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Innovation in Soft Drinks: Beyond Carbonates, the Future of Healthy, Functional and Indulgent Drinks
Business Insights, May 2006, Pages: 137
The soft drinks category is growing and gaining share from other categories including beer, hot drinks and wine; however there are significant market changes occurring within soft drinks sub-categories, notably carbonates losing share to fruit juices and bottled waters. In response Coca-Cola and PepsiCo are dramatically modifying their portfolio and Cadbury Schweppes has divested their European soft drinks business.
This is a new management report that provides key soft drinks market value, volume and share of throat data and analyses NPD and innovation data to identify how manufacturers are adapting to changes in this market. It also examines the key trends evolving in the soft drinks market across health, convenience and indulgence and the strategies of innovative leading manufacturers that are driving these changes. Improve your growth strategies using this new report’s analysis of the leading soft drinks innovators, the most successful categories and future growth opportunities in the soft drinks markets.
Key Findings from this report:
- The market value of nutraceutical drinks in Europe is expected to grow by 32.4% between 2005 and 2009 to reach $2.1bn.
- Ready to drink hot drinks experienced the biggest increase in share of global product launches between 2002 and 2006 growing by 225%; health drinks, fruit juices and carbonates all decreased.
- Carbonates will maintain the dominant share of throat through to 2009 but will cede some share of throat to bottled water.
Bottled water and functional soft drinks will provide the key growth opportunities.
- There are five key health trends in soft drinks: hydration+; wellbeing; daily dosing; organic; functional and nutraceutical drinks.
- ‘High vitamins’ was the leading product claim across new soft drinks launches in the year to February 2006 with 27.1% of all soft drinks launched carrying this claim.
Key Issues Examined in this report:
- Obesity. In Europe and the US both regulators and parents perceive soft drinks to be partly to blame for the obesity crisis. This will continue to drive action in respect of the marketing and sale of sugary soft drinks and also drive lo-cal natural sugar options.
- Changing Coca-Cola and PepsiCo product portfolios. Although carbonates continue to dominate NPD in both Coca-Cola and PepsiCo, they are increasingly focussing efforts on non-carbonates. Both companies have acquired brands to capitalise on the trend for functional drinks and compensate for losses in carbonated drinks.
- Soft drinks share of throat growth. Although hot drinks maintain a share of throat of over 90%, soft drinks are gaining share from the category with a CAGR of 3.2%.
- Functional and nutritional drinks. Health concerns for heart health and a healthy immune system will drive innovation in functional drinks in Europe. Nutraceutical drinks will present a key market opportunity with high growth rates in both value and volume.
Key Questions Answered:
- What is the most innovative sub-category in soft drinks?
- Who are the leading innovators in soft drinks?
- Which soft drinks sub-category provides the most growth opportunities?
- Which drinks category takes the largest share of throat?
- What are the key sensory trends?
- How is health in soft drinks segmenting into of five key trends?
- Which sub-categories are most successful in the soft drinks market in Europe, North America, Latin America and Asia-Pacific?
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