2020
9
US Food and Drink Nutrition Claims Market Report 2020
2021-01-06T03:03:13+00:00
OX987312
3695
129329
[{"name":"Nutrition","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing\/healthy-eating-nutrition"}]
Report
en_GB
“The immune support claim has become of paramount importance to consumers in 2020 due to fears of the virus, and brands, especially beverage brands, are already responding by creating new…

US Food and Drink Nutrition Claims Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Food and Drink Nutrition Claims US market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Consumers have come to associate clean ingredient labels with overall healthfulness resulting in new food and drink launches that feature both nutrition claims and free-from claims. The pandemic put a spotlight on the immune support claim, and consumers will seek products that provide holistic immune support even once the virus is under control. Claims that support healthy aging such as eye health, joint health and brain health will rise in popularity as the nation ages.

Expert analysis from a specialist in the field

Written by Caleb Bryant, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The immune support claim has become of paramount importance to consumers in 2020 due to fears of the virus, and brands, especially beverage brands, are already responding by creating new products featuring vitamins/ingredients including vitamins C and D, and zinc. Consumers want foods and drinks that offer functional benefits, yet many product launches lack explicit functional claims indicating this is a key whitespace opportunity in the food and drink markets. Nutrition is important, but consumers expect products to feature clean labels and deliver on taste.
Caleb Bryant
Associate Director of Food and Drink Reports

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: US context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Impact of COVID-19 on nutrition claims
                    • Figure 1: Short-, medium- and long-term impact of COVID-19 on nutrition claims, December 2020
                  • Opportunities and challenges
                    • Challenges
                      • Figure 2: Food and drink behaviors, by age, August 2020
                      • Figure 3: Product launches with functional benefit claims, % of all product launches, 2016-20
                    • Opportunities
                        • Figure 4: Top five product claims, have not tried but interested in trying, by generation, August 2020
                        • Figure 5: Top five product benefits, have not tried but interested in trying, by generation, august 2020
                    • The Market – Key Takeaways

                      • COVID-19 put nutrition claims in the spotlight
                        • Population changes bring opportunities
                          • The definition of healthy eating is changing
                          • Target Audience by the Numbers

                            • Consumers take a “mostly healthy” approach to their diets
                              • Figure 6: Consumer eating habits, August 2020
                            • Impact of COVID-19 on nutrition claims
                              • Figure 7: Short-, medium- and long-term impact of COVID-19 on nutrition claims
                            • Lockdown
                              • Reemergence
                                • Recovery
                                  • COVID-19: US context
                                  • Market Factors

                                    • Pandemic causes consumers to revaluate their health priorities…at least temporarily
                                      • Figure 8: Change in consumers’ priorities due to COVID-19, eating healthy, field date September 17-25 2020
                                    • US population is rapidly aging
                                      • Figure 9: Population by age, 2020-25
                                      • Figure 10: Health concerns among Baby Boomers, January 2020
                                    • Plant-based diets trend
                                      • Figure 11: Dietary preferences, March 2020
                                  • Market Opportunities

                                    • Immunity support becomes the hottest health claim
                                      • Figure 12: Total US retail sales of juice and juice drinks, by segment share, at current prices, 2015-20
                                      • Figure 13: Total US retail sales and forecast of hot tea, at current prices, 2015-20
                                      • Figure 14: Purchases of immunity support products, May 2020
                                    • Fun with fortified formulations
                                      • Figure 15: Product launches with vitamin/mineral fortified claim, % of all products launched, 2016-20
                                      • Figure 16: Product launches with vitamin/mineral fortified claim, beverages, % of all products launched, 2016-20
                                    • Food and drink can help consumers age gracefully
                                        • Figure 17: Food and drink products launched containing “collagen” in product description, % of total products launched, 2016-20
                                      • “Real food” replaces overt health claims
                                        • Figure 18: Food products launched with nutrition claims, % of total products launched, 2016-20
                                    • Companies and Brands – Key Takeaways

                                      • Consumers want products to get them through the day and chill out at night
                                        • Cut carbs and increase functionality
                                        • Competitive Strategies

                                          • Brain health products keep consumers productive
                                            • Up with plants, down with carbs
                                                • Figure 19: Food products launched carrying low/no carb claim, % of total products launched, 2016-20
                                              • Gut health can be fun
                                                • Figure 20: Food and beverage products launched containing probiotics and prebiotics and consumers who currently consume foods/drinks containing probiotics and prebiotics, August 2020
                                              • Sleep on it
                                                • Figure 21: Mental health experiences in the past year, May 2020
                                            • The Consumer – Key Takeaways

                                              • Realness is more important than nutrition labels…
                                                • …yet, consumption of products with low/no claims remains high
                                                  • Focus on what consumers know they should be eating/drinking
                                                  • Interest in Healthy Products

                                                    • Keep it simple
                                                      • Figure 22: Preferred types of food and beverages for nutrition, August 2020
                                                    • Millennials and high income HHs will pay a premium for clean label products
                                                      • Figure 23: Preferred types of food and beverages for nutrition, August 2020
                                                      • Figure 24: Preferred types of food and beverages for nutrition, August 2020
                                                  • Important Food and Drink Claims

                                                    • The real deal
                                                      • Figure 25: Important food and drink claims, August 2020
                                                    • Preservative free is the way to be for Boomers and WWII/Swing Gen consumers
                                                      • Figure 26: Important food and drink claims, by generation, August 2020
                                                      • Figure 27: Important food and drink claims, by age and HHI, August 2020
                                                    • Parents prioritize organic, natural foods, but taste comes first
                                                      • Figure 28: Important food and drink claims, by parental status, August 2020
                                                  • Experience and Interest in Product Claims

                                                    • Absences and deductions get more attention than additions
                                                      • Figure 29: Experience and interest in product claims. August 2020
                                                    • Prebiotics are a top “I should” ingredient
                                                      • Figure 30: Experience and interest in product claims, current use, by generation, August 2020
                                                      • Figure 31: Experience and interest in product claims, have not tried but interested in trying, by generation, August 2020
                                                      • Figure 32: Top five product claims, have not tried but interested in trying, by generation, August 2020
                                                  • Experience and Interest in Product Benefits

                                                    • Consumers prioritize healthy heart and gut
                                                      • Figure 33: Experience and interest in product benefits, August 2020
                                                    • Eye health is a whitespace opportunity with universal appeal
                                                      • Figure 34: Experience and interest in product benefits, I currently eat/drink products with this benefit, by generation, August 2020
                                                      • Figure 35: Experience and interest in product benefits, I haven’t tried products with this benefit, but I am interested, by generation, August 2020
                                                      • Figure 36: Top five product benefits, have not tried but interested in trying, by generation, august 2020
                                                    • Market aging in place benefits to older men
                                                      • Figure 37: Experience and interest in product benefits, I currently eat/drink products with this benefit, by gender and age, August 2020
                                                  • Food and Drink Behaviors

                                                    • Consumers scrutinize panels, but taste reigns supreme
                                                      • Figure 38: Food and drink behaviors, August 2020
                                                    • Health can come with a price
                                                      • Figure 39: Food and drink behaviors, by age and HHI, August 2020
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Consumer survey data
                                                        • Abbreviations and terms
                                                          • Abbreviations
                                                            • Terms
                                                            • Appendix – Food and Drink Claim and Benefit Matrices

                                                              • Experience and interest in product claims
                                                                • Figure 40: Product claim matrix: consume products with claim vs % of food products launched carrying claim
                                                                • Figure 41: Product claim matrix: interested in trying products with claim vs % of food products launched carrying claim
                                                                • Figure 42: Product claim matrix: consume products with claim vs % of beverage products launched carrying claim
                                                                • Figure 43: Product claim matrix: consume products with claim vs % of beverage products launched carrying claim
                                                              • Experience and interest in product benefits
                                                                • Figure 44: Product benefit matrix: consume products with benefit vs % of food products launched carrying benefit
                                                                • Figure 45: Product benefit matrix: interested in trying products with benefit vs % of food products launched carrying benefit
                                                                • Figure 46: Product benefit matrix: consume products with benefit vs % of beverage products launched carrying benefit
                                                                • Figure 47: Product benefit matrix: interested in trying products with benefit vs % of beverage products launched carrying benefit

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