Chapter1

ExecutiveSummary

Overview1-1

IntroductiontotheAustralianandNewZealandNutraceuticalsMarket1-1

ScopeoftheResearchService1-2

SummaryofKeyFindings1-2

MarketGrowthandOpportunities1-2

KeyIndustryChallenges1-3

KeyMarketDrivers1-3

KeyMarketRestraints1-3

CompetitiveAnalysis1-3

FunctionalFoodsandBeverages1-4

DietarySupplements1-4

StrategicRecommendationsandConclusion1-4

Chapter2

Introduction

MarketOverview2-1

Introduction2-1

ResearchScope2-2

IndustryDevelopments2-2

NationalFoodIndustryStrategy(2002-2007)2-3

ThePanPharmaceuticalsProductRecall2-4

FortificationofBread2-4

FoodandDrinkTargetedatChildren2-5

MisleadingandUnsubstantiatedClaimsMadebyMarketParticipants2-6

IndustryChallenges2-7

ConsumerUnderstandingPlaysaCrucialRoleinMarketGrowth2-7

InvestinginConsumerLoyaltyandBrandAwareness2-8

ProductsMovingfrom'Premium'to'Commoditized'ProductStatus2-8

MarketDrivers2-9

GovernmentandIndustryOrganizations/AssociationsPromoteInnovationand

GrowthintheNutraceuticalsMarket2-9

IncreaseinLifestyleDiseasesDrivesDemandforNutraceuticalProducts2-11

TrendTowardPreventativeHealthStimulatestheNutraceuticalsMarket2-11

AgingPopulationtoDriveGrowthofFunctionalFoods2-11

IncreasedMediaCoverageDrivestheUsageofFortifiedFunctionalFoodsandBeverages2-12

ClearRegulatoryEnvironmentEncouragesNewMarketParticipants2-12

MarketRestraints2-13

PoorConsumerUnderstandingAboutHealthBenefitsLimitsConsumption2-13

NegativeMediaCoverageImpedesMarketGrowth2-13

Definitions2-14

GlossaryofTerms2-14

FormulatedSupplementarySportsFood2-14

EnergySupplement2-14

ProteinEnergySupplement2-14

ElectrolyteDrink2-14

FormulatedMealReplacement2-15

FormulatedSupplementaryFood2-15

FormulatedBeverage2-15

NonalcoholicBeverage2-15

FormulatedCaffeinatedBeverage2-15

ListofAbbreviations2-15

ExchangeRates2-17

ForecastsandTrends2-17

RevenueAnalysisandForecasts2-17

Australia2-17

NewZealand2-19

Chapter3

StrategicAnalysisofProducts

Overview3-1

FunctionalFoods3-1

RevenueForecastsfortheAustralianFunctionalFoodsSegment3-5

RevenueForecastsfortheNewZealandFunctionalFoodsSegment3-6

AttractiveCategories3-8

FunctionalBeverages3-8

EnergyDrinks3-10

SportsDrinks3-10

RevenueForecastsfortheAustralianFunctionalBeveragesSegment3-11

RevenueForecastsfortheNewZealandFunctionalBeveragesSegment3-12

AttractiveCategories3-14

DietarySupplements3-14

RevenueForecastsfortheAustralianDietarySupplementsSegment3-16

RevenueForecastsfortheNewZealandDietarySupplementsSegment3-17

AttractiveCategories3-19

Chapter4

StrategicAnalysisofDistribution

Overview4-1

FunctionalFoods4-1

FunctionalBeverages4-2

DietarySupplements4-3

Chapter5

StrategicAnalysisofManufacturers

CompetitiveEnvironment5-1

CompetitiveStructure5-1

FunctionalFoodandBeverage5-2

DietarySupplements5-2

MajorSuppliers5-2

BayerAustraliaLtd5-2

BlackmoresLimited5-3

CatMediaPtyLtd5-3

CocaColaAmatilPtyLtd5-3

DairyFarmers5-4

FonterraCo-operativeGroupLtd5-4

FrucorBeveragesGroupLimited5-5

GeorgeWestonFoods5-5

HealtheriesofNewZealand5-5

NationalFoodsLimited5-6

PharmaCareLaboratoriesPtyLtd5-6

SigmaPharmaceuticalsLimited5-6

SymbionHealthLimited5-7

WyethAustraliaPtyLimited5-7

YakultAustraliaPtyLtd5-7

MergersandAcquisitions5-8

December20065-8

October20065-8

June20065-8

May20065-9

November20055-9

July20055-9

May20055-9

April20055-10

20055-10

February20045-10

November20035-10

May20035-10

March20035-11

November20025-11

January20025-11

February20005-12

MarketShareAnalysis5-12

FunctionalFoods5-12

Australia5-12

NewZealand5-12

FunctionalBeverages5-13

Australia5-13

NewZealand5-15

DietarySupplements5-18

Australia5-18

NewZealand5-20

Chapter6

StrategicAnalysisofPromotion

Overview6-1

Advertising6-1

FunctionalFoodsandBeverages6-1

DietarySupplements6-2

SalesPromotion6-2

FunctionalFoodandBeverages6-2

DietarySupplements6-3

Sponsorship6-3

FunctionalFoodandBeverages6-3

DietarySupplements6-4

PublicRelations6-4

TradeFairsandExhibitions6-5

DirectMail6-5

InternetMarketing6-6

Chapter7

StrategicAnalysisofEnd-users

Overview7-1

AgingPopulation7-1

Australia7-1

NewZealand7-3

ChronicDiseases7-5

Australia7-5

NewZealand7-6

IndustryEngagementwithEnd-users7-6

ProductPositioning7-6

FunctionalFoodandBeverages7-6

DietarySupplements7-7

Chapter8

StrategicAnalysisofTechnology

Overview8-1

TechnologicalDevelopments8-1

Chapter9

StrategicAnalysisofRegulations

Legislation9-1

NutritionGuidelines9-1

IndustryLegislativeIssues9-9

FunctionalFoodandBeverage9-9

DietarySupplements9-10

RelevantIndustryAssociations/Organizations9-10

AustralianBeveragesCouncilLtd9-10

AustralianSelf-MedicatingIndustry(ASMI)9-11

AustraliaNewZealandTherapeuticProductsAuthority(ANZTPA)9-11

ComplementaryHealthcareCouncilofAustralia(CHC)9-11

FoodSafetyInformationCouncil(FSIC)9-12

FoodScienceAustralia(FSA)9-12

FoodStandardsAustraliaandNewZealand(FSANZ)9-13

NationalCentreofExcellenceinFunctionalFoods(NCEFF)9-13

NationalFoodIndustryStrategyLtd9-14

NationalHeartFoundationAustralia9-14

NutritionAustralia9-14

OsteoporosisAustralia9-15

OsteoporosisNewZealand9-15

SportsDietitiansAustralia(SDA)9-15

GlycemicIndexLimited9-15

TheNationalHeartFoundationofNewZealand9-16

TheOmega-3CentreInc.9-16

Chapter10

DatabaseofKeyIndustryParticipants

KeyIndustryParticipants10-1

ManufacturersandDistributors10-1

IndustryAssociations10-4

Chapter11

DecisionSupportDatabases

DecisionSupportDatabaseTables11-1

GovernmentHealthcareExpenditure11-1

PerCapitaHealthcareExpenditure11-3

PrevalenceofObesePopulationover15YearsofAge11-5

PopulationAged65YearsandAbove11-8

PopulationwithAlzheimer'sDisease11-10

PrevalenceofArthritis11-12

PopulationwithAsthma11-14

PopulationwithCoronaryHeartDisease11-16

PopulationwithDiabetes11-19