Nutraceuticals Ingredients

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET
Science Market Regulation
UBIC
CONSULTING
2011
Marketing development Strategy consulting Partnership searches Information systems
SCIENCE MARKET REGULATION

This comprehensive report is based on indepth interviews with food companies completed by a desk review. It provides for DECISION MAKERS a global understanding of the sector as well as an outlook on its future.
MARKET ANALYSIS
Trends and perspectives Usage of ingredients Volumes value Manufacturers profiles Users opinion Regulation
INGREDIENTS COVERED
Major health ingredients
COUNTRIES COVERED
USA Japan Europe
APPLICATIONS COVERED
Functional foods Food supplements
ubic@ubic-consulting.com
INTRODUCTION
OBJECTIVES MARKET Consumer trends Volumes & values per countries Evolution of each segments Prices of formula Marketing of formulas Market shares & distribution MANUFACTURERS Production volume Products portfolio Usage of ingredients & specifications Expectations towards new ingredients & new formulations Volumes of ingredients purchased Importers & traders INNOVATION New trends in formulation Review of patents & new researches ENVIRONMENT Regulation by country Trends Registration & Taxes A MARKET ING AP PROACH TO NUTRACEUT ICAL INGREDI ENTS
The nutraceutical market is now more than 15 years old in the US and Europe, but it still remains hard to predict. THE BARRIERS ARE HIGH SCIENCE: Because this is a mass market and because it addresses healthcare, assumption of health benefit must be substantiated with scientific evidence. This is not a simple task. The biological markers of either health improvement or risk disease reduction are not unanimously recognized, clinical studies are often long lasting and rarely bring strong evidences, efficient dosage and adverse effects often necessitate supplemental studies. Beside the hazardous course of product claim substantiation, to find the good product on the first place is not simple either. Health involves many complex and interactive functions, it is rare to find simple mechanism that involves simple or unique molecule. If the food industry wants to give eating a dimension of health it must be innovative and face subtle questions of physiology such as bioavailability (often a molecule needs a carrier or a protector to cross the intestinal barrier), molecule interaction that control biological function, or age related physiology (recall the Finland caroten study that have shown that this compound, apparently beneficial in diets, may be deleterious when taken in excess as the only source of carotenoids later in life). Regulation Health claim approval for functional foods is either difficult (USA, Japan) or yet impossible in Europe (even though a guideline for health claim substantiation have been proposed to the European community). The type of evidence and the amount of research that would support a health claim are not well defined (duration of the clinical studies, validation of the biological markers, dose response curves to define the efficient dosage and the adverse effects). Moreover, for the company that went through the health claim petition and get the approval, the claim fall in the public domain and any follower can use it. Food supplement benefit a smoother treatment in almost any country (but may be temporarily), regulation authority are more tolerant with the claim content and substantiation. Patent on ingredient is an interesting way to protect research and there are few products based on exclusive ingredients. In the large majority, products use free ingredients, therefore is easily copied, and thus provides little competitive advantage to the originator food company.
INTRODUCTION
SEGMENTATION CONSUMER IDENTIFICATION The consumer types remain to be found in order to be pleased. There are no good consumer studies that draw the nutraceutical consumer profiles. Moreover, the profusion of products with no clear differentiation and no clear evidence of efficacy do not help the consumers to make a choice. As a consequence, there is a little brand image, poor customer loyalty and possibly short product life cycle. Despite a difficult environment, the market is still expending. The Functional foods are estimated to account for 25% of all food products in the next decade. Today, the most important market is the US with US$ 19 bio. The continuing growth of the food supplement industry and a real expansion in some other segments such as soft drinks or luxury foods in Japan and the US, suggests that: the consumer wants to be in charge of his health Finally, there is always the risk that too much science kill the nutraceutical. Some sociologists think that the larger the distance between natural and processed food, the bigger the consumer's suspicion for the processed food. The scientific charge that comes with nutraceutical might dig an abyss between the consumer and the food. foods appear to be a good vector for the health demand functional foods will probably soon establish a new market standard more decisively away from existing practice. It is clear that this market is consumer driven and companies must carefully analyze consumer demand in the positioning of their products.
OBJECTIVES MARKET Consumer trends Volumes & values per countries Evolution of each segments Prices of formula Marketing of formulas Market shares & distribution MANUFACTURERS Production volume Products portfolio Usage of ingredients & specifications Expectations towards new ingredients & new formulations Volumes of ingredients purchased Importers & traders INNOVATION New trends in formulation Review of patents & new researches ENVIRONMENT Regulation by country Trends Registration & Taxes
The nutraceutical sector is still more a concept than a reality. It regroups food supplements, and functional foods. If food supplement is relatively homogenous and proposes an alternative to regular drugs, functional foods are completely heterogeneous and have not been very creative. There are few products clearly positioned on health with scientific evidence (like the phytosterolbased margarine, Benecol from Raisio or Nestl's LC1, the bifidogenic yogurt). The large majority of food companies have simply "functionalized" conventional products by adding some nutraceuticals, mainly vitamins, minerals or herbal extracts, rather than building up new food concepts of ingredients that share common health benefit do not ease product visibility. Moreover, in this peculiar sector, because the knowledge is built on complex scientific ground, consumer education is neither an easy nor a rapid task.
NUTRACEUTICALS WORLD MARKET

THE US MARKET As we have seen, US is the largest nutraceutical market and this is probably due to cultural as well as regulating factors, US consumers have a long history of taking food supplements, and the regulation on claim and new product commercialization is rather permissive. It is forecasted that the market will double over the next five years thanks to food categories such as confectionery and sports nutrition. In the US, drinks, breakfast cereals, sports foods and food supplements are growing at a rapid 12,3% rate for a total market of some US$ 22 billions. While some large food corporations, such as Kelloggs, General Mills or Procter & Gamble, are at the forefront of nutrition research, many are tending to approach the nutraceutical sector as a marketing issue rather than from the point of view of innovation. Companies are seeking to take advantage of the nutraceutical opportunity by fortifying existing products (e.g. orange juice with calcium), repositioning products, or supporting sales with new marketing and research that highlight the benefits of their core products. The regulatory situation, still in process of evaluation, has also opened the door for new age players to take advantage of the opportunity. However, under the pressure of new organizations, this opportunity may, it is believed, be of limited duration. ASIATIC MARKET Faced with a large elderly population and dotted of a strong domestic phytotherapy tradition and expertise in bio products, Japan was the first country to recognize and regulate functional food. It is named Food for Specific Health Use (FOSHU) and it was founded in the early 1980s. Japan is the most advanced market with a flexible regulatory environment. Today it is worth some $12 billions for nutraceuticals and food supplements combined. The earliest functional products developed were not aimed solely at the elderly, but also at much younger and more fashion conscious population segments such as adolescents, athletes and single women. Today, drinks and confectionery are the most developed functional segments. Dairy, bakery and breakfast cereals are also important (with product containing oligosaccharides as nutrition in lieu of meals). There have been about 1,400 functional foods and beverages launched in Japan since 1988, with leading ingredients including oligosaccharides, dietary fibre and calcium. It is estimated that only 15%. EUROPEAN MARKET In Europe, due to a much more restrictive regulatory climate and a lack of harmonization, the functional food sector remains a hit or miss development opportunity, with many products not becoming commercially successful. But the explosive growth of the US and Japanese markets has created similar expectations for the European market. Thus, food supplements and particularly plant extracts have developed considerably in 1999. Furthermore, it appears that many consumers are already buying and using a number of functional foods, even if not recognized as such, and most purchasers of fortified products have become regular buyers. In Europe, the functional food market is dominated by prebiotics/probiotics due to a large dairy products market (five times the size of the comparable market in both the US and Japan). The total food supplement and functional food market is valued at US$ 31,6 billions.

BEVERAGES, APPLICATION A HIGHLIGHTING MARKET This was partly due to the general food stores that blocked the distribution of medicinal drinks until 1999. Sales have risen again in 1999 (+19%). Beverage is certainly the more suitable sector for the development of nutraceutical products. It is therefore a valuable model that highlights the marketing issues related to the development of such products. MARKET APPROACH: FOOD SUPPLEMENTS VS FUNCTIONAL FOODS A first debate centers on the market share that functional food can achieve vs. that of food supplements. Some papers on the functional food sector have intimated that functional food will progressively replace food supplements. This would appear more likely for the long term prevention of diseases, while food supplements would remain most valuable for shortterm illnesses (e.g. flu). Functional foods also have the advantage of being consumed the way normal food are, although more difficult to process and to supply according to the recommended dosage, whereas for food supplements, the necessary daily intake is easier to calculate. Food supplements will attract companies that look for immediate return on investment. There are no needs for long term research or advertising to get the product on the market. Functional food is definitely a wider market but it takes more time and money to capture and return on investment is not immediate.
Nutraceutical ingredients concern mainly nonalcoholic drinks. Innovation in this sector has moved towards enriched drinks, with energy drinks (and smoothies) on the one hand and relaxant drinks on the other hand (herbal drinks and teas). In the USA, the market for teas and juices is exploding with products launched by Hansen, Naked Juice, Jamba Juice and Snapple, integrating a wholerange of nutraceuticals such as ginseng, gingko, omega3, etc. Pure fruit juice drinks are showing growth rates of 25 to 30% per year. This sector has a strong interest in nutritional fibers, prebiotics, vitamins and minerals. A number of European companies are developing ingredients for functional beverages. Examples are MD Foods with hydrolyzed proteins based on casein and non dairy proteins (pea and soy) for both sports drinks and geriatric foods, DMV International with glutamin peptide that is believed to play a role in the prevention of fatigue and in negating overtraining syndrome in athletes. Nutraceuticals could also enter the market for alcoholic beverages (wines, spirits or beer). Wine PCOs and other flavonoids and polyphenols contained in seeds or fruits are natural antioxidants. Moreover, alcohol is a good solvent for many other nutraceutical ingredients. In Japan there are four types of health drinks : medicinal drinks, health drinks, functional drinks and balanced nutritional drinks. After a dramatic rise in 1989 and 1990 (+23% and + 25%, 390,000 million Yen) due to the boom of the dietary fiber functional drinks, the market then settled down and even regressed.

SAFETY, EFICACY AND HARMLESSNESS
If safety standards are to remain high, and lead to the elimination of defaulting producers from the market, they do not truly appear as a competitive advantage factor between products. Nonetheless, in herbal extract, batch-to-batch variation of active principle concentration and possible overdose accident still does not receive adequate attention. Consumed to excess, nutraceuticals can lead to toxicity. Particularly, products that appeal to children such as confectionery must be the subjects of very careful consideration. Not mentioning the risk of overconsumption due to the redundancy of the same ingredient over the different food application. Furthermore, this is reinforced by the fact that, to fulfill customer expectations of a rapid visible effect, companies may be tempted to increase the dosages. DESIGNING NEW PRODUCT CONCEPT BASED ON CONSUMER ATTITUDES The design of new functional foods should respect a compatible image between the health functions targeted and the food product concept. For instance, heart failure prevention does not fit with ice cream. Today, it is clear that two main rules govern the functional food and nutraceuticals market: communication and regulation. As an example, a concept, which has been understood and exploited by some large food companies, is the idea of positive nutrition. This supposes that it is more comforting to communicate on health rather than disease, and by extension on the addition of healthy nutrients (enriched with vit E, calcium, antioxidants), rather
than on the reduction in bad nutrients (low fat, low sodium). Indeed, the consumer is happier to hear about health improvement rather than disease prevention or pondering the necessary decay of life. This explains, in part, the difficulty to launch new products of this latter type. As an example, the latest Food Marketing Institute Exhibition admitted a decrease of 30% in fat free products. Another dimension of the communication dilemma is related to the consumers understanding of products. The incorporation of less familiar nutrients increases both the risks taken by the food manufacturer and the necessity for additional marketing effort. Examples of failures of such food products are those using omega 36 fatty acids like for bread or eggs.

MARKETING GOES TO SUPPLIERS
Nutraceuticals come as a rupture in the marketing of ingredients. In the regular food sector, ingredients are rarely brought to the front and marketing focuses on the final product. Therefore the food companies traditionally do consumer studies and communication. Nutraceutical ingredients affect health and concern directly the final consumer. In return, consumer expects to be informed on the effect and efficacy of the ingredients. It is a chance for ingredient producers. Public recognition could become a fantastic force for them. But to achieve this purpose, together with the need to provide scientific evidence, ingredient producers (alone or in combination with the food company) have to understand the consumer universe and develop a clear and simple message. Moreover, during our study, a number of food processors we have interviewed were waiting from the nutraceutical ingredient suppliers to offer science and guidelines for marketing the final product. TECHNOLOGICAL IMPORTANT PROPERTIES ARE ALWAYS
Soy proteins that have emulsifying qualities and have just received FDA recognition for their heart disease prevention properties are another illustration. Carotenoids also enter this category of double functionality ingredients, as they are preservative for both the food and the consumer. Work on new types/forms of ingredients enhancing, for instance, bioavailability, is a future development route. Other technology advances could also center on the process ability of ingredients, which must fit with both existing processes and other ingredients. Formulation is becoming an ever-important issue. SEARCHING FOR SEGMENTATION NEW CRITERIA OF
As far as functional foods are concerned today, it still is a traditional segmentation, with subsegments in each category (e.g. functional confectionery). Food supplements use physiological categories such as relaxation, mood, and memory booster. If the functional food segmentation replicates that of the food supplement industry, There is a risk to see a market over-segmented, and confusing for the customer. It is a major challenge for the functional food industry to find an operating segmentation that guide or facilitates the consumers choice and therefore opens the mass market to nutraceutical.
The must for nutraceutical ingredients are those that combine technological and health properties. In addition to health effects (or in the absence of a clear recognition by the consumers of health effect), an ingredient that is also able to improve the taste, the texture, the color or the preservation of the finished has serious chance to be successful. Bifidus yogurtbeing a prime example in Europe where it became successful because of its smooth taste rather than any other reason. This is also the case for oligofructose, that has texturizing qualities, a sweet taste and intestinal comfort qualities (bifidogenic).

Since nutraceutical ingredient's target is health, the final consumer is directly concerned
Food ingredient producers Food companies
Final consumers
Low Effort on communication towards ingredients by the food industry Expectation of consumer towards information about ingredients Medium High
Technofonctionnal ingredients
Classical foods
Nutrifonctionnal Ingredients
Effort on communication towards ingredients by the food industry
Functional foods
Expectation of consumer towards information about ingredients

EXECUTIVE SUMMARY 5- INGREDIENT PROFILES SCANNING OF THE MAJOR NUTRACEUTICAL INGREDIENTS 1- PREBIOTICS - PROBIOTICS Prebiotics Properties Regulation Main suppliers Probiotics Properties Main suppliers 2. FLAVONOIDS 2.1- The different flavonoids 2.2- Flavonoids and health Cardiovascular system Cancer Diabetes Anti-inflammatory effects 2.3- Suppliers described in the study 3- ISOFLAVONES AND SOY PROTEINS 3.1- Bioavailability and metabolism of isoflavones 3.2- Isoflavones and Health Protect against cardiovascular diseases Preserve bone density Decrease post menopausal Hot Flashes Reinforce immunity Isoflavones and cosmetics 3.3 - Soy protein health claim 3.4- The problem of GMO 3.5- Suppliers 4.1- Carotenoids and Health Carotenoids and eye sight Carotenoids and cardiovascular disease 44 55 56 56 56 56 56 57 57 57 58 58 59 59 61 61 61 61 62 62 62 62 62 63 63 63 63 63 63 64 64 64
TABLE OF CONTENTS TABLE OF CONTENT 2 INTRODUCTION 7 1- NUTRACEUTICAL: CONTEXT AND DEFINITION 8 2- OBJECTIVES 9 3- METHODOLOGY 9 EXECUTIVE SUMMARY-CONCLUSIONS 10 A MARKETING APPROACH TO UTRACEUTICAL INGREDIENTS 11 SUMMARY-CONCLUSIONS 20 1- CONTEXT 21 2- THE CONSUMER AWARENESS 22 3- GLOBAL MARKET FIGURES 24 Data per application 29 CANCER 33 BREAST CANCER 33 PROSTATE CANCER 34 CARDIO-VASCULAR DISEASE 34 CHOLESTEROL 37 CERLIAC DISEASE 37 3- GEOGRAPHICAL SPECIFICITIES 38 4- REGULATION 39 DEFINITION AND REGULATION ACTS (1/2) 39 DEFINITION AND REGULATION ACTS (2/2) 40 LABELING CLAIMS 41 PATENT PROTECTION AND CONFIDENTIALITY OF PROPRIETARY INFORMATION 42 APPROVAL PROCESSES AND MECHANISMS INCLUDING HEALTH CLAIMS AS APPLICABLE 43

Carotenoids and the immune system Carotenoids and fertility 4.2- SUPPLIERS 5- PHYTOSTEROLS 5.1- Phytosterol and health Cholesterol lowering agents Prostate hyperplasia Colon cancer Rheumatoid arthritis Skin Care 5.2- SUPPLIERS 6- PLANT EXTRACTS Herbal extract Suppliers 7- LONG CHAIN POLY-UNSATURATED FATTY ACID (LCPUFAS) 7.1- Omega-3 fatty acids Type of fatty acids Health properties 7.2- Omega-6 fatty acids 7.3- Problems encountered with LC-PUFAs during process 7.4- Suppliers 8- MILK PROTEINS AND PEPTIDES 8.1- Whey proteins Nutraceutical properties 8-2- Milk peptides Nutraceutical properties 8.3- CGMP Nutraceutical properties 9- VITAMINS 10- MINERALS 10.1- Main suppliers of salts 64 64 64 65 65 65 65 65 65 65 65 66 66 67 67 67 68 69 70 70 70 72 72 72 73 74 76 76 78 79 79 10.2- Main suppliers of milk calcium CARRYING SEGMENTS FOR NUTRACEUTICAL INGREDIENTS 1- DAIRY PRODUCTS / ICE CREAMS 2- BABY MILK - INFANT FORMULA 3- BEVERAGES United States Europe Nutraceutical Ingredients for functional beverages Formulation challenges 4- BAKERY / BISCUIT / SNACKS 5- CONFECTIONERY The functional confectionery market Innovations and trends 6- FATS AND EDIBLE OILS 7- FOOD SUPPLEMENTS 8- SPORT FOOD WORLD NUTRACEUTICAL MARKET: GENERAL DATA FACTORS INFLUENCING THE NUTRACEUTICAL MARKET 1- Rising healthcare costs in the developed world and emphasis on self medication 2- Aging population 3- Health consciousness MARKET SIZE ESTIMATE OF THE WORLD NUTRACEUTICAL MARKET 1- The World Functional food market 2. The World Food Supplement Market 3. The Nutraceutical ingredient market 3.1. Minerals 3.2. Vitamins 3.3. Herbal Extracts 3.4. Phytochemicals 79 80 81 84 87 88 90 91 91 93 95 95 96 98 100 102 112 112 112 114 117 118 118 120 121 121 123 125 127

3.5. Carotenoids 3.6. Prebiotics- probiotics PRODUCTS 3.7. Pufas Food supplements Babymilk Others 4- United-States 4.1. The US Functional Foods Market 4.2. The US Food supplement market 4.3. The US Nutraceuticals ingredients Market 4.3.1 The US vitamins market 4.3.2 The US amino acid market 4.3.3. The US Mineral market 4.3.4. The US Herbs market 4.3.5 Phytosterols 4.3.6 Tocotrienols 4.3.7 The American probiotic market 4.3.8. The American LC Pufas market 5- Canada 6- Latin America Mexico 7- European Union 7.1. The European Functional foods sector 7.2. The European Food Supplement Market 7.2.1. The European vitamin market 7.3. The European Nutraceutical ingredient market 7.3.1 The European Mineral Market 7.3.2. The European Phytochemicals Market 7.3.3. The European prebiotic market 7.3.4. The European probiotic market EUROPE BY COUNTRIES 129 129 131 136 136 136 136 138 138 141 148 149 149 151 153 153 153 155 156 160 161 161 161 164 164 165 165 166 166 167 167 7.4. France 7.4.1.The French Functional Food Market 7.4.2. The French Food Supplement Market 7.4.3. The French Nutraceutical ingredient Market 7.4.3.1. The French Mineral market 7.4.3.2. The French Probiotic market 7.4.3.3. The French Phytochemical market OPC 7.5. Germany 7.5.1. The German Functional Food Market 7.5.2. The German Food Supplement Market 7.5.3. The German Nutraceutical Ingredient Market 7.5.3.1. Minerals 7.5.3.2.The German Probiotic Market 7.6. United-Kingdom 7.6.1. The UK Functional Food Market 7.6.2. The UK Food Supplements Market 7.6.3.The UK Nutraceutical Ingredient Market 7.6.3.1. Minerals 7.6.3.2. The UK Probiotic Market 7.7. The Netherlands 7.7.1. The Dutch Food Supplement Market 7.8. Denmark 7.8.1. The Danish probiotic Market 7.9 The Swedish probiotic Market 7.10. Italy 7.10.1. The Italian Dietary Supplements market 7.10.2. Minerals 7.11 Spain 7.11.1. The Spanish Dietary Supplements Market 7.11.2. Minerals 167 167 168 170 170 171 172 172 173 173 176 176 176 177 178 178 181 181 182 182 182 182 182 183 186 189 190 190 191

7.12 The Swiss probiotic Market 8- Japan 8.1. The japanese Functional Food Market 8.2. The Japanese Nutraceuticals Market 8.2.1. The Japanese Mineral Market 8.2.2. The Japanese vitamin market 8.2.3. The Japanese prebiotic market 8.2.4. The Japanese probiotic market 8.2.5. The Japanese Herbs Market 9. Australia 10. China 193 194 194 196 197 198 199 200 201 201 201
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A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

Science Market Regulation

SCIENCE MARKET REGULATION

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

NUTRACEUTICALS WORLD MARKET

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

NUTRACEUTICALS WORLD MARKET

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

NUTRACEUTICALS WORLD MARKET

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

NUTRACEUTICALS WORLD MARKET

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

NUTRACEUTICALS WORLD MARKET

Effort on communication towards ingredients by the food industry

Expectation of consumer towards information about ingredients

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

A GUIDE TO ENTER THE WORLD NUTRACEUTICAL INGREDIENTS MARKET

ORDER FORM 2011

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Assistance is also available for specific questions

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