In this case study, an international food ingredients company engaged CPL Business Consultants to advise on a product positioning, pricing strategy and value proposition for a new heart health ingredient based on beta-glucan.  


The project assisted a client in planning how best to exploit the beta-glucan ingredient it produced and included an overview of the sector and advice on product positioning, pricing strategy and value proposition.


The sector into which beta-glucan fits is the heart health, cholesterol reduction and gut health sectors for food ingredients and supplements. In each of these segments, oats, oat bran, and oat products have been known for many years as being ‘healthy’. For this project, CPL looked almost exclusively at the dry products sectors – bread, cereals, pasta, snacks and other baked products. However, we also included yoghurt mixtures (as a dry product inclusion).

CPL has developed a general cost-elasticity model, which was used to model the pricing and addition of ‘healthy’ ingredients. This model used the ‘effective dose’ per person per day of the ingredient that either allows a health claim or is known to be effective. The model used a broad cross-section of prices of products from the UK and USA to assess cost elasticity. A review of recently published news information on beta-glucan products was also collated and summarised.

Click to see the contents of the study, or look below for an outline.

Beta Glucan Value Proposition

Objective, Background and Method

Principal Findings and Conclusions

  • Results from the Cost Elasticity Model
  • Markets
  • Trends
  • Contacts’ Insights

Recommendations and Options

  • Value Proposition and Pricing Strategy

Beta-Glucan Players

  • 23 Company Summaries

Contact Reports

  • 9 Distributors
  • 21 Manufacturers
  • 24 End Users
  • 1 Retailer
  • 5 Others

Price Elasticity Model for Beta-Glucan

  • Results for the UK Data
  • Results for the USA Data
  • Health Claims
    • Pricing Strategy
    • Product Positioning
    • Value Proposition

Beta Glucan Market

  • Market prospects for Beta-glucan
  • Beta-glucan Pricing
  • Manufacturers and Regulatory Claims
  • Regulatory Approval in Other Global Regions
  • Novel Foods Approval
  • Testing Service for Beta-glucan

Current News Summary

  • Market Data and CAGR
  • Health Trends
  • Health Claims and Laws Governing Them
  • Barley as a Source of Beta-Glucan
  • Novel Applications
  • New and Competitive Products
  • Conclusions

Health Ingredient News

  • 65 articles

17 Tables

Have a look at our PowerPoint Introduction and Brochure describing deliverables, differentiators and case studies. You can also review eight case studies.

Share this project: