Have a look at our PowerPoint Introduction and Brochure describing deliverables, differentiators and case studies. Eight case studies can also be reviewed.


The objective of this project was to assist our client in planning how best to exploit the beta-glucan it produced. The project was to provide an overview of the sector and as well as advice.


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.

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 survey of currently published news information on beta-glucan products was also assembled and summarised.

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

Table of Contents


Background and Method

Principal Findings and Conclusions

  • Results from Cost Elasticity Model
  • Markets
  • Trends
  • Findings from Contact Reports

Recommendations and Options

Beta-Glucan Players

  • Summaries
  • 23 Companies

Contact Reports

  • Distributors
    • 9 companies
  • Manufacturers
    • 21 companies
  • End Users
    • 24 companies
  • Retailers
    • 1 company
  • Others
    • 5 contacts

Price Elasticity Model for a 20% Beta-Glucan Product

  • Results for the UK Data
  • Results for the USA Data
  • Health Claims
    • Pricing
    • Positioning

Extracts from 2008 Prebiotics Report

  • Beta-Glucan
    • Market prospects for Beta-glucan
    • Beta-glucan
    • 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
  • Conclusion

Latest News

    • 31 articles
  • From 2005 Report
    • 21 articles
  • From 2003 Report
    • 13 articles

17 Tables

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