Hello Custine,
In a recent (Sept. 2006) article in Functional Foods and
Nutraceuticals, ACNielsen estimated the total market for products with
plant sterol claims sold through food, drug and mass channels at $66
million in 2004 and $93 million for the year ended August 2005.
Heart Wise orange juice by Minute Maid achieved sales of $21.5 million
in 2004 in the channels IRI tracks.
Benecol (McNeil Consumer Healthcare) and Take Control (Unilever)
margarine, saw sales drop to approximately $20 million apiece last
year, after reaching peaks of $30 million and $25 million.
Excerpt:
??new food formats with sterols were introduced in 2004-05, including
orange juice (Minute Maid Heart Wise) and dairy alternatives (Rice
Dream) with Cargill's CoroWise plant sterols. In 2005, General Mills
launched Nature Valley Healthy Heart Granola Bars and Yoplait Yogurt
with CoroWise.?
?With the introduction of these new formats, the market appears to
have gained fresh momentum. After hovering in the $50-55 million range
in 2001-03, ACNielsen pegged the total market for products with plant
sterol claims sold through FDM channels at $66 million in 2004 and $93
million for the year ended August 2005 ? up 28 per cent and 41 per
cent, respectively.?
Anthony Almada, president of California-based food industry
consultancy IMAGINutrition, said ?sterols in tablet or capsule form
remain a small market? and "all data on sterols and stanols are in
food products. No one has shown that they alone actually work in
tablet or capsule form without adding other agents."
According to Information Resources Inc (IRI), ?sterol supplements
have not even broken $5 million in annual sales through food, drug and
mass channels (FDM).
Functional foods
?On the functional foods side, Cargill launched its CoroWise
ingredient into Heart Wise orange juice by Minute Maid (Coca-Cola),
and that product achieved sales of $21.5 million in 2004 in the
channels IRI tracks. However, the original sterol functional foods,
Benecol (McNeil Consumer Healthcare) and Take Control (Unilever)
margarine, saw sales drop to approximately $20 million apiece last
year, after reaching peaks of $30 million and $25 million,
respectively, according to New Nutrition Business.?
?Cargill has more recently co-branded launches of other
CoroWise-fortified heart-healthy products: General Mills' Nature
Valley Granola Bars and Yoplait Yogurt, Hain Celestial's Rice Dream,
and Lifeline Food Co's Lifetime Low-Fat Cheese.?
Sales data on these products were not available, but it seems clear
that sterols are not yet living up to their potential in the US.
?Suppliers of sterol ingredients interviewed by NBJ suggested that
while the market for sterols is going strong in Europe, Australia and
elsewhere, in the US it is suffering from an acute shortage of
consumer education and a lack of awareness in the medical community?
US sterol foods market growing ? but slowly
September 2006
http://www.ffnmag.com/NH/ASP/strArticleID/1089/strSite/FFNSite/articleDisplay.asp
=======================================
Massmarket sales of sterol-containing foods reached $93 million for YE
8/05, up 41% over 2004.
(ACNielsen, 2005c).
?Four out of 10 Americans and 31% of global consumers are regular
buyers of cholesterol-reducing
oils/spreads.?
(ACNielsen, 2005b).
?Lack of believability of their health benefits, rather than price, is
the primary deterrent to use.?
Food Technology 04/06
http://members.ift.org/NR/rdonlyres/504BC1ED-53DC-4A67-88A7-EC560ACF28BE/0/0406topten.pdf
=======================================
Functional Foods and Nutraceuticals
April 2006
According to AC Nielsen, the US sterol foods market is estimated at
$75 million, compared to $600 million in Europe and $130 million in
Japan.
http://www.ffnmag.com/NH/ASP/strArticleID/959/strSite/FFNSite/articleDisplay.asp
=======================================
The following fee based report (sold by the chunk) might also interest you.
Functional Foods and Beverages
http://www.bccresearch.com/store/download/toc/static-GA-109R.htm
Search terms:
Functional foods with plant sterols market million
"Yoplait Healthy Heart yogurt" sales million
plant sterols yogurt sales million
Minute Maid Heart Wise orange juice sales million
Nature Valley Healthy Heart granola bars sales million
Oroweat Whole Grain & Oat bread sales million
Rice Dream Heartwise sales million
Lifetime Low Fat Cheesesales million
I hope the information provided is helpful!
Best regards,
Bobbie7 |
