Strategic Analysis of the Australian and New Zealand Nutraceuticals Markets

proportion of ageing patients with chronic illnesses; requiring the support of nutraceuticals
to manage disease and infirmity," according to the analyst of the study. "Around 25.0 percent of
Australian children are currently overweight or obese; osteoporosis affects over half of women and
close to a third of men over the age of 60 in New Zealand."
Consumers are being exhorted to realize the importance of preventative health. Industry
organizations/associations such as The Omega-3 Centre Inc., National Heart Foundation, The
Glycemic Index Limited and Australian Self Medicating Industry, along with market participants, are
emphasizing the importance of healthier food alternatives to improve health among Australian and
New Zealand consumers. Mainstream media such as the television, radio, print and the Internet
have been platforms on which the importance of having a healthy diet has been underlined
repeatedly.
Product Differentiation Likely to be the Key to a Healthy Market Place
However, even as this market promises much, suppliers of nutraceuticals face significant challenges
including raising consumer awareness and understanding of nutraceuticals and their linked health
benefits, creating effective product differentiation, overcoming process and formulation challenges
in new product development and sustaining proactive marketing efforts. Consumer awareness of
the health benefits of nutraceutical products is increasing in Australia and New Zealand. However,
the overall level of understanding is still comparatively low.
In addition, media coverage of partial or unsubstantiated or inconclusive findings or even
inadequate coverage of comprehensive findings only adds to consume confusion rather than
increasing clarity. Building customer loyalty and maintaining market share involve a number of
issues, including ensuring consistent product quality, efficacy, and consistency, in addition to
constant promotion for maximizing brand visibility. "As the market matures, it has moved from the
push factor phenomena of the manufacturers to the customers' pull factor" explains the analyst. "It
is therefore essential for nutraceutical companies to constantly innovate and develop
products/packaging different from their competitors to avoid the danger of products becoming
commoditized."

Contents: 1. Executive Summary
1. Overview
-1. Introduction to the Australian and New Zealand Nutraceuticals Market
-2. Scope of the Research Service
--2. Summary of Key Findings
-1. Market Growth and Opportunities
-2. Competitive Analysis
-3. Strategic Recommendations and Conclusion
2. Introduction
-1. Market Overview
--1. Introduction
--2. Industry Developments
--3. Industry Challenges
--4. Market Drivers
--a. Government and Industry Organizations/Associations Promote Innovation and Growth in the
Nutraceuticals Market
--b. Increase in Lifestyle Diseases Drives Demand for Nutraceutical Products
--c. Trend Toward Preventative Health Stimulates the Nutraceuticals Market
--d. Aging Population to Drive Growth of Functional Foods
--e. Increased Media Coverage Drives the Usage of Fortified Functional Foods and Beverages
--f. Clear Regulatory Environment Encourages New Market Participants
--5. Market Restraints
--a. Poor Consumer Understanding about Health Benefits Limits Consumption
--b. Negative Media Coverage Impedes Market Growth
-2. Definitions
--1. Glossary of Terms
--2. List of Abbreviations
-3. Exchange Rates
--1. Exchange Rates
-4. Forecasts and Trends
--1. Revenue Analysis and Forecasts
3. Strategic Analysis of Products
-1. Overview
--1. Functional Foods
--2. Functional Beverages
--3. Dietary Supplements
4. Strategic Analysis of Distribution
-1. Overview
--1. Functional Foods
--2. Functional Beverages
--3. Dietary Supplements
5. Strategic Analysis of Manufacturers
-1. Competitive Environment
--1. Competitive Structure
--2. Major Suppliers
--3. Mergers and Acquisitions
-2. Market Share Analysis
--1. Functional Foods
--2. Functional Beverages
--3. Dietary Supplements
6. Strategic Analysis of Promotion
-1. Overview
--1. Advertising
--2. Sales Promotion
--3. Sponsorship
--4. Public Relations
--5. Trade Fairs and Exhibitions
--6. Direct Mail
--7. Internet Marketing
7. Strategic Analysis of End-users
-1. Overview
--1. Aging Population
--2. Chronic Diseases
-2. Industry Engagement with End-users
--1. Product Positioning
8. Strategic Analysis of Technology
-1. Overview
--1. Technological Developments
9. Strategic Analysis of Regulations
-1. Legislation
--1. Nutrition Guidelines
--2. Industry Legislative Issues
--3. Relevant Industry Associations/Organizations
10. Database of Key Industry Participants
-1. Key Industry Participants
--1. Manufacturers and Distributors
--2. Industry Associations
11. Decision Support Databases
-1. Decision Support Database Tables
--1. Government Healthcare Expenditure
--2. Per Capita Healthcare Expenditure
--3. Prevalence of Obese Population over 15 Years of Age
--4. Population Aged 65 Years and Above
--5. Population with Alzheimer's Disease
--6. Prevalence of Arthritis
--7. Population with Asthma
--8. Population with Coronary Heart Disease
--9. Population with Diabetes