Innovations in Mood and Mind Health Food and Drinks: Growth Opportunities, Effective Product Strategies and Evolution In NPD

NEW YORK, Nov. 4, 2010 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Innovations in Mood and Mind Health Food and Drinks: Growth opportunities, effective product strategies and evolution in NPD

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The mood/mind health food and drinks market is one of the most exciting and innovative in the global industry thanks to its strong growth (albeit from a small base). This report has been written as an investigation into a new market with huge opportunities for global growth. It is very much an embryonic segment within the functional food and drinks sector, which continues to churn out some of the most innovative and original new products within the global food and drink industry. As is the nature of the food and drink business, emerging sectors such as mood/mind health have the ability to create a buzz among curious consumers and the potential to spark inspiration and interest from manufacturers/retailers. Over the past four years (since 2006), the sector has experienced significant changes, as more and more people show an interest in purchasing products to suit/improve their mood, improve mental acuity and target specific concerns (related to wellbeing and mental health). Products such as confectionery, bakery and soft drinks are traditionally perceived as indulgent, but recipe reformulation, re-branding and a change in marketing strategy can help to target mood/mind health. A change in strategy can introduce existing products to new potential target audiences, retail and distribution opportunities. This report is very unique compared to other management reports on the market because of its focus on current new product launches, analysis of potential new profit hotspots and investigation into the sub-categories and regions set for the strongest growth – it will provide actionable recommendations for manufacturers and retailers who want to branch out into a new market within functional food and drinks.

Table of Contents

Innovations in Mood & Mind Health Food & Drinks

Executive summary 8

Introduction to moods foods and mental health 8

Drivers behind the evolution of the mood food market 9

NPD analysis by region, flavor and sub-category 10

Leading global trends in mood food 11

Conclusions and success strategies 12

Chapter 1 Introduction 14

Summary 14

What is this report about? 14

Report methodology 15

Report structure 18

Chapter 2 Drivers behind the evolution of the mood/mind health market 20

Summary 20

Introduction 21

Self-prescription 21

Food not supplements 22

Depression treatments: medicinal versus nutritional 23

Top five disorders targeted by anti-depressant medication 24

Top five anti-depressant sales and total value 25

Medication through nutrition 27

The food and mood project survey 27

Beneficial nutritional self-help strategies 28

Responses to health claims 30

Ingredients innovation 32

Green super-ingredients 34

Essential fatty acids for memory enhancement 36

Lifestyle targeting 39

R&D and scientific breakthroughs 40

Maturation of the global functional market 43

Global functional food and drink market growth to 2012 43

Functional food and drink market value 44

Chapter 3 NPD analysis by region, flavor and sub-category 48

Summary 48

Introduction 49

Regional analysis 49

Asia Pacific 50

Europe 54

Latin America 58

Middle East & Africa 62

North America 65

Case study: HealthShots 69

Flavor analysis 70

Top 20 flavors in mind/mood health food and drinks 70

Top 20 fastest growing flavors in mind/mood health food and drinks 72

Top 10 future flavor forecast in the mind/mood health food and drink market 75

Product tag analysis 76

Top 20 tags on mood/mind food and drinks 2006-2009 76

Focus on antioxidants 77

Sub-category analysis 79

Growth of mind/mood food and drinks NPD by sub-category 79

Diversification in NPD type between 2006 and 2009 80

Chapter 4 Leading global trends in mood food 84

Summary 84

Introduction 85

Celebrity endorsement 85

Repositioning traditional products 86

Daily dosing 87

Premiumization 88

Convenience 89

Wholesome image 91

The organic debate 92

Diet aids 95

Indulgence 96

Chapter 5 Conclusions and strategies for success 100

Introduction 100

Strategies for success 101

Actionable conclusions for marketing 102

Actionable conclusions for NPD 104

List of Figures

Figure 2.1: Beneficial nutritional self-help strategies 29

Figure 2.2: Products with 'green' ingredients 36

Figure 2.3: Awareness versus availability of selected cognitive health ingredients 40

Figure 2.4: Global functional food and drink market growth, (%), 2002-2012 43

Figure 3.5: Share of mind/mood food and drinks NPD, by region (%), 2006-09 50

Figure 3.6: Black O-Pium energy drink with reishi mushroom introduced in Singapore in 2006 51

Figure 3.7: Mind and mood food and drinks launched in Asia Pacific 52

Figure 3.8: Balance Water brand targets women and children with flower essences 54

Figure 3.9: Mind and mood food and drinks launched in Europe 56

Figure 3.10: Lucozade range 58

Figure 3.11: Mind and mood food and drinks launched in Latin America 60

Figure 3.12: Three new flavors in the EQ range of tablets to make any drink into an energy drink 61

Figure 3.13: Mind and mood food and drinks launched in Middle East and Africa 62

Figure 3.14: Potion Herbal Remedy Energy Shots 65

Figure 3.15: Mind and mood food and drinks launched in North America 68

Figure 3.16: HealthShots: Brain Refresh, Men's Edge & Sustained Energy 69

Figure 3.17: Share of mind/mood food and drinks, by sub-category (%), 2006-09 80

Figure 3.18: Share of mind/mood food and drinks, by type (%), 2006-09 81

Figure 4.19: Healthy convenient products with mind/mood benefits 91

Figure 4.20: Organic products with mood/mind benefits 94

Figure 4.21: Diet aids with mind/mood benefits 96

List of Tables

Table 2.1: Top five disorders targeted by anti-depressant medication, by country (%), 2007-2008 24

Table 2.2: Top five anti-depressant sales and total value, by country ($000), 2007-2008 25

Table 2.3: Top five anti-depressant sales and total value, by country ($000), 2007-2008 (cont) 26

Table 2.4: Functional food and drink market value in Europe, the US and Asia Pacific ($m), 2002–12 44

Table 3.5: Top 20 flavors in mind/mood health food and drinks, 2006- 2009 72

Table 3.6: Top 20 fastest growing flavors in mind and mood health, 2009 73

Table 3.7: Top 20 tags on mood/mind food and drinks 2006-2009 76

Table 3.8: Growth of mind/mood food and drinks by sub-category 2006-2009 79

To order this report:

Functional Food Industry: Innovations in Mood and Mind Health Food and Drinks: Growth opportunities, effective product strategies and evolution in NPD

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