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As consumer demand for
food & drinks with specific health benefits increases, business
intelligence is becoming increasingly sought after. We are undertaking a
growing number of projects in this emerging industry. Indeed, a key
specialisation of our company is soya products which are increasingly
consumed because of their health benefits.
In the last few years, we have undertaken
business
consulting
and
customised research for
companies looking
to
realise
opportunities in this industry.
Companies who have used our services include functional food & beverages
manufacturers, ingredient suppliers and packaging firms.
Research Publications
Some of the
market research reports
we have published in the functional food & related
areas include:
#1201-55 The
UK Market for Value-Added Milk
#1001-52 The
European Market for Soya & Non-Dairy Desserts
#5202-50 The
South-East Asian Market for Soya Milk & ND Drinks
Customised
research
We have completed a number of customised
research projects in the functional food & beverage industry. Basic
projects involve us providing market data, product information and
profiles of functional ingredient buyers. More sophisticated projects
involve us recommending distribution partners, market entry routes, and
marketing strategies.
Some of the customised
research & consulting projects we have undertaken include:
-
Business Prospects for
Functional Ingredient
-
Profiles of Prospective
Functional ingredient Buyers
-
Distribution Partner
Evaluation for Functional Beverage
Case study 1:
Business Prospects for Functional Ingredient
An Asian company was looking to introduce a
novel functional ingredient. The functional ingredient, extracted from
ethnic food, provides health benefits to people that have
cardiovascular conditions. The company was successfully marketing the
product as a nutraceutical in Asian countries and wanted to explore the
feasibility of product launch in Europe. It was looking to launch it as a
finished product or as a functional ingredient for nutraceutical
applications. Organic Monitor was retained to gauge business prospects
for the functional ingredient and outline market entry routes.
The first step involved confirming whether the functional ingredient was
available in the European market. Research found that although the
ingredient was not available, related products were being marketed as
nutraceuticals. Information on these competing products was obtained. The next step involved contacting manufacturers and distributors of nutraceuticals in Europe to gauge their interest in the functional
ingredient. It was found that although there was high interest,
companies were reluctant to take the functional ingredient because of
regulatory issues. The EU has strict guidelines for food products that
make specific health claims.
A strategic white paper was prepared for the client. This contained
information on competing products, feedback from prospective customers,
and regulatory information (specifically on registering novel food
ingredients). Recommendations were given for introducing the novel
product as a finished product and as a functional ingredient. The client
is now in the process of registering the functional ingredient and is
making plans for product launch.
Case Study 2:
Distribution Partner Evaluation for Functional Beverage
A
Nordic company was looking to launch its novel functional beverage in a
key market. It specifically wanted to introduce its functional beverage
in specialist retailers. Organic Monitor was commissioned to
identify and evaluate distribution partners for product launch in
independents, especially health food and organic food shops.
Using our proprietary databases, we made a list of the leading
distributors to specialist retailers in the country. A short-list of
companies that were capable of importing and wholesaling to independent
retailers was drawn up. These companies were then contacted to see if
they were dealing in competing products and if not, to gauge their
interest in becoming an exclusive distributor for the functional
beverage.
Profiles of eight prospective distributors were given to the client. Each
company profile gave details like corporate background, geographical
coverage, sales channels, and product range. Recommendations on suitable
distribution partners were also given to the client. This information
was used by the client to arrange meetings with distributors, and then
eventually appoint an exclusive distributor. The initial screening and
recommendations by Organic Monitor saved the client valuable time and
resources and enabled it to fast track its product launch.
More Information
To learn more about our capabilities in
the functional food & beverage
industry, please
contact us
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