Have a look at our Introduction and Brochure for a description of our consultancy work.
In earlier studies on oat beta-glucan the qualitative conclusion was that a potential opportunity exists to exploit beta-glucan products in a health and nutrition platform. This study focussed on a concentrated (>50%) oat beta-glucan product and asked what the price needs to be in order to sell enough to make it a worthwhile business?
It was therefore necessary to determine the the price elasticity of beta-glucan. This was done by calculating how much >50% beta-glucan product the customer buy would if it were sold at $10/kg and conversely, how much would a customer be willing to pay to put >50% beta-glucan into its products?
Click to see the contents of the study or look below for an outline.
The contents of the study included:
Objectives
Method
Overview
Principal Findings
- The Market for Heart Health Foods and Related Sectors
- Global Markets
- European Markets
- UK Markets
- US Markets
- Price Elasticity
- How Much Premium Would Consumers Pay for a Health Claim?
- What Would Happen if the Price of Beta-glucan Decreased?
- What Price is Acceptable?
- Health Claims and Regulatory Issues
- Companies
- Beta-glucan Companies
- Other Health Ingredient Companies
- Food Manufacturers
- Distributors
Conclusions
- Market Volumes and Values
- Potential UK Market
- Potential US Market
- Potential Global Market
General Conclusions
Answers to Questions
Cholesterol
- Introduction
- Statistics
Pricing a Health Claim
- Positioning
- GM Foods
- Environmental Farming Practices
- Associations with Good Causes
- Health Claims
Influence of Geographic Market
Pricing Analysis for 50% Beta-glucan Concentrate
- Methodology
- Results
- UK Supermarket Data
- US Supermarket Data
Beta-glucan Players and Products
- Players
- Products
- Example Product: Pro-Fit Vitaal Bread with Beta-Glucan
- Product and Claims
- Consumer Report
- Packaging of Vitaal Breads
Labelling Regulations
- JHCI Health Claims (UK)
- US Health Claims
- Foshu Health Claims
Plant Sterols / Stanols
- Raisio’s Business Model
- Products
- Price Comparisons
- 3 Ingredients Lists for Plant Sterol / Stanol Products:
Contact Reports Beta-Glucan
- 12 Ingredients Manufacturers
- 8 Distributors
- 14 End Users
- Retailers
2 Others
Contact Reports Plant Sterols and Stanols
- 7 Ingredients Manufacturers
- 3 End Users
15 Recent Patents
27 News Items
Appendices
- Appendix 1: Specifications of X’s Barley Betafiber
- Appendix 2: New Developments in Healthy Foods From Cereals
- Appendix 3: Ceapro Business Plan
- Appendix 4: Who Statistics on Blood Cholestrol
- Appendix 5: The Forgotten 50 – a Report by Heart UK
- Appendix 6: Cholesterol Ingredient Questionnaire
- Appendix 7: Conjoint Analysis Questions
- Appendix 8: UK Supermarket Data
- Appendix 9: US Supermarket Data