|
|
Trends & Strategies in Weight Management: Ten Key Case Studies
| Available formats: |
Pricing: |
PPT – 120 slides, product illustrations, charts and tables of data |
PDF & PPT each priced at:
€200/$295/£190/C$295/A$345/NZ$395/¥23,000 |
PDF – 80 pages, over 60 illustrations and charts,
supported with brand sales data |
Order both the PDF and PowerPoint and save 20%: €320/$472/£305/C$472/A$552/NZ$632/¥36,000 |
| ISBN: 978-1-906297-22-0 |
Publication date: November 2008 |
Alternatively, download the Order form (pdf) |
About this report
Download brochure
 How do you successfully create, price, position and market weight management brands? How do you market weight management ingredients when there are over 40 different suppliers fighting for space in this embryonic market?
This report provides answers to these questions. It is written for anyone trying to develop an effective strategy in this challenging and fast-changing area. It outlines the elements for success both for weight management brands and for ingredient suppliers.
The report begins with a concise 40-page analysis setting out:
- Key trends
- Which brand strategies are most effective and why
- Which ingredient strategies are most effective and why
The analysis is supported by 10 detailed brand and ingredient case studies, which show:
- success factors, and common causes of failure
- how to extend an existing brand
- how to create a successful new brand
- how to revive an old brand
- how an old brand leveraged an intrinsic weight management benefit
The report covers:
- 25 ingredients
- Satiety, calorie-burning and fat-burning
- The dairy, water, juice and gum categories
Contents
Executive summary
Part I: Trends and strategies
1.Key trends in weight management
1.1 Consumer trends
1.2 Format and category trends
1.3 Benefit and ingredient trends
2. Strategies for success in weight management
2.1 First choose your benefit
2.2 Be an expert brand
2.3 Don’t offer a diet food
2.4 Target the right consumers
2.5 Aim for value, not volume
2.6 Differentiate with packaging
2.7 Effective brand marketing
Strategy summary
3. Ingredient strategies
3.1 Which weight-management benefit should we use?
3.2 How can we use brand power?
3.3 Where is regulation going?
3.4 Where’s the evidence?
3.5 What price weight management?
4. A special role for dairy in weight management?
Part II: Ingredient Case Studies
Case study 1: Fabuless – and satiety – in favour
Case study 2: PinnoThin – a brand partner’s strategy flaws slow science commercialisation
Part III: Brand Case Studies
Case study 3: Campina Optimel/Optiwell – and success for dairy and satiety
Case study 4: NaturLinea – a success for CLA and fat-burning
Case study 5: Danone Shape – reviving an old brand with fibres and proteins for satiety
Case study 6: Slim-Fast satiety make-over halts sales slide
Case study 7: Kellogg Special K – the billion dollar weight management brand
Case study 8: LightFull Satiety Smoothie – dairy start-up combines low-cal, fibre and protein
Case study 9: Skinny Water – no-cal weight loss water takes guerilla approach to marketing
Case study 10: Wrigleys – marketing gum with a weight management benefit
About the author
Julian Mellentin is one of the world's few international specialists in the business of food, nutrition and health. Julian is the owner and editor of New Nutrition Business, the leading source of industry and market analysis, which has focused solely on researching and forecasting the nutrition business since 1995.
He is also co-author of The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese, and with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook.
How to order
Download order form
Insights don’t have to cost a fortune – our expertise means that, unlike anyone else, we can keep them affordable:
| PDF & PPT each priced at: |
€200/$295/£190/C$295/A$345/NZ$395/¥23,000 |
| Order both the PDF and PowerPoint and save 20%: |
€320/$472/£305/C$472/A$552/NZ$632/¥36,000 |
For help with ordering or for more information e-mail: Miranda.mills@new-nutrition.com
Alternatively, download the Order form (pdf)
Insights don’t have to cost a fortune
Expertise in the business of food, nutrition and health since 1995
|
10 Key Trends in Food, Nutrition and Health 2010
|
Our annual forecast of the most important current and future trends gives unrivalled practical insights to help you better shape the future of your business. Delivered to you in pdf or as a powerpoint that you can incorporate into your own presentations, our trends report provides you with broad and deep insights – all backed with supermarket sales data and our trademark to-the-point opinions – as well as a concise bullet-point summary of each trend and the key success factors ...more |
| Coconut water: innovation and natural health benefits drive a new category |
From Brazil to America to Europe: coconut water is the fastest-growing new category, with retail sales already above $450 million (€327.5 million), thanks to its strong isotonic, hypo-allergenic and all-natural health benefits. Using new processing technologies and new brands, start-ups in Germany, the US and elsewhere are growing coconut water sales and getting premium prices. Coca-Cola, PepsiCo, some of Europe’s biggest brewing families and even Madonna have invested in the sector. ...more
|
| Innocent Drinks: seven strategy lessons from the setbacks of Europe’s biggest smoothie maker |
Innocent Drinks rocketed from start-up to over $200 million in retail sales within eight years, creating a new category in Europe – fruit smoothies. But between 2007 and 2009 its sales plunged by 29% and prices were slashed. This unique 27-page report sets out the seven strategy lessons that can be learnt from the experience of Innocent. ...more
|
| Beauty foods and beverages: 7 strategy lessons |
Beauty foods and beverages are big in Japan, but in the West few brands have gone beyond a niche. This unique report sets out the seven strategy lessons that can be learnt from the experience of Danone Essensis, Nestlé Glowelle and Borba Skin Balance Water – three case studies which provide the most clear insights into the risks and opportunities in the “beauty-from-within” business. ...more
|
| Marketing Kids’ Healthy Beverages: Ten key case studies |
In the market for kids’ foods and drinks, it’s in beverages that you will find the most examples of success – and some of the smartest innovations ...more
|
| Failures in Functional Foods & Beverages: And what they reveal about success |
The functional foods market is a complex one. Success with a new product or ingredient is rare. This unique 98-page report examines failures by functional brands and ingredients. It sets out the lessons that can be applied by anyone trying to develop an effective strategy for a brand or trying to commercialise nutrition science and offers concise strategies for reducing the risk of failure!..more |
| 20 Key Case Studies in Functional and Health-Enhancing Beverages |
Using 20 detailed Case Studies of brands addressing a range of benefits – energy, joint health, sports beverages, protein boosting, digestive health, weight management and heart health – this report looks at what makes some functional and health-enhancing brands succeed and what makes others fail. Each Case Study gives our usual independent and opinionated analysis and addresses packaging, choice of ingredients, nutrition profiles, marketing communications, pricing strategies (and why some brands are able to earn premium prices), which consumers buy them and why, all supported with supermarket sales data...more |
| To see our complete list of Reports & Case Studies
Click here |
|
|
