Opportunities in Bone & Joint Health: Consumer Attitudes & Behaviors

Opportunities in Bone & Joint Health: Consumer Attitudes & Behaviors

Published By: Datamonitor
April 2009
R313-51002
Online Download $3,995.00
Global Site License $9,987.50

Description

Introduction

The most developed bone and joint health market by far is the US; the total market value in the US exceeded $3 billion in 2008, and is expected to approach $4 billion by 2013. Bone and joint health nutraceuticals is also a billion dollar industry in China and Japan.

Scope

Detailed insights and analysis documenting the drivers and inhibitors of bone and joint health enhancing food and beverages
Analysis documenting the relative importance consumers place on bone and joint health and how this varies by socio-demographics
Strategic conclusions combined with actionable recommendations for all industry players looking to develop relevant product propositions
17 countries covered across Western Europe, South America, North America and the Asia Pacific

Highlights

Many consumers do believe that certain foods can have a positive impact on long-term and current health. This has helped facilitate wider acceptance of the term 'functional foods'. Awareness of calcium's role in promoting bone health is particularly high, yet many consumers fail to meet recommended intakes

Over 60% of US respondents considered the ""addition of nutrients and other substances not usually found in that food and beverage, e.g. calcium"" to be either 'very' or 'somewhat appealing'a sentiment only neared in Europe by Italy (55%). Japanese consumers were among the least attracted

An aging society is a key driver of the intensifying focus (at least in the health and nutrition community) on bone and joint health as ailments are most prevalent among older individuals. As consumers get older, they are increasingly forced to seek solutions to minimize the discomfort caused by problems such as osteoporosis and arthritis

Reasons to Purchase

Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards bone and joint health enhancing products
Market understanding: identify the key bone and joint health growth markets and product innovation trends in 17 countries across four territories
Ideation: find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving dietary preferences

Table of Contents

Overview: Catalyst; Summary; Table of Contents; Table of figures; Table of tables; the future decoded; INTRODUCTION: Bone and joint health issues are becoming more relevant to the broader pursuit of health and wellbeing; There are a number of important characteristics associated with bone health; Bone health problems are a huge cost to society, and are more prevalent than many consumers think; The three main manifestations of bone and joint health problems are arthritis, osteoporosis and rickets/osteomalacia; TREND: Intensifying health concerns are driving interest in more sophisticated forms of nutrition such as bone and joint health products; Considerable importance is being placed upon diet and nutrition in the pursuit of wellbeing; Many consumers are highly attentive about making healthy dietary choices which bodes well for products promoting specific health benefits; Consumers continue to make concerted efforts to improve their dietary health; The growing interest in food labeling highlights the importance of diet and nutrition to consumers and that shoppers are looking for nutritional information that is personally important to them; Consumers are increasingly aware that some foods or beverages can provide specific health benefits such as improved bone and joint health; Consumers are turning to functional foods as a preventative measure against declining health; Healthy eating behaviors are shifting from principles associated with 'avoidance' to 'inclusion'; Key takeouts and implications: the deepening link between diet and wellness is important for the ongoing popularization of products promoting bone and joint health benefits; TREND: The number of consumers experiencing bone and joint health problems is growing as the global population ages; Seniors account for a large proportion of European society and slightly less in the US; Growth in Seniors population in Asia Pacific and other emerging markets is commercially appealing; An aging population is resulting in an increase of bone and joint health problems; Females, especially post-menopausal women, suffer from bone health problems more than males while ethnicity also influences an individuals' risk status; Children and teenagers are also vulnerable groups when it comes to bone & joint health both in the short-and long-term; Arthritis is the primary joint health problem and prevalence rates are escalating across the globe; Osteoporosis is less common than Arthritis, but the prevalence is growing; Sufferers of osteoporosis do not consider themselves to be fragile; Muscle, joint and bone problems account for a large percentage of long-term ailments worldwide; Key takeouts and implications: the degenerative nature of bone and joint health problems means that they will affect Seniors far more than any other age group; INSIGHT: The global obesity epidemic and sedentary lifestyles are among a number of social and lifestyle issues contributing to bone and joint health ailments; Global obesity levels are worsening in most countries across the globe; Studies show that obesity and bone joint health problems are closely linked to obesity; Higher calcium intake has been linked with weight benefits; Sedentary lifestyles also negatively impact bone and joint health while the nature of the physical activity is also important in developing stronger bones; There is a crossover between bone and digestive health; Key takeouts and implications: a number of issues can lead to a higher risk for developing weak bones while bone and joint health problems overlap with a number of other health and wellness themes; INSIGHT: Consumers have mixed feelings about the manipulation of food and beverage products and are also overly optimistic about their health status; New food production techniques and technologies are often met with ambivalence and fear; The negativity towards nutrient-based functional manipulation is less pronounced than it is towards GM foods; Just because consumers recognize the broad range of benefits associated with certain food doesn't necessarily mean that they think they need them; Key takeouts and implications: while an increasing proportion of 'nutritionally proactive' consumers are demanding more specific functionality from their products, consumption barriers still exist; INSIGHT: Many consumers tend to be relatively complacent about bone and joint health despite being highly aware of supporting foods and nutrients; Consumers do not give bone health the same attention as more high profile considerations such as heart health and mental wellbeing; Low awareness and/or complacency, as well as a shorter-term focus on health, partly explains the lower attention that consumers place on bone health; Older consumers are more attentive towards protecting bone health although some unaware of the problem of osteoporosis and unable to change dietary habits; Consumers are aware of the importance of bone and joint health problems but some falsely believe that they are untreatable; Key takeouts and implications: complacency, short-termism, misunderstanding are all problematic themes associated with maximizing potential revenues from bone and joint benefitting products; INSIGHT: There are sensory driven formulation challenges associated with functional bone and joint health promoting food and beverages; Although consumers are making active attempts to eat healthier, they are generally not willing to do so by compromising sensory benefits; Key takeouts and implications: despite consumers making active attempts to eat healthier, they will generally not compromise sensory benefits for nutrition benefits; INSIGHT: Consuming the correct amount and type of vitamins and mineral is pivotal to improving bone and joint health and this is directs innovation trends in the market segment; Calcium and vitamin D are generally regarded as the mainstays of healthy bones; Vitamin B can impact bone mineral densities; Omega 3 has been proven to aid consumers with rheumatoid arthritis, but not osteoarthritis; Vitamin K can play a big role in improving bone health; Vitamin C is more often associated with immune health, but can also be beneficial for bones; Key minerals such as magnesium and phosphorous work synergistically with calcium and vitamin D to increase bone mineral content; Glucosamine can be used in conjunction with other nutrients to aid both bone and joint health; Collagen hydrolsate and silicon may be the next big ingredient in improving joint health; Eating soy foods has been known to reduce fracture rate; Probiotic and prebiotic and prebiotic formulations have the potential to branch out into new areas including bone health; Fruit and vegetables high in alkaline content may boost bone health; Alcohol consumption can potentially help and hinder bone health depending on quantity and type of alcohol consumed; A healthy bone diet also includes avoidance or moderation of certain dietary factors while diet alone cannot definitely safeguard a person from osteoporosis; Key takeouts and implications: though calcium is arguably the most effective nutrient for building and maintaining bone density, there are others that may help improve bone strength too; CONCLUSION: The growth rate of bone/joint health products is expected to slow, but remain at healthy levels; The emergent consumer trend of embracing nutraceuticals meant that growth in the market value of bone and joint health products was particularly high between 2003 and 2008; Growth in the dairy food sector is particularly strong in the four BRIC countries; Key takeouts and implications: the potential for growth in the market exists, but manufacturers must be able to turn popular dairy products into nutraceuticals to maximize appeal
ACTION POINTS: ACTION POINT: Combine health claims together because single benefits are no longer sufficient enough for consumers; Create products which are not restricted to just bone/joint health problems; ACTION POINT: Target Seniors and females with bone and joint health products; Offer Seniors calcium-based products which have traditional flavors and are easy to prepare; Embrace the trend of creating products which embrace femininity; ACTION POINT: Help ensure that young consumers understand the benefits of calcium consumption from an early age; Formulate foods such as breakfast cereals with vitamin D and position them for kids to aid bone development; Follow the lead of innovative products which are creating interest in the bone health category; ACTION POINT: Leverage the popularity of omega 3 to formulate products which solve joint health problems; Consumers increasingly know what omega 3 is, so make sure they know that your products contain it; Try to make omega 3 synonymous with joint health
APPENDIX: Definitions; Methodology; Further reading and references; Ask the analyst; Datamonitor consulting; Disclaimer
List of Tables: Table 1: Consumer survey: the importance that individuals attach to diet and nutrition in creating a feeling of wellbeing or wellness, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 2: Consumer survey: the influence of health on food and beverage product choices, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 3: Consumer survey: the propensity to take active steps to eat more healthily more or less often, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 4: Consumer survey: agreement that some specific foods or beverages can reduce the risk of getting specific diseases and diminish the effects of current health problems in the US, by age, gender and dietary attitudes and behaviors, 2008; Table 5: Senior population (millions) in Western Europe and the US by country, by country, 2002-2012; Table 6: Senior population (millions) in Asia Pacific and emerging markets, by country, 2002-2012; Table 7: The number of people (in millions) who suffer from arthritis, in 17 countries across Europe, Asia Pacific, South America and the US, by country, 2003-2013; Table 8: The number of adults (millions) who suffer from osteoporosis in the US, Russia and Brazil, by country and age, 2003-2013; Table 9: The number of adults (millions) who suffer from osteoporosis in Western Europe (1), by country and age, 2003-2013; Table 10: The number of adults (millions) who suffer from osteoporosis in Western Europe (2), by country and age, 2003-2013; Table 11: The number of adults (millions) who suffer from osteoporosis in Asia Pacific (1), by country and age, 2003-2013; Table 12: The number of adults (millions) who suffer from osteoporosis in Asia Pacific (2), by country and age, 2003-2013; Table 13: Consumer survey: the propensity of European citizens undergoing a long-term medical treatment; Table 14: Prevalence of obese population aged 15 years and above, including urban and rural populations, in Western Europe, Brazil and the US, by gender, 2003-2013; Table 15: Prevalence of obese population aged 15 years and above, including urban and rural populations in seven different Asia Pacific countries, by gender, 2003-2013; Table 16: Consumer survey: the amount of attention paid to gluten content in food, in 15 countries across Europe, Asia-Pacific, South America and the US, by country, 2008; Table 17: Consumer survey: the appeal of adding nutrients and other substances not usually found in that particular food and beverage, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008; Table 18: Consumer survey: the percentage of males and females who found the addition of nutrients and other substances in food and beverages very appealing or somewhat appealing; Table 19: Consumer survey: the amount of attention paid to bone health, in 15 countries across Europe, Asia-Pacific, South America and the US, 2008; Table 20: Consumer survey: attention given towards various functional food related concerns including bone health, in 15 countries across Europe, Asia Pacific, South America and the US, 2008; Table 21: Consumer survey: US shopper's awareness and consumption of nutrients that have health boosting credentials; Table 22: Consumer survey: top-of-mind considerations when thinking about food; Table 23: Industry survey: ingredients expected to become increasingly popular, 2008; Table 24: Market value of bone/joint health products (US $ millions) in Europe, the US, Russia, Brazil and the Asia Pacific region, by country, 2003-2013; Table 25: Market value of dairy food (US $ millions) in Europe, the US, Russia, Brazil and the Asia Pacific region, 2003-2013; Table 26: Market value of milk (US $ millions) in Europe, the US, Russia, Brazil and the Asia Pacific region, 2003-2013
List of Figures: Figure 1: Initiatives such as the International Bone and Joint Decade reflect the intensifying focus on a health and wellness need state which presents industry players with numerous opportunities; Figure 2: Bone health is the most specific, tightly defined functional food and beverage trend; Figure 3: An ageing population is the key driver of the market for products which address bone and joint health problems; Figure 4: Diet and nutrition is one of six dimensions associated with the broader notion of wellness; Figure 5: More than three quarters of consumers consider diet and nutrition to be an important factor in creating a feeling of wellbeing; Figure 6: There is little variation in the importance attached to diet and nutrition by age cohort; Figure 7: Health considerations have a significant amount of influence on food and beverage choices made by consumers across the globe; Figure 8: Health considerations have a significant amount of influence on food and beverage choices; Figure 9: Intensifying health concerns lead to more considered choices governed by a heightened reliance on food labels to ascertain the broader benefits can be attained from purchase and usage; Figure 10: US consumers recognize a broad range of health benefits associated with specific food and beverages but reducing the risk of diseases and diminishing health problems ranks lower compared to specific benefits such as improving heart or digestive health; Figure 11: A nutritional continuum helps pinpoint the role of functional food and drinks such as mood foods and the types of functional food formulations; Figure 12: The growing interest in mood food products reflects the broader trend towards 'positive nutrition'; Figure 13: Japan has the highest proportion of Seniors in the population which explains why the country is a global market leader in products developed specifically for aging consumers; Figure 14: As a percentage of population, Russians have the most joint health problems, while countries with aging populations such as Japan and Germany also suffer; Figure 15: Bone Density Testing is increasingly commonplace as the technology becomes more accessible and the prevalence of bone ailments increases among aging consumers; Figure 16: A number of issues lead to additional risk of developing weaker bones; Figure 17: In most countries, less than one in five consumers are highly concerned about gluten content; Figure 18: Fears over new techniques and technologies, and anything considered to be unnatural or artificial, influences the negativity shown towards genetically modified foods; Figure 19: Opinion is heavily divided in most countries about the relative appeal of enhanced food and drinks; Figure 20: The older consumers are, the less likely they are to find additional functional ingredients appealing; Figure 21: Bone health is the least important consideration for consumers globally when compared to other benefits attained from consumption of functional foods and drinks; Figure 22: Consumers in most countries are somewhat more attentive to bone health than they are inattentive, but attention is negative in some of the bigger markets; Figure 23: Information relating to bone and joint health is often overlooked when choosing products; Figure 24: The older consumers get, the more likely they are to pay a high or very high amount of attention to their bone health; Figure 25: The 'pleasure principle' of food and beverage consumption drives experimentation and engagement in food and beverage choices-albeit against a backdrop of ongoing preferences for traditional flavors as well; Figure 26: Sensory benefits heavily influence consumer choices which is why it is vital that bone & joint health benefits are carefully communicated in relation to the enjoyment factor; Figure 27: Functional drinks has become an increasingly popular category for products containing Vitamin D; Figure 28: Innovative products which are high in calcium are appearing in the dessert category, but all prefer to focus on other benefits such as protein, fiber or probiotic content; Figure 29: The recommended levels of calcium and Vitamin D depend on the age of the consumer; Figure 30: Though there is a gradual growth in launch numbers year-on-year, there is a lack of functional products which tout Vitamin B content; Figure 31: Food and beverage manufacturers have not been active in formulating and/or promoting products which use omega 3 to improve joint health; Figure 32: In the 2003-2008 period, omega 3 has mostly been used in personal care products when touting joint health benefits; Figure 33: Despite being linked to potential bone health benefits, the number of functional products which use Vitamin K has decreased from 2003-2008; Figure 34: Product launches of bone health products containing Vitamin C declined in 2008 following steady growth in the five years previous; Figure 35: Glucosamine has become an increasingly popular ingredient for non-alcoholic beverages like functional drinks and milk; Figure 36: Glucosamine is mainly found in non-alcoholic beverages which can aid bone and joint health; Figure 37: While collagen hydrolysate is far from a well-known ingredient, the joint health benefits it can provide may make it increasingly important in the future; Figure 38: Calcium and probiotics can be combined to formulate products which are good for both bone and digestive health; Figure 39: Per capita spend on bone/joint health products in 2008 is highest in the US and Japan; Figure 40: In Europe, it is in Italy where market value growth has been highest; Figure 41: Brazil's status as an emerging economy is compounded by forecast growth from 2008-2013 at higher levels than all other countries; Figure 42: China is a market with both a high market value and high growth for bone/joint health products; Figure 43: Products are becoming more versatile by offering a number of health benefits or incorporating convenience for consumers; Figure 44: Industry players are becoming more aware of the need to specifically target females and Seniors with products delivering bone and joint health benefits; Figure 45: Breakfast cereals aimed at kids often contain vitamin D to aid bone development; Figure 46: Manufacturers are creating innovative products for kids which contain high doses of calcium; Figure 47: Innovative products are highlighting omega 3 content, but usually citing brain or cardiovascular benefits, rather than joint health

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PUBLICATION: Opportunities in Bone & Joint Health: Consumer Attitudes & Behaviors
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