Or Own Label (% Of Respondents),
Fortified Breakfast Cereals
Table.6: I Regularly Buy Or Eat Breakfast Cereals That Are Fortified With Extra Fibre, Grain Or Vitamins And Minerals, Such As Bran Flakes, Special K, Fruit 'n Fibre, Shredded Wheat, Cheerios, Oats & More, Oatso Simple Or Weetabix (% Of Respondents),
Fortified Bread
Table.7: I Regularly Buy Or Eat Bread Fortified With Extra Fibre From Grains And Seeds, Or With Vitamins And Minerals, Such As Burgen, Kingsmill Seeds & Oats, Allinson Sunflower & Pumpkin, Warburtons Grains & Seeds Or Warburtons Healthy Inside
Omega-3 Variants
Table.8: I Regularly Buy Or Eat The Omega-3-containing Variants Within Food Ranges, Such As Flora Plus Margarine With Omega-3, St Ivel Advance Milk, Goldenlay Eggs Or Bel Laughing Cow Cheese With Omega-3 (% Of Respondents),
The Effect Of The Recession
Table.9: I Have Continued To Buy Or Eat These Probiotic Or Cholesterol-lowering Or Fortified Products Despite The Recession (% Of Respondents),
Table.10: I Have Cut Back On Buying Or Eating These Probiotic Or Cholesterol-lowering Or Fortified Products In The Recession, Buying Traditional Ones Or Own Label Instead (% Of Respondents),
Occasional Users
Table.11: I Only Occasionally (once Per Months To Once Per Month) Buy Or Eat Any Of These Functional Products (% Of Respondents),
Negativity Towards Functional Products
Price
Table.12: I Think Some Of These Claimed Healthy Functional Products Are Expensive Compared With The Traditional Ones Or Own Label (% Of Respondents),
Health Claims
Table.13: I Don't Tend To Believe The Health Claims That The Manufacturers Of Functional Foods Make (% Of Respondents),
Table.14: I Am Confused By The Multiple Health Claims Made By Some Of These Products Regarding Probiotic Or Prebiotic Properties, Cholesterol Lowering, Vitamins And Minerals Addition, Added Omega-3 Or Extra Fibre (% Of Respondents),
Rare And Non-users
Table.15: I Seldom Or Never (less Than Once Per Months) Buy Or Eat Any Of These Functional Foods (% Of Respondents),
9. Company Profiles
Introduction
Allied Bakeries
Table.1: Financial Results For Associated British Foods Plc (£000), Years Endingth September, Th September Andth September
Alpro (uk) Ltd
Table.2: Financial Results For Alpro (uk) Ltd (£000), Years Endingst December-
Coca-cola Enterprises Ltd
Table.3: Financial Results For Coca-cola Enterprises Ltd (£000), Years Endingst December-
Dairy Crest Group Plc
Table.4: Financial Results For Dairy Crest Group Plc (£000), Years Endingst March-
Danone Ltd
Table.5: Financial Results For Danone Ltd (£000), Years Endingst December-
The Jordans & Ryvita Company Ltd
Table.6: Financial Results For The Jordans & Ryvita Company Ltd (£000), Years Endingth September, Th September Andth September
Kellogg Marketing And Sales Company (uk) Ltd
Table.7: Financial Results For Kellogg Marketing And Sales Company (uk) Ltd (£000), Years Ending Th December Andth December, And Weeks Endingrd January
Mars Uk
Mcneil Nutritionals Ltd
Table.8: Financial Results For Mcneil Nutritionals Ltd (£000), Years Endingst December,th December Andth December
Müller Dairy (uk) Ltd
Table.9: Financial Results For Müller Dairy (uk) Ltd (£000), Years Endingst December-
Nestlé Uk Ltd
Table.10: Financial Results For Nestlé Uk Ltd (£000), Years Endingst December-
Noble Foods Ltd
Table.11: Financial Results For Noble Foods Ltd (£000), Weeks Endingth September And Year Endingth September
Dr Oetker (uk) Ltd
Table.12: Financial Results For Dr Oetker (uk) Ltd (£000), Years Endingst December-
Quaker Oats Ltd
Table.13: Financial Results For Quaker Oats Ltd (£000), Years Endingth December, Th December Andth December
Rachel's Dairy Ltd
Table.14: Financial Results For Rachel's Dairy Ltd (£000), Years Endingst December-
So Good International
Tropicana Uk
Unilever Plc
Table.15: Financial Results For Unilever Plc (e000), Years Endingst December-
Warburtons Ltd
Table.16: Financial Results For Warburtons Ltd (£000), Weeks Endingth September And Years Endingth September Andth September
Weetabix Ltd
Table.17: Financial Results For Weetabix Ltd (£000), Years Endingth December, Th December Andth December
Yakult Uk Ltd
Table.18: Financial Results For Yakult Uk Ltd (£000), Years Endingst December-
Yeo Valley Group Ltd
Table.19: Financial Results For Yeo Valley Group Ltd (£000), Weeks Endingrd June And Years Endingst June Andst May
Other Manufacturers
Retailer Own Labels
10. The Future
Forecasts/2010-2013/
Table.1: The Forecast Uk Market For Functional Foods By Sector By Value (£m), Years Ending October-
11. Further Sources
Associations
General Sources
Government Sources
Other Sources
Key Note Sources

Report description

Functional foods, as defined in this report, principally comprise: fibre-, mineral- and/or vitamin-fortified breakfast cereals and cereal bars; probiotic and prebiotic yoghurts and yoghurt drinks; cholesterol-lowering margarines and spreads; and soya milk. Smaller sectors of the market include functional breads, milk, cheese, eggs and drinks.

The total UK market for functional foods grew by an estimated 9.6% in the year ending October 2009, to a value of £1.46bn. This growth rate was higher than that experienced in 2007/2008 but substantially lower than the estimated 22% growth in 2005/2006. The reduction is accounted for by an apparent peaking in sales of yoghurt drinks and soya milk, after strong prior growth, and gradually declining sales of cholesterol-lowering margarines and functional breads. Strong growth has, however, been shown by probiotic yoghurts and fortified breakfast cereals, allowing positive growth overall.

The trend in recent years has been to add several functional ingredients to individual products, with probiotic, prebiotic and omega-3 yoghurts and yoghurt drinks, or probiotic and cholesterol-lowering yoghurts, some of them containing extra vitamins. After a scientific report extolled their benefits, omega-3 fatty acids have been added to a range of foods, including margarines and spreads, yoghurts and yoghurt drinks, milk, cheese, bread, eggs and soya milk. Additionally, soya has become a more widely used functional ingredient and is included in some yoghurts and spreads.

However, the addition of several functional ingredients has reportedly proved confusing to consumers and some products are now being withdrawn or relaunched. Additionally, doubts have been expressed about some of the health claims made by manufacturers, and the European Food Safety Authority (EFSA) is in the process of evaluating all such claims. Those that are not approved by the EFSA will not be allowed to be used in promotions within the EU until they are modified or better scientific evidence is provided.

This factor, coupled with the recession, which has caused consumers to question any purchases of premium-priced branded foods and drinks where discount brands or retailer own-label alternatives are available, has had an adverse effect on the functional-foods market. Nonetheless, the continued emphasis on healthier eating, and the fact that many functional foods are targeted at age-related health conditions (the UK has an ageing population profile), will support future growth in sales of functional foods.

Over the next 5 years, sales of functional foods are forecast to increase at closer rates to their traditional counterparts, with overall market growth estimated at 4.5% to 6.5% per year. Stronger growth will require new product development in the various market sectors, and this may prove more difficult than in the past, owing to the EU regulations on health claims.