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Key Trends and Innovations in Nutraceutical Soft Drinks: The Emergence of New Hybrid, Performance Enhancement and Functional Brands
Business Insights, Jan 2010, Pages: 98
The decline of the carbonated soft drink market has motivated a large number of manufacturers to enter the nutraceutical arena, making it the most dynamic sector in soft drinks. Consequently, leading soft drink manufacturers have diversified their portfolios, by acquiring nutraceutical brands, extending current lines with nutraceutical variants or by developing their own nutraceutical brands in order to capitalize on this market opportunity.
‘Key Trends and Innovations in Nutraceutical Soft Drinks: The emergence of new hybrid, performance enhancement and functional brands’ analyzes the market by value with forecasts to 2013. This report examines innovation in terms of product category, geography, drinks ingredients, drinks functions and demographic targeting. It also identifies both current and emerging trends to provide valuable insight into market developments over the next five years.
Create more effective new product development strategies and increase returns on investment with this new report.
Key Findings...
- In terms of consumption per person the population of the US grew to $90 in 2008 – much higher than the $35 of the UK, the leading country in Europe.
- The Americas are consolidated markets where the top three companies account for almost 75% of nutraceutical soft drink sales. Elsewhere the markets are much less consolidated and contain stronger regional players.
- Although the proportion of new products described as being upscale rose from 3.1% in 2006 to 5.0% in 2008, this figure has fallen by more than half to 2.4% in 2009. In contrast the proportion of launches under retailers’ private labels, having grown from 0.8% in 2006 to 0.9% in 2009, jumped to 1.2% in 2009.
- Energy drinks accounted for 45% of all new functional drinks launched in 2009. Sports drinks accounted for 12% after which came brain function drinks (6%), heart health drinks (5%), beauty drinks (5%) and digestive health drinks (4%).
Use this report to...
- Understand the key trends in nutraceutical soft drinks from this report’s analysis of innovation by category, region and product tags, using global Productscan data from over 5,800 nutraceutical soft drinks product launches between 2006 and 2009.
- Improve the effectiveness of your NPD strategies using this report’s analysis of the key success factors and the most innovative trend leading nutraceutical drinks brands.
- Benchmark your strategies against the key players using the report’s detailed competitive analysis of leading soft drinks manufacturers’ innovation profiles.
- Predict future growth areas in nutraceutical soft drinks with this report’s forecasts of energy drinks, sports drinks, dairy drinks and functional beverages market value and volumes in Western Europe, the US and Japan to 2013.
Key issues...
- A significant trend is towards ‘hybrid’ products that blur category boundaries. This can be helpful in getting marketers to focus on the functional needs of consumers rather than thinking in terms of traditional product groups.
- Multiple attributes will increasingly become the norm. Competition and demand for convenience will mean that products will increasingly have multiple ingredients, multiple flavors and multiple benefits.
- There will be a greater diversity of serving sizes as consumers demand shots on the one hand and larger packs with multiple servings for take-home use on the other.
- Nutraceutical soft drinks will increasingly break out of their traditional consumer segments with more products for women, children, mid-lifers and seniors. Energy drinks makers are attempting to stimulate demand in currently under-represented segments such as the female market (around two-thirds of energy drinks consumption is accounted for by men).
- Sports drinks manufacturers have been broadening their market with low and light and more natural products, catering to consumers’ increasing health concerns. The take-home channel is being used to increase market penetration.
- As over a third of consumers in the US and Europe suffer from a digestive problem it is not surprising that the market for digestive health drinks has expanded from Japan into Europe and North America. These products are likely to overtake heart health products in popularity over the next few years.
Your questions answered:
- What is the most common claim made on nutraceutical beverages?
- Which demographic is most commonly targeted by nutraceutical beverages?
- Can developments in Japan help to predict future new product flavors in other regions?
- What are some of the key developments in the cognitive health area?
- How much do other major health trends such as low fat and organic, crossover with nutraceuticals?
- What are the newly-emerging benefits being claimed by manufacturers?
- Which countries will experience the highest sales growth rates in nutraceutical soft drinks over the next five years?
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