Joanna Cosgrove05.01.08
Whether she’s a time-crunched corporate executive or an on-the-go stay at home mom, women are always on the look out for foods and beverages that maximize good nutrition. Many foods and beverages currently in the marketplace tout added calcium and other vitamins and minerals beneficial to women’s health, but according to Productscan Online, the rate of functional new product introductions geared toward women has plateaued.
“I did not see an overwhelming number of new food and beverage products aimed at women for the U.S. market,” explained Tom Vierhile, director, Productscan Online, Datamonitor, Naples, FL. “There are some outstanding examples of market successes out there, including brands like the Luna snack bar brand, but it does appear that new food and beverage products aimed at women aren’t increasing or decreasing at any significant level. Launches appear to be flat.”
Mr. Vierhile added that although the percentages of female-oriented, U.S.-launched new food and beverage products has risen somewhat, the growth rate of actual launches is relatively unremarkable. In 2004, only 0.6% of food and beverage products launched in the U.S. were geared toward women. That number has risen in 2008 to 1.1%.
Regarding the products that have launched, Mr. Vierhile said there is a clear focus on three target areas: products emphasizing nutrition for pregnancy, weight loss and products hoping to cash in on brand names associated with the goodness of whole foods, fruits and vegetables.
The crux of the old adage, “You are what you eat” is especially true as it relates to the foods and beverages consumed by pregnant moms. Good nutrition in pregnancy has been directly related to a baby’s health. In addition to prenatal vitamins, moms-to-be are wise to look for products that offer extra calcium and other nutrients that offer a beneficial boost to both her and her baby.
One recent product launch in that vein is YoMommy from Stonyfield Farm. A follow up to its YoBaby yogurt product, YoMommy is a great example of the niche market of products aimed at pregnant women, nursing and new moms. Fortified with folic acid, vitamin D, and DHA—all recommended by most physicians as essential for the health and nutrition of pregnant women and their babies—YoMommy also includes Stonyfield's special blend of six live active probiotic cultures to enhance digestion and strengthen the immune system.
“With little ones of our own, we know babies need healthy moms,” said Stonyfield Farm president and “CE-Yo” Gary Hirshberg. “We’ve created YoMommy to help expectant and new moms meet their special nutritional needs. We've also added DHA, a natural fatty acid that’s good for babies’ mental and visual development, and good for new moms too!”
Each 4-oz. serving has 100 calories and provides 15% of the recommended Daily Value (DV) of folic acid, as well as 32 mg of DHA for a healthy pregnancy and mom’s ongoing health, including fighting the “baby blues.” The yogurt also provides 20% of the recommended DV of vitamin D, which a recent University of Pittsburgh study suggested could prevent preeclampsia, a life-threatening pregnancy condition, and promotes neonatal well-being.
YoMommy is certified organic and as such, is made without antibiotics, synthetic growth hormones or toxic, persistent pesticides. The product also contains no artificial colors, flavors or sweeteners. YoMommy comes in 4-oz. four-packs and bears a suggested retail price of $2.99. Flavors include Strawberry and Peach, and Blueberry and Raspberry.
Another product line specifically geared toward expectant moms is Bellybar, an all-natural line of snack bars designed specifically to meet the nutritional needs of women before, during and after pregnancy. The brainchild of San Mateo, CA-based NutraBella, which was founded in 2004 by Meredith Lincoln and Leslie Sagalowicz Barber, Bellybars were created to help pregnant women cope with taking prenatal vitamins—which are often very large format, hard-to-swallow pills that too often prompt women to forego taking them at all. The products are available as convenient, purse-friendly snacks that also help ward off the “ravenous hungries” that typically punctuate a pregnancy.
“Bellybar provides women with a way to get key nutrients they need while pregnant—such as the critical vegetarian omega 3 DHA (known to contribute to brain development in the baby and maternal well-being), fiber, protein, vitamins and minerals,” said Ms. Barber. Bellybars range from 160-180 calories, and in addition to omega 3, also contain protein, iron, folic acid, calcium and vitamin B6. There are four flavors: Mellow Oat, Berry Nutty Cravings, Baby Needs Chocolate and Burstin’ Chocolate. Each 1.59-oz. bar retails for $1.99 and five-count packs for $9.99.
To complement its Bellybar lineup, NutraBella recently launched Bellybar Chews, which provide 50 mg of vegetarian omega 3 DHA, 100 mg of calcium and 100 mcg of folic acid per each chocolate or citrus flavored chew. “More research is surfacing about the benefits of omega 3 DHA to babies and moms,” said Ms. Barber. “Many women get DHA from consuming fish, but during pregnancy, women are often confused about what fish is safe to eat and what is not safe. They’re overwhelmed with being pregnant, and it’s hard sometimes to keep it all straight. Often, they give fish up all together because they think that is more safe. It’s a disservice to themselves, but they think they are doing the right thing.” Bellybar Chews are produced in partnership with Martek and feature the company’s Life’sDHA ingredient.
While the functional food segment might be punctuated with start-up brands, it also a ripe segment for established brands to use their consumer clout to test the waters as well. Mr. Vierhile said that one of the best examples of product lines formulated specifically for women is the Curves brand of cereals and snack bars from General Mills. “Weight control is certainly a big issue and this entry offers a tremendous amount of built-in name recognition for General Mills that won’t require millions of dollars in advertising money to generate,” he said.
Although the Curves products don’t feature any nutraceutical ingredients per se, they are considered to be functional products because they embody portion control, calorie control and high fiber—the basic consumption components for those trying to lose weight.
The name Del Monte is synonymous with wholesome fruits and vegetables. The company’s latest functional beverage extension—Del Monte Bloom Energy—hopes to capitalize on its good name with a beverage that contains 50% juice. Targeted toward women, the beverages are drinks women can “feel good about,” that provide “energy that will fuel your mind, body and spirit.”
The lightly carbonated drinks, available in Wild Berry, Mango Passionfruit and Cran Raspberry flavors, are said to contain a full serving of fruit, daily essential vitamins and nutrients, to contain 100% of the DV of vitamin C and five B vitamins, to be a good source of calcium, vitamin D and dietary fiber, and to be antioxidant rich with white tea extract. Guarana also adds a boost of natural caffeine to the drink.
Bloom Energy “contains no fats of any kind” and no high fructose corn syrup. The beverages’ sweetness is derived from natural ingredients, including real fruit and fruit juice, not sugar. According to the company, one 8-oz. serving of Bloom Energy provides the equivalent nutrition of a 1/2 cup of fruit, while containing just 6% of the recommended daily value of sodium.
Two San Francisco Bay Area brands—The Republic of Tea and LUNA—also sought to create a unique beverage for women when they collaborated to create the first line of organic bottled Nutritional Iced Tea for Women. The beverages are brewed from organic black, green, white, red and decaf black teas, and contain vitamin B (folate), calcium and vitamin D. The beverages also exploit the natural antioxidants associated with tea and their related health benefits.
Nutritional Iced Teas for Women, which blend the added nutrients with “a touch” of organic evaporated cane juice, come in five ready-to-drink flavors: Ginger Currant Black Tea, Lemon Blueberry Decaf Black Tea, Kiwi Strawberry Green Tea, Mandarin Orange White Tea and naturally-caffeine-free Cherry Vanilla Red Tea. Each tea has 50 calories per 12-oz. bottle and retails for $2.99.
The companies suggest pairing the teas with LUNA Tea Cakes, snacks that are also made with the Republic of Tea’s collection of premium teas and herbs. The Tea Cakes are available in three varieties—Vanilla Macadamia for mood balance, Orange Blossom for healthy skin and Berry Pomegranate for longevity
And finally, cheese isn’t often considered to be a healthy snack when it’s consumed in large quantities but Seaside, CA-based Lifeline Food Co., Inc.’s low fat Body Smart for Women All Natural Pasteurized Process Cheese Product is a refrigerated cheese that is “Specifically formulated for women’s health” and contains folic acid, vitamin D, calcium and magnesium. The plastic-wrapped 8-oz. (277g) block is sold in three varieties: Swiss, Sharp Cheddar and Jalapeno Jack. The label copy states that each 1-oz. serving contains 47 calories and 1.7g of fat. A serving is also said to provide 35% of the DV for calcium and 10% of the DV for folic acid and magnesium. Not only is the cheese formulated to taste good, it’s also a feel-good product with a portion of the proceeds from every cheese sale donated to Good Deed Foundation, an organization focusing on community organizations that benefit women, children and the environment.
In terms of product launches, the last few years for women’s functional foods and beverages have been relatively uneventful when it comes to volume. What’s to come by way of new products is anyone’s guess, but it’s certain that the American woman’s penchant for nutrition is one that’s unlikely to waver and manufacturers would be wise to capitalize on the trend.
“I did not see an overwhelming number of new food and beverage products aimed at women for the U.S. market,” explained Tom Vierhile, director, Productscan Online, Datamonitor, Naples, FL. “There are some outstanding examples of market successes out there, including brands like the Luna snack bar brand, but it does appear that new food and beverage products aimed at women aren’t increasing or decreasing at any significant level. Launches appear to be flat.”
Mr. Vierhile added that although the percentages of female-oriented, U.S.-launched new food and beverage products has risen somewhat, the growth rate of actual launches is relatively unremarkable. In 2004, only 0.6% of food and beverage products launched in the U.S. were geared toward women. That number has risen in 2008 to 1.1%.
Regarding the products that have launched, Mr. Vierhile said there is a clear focus on three target areas: products emphasizing nutrition for pregnancy, weight loss and products hoping to cash in on brand names associated with the goodness of whole foods, fruits and vegetables.
Product Spotlight
The crux of the old adage, “You are what you eat” is especially true as it relates to the foods and beverages consumed by pregnant moms. Good nutrition in pregnancy has been directly related to a baby’s health. In addition to prenatal vitamins, moms-to-be are wise to look for products that offer extra calcium and other nutrients that offer a beneficial boost to both her and her baby.
One recent product launch in that vein is YoMommy from Stonyfield Farm. A follow up to its YoBaby yogurt product, YoMommy is a great example of the niche market of products aimed at pregnant women, nursing and new moms. Fortified with folic acid, vitamin D, and DHA—all recommended by most physicians as essential for the health and nutrition of pregnant women and their babies—YoMommy also includes Stonyfield's special blend of six live active probiotic cultures to enhance digestion and strengthen the immune system.
“With little ones of our own, we know babies need healthy moms,” said Stonyfield Farm president and “CE-Yo” Gary Hirshberg. “We’ve created YoMommy to help expectant and new moms meet their special nutritional needs. We've also added DHA, a natural fatty acid that’s good for babies’ mental and visual development, and good for new moms too!”
Each 4-oz. serving has 100 calories and provides 15% of the recommended Daily Value (DV) of folic acid, as well as 32 mg of DHA for a healthy pregnancy and mom’s ongoing health, including fighting the “baby blues.” The yogurt also provides 20% of the recommended DV of vitamin D, which a recent University of Pittsburgh study suggested could prevent preeclampsia, a life-threatening pregnancy condition, and promotes neonatal well-being.
YoMommy is certified organic and as such, is made without antibiotics, synthetic growth hormones or toxic, persistent pesticides. The product also contains no artificial colors, flavors or sweeteners. YoMommy comes in 4-oz. four-packs and bears a suggested retail price of $2.99. Flavors include Strawberry and Peach, and Blueberry and Raspberry.
Another product line specifically geared toward expectant moms is Bellybar, an all-natural line of snack bars designed specifically to meet the nutritional needs of women before, during and after pregnancy. The brainchild of San Mateo, CA-based NutraBella, which was founded in 2004 by Meredith Lincoln and Leslie Sagalowicz Barber, Bellybars were created to help pregnant women cope with taking prenatal vitamins—which are often very large format, hard-to-swallow pills that too often prompt women to forego taking them at all. The products are available as convenient, purse-friendly snacks that also help ward off the “ravenous hungries” that typically punctuate a pregnancy.
“Bellybar provides women with a way to get key nutrients they need while pregnant—such as the critical vegetarian omega 3 DHA (known to contribute to brain development in the baby and maternal well-being), fiber, protein, vitamins and minerals,” said Ms. Barber. Bellybars range from 160-180 calories, and in addition to omega 3, also contain protein, iron, folic acid, calcium and vitamin B6. There are four flavors: Mellow Oat, Berry Nutty Cravings, Baby Needs Chocolate and Burstin’ Chocolate. Each 1.59-oz. bar retails for $1.99 and five-count packs for $9.99.
To complement its Bellybar lineup, NutraBella recently launched Bellybar Chews, which provide 50 mg of vegetarian omega 3 DHA, 100 mg of calcium and 100 mcg of folic acid per each chocolate or citrus flavored chew. “More research is surfacing about the benefits of omega 3 DHA to babies and moms,” said Ms. Barber. “Many women get DHA from consuming fish, but during pregnancy, women are often confused about what fish is safe to eat and what is not safe. They’re overwhelmed with being pregnant, and it’s hard sometimes to keep it all straight. Often, they give fish up all together because they think that is more safe. It’s a disservice to themselves, but they think they are doing the right thing.” Bellybar Chews are produced in partnership with Martek and feature the company’s Life’sDHA ingredient.
Banking on Brand Appeal
While the functional food segment might be punctuated with start-up brands, it also a ripe segment for established brands to use their consumer clout to test the waters as well. Mr. Vierhile said that one of the best examples of product lines formulated specifically for women is the Curves brand of cereals and snack bars from General Mills. “Weight control is certainly a big issue and this entry offers a tremendous amount of built-in name recognition for General Mills that won’t require millions of dollars in advertising money to generate,” he said.
Although the Curves products don’t feature any nutraceutical ingredients per se, they are considered to be functional products because they embody portion control, calorie control and high fiber—the basic consumption components for those trying to lose weight.
The name Del Monte is synonymous with wholesome fruits and vegetables. The company’s latest functional beverage extension—Del Monte Bloom Energy—hopes to capitalize on its good name with a beverage that contains 50% juice. Targeted toward women, the beverages are drinks women can “feel good about,” that provide “energy that will fuel your mind, body and spirit.”
The lightly carbonated drinks, available in Wild Berry, Mango Passionfruit and Cran Raspberry flavors, are said to contain a full serving of fruit, daily essential vitamins and nutrients, to contain 100% of the DV of vitamin C and five B vitamins, to be a good source of calcium, vitamin D and dietary fiber, and to be antioxidant rich with white tea extract. Guarana also adds a boost of natural caffeine to the drink.
Bloom Energy “contains no fats of any kind” and no high fructose corn syrup. The beverages’ sweetness is derived from natural ingredients, including real fruit and fruit juice, not sugar. According to the company, one 8-oz. serving of Bloom Energy provides the equivalent nutrition of a 1/2 cup of fruit, while containing just 6% of the recommended daily value of sodium.
Two San Francisco Bay Area brands—The Republic of Tea and LUNA—also sought to create a unique beverage for women when they collaborated to create the first line of organic bottled Nutritional Iced Tea for Women. The beverages are brewed from organic black, green, white, red and decaf black teas, and contain vitamin B (folate), calcium and vitamin D. The beverages also exploit the natural antioxidants associated with tea and their related health benefits.
Nutritional Iced Teas for Women, which blend the added nutrients with “a touch” of organic evaporated cane juice, come in five ready-to-drink flavors: Ginger Currant Black Tea, Lemon Blueberry Decaf Black Tea, Kiwi Strawberry Green Tea, Mandarin Orange White Tea and naturally-caffeine-free Cherry Vanilla Red Tea. Each tea has 50 calories per 12-oz. bottle and retails for $2.99.
The companies suggest pairing the teas with LUNA Tea Cakes, snacks that are also made with the Republic of Tea’s collection of premium teas and herbs. The Tea Cakes are available in three varieties—Vanilla Macadamia for mood balance, Orange Blossom for healthy skin and Berry Pomegranate for longevity
And finally, cheese isn’t often considered to be a healthy snack when it’s consumed in large quantities but Seaside, CA-based Lifeline Food Co., Inc.’s low fat Body Smart for Women All Natural Pasteurized Process Cheese Product is a refrigerated cheese that is “Specifically formulated for women’s health” and contains folic acid, vitamin D, calcium and magnesium. The plastic-wrapped 8-oz. (277g) block is sold in three varieties: Swiss, Sharp Cheddar and Jalapeno Jack. The label copy states that each 1-oz. serving contains 47 calories and 1.7g of fat. A serving is also said to provide 35% of the DV for calcium and 10% of the DV for folic acid and magnesium. Not only is the cheese formulated to taste good, it’s also a feel-good product with a portion of the proceeds from every cheese sale donated to Good Deed Foundation, an organization focusing on community organizations that benefit women, children and the environment.
In terms of product launches, the last few years for women’s functional foods and beverages have been relatively uneventful when it comes to volume. What’s to come by way of new products is anyone’s guess, but it’s certain that the American woman’s penchant for nutrition is one that’s unlikely to waver and manufacturers would be wise to capitalize on the trend.
