1. 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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Report Details:
Published: July 2012
No. of Pages: 153
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2. 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

3. 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

4. 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

5. 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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