亚洲市场天然产物功能食品发展趋势及机会

1©2009MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.TrendsandOpportunitiesofFunctionalFoodsusingNaturalIngredientsinAsianMarkets2009AugMintelInternational2©2009MintelInternationalGroup.Allrightsreserved.MintelisaworldrenownedsupplierofCPG/FMCGmarketintelligence,consumer,mediaandmarketresearch.•MintelGNPD:trackingnewproductsaroundtheworld•MintelReports:understandingthe“why”behindthetrends•MenuInsights:revealingtrendsinmenus,flavours,ingredients•MintelCustomSolutions:bringingitalltogetherCompanyintroduction3©2009MintelInternationalGroup.Allrightsreserved.Contents•Thefunctionalhealthmarket•Theappearanceoffunctionalfood•TheAsianfunctionalhealthmarket•ComparisonbetweenEast&West•Thenaturaltrend•Functionalhealthinnovation•Marketingfunctionalfood•Opportunity4©2009MintelInternationalGroup.Allrightsreserved.Theappearanceoffunctionalfood5©2009MintelInternationalGroup.Allrightsreserved.Beforetherewasfunctionalfood…FunctionalityHealthcare/supplementMedicineBasicnutrition/satiating/flavour&tasteFood…food,healthsupplementanddrugaredifferentcategorieswithcleardifferentfunctionalityandpurpose.6©2009MintelInternationalGroup.Allrightsreserved.ConsumersgraduallygrowalertConsumersarere-evaluatingtheirhealth,nutritionandlifestylechoicesadoptedyearsago.Thisre-evaluationincludesconsideringtherolefoodsandbeveragescouldorshouldplayindietsinordertoavoidorhelptreatallkindsofhealthconditions.Anonlinepollof2600USadultsinFebruary2009byIFICDatasource:The2008FoodBiotechnology:AStudyofUSConsumerTrendsSurvey,commissionedbytheInternationalFoodInformationCouncil7©2009MintelInternationalGroup.Allrightsreserved.TheappearanceoffunctionalfoodNewknowledgeabouttherelationshipbetweendietandhealthleadstonewinsightsintotheeffectsoffoodcomponentsonphysiologicalfunctionsandhealth.Letfoodbeyourmedicine,andmedicinebeyourfood--Hippocrates(460-377BC)8©2009MintelInternationalGroup.Allrightsreserved.TheterritoryoffunctionalfoodappearsHealthcare/supplementMedicineFoodFunctionalFoodFunctionalityBasicnutrition/satiating/flavour&taste9©2009MintelInternationalGroup.Allrightsreserved.ProbioticsandPrebioticsarekeyingredientsforgutandimmunityhealthProduct:SouthAfrica,363243Product:Hungary,796611TargetingImmunity:BacterialDefense10©2009MintelInternationalGroup.Allrightsreserved.DefinitionoffunctionalfoodThereisnoonespecificauthoritativedefinitionaboutfunctionalfood,yetitappearsindifferentplacesquotedbyassociationsandmedia.Functionalfoodormedicinalfoodisanyfreshorprocessedfoodclaimedtohaveahealth-promotingordisease-preventingpropertybeyondthebasicfunctionofsupplyingnutrients.-wikipediaFoodproductsthatpromotehealthandwell-beingandreducetheriskofchronicdiseasesarecalledfunctionalfoods.-theInternationalLifeScienceInstitute(ILSI)Afoodthathascomponentsoringredientsthatprovideapotentialbenefittohealth,well-being,physicalfitness,ordisease-resistanceaboveandbeyondthebenefitexpectedfromitsmainnutritionalcomponentsofcarbohydrates,lipids,proteins,minerals,andvitamins.-Wikianswers.com11©2009MintelInternationalGroup.Allrightsreserved.•Despitetheabsenceofauniversallyaccepteddefinitionforfunctionalfoods,thereisgrowinggeneralagreementthatsomefoodsandbeverageshavebeneficialeffectsbeyondnormalnutrition.••FunctionalFoodsarefoodsordietaryFunctionalFoodsarefoodsordietarycomponentsthatmayprovideahealthbenefitcomponentsthatmayprovideahealthbenefitbeyondbasicnutritionbeyondbasicnutrition•FunctionalFoodsmaybenaturallyoccurring–Example:OatBran•FunctionalFoodsmaybeproduced–Example:Omega-3bread,calciumfortifiedmilk,etc.Definitionoffunctionalfood12©2009MintelInternationalGroup.Allrightsreserved.TherapidlygrowingglobalfunctionalfoodmarketNumberofNewFood&BeverageProductsLaunchedWithFunctionalClaims,Global,2003–200813©2009MintelInternationalGroup.Allrightsreserved.Top15CountryNumberofVariants(2003-2008)USA1959UK861ChinaChina780780France721Germany718JapanJapan688688Italy675Spain526Canada398Australia364TaiwanTaiwan353353Netherlands335Mexico317VietnamVietnam271271Poland258TopcountriesinnewfunctionalfoodproductlaunchUSisthemostactivemarketinlaunchingnewfunctionalfoodandbeverageproducts.14©2009MintelInternationalGroup.Allrightsreserved.•FourofthetopsixcausesofdeathintheU.Sarestronglyassociatedwithlifestyleanddiet:heartdisease,cancer,stroke,anddiabetes.Riskreductionrecommendationsincludeadietofspecificfoodsandfoodcomponentsthatmayconferprotectivebenefits.Source:Mintel/CDC/NCHS,NationalVitalStatisticsSystemPull–therisinghealthproblem15©2009MintelInternationalGroup.Allrightsreserved.Push–thegovernmentregulation(US)•TheUSFoodandDrugAdministration(FDA)doesnotprovidealegaldefinitionfortheterm‘functionalfoods’,whichiscurrentlyusedprimarilyasamarketingidiomforthecategory.•Anequivalent,Nutraceuticalreferstoextractsoffoodsclaimedtohaveamedicinaleffectonhumanhealth.Frommedicalformatinprescribeddosetonormalversionsinordinarysupermarkets16©2009MintelInternationalGroup.Allrightsreserved.TheAsianfunctionalhealthmarket17©2009MintelInternationalGroup.Allrightsreserved.EuropeAsiaPacificNorthAmericaLatinAme