SPI Infoamtion

Table of Contents

Executive summary

Nutritional management: a growth area
Disease and patient targets
Key product and ingredient developments
Marketing issues and strategy

Chapter 1 Nutritional management: a growth area

Summary
Introduction

A note about this report

Nutrition’s increasingly accepted role in managing disease

Where does “functional foods” end “nutritional management” start?
Opportunities exist for both food and clinical nutrition companies

Defining nutritional management
A growing nutritional management audience

Prevalence rates for key disease areas are increasing

Government and healthcare policies also encourage a greater focus on nutrition

Attractive outcomes will promote future growth
Marketing approaches will need updating

Food companies will need to operate differently

Developing expertise in clinical trials will be crucial
Top-down marketing approaches and influencing KOLs is necessary
Healthcare marketing expertise will be required
Building new sales channels is likely to be a complicated task
Accounting for channel complexities

Future Outlook

Chapter 2 Disease and patient targets

Summary
Disease and therapy selection criteria
Disease and therapy areas
Market potential

A note on modeling techniques used

Further analysis potential

Overall prevalence rates and sufferer numbers

Hypertension offers the largest consumer audience to target
CVD is the second largest disease area by the number of sufferers
Of the other higher growth areas osteoporosis has significantly more sufferers
In the other low growth areas, three diseases have significant population numbers

France: prevalence rates and sufferer numbers
Germany: prevalence rates and sufferer numbers
Italy: prevalence rates and sufferer numbers
The Netherlands: prevalence rates and sufferer numbers
Spain: prevalence rates and sufferer numbers
Sweden: prevalence rates and sufferer numbers
UK: prevalence rates and sufferer numbers
US: prevalence rates and sufferer numbers

Conclusions

Chapter 3 Key product and ingredient developments

Summary
Introduction

Research into the area of nutritional management is in its early days
A note on the diseases covered

Nutritional intervention in Crohn’s disease

Latest research on nutrition on Crohn’s disease

The effects of exclusion diets on Crohn’s disease
A role for antioxidants managing Crohn’s?
A need to overcome malnutrition associated with Crohn’s

Potential product opportunities in Crohn’s

Nutritional intervention in diabetes

Latest research on nutrition in diabetes

Effects of dried sweetened cranberries (with added fiber) on diabetes
Effects of safflower oil and conjugated linoleic acid on diabetes
Effects of antioxidants in black tea on diabetes

Potential product opportunities in diabetes

Nutritional intervention in food allergies

Latest research on nutrition on food allergies

Effects of synbiotics on food allergies (non-human study)

Nutritional intervention in heart disease/CVD

Latest research on nutrition on heart disease/CVD

Contrary to some recent research, vitamin supplementation may help

Potential product opportunities in heart disease/CVD

Nutritional intervention in HIV/AIDS

Latest research on nutrition on HIV/AIDS

Effects of beta-carotene and vitamin A on HIV/AIDS
Effects of zinc on HIV/AIDS
Effects of selenium on HIV/AIDS
Effects of probiotics on HIV/AIDS

Potential product opportunities in HIV/AIDS

Nutritional intervention in hypertension

Latest research on nutrition on hypertension

Effects of wholegrains, especially bran, on hypertension
Effects of flavonoids on hypertension (non-human study)

Potential product opportunities in hypertension

Nutritional intervention in IBS

Latest research on nutrition on IBS

Effects of synbiotics on IBS

Nutritional intervention in malnutrition

Latest research on nutrition on malnutrition

Malnutrition is a major problem and one that is beginning to be tackled
Effects of combined testosterone and nutritional supplement on malnutrition

Potential product opportunities in malnutrition

Nutritional intervention in osteoporosis

Latest research on nutrition on osteoporosis

Effects of vitamin D and calcium on osteoporosis
Is vitamin D more important than calcium?
Effects of dietary versus supplemental calcium on osteoporosis
Effects of carotenoids on osteoporosis
Effects of vegetarian diets on bone density

Potential product opportunities in osteoporosis

Nutritional intervention in wound healing

Latest research on nutrition on wound healing

Poor nutritional status can delay the healing process
Nutrients required for wound healing and their roles

Potential product opportunities in wound healing

Will competition come from retail products?

Could functional foods encroach on nutritional management?
Are any functional foods currently targeting this area?

Functional foods are not currently targeting nutritional management
But some products might be suitable for targeting nutritional management

Might regulation actually encourage competition?

In the future functional foods will have better substantiated claims

Conclusions

Chapter 4 Marketing issues and strategy

Summary
Introduction

A need to establish the Nutritional Management space

Top-down marketing strategies

Influencing the key opinion leaders is crucial

Who are the KOLs?

Marketing should be aligned with a top-down approach

Targeting KOLs means undertaking pharmaceutical style research

Consumer perceptions and needs

Consumers’ needs are often overlooked
Patients’ needs are similar to everyday consumers’

Better tasting products can improve patient outcomes
Snacking may actually be beneficial for many hospital patients

Aligning propositions with consumer needs

A greater focus on sufferers’ needs is required

Great scope for further research into nutritional management preferences exists
Branded food items may well have a role to play

Channel issues

Education will be key in targeting hospital channels
Residential care is also a major channel to address

Conclusions

Chapter 5 Conclusions

A need to promote the role of nutritional management
The key targets for nutritional management

Hypertension, cardiovascular disease, osteoporosis and diabetes are major targets

Quickly filling gaps in marketing competencies will be crucial
Upfront integration of research, marketing strategy and product design will be key

Appendix

References
Index

List of Figures
Figure 1.1: Defining the nutritional management space
Figure 1.2: Examples of products that offer nutritional management: Abbott Nutrition’s Glucerna range and Nestle Nutrition’s Boost range.
Figure 1.3: The European legal framework defining the nutritional management space
Figure 2.4: Disease prevalence 2008 (% total population), growth in sufferer numbers (CAGR 2008-2013) and forecast suffers number 2013 (actual)
Figure 3.5: New potential areas of product innovation to help provide nutritional management of Crohn’s disease
Figure 3.6: New potential areas of product innovation to help provide nutritional management of diabetes
Figure 3.7: New potential areas of product innovation to help provide nutritional management of heart and cardiovascular disease
Figure 3.8: New potential areas of product innovation to help provide nutritional management of HIV/AIDS
Figure 3.9: New potential areas of product innovation to help provide nutritional management of hypertension
Figure 3.10: New potential areas of product innovation to help provide nutritional management of food allergies
Figure 3.11: New potential areas of product innovation to help provide nutritional management of osteoporosis
Figure 3.12: New potential areas of product innovation to help provide nutritional management of wound healing
Figure 4.13: Top-down marketing strategy: aligning targeting of opinion leaders with product uptake and consumer reach in Nutritional Management
Figure 5.14: Overall assessment of nutritional management potential by selected disease

List of Tables
Table 1.1: Number of sufferers by major nutritional management disease, 2008-2013
Table 2.2: Disease prevalence 2008 (% total population), growth in sufferer numbers (CAGR 2008-2013) and forecast suffers number 2013 (actual)
Table 2.3: Core nutritional management disease prevalence in France, 2008-2013
Table 2.4: Core nutritional management disease prevalence in Germany, 2008-2013
Table 2.5: Core nutritional management disease prevalence in Italy, 2008-2013
Table 2.6: Core nutritional management disease prevalence in the Netherlands, 2008-2013
Table 2.7: Core nutritional management disease prevalence in Spain, 2008-2013
Table 2.8: Core nutritional management disease prevalence in Sweden, 2008-2013
Table 2.9: Core nutritional management disease prevalence in the UK, 2008-2013
Table 2.10: Core nutritional management disease prevalence in the US, 2008-2013
Table 3.11: Area of potential benefits of specific ingredients by disease area as indicated by recent research, 2009
Table 3.12: Number of product launches in the last year making indirect nutritional management function claims versus number making explicit nutrient claims, major West European countries and the US, July 2008 - July 2009
Table 3.13: Number of nutritional management function claims by claim area, number of and as a percentage of all products launched, major West European countries and the US, July 2008 - July 2009
Table 3.14: Number of nutrient content claims, by type, major West European countries and the US, July 2008 - July 2009
Table 4.15: Percentage of people aged 65 or more living in old age institutions, major West European countries and the US