Market and marketing of functional food in Europe.docx
- 文档编号:23716666
- 上传时间:2023-05-20
- 格式:DOCX
- 页数:14
- 大小:53.06KB
Market and marketing of functional food in Europe.docx
《Market and marketing of functional food in Europe.docx》由会员分享,可在线阅读,更多相关《Market and marketing of functional food in Europe.docx(14页珍藏版)》请在冰豆网上搜索。
MarketandmarketingoffunctionalfoodinEurope
MarketandmarketingoffunctionalfoodinEurope
Abstract
InthepaperanoverviewisgivenaboutthemarketsituationofFunctionalFoodinEurope.TheglobalmarketofFunctionalFoodisestimatedupto33billionUS$,therespectivemarketestimationsforEuropeexceed2billionUS$,representinglessthan1%oftheEuropeanfoodmarket.Functionaldairyproductsarethekeyproductsectoraccountingforsalesofaround1.35billionUS$in1999inEurope.MostlymultinationalfoodcompaniesaswellasinternationalsuppliersprofitfromthemarketgrowthofFunctionalFood.Alimitednumberofsmallandmedium-sizedcompaniesisactiveinmarketnichesoroffer“me-too”products.Specificeffortsinnutritionalresearch,productdevelopmentandmarketingarenecessarytorealiselong-lastingmarketsuccessofFunctionalFoodproducts.Thereforethemarketischaracterisedbyahighrateofproductfailures.Generalsuccessfactorsforthemarketingoffood(liketastyproducts,convenience,variety)playacrucialroleinFunctionalFoodaswell.
Keywords
Food;
Health;
Functionalfood;
Europe;
Marketing
1.Introduction
Foodindustrycompanieshaveratherhighexpectationsinfoodproductsthatmeettheconsumers’demandforahealthylifestyle.InthiscontextFunctionalFoodplayaspecificrole.Thesefoodsarenotintendedonlytosatisfyhungerandprovidehumanswithnecessarynutrients,butalsotopreventnutrition-relateddiseasesandincreasephysicalandmentalwell-beingofconsumers.However,nocleardefinitionhasbeendevelopedforFunctionalFoodsofar(Menradetal.,2000).Despitetheexistingregulatoryuncertainties,FunctionalFoodproductshavebeenlaunchedinEuropesincethemid90s.InthefollowinganoverviewaboutthemarketsituationofFunctionalFoodaswellasmarketing-relatedaspectsisgiven,focussingmainlyonEurope.
2.Marketsoffunctionalfood
DuetothedifferingdefinitionstherearespecificdifficultiestoanalysethedevelopmentoftheFunctionalFoodmarket,resultinginstronglyvaryingestimationsconcerningthemarketvolumeofsuchproducts.BasedonadefinitionofFunctionalFoodbywhichingredientswithanadditionalhealth-valuehavebeenaddedtofoods(andthisisannouncedtotheconsumers),theglobalmarketofFunctionalFoodisestimatedtoatleast33billionUS$(Hilliam,2000c).ThemostimportantanddynamicmarketrepresentstheUSAwithanestimatedmarketshareofmorethan50%.IntheUSA,themarketisdifferentiatedinFunctionalFoodwithspecifichealthclaimsachievingaturnoverofaround0.5billionUS$andFunctionalFoodwithoutclaimswithanannualturnoverofatleast15billionUS$(Hufnagel,2000).Intotal,FunctionalFoodhaveamarketshareofaround2%intheUSfoodmarket(Anonymous,2000a).
AnotherimportantmarketisJapan,wherethefirstproductsfocussingonspecifichealthtargetshavebeenmarketed.Inthiscontext,YakultHonsha(foundedin1955)playsasignificantrolebydevelopingproductsbasedontheprobioticlacticacidbacteriaLactobacilluscaseiShirotawhicharesoldasfermentedmilkdrinkin65mlbottles.In1984,theconceptofFunctionalFoodwasfirstpromotedbyJapanesescientistsstudyingtherelationshipsbetweennutrition,sensorysatisfaction,fortificationandmodulationofphysiologicalsystems(Hosoya,1998).In1991,theMinistryofHealthintroducedrulesforapprovalofaspecifichealth-relatedfoodcategorycalledFOSHU(“foodforspecifiedhealthuses”)whichincludedtheestablishmentofspecifichealthclaimsforthistypeoffood.InFebruary2000,thetotalnumberofapprovalsundertheFOSHUlabelreached174withanestimatedmarketvalueofaround2billionUS$(Heasman&Mellentin,2001).Intotalmorethan1700FunctionalFoodproductshavebeenlaunchedinJapanbetween1988and1998(Heasman&Mellentin,2001)withanestimatedturnoverofaround14billionUS$in1999(Hilliam,2000c).
Accordingtotheavailableestimations,themarketofFunctionalFoodproductswhichmakespecifichealthclaimsonthepackagingorintheadvertisingexceedsthevolumeof2billionUS$inEurope.Incaseabroaderdefinitionisused,itisestimatedthattheEuropeanFunctionalFoodmarkethasamonetarymarketvolumeof4–8billionUS$(Hilliam,2000c).ThismeansthatinEuropethecurrentmarketshareofFunctionalFoodisbelow1%ofthetotalfoodanddrinksmarket.WithinEuropeGermany,France,theUnitedKingdomandtheNetherlandsrepresentthemostimportantcountrieswithintheFunctionalFoodmarket.Ingeneral,theinterestofconsumersinFunctionalFoodintheCentralandNorthernEuropeancountriesishigherthaninMediterraneancountries.TherearenoexactfiguresavailablemeasuringthemonetarymarketvolumeofFunctionalFoodinGermanyin2000.BasedontheavailableinformationinthemostimportantproductcategoriesitcanbeassumedthattheFunctionalFoodmarketinGermanyexceeds600millionUS$.Thisstillrepresentsamarketshareofbelow1%ofthetotalfoodanddrinksmarketinthiscountry.
FunctionalFoodproductsarenothomogeneouslyscatteredoverallsegmentsofthefoodanddrinksmarket.Thiscanbeillustratedbyanalysingthedistributionofnewlylaunchedproductsinthemarket.AccordingtothedataoftheWorldwideInnovationsNetworkofthemarketresearchinstituteDatamonitor(Anonymous,2001),305productshavebeenlaunchedintheFunctionalFoodsegmentinGermanyintheyears1999and2000(Fig.1).Thisrepresents19%ofallinnovationsduringthisperiod.Functionalproductshavebeenmainlylaunchedinthesoftdrinks,confectionery,dairy,bakeryandbabyfoodmarket,whileallotherproductsegmentscontributeto8%toFunctionalFoodinnovationscomparedto38%ofallinnovationsinthetotalfoodanddrinksmarketinGermany.
Fig.1.InnovationsinthefoodanddrinksmarketinGermany(Source:
Anonymous,2001).
Figureoptions
ThisconcentrationonspecificproductsegmentsisevenhigherwhenanalysingthecurrentsalesvaluesofspecificFunctionalFoodproductsinEurope.Presently,theEuropeanmarketofFunctionalFoodisdominatedbyguthealthproducts,inparticularprobiotics.Amongthosedairyproductsarethekeyproductsectoraccountingforsalesofaround1.35billionUS$in1999(Hilliam,2000c).Germany,France,theUnitedKingdomandtheNetherlandsaccountforaroundtwothirdsofallsalesoffunctionaldairyproductsinEurope(Table1).
Table1.FunctionaldairyproductsinEuropebycountry1999(Source:
Hilliam,2000c)
Country
Value(millionUS$)
Share(%)
Germany
283
21
France
240
18
UnitedKingdom
222
16
TheNetherlands
150
11
Othercountries
450
34
TotalEurope
1345
100
Tableoptions
Functionaldairyproductshaveshownanimpressivegrowthduringtherecentsixyears,bringingthemarketvolumeinGermanyfromaround5millionUS$in1995to419millionUS$in2000,ofwhich301millionUS$accountforpro-,pre-bioticandotherfunctionalyoghurtsandaround118millionUS$forfunctionaldrinks(Fig.2).IntherecentthreeyearsthelatterachievehighergrowthratesthanfunctionalyoghurtsinGermany––aphenomenonwhichcanberegisteredinothercountries(e.g.France,Switzerland)aswell(Hilliam,2000a;Menradetal.,2000).AnotherimportantaspectofthemarketdevelopmentoffunctionaldairyproductsinGermanyisthefastlygrowingrelevanceofprivatelabelbrandsinrecentyears.InparticulartheretailcompanyAldihasgainedcontinuouslymarketshares(toaround26%ofthemonetarymarketvolumeoffunctionalyoghurtsin2000)(Biester,2001),whichwasaccompaniedbydecreasingaverageproductpricesforfunctionalyoghurts.
Fig.2.MarketdevelopmentoffunctionaldairyproductsinGermany(Sources:
Biester,2001;Hilliam,2000a;Menrad,2000).
Figureoptions
AnotherimportantproductcategorywithintheFunctionalFoodsegmentarenon-alcoholicbeveragesfortifiedwiththevitaminsA,CandEorotherfunctionalingredients.Althoughthereisarelativelyhighnumberofproductsavailableinthissegment,themarketstillisrathersmallandfragmentedinmostEuropeancountries.GermanyistheonlycountryinEuropewithasizeablefunctionaldrinksmarket,mainlyduetothesuccessofACEdrinksinthiscountry.In1999thesebeveragesreachedamarketvolumeof89millionUS$upfromsalesofaround15millionUS$in1996(Hilliam,2000b).In2000morethan117millionliterofvitaminisednon-alcoholicbeverageshavebeenconsumedinGermany(VonPilar,2001),whichequalstoaround1%ofthetotalconsumptionofthesebeverages.MostoftheleadingfruitjuicecompanieshaveproductsinthefunctionaldrinkmarketinGermanyparticularlyACEdrinks.
InEuropeotherrelevantproductcategoriesintheFunctionalFoodmarketrepresentconfectioneriesandchewinggumsfordentalhygiene,bakeryproductsandbreakfastcerealsaswellascholesterol-loweringspreads.Inthefirsttwoproductsegmentsabigvarietyofproductshasbeenintroducedinthemarketinrecentyears(Biester,2001;Hilliam,2000a;Menrad,2000;Menradetal.,2000),withoutachievingconsiderablesalesvalues.Incontrasttothesesegments,itcanbeassumedthatcholesterol-loweringspreadswillgainincreasingrelevanceinthecomingyearsduetothemarketintroductionofe.g.afunctionalvarietyofBecelmargarineofUnilever(named“Becelproactiv”),containingphytostanolesterswhicharesupposedtolowerthecholesterollevel.Aproductwithsimilarcharacteristicsnamed“Benecol”hasalreadybeenlaunchedbytheFinnishcompanyRaisioinsomeScandinaviancountriesinthemid90s(Menrad,2000).Inthebabyfoodmarketinparticularhypoallergenicbabyfoodshowconstantgrowthinrecentyear
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- Market and marketing of functional food in Europe
链接地址:https://www.bdocx.com/doc/23716666.html