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March 18, 2008 19:00 ET

Focus on the Heart Health Food and Drinks: NPD in Cardiovascular Health, Hypertension and Cholesterol Reduction

LONDON, UNITED KINGDOM--(Marketwire - March 18, 2008) -

Reportlinker.com announces that a new market research report related to the Health food industry is available in its catalogue.

Heart Health Food and Drinks: NPD in cardiovascular health, hypertension and cholesterol reduction

Business Intelligence for the Consumer Goods Industry

Business Insights' portfolio of consumer goods management reports are designed to help you make well informed and timely business decisions. We understand the problems facing today's consumer goods executives when trying to drive your business forward, and appreciate the importance of accurate, up-to-date, incisive product, market and company analysis. We help you to crystallize your business decisions. The strength of our consumer goods research and analysis is derived from access to unparalleled databases and libraries of information and the use of proprietary analytic techniques. Business Insights reports are authored by independent experts and contain findings garnered from dedicated primary research. Our authors' leading positions secure them access to interview key executives and to establish which issues will be of greatest strategic significance for the industry. Our consumer goods portfolio of reports can be used across a wide range of business functions to assess market conditions and devise future strategies and cover the food, drink, health, cosmetics, toiletries, dairy categories and key consumer issues including eRetail and marketing.

Key issues examined by this report...

- High CVD prevalence rates to drive growth in heart health food and drinks. Cardiovascular disease prevalence rates in the developed world are high, ranging from 8% in Japan to 12% in Germany.

- Global sales for heart health food and drinks are growing rapidly and are set to reach a total value of $7.7 billon in Europe and the US by 2010. In 2007, the tot al value of the US heart health food and drinks market was $5.0bn.

- Increasing regulatory scrutiny over health claims made by food and drinks manufacturers. Increasing regulatory controls over claims made on bioactive ingredients is likely to have a positive effect on NPD for products claimed to be low in unhealthy ingredients, whilst reducing output in those based on bioactive agents.

Heart Health Food and Drinks

NPD in cardiovascular health, hypertension and cholesterol reduction

The heart health food and drinks market has seen continued development and a generation of products targeting specific conditions such as blood pressure and cholesterol reduction, have been the focus of innovation. However, the market is beginning to shift again, this time towards more 'natural' heart health products which promote an overall, holistic and everyday approach to heart health. Heart Health Food and Drinks is a new management report published by Business Insights that analyzes the underlying growth drivers for the heart health foods and drinks market, assesses future sales prospects in key geographical markets, reviews the latest innovations trends and offers actionable recommendations for food and drinks manufacturers. It examines the latest actual and forecast data for hypertension and cardiovascular disease prevalence, heart health food and drinks sales values, as well as unique data on product innovations for all the key product groups. Develop more effective strategies for heart healthy food and drinks using this report's analysis of the development of the market by country and product category.

This new report will enable you to...

- Identify key players in the heart healthy food and drinks market including Kellogg's, Unilever, Nestle and PepsiCo. These companies have adapted core ranges and launched new products in order to benefit from the trend in heart healthy food and drinks.

- Anticipate the impact of key trends in the heart healthy food and drinks market and quantify the new and emerging opportunities using epidemiology data for 7 key markets including France, Germany, Italy, Spain, the UK, the US and Japan.

- Improve targeting and the effectiveness of your NPD strategies with this report's analysis of Productscan data of over 900 heart health food and drink products launched between 2004 and 2007. Analysis was conducted in terms of positioning, category, region, product tag and flavor.

Your questions answered...

- Who is the most innovative player in heart health food and drinks?

- How is the heart health food and drinks market changing?

- Which countries have the highest rates of hypertension and cardiovascular disease?

- What are the key trends in heart health food and drinks?

- Which country currently spends the most on heart health food and drinks?

Some key findings from this report...

- Blood pressure focused NPD is on the decrease, from a 14.4% share of all heart health products launched in 2004 to 13.3% in 2007.

- Prevalence rates for hypertension are higher than those for cardiovascular disease; expected to reach 30.0% in France and to get as high as 45.6% in Spain in 2007.

- "Natural" remains the most used product tag on heart health products. 6.9% of heart health products launched in 2007 claimed to be natural.

- Sales of heart health food and drinks will reach a combined total value of $7.7 billion in Europe and the US by 2010. This represents a CAGR of 6.4% over the period 2006-2010.

- Unilever is the largest contributor to heart health food and drinks NPD. The company tends to focus on development of cholesterol reducing dairy products.

Table of Contents

Heart Health Food and Drinks Executive Summary 8

Growth opportunities 8

Innovation and NPD 9

Key trends 10

Conclusions 11

Chapter 1 Introduction 14

What is this report about? 14

The heart health food and drinks market defined 14

Report structure 15

Research methodology 15

Chapter 2 Growth opportunities 18

Summary 18

Introduction 18

Cardiovascular disease prevalence 19

Hypertension prevalence 20

Heart health food and drink sales 22

Sales per capita and per key market 23

Conclusion 24

Chapter 3 Innovation and NPD 26

Summary 26

Introduction 26

NPD by condition 27

NPD by product category 28

Share of heart health food and drink launches 29

Product tag analysis 32

The evolution of NPD by flavor 33

NPD by region 34

Key innovators 35

Kellogg's 35

Nestle 37

PepsiCo 38

Unilever 39

Chapter 4 Key trends 42

Summary 42

Introduction 43

Tougher regulation over health claims favors prudence over boldness 43

General heart health continues to dominate claims 46

Condition-specific claims 47

Cholesterol reduction 47

Plant sterols 47

Omega-3 fatty acids 48

Antioxidants 49

Dietary fiber 50

Hypertension 50

Chapter 5 Conclusions 54

Summary 54

Introduction 54

Market focus 54

Product development 55

Promotion 56

Index 57

List of Figures

Figure 3.1: Percentage share of heart health products launched, by trend, 2004-2007 28

Figure 3.2: Percentage growth in heart health food and drinks launched, by category, 2004-2007 29

Figure 3.3: Percentage share of heart health products launched in each category, 2004-07 30

Figure 3.4: Percentage share of heart health products launched, by category, 2004-07 31

Figure 3.5: Percentage share of heart health products launched in each region, 2004-2007 35

Figure 3.6: Kellogg's Kashi Heart to Heart cereals 37

Figure 3.7: Nestle's NesVita Pro-Heart Probiotic Drink 38

Figure 3.8: Quaker Take Heart Instant Oatmeal 39

Figure 4.9: Nabisco's Triscuit baked whole grain wheat crackers 44

Figure 4.10: RD Foods' Right Direction Oatmeal cookies 45

Figure 4.11: Alixir Cor Pane ai Cereali 45

Figure 4.12: Unilever's Becel Omega 3 plus margarine 46

Figure 4.13: Nuttelex's Pulse Spread 48

Figure 4.14: Unilever's Maya Pro-Activ yogurt drink 48

Figure 4.15: 2Tang Green Tea 49

Figure 4.16: Kellogg's Guardian Cereal 50

Figure 4.17: Work with Water's 120/80 blood pressure lowering spring water 51

List of Tables

Table 2.1: Prevalence of cardiovascular disease in the 7 major markets, 000's, 2005 19

Table 2.2: Estimated prevalence of hypertension in the five major EU markets, 2005-10 21

Table 2.3: Sales of heart health food and drinks, $m, 2006-2010 22

Table 2.4: Per capita spend on heart health food and drinks, $, 2006-2010 23

Table 3.5: Top 15 product tags on heart health products launched, 2005-2007 32

Table 3.6: Top 15 flavors in heart health products launched, 2005-2007 33

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Heart Health Food and Drinks: NPD in cardiovascular health, hypertension and cholesterol reduction

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