Nutraceutical Soft Drinks: Innovation in Sports, Energy, Dairy and Functional Beverages
Scripp Business Insights, May 2007, Pages: 101
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Some key findings from this report...
- The nutraceutical soft drink market is expected to reach a valueof $10.3bn in Europe by 2010. It is expected to be worth $9.9bn in the US.
- Asia-Pacific is the most innovative region for nutraceutical soft drinks. 36% of product launches were in the region in 2006.
- Fruit drinks was the largest category in terms of share of nutraceutical launches with 28% in 2006.
- The most common product positioning amongst launches in 2006 was ‘providing energy’ with almost a quarter of launches claiming this function.
- Pomegranate was the fastest-growing flavor in new nutraceutical beverage launches whilst orange was the most common flavor with over 6% of all launches in 2006 containing it.
- Nutraceuticals are increasingly tapping into children's health issues highlighted by emerging markets for both dental health and muscle development products.
Nutraceutical Soft Drinks
Innovation in sports, energy, dairy and functional beverages
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.
Nutraceutical Soft Drinks: Innovation in sports, energy, dairy and functional beverages is a new management report published by Business Insights that analyzes the market by value and volume with forecasts to 2010. 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.
This new report will enable you 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 2002 and 2006.
- 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 2010.
Key issues examined in this report...
- Daily dosing. Encouraging daily dosing is an extremely effective method of increasing purchase frequency. Manufacturers are now looking to repeat this success at other times of the day and on a seasonal basis.
- Detox. Products that help consumers to detox their digestive system exemplify how the early health-related functions of gut health products are being supplemented by lifestyle products.
- Hybrid drinks. A significant trend towards blurring category boundaries to offer more than one benefit. For example combining the benefits of green tea with fruit flavors or soft drinks hydration
with functional or sensory benefits.
- Energy and sports drinks. The largest and fastest growing soft drinks categories offer new revenue streams for nutraceutical manufacturers who are exploiting these opportunities through
hybrid products.
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?
Nutraceutical Soft Drinks
Executive Summary 8
Market overview 8
Innovation and NPD 9
Future trends 10
Chapter 1 Market overview 12
Summary 12
Introduction 12
Market value and volume 13
Europe 13
US 15
Japan 16
Company shares 18
Corporate activity 19
PepsiCo 19
Coca-Cola 23
Cadbury Schweppes 27
Private label 29
Chapter 2 Innovation and NPD 32
Summary 32
Introduction 33
Product category trends 33
The rise of hybrid products 35
Regional trends 36
Product tags 37
Functional trends 38
Ingredient trends 40
Convergence with other health trends 43
Convergence with convenience 44
Convergence with premium 46
Flavor analysis 49
Chapter 3 Future trends 54
Summary 54
Introduction 55
Energy and sports drinks 55
Energy drinks are leading the hybrid movement 55
Enhanced product performance 56
Sports drinks 57
Energy for specific occasions 58
Cognitive health 60
Anti-aging 61
Bone and joint health 63
Teeth health 63
Muscle development 65
Cardiovascular health 66
Blood pressure control 66
Cholesterol control 67
General cardiovascular health 68
Weight control 68
Restorative products 70
Recovery drinks 70
Immune system 71
Sleep 72
Summary 72
Eye health 73
Flavor follows function 74
Fusion flavors 75
The rise of açaí 75
Herbal and floral flavors 76
Japanese influences 77
Vegetable drinks 78
Vinegar drinks 79
Summary of flavor trends 80
Beyond flavor: sensory drinks 80
Encouraging regular consumption 81
Daily dosing 81
New daily opportunities 83
Seasonal drinks 84
Detox products 86
Summary 88
Targeting age groups 88
The emerging elderly market 91
Female functionality 92
Niche marketing 93
Implications for sales channels 95
Chapter 4 Appendix 98
Index 100
List of Figures
Figure 1.1: Share of regional nutraceutical soft drinks markets held by the top five manufacturers,
2005 18
Figure 1.2: Some of PepsiCo’s nutraceutical soft drink brands 22
Figure 1.3: Some of Coca-Cola’s nutraceutical soft drink brands 26
Figure 1.4: Some of Cadbury Schweppes’ nutraceutical soft drink brands 28
Figure 2.5: Percent share of nutraceutical soft drinks launched by category, 2003-06 34
Figure 2.6: Percent growth in products launched in nutraceutical soft drinks categories, 2003-06 34
Figure 2.7: Vitaminsmart Soft Drink 35
Figure 2.8: Percent share of nutraceutical soft drinks launched by region, 2003-06 36
Figure 2.9: OGO Oxygen Water 43
Figure 2.10: Convenient packaging: Lion Mini Pack and Borba on-the-go 45
Figure 2.11: Packaging technology: TetraPak, FreshCan and tablet/blister 46
Figure 2.12: Upscale products: Health by Chocolate and Calpis gift set 47
Figure 2.13: Authenticity: Lipovitan, Dr Wells, Proteca Profect, Firefighter and Oishii Nihon 49
Figure 2.14: Innocent Superfoods Smoothies 51
Figure 3.15: Energy drinks: Chaser 5-hour, Kelowna Big Buzz and Roots Energy Management 56
Figure 3.16: Sports drinks: Amino Vital and Ascendia Energice 57
Figure 3.17: Sexual performance: Clamato Energia, SkyFruit Juice and Turn On Soda 59
Figure 3.18: Cognitive health: FRS and Brainiac 61
Figure 3.19: Anti-ageing: Kewpie Hyalo, Skin Balance Water and Coca-Cola Wellness 63
Figure 3.20: Teeth health: Spartacus, Poland Spring and Huesitos 64
Figure 3.21: Muscle development: Calpis Gungungurt, Drinho SmartBEAN, Yajult Gong Tong and
Sipahh Milk 65
Figure 3.22: Cardiovascular health: Soia & Soia and Your Ultimate Milk 67
Figure 3.23: Weight control: New Leaf, Nestea Enviga, Melodian Kobara and Kanebo Hot Gelee 69
Figure 3.24: Recovery: Lion Guronsan and Taisho Lipovitan 70
Figure 3.25: Immune system: Meadow Gold IS and Brain Twist Defense 71
Figure 3.26: Sleep: Lion Gussumin Kishaku and Nestea green Tea 72
Figure 3.27: Eyes: Kagome Vege-care Anthocyanin and Zorkie Glaza 73
Figure 3.28: Açaí: Sambazon and 180 Blue 76
Figure 3.29: Herbals: Taisho Karada Kankyo Aojiru 77
Figure 3.30: Vegetable: Otsuka Yasai no Senshi, Yakult Kininaru Yasai, Kagome Yasai Seikatsu
and Amazing Grass 78
Figure 3.31: Vinegar: Lotte Karada ni Momosu, Ito En Maiasa Ippai no Kurozu to Yasai and
Toraku Soya Farm 79
Figure 3.32: Sensory: Kagome Vege-care, NeXt Fresh and Brain-Twist Beverages 81
Figure 3.33: Daily dosing: Kagome Asa no Fruit Kore Ippon, Hero ActiFruit, Pj Smoothies and
SGN Nutrition X-Balance 82
Figure 3.34: Dayparts: Nesquik Petit Para Beber Bebida Lactea and Sapporo Tsubu no Kiwami 83
Figure 3.35: Japanese winter drinks 84
Figure 3.36: Western winter drinks 85
Figure 3.37: Spring/summer pollen allergy drinks 86
Figure 3.38: Detox: Kombucha Gold Essence, Zaqua!, Resurrect and Urban Detox 87
Figure 3.39: Detox: James White and Lianozovski Dairy 88
Figure 3.40: Age groups: Babies, Pres-school, 5-12 year-olds, Teens, Seniors 90
Figure 3.41: Elderly: Shanghai Chuanqi and Novartis Isocal Plux EX 91
Figure 3.42: Female: sports, pregnancy and menopause products 93
Figure 3.43: Niche markets: men, Hispanics and music lovers 95
List of Tables
Table 1.1: European nutraceutical soft drink market value, $m, 2006-2010 13
Table 1.2: European nutraceutical soft drink market volume, Liters m, 2006-2010 14
Table 1.3: European nutraceutical soft drink market value by country, $m, 2006-2010 14
Table 1.4: European nutraceutical soft drink market volume by country, Liters m, 2006-2010 15
Table 1.5: US nutraceutical soft drink market value, $m, 2006-2010 15
Table 1.6: US nutraceutical soft drink market volume, Liters m, 2006-2010 16
Table 1.7: Japan nutraceutical soft drink market value, $m, 2006-2010 17
Table 1.8: Japan nutraceutical soft drink market volume, Liters m, 2006-2010 17
Table 2.9: Top 3 product tags on nutraceutical soft drinks by area 38
Table 2.10: Top 10 functions as share of global nutraceutical soft drink launches, 2004-2006 39
Table 2.11: Emerging functions in nutraceutical soft drink launches, 2006 39
Table 2.12: Share of global nutraceutical soft drink launches by ingredient claim, 2004-2006 41
Table 2.13: Fastest-growing* ingredient claims in global nutraceutical soft drink launches, 2004-
2006 42
Table 2.14: Top 10* health claims as share of global nutraceutical soft drink launches, 2004-2006
43
Table 2.15: Top 3 convenience claims as share of global nutraceutical soft drink launches, 2004-
2006 44
Table 2.16: Top 3 positioning claims as share of global nutraceutical soft drink launches, 2004-
2006 47
Table 2.17: Top 10* flavors as share of global nutraceutical soft drink launches, 2004-2006 49
Table 2.18: Top 10 fastest-growing* flavors in global nutraceutical soft drink launches, 2004-06 50
Table 4.19: Non-nutraceutical health claims made by nutraceutical soft drinks, 2004-06 98
Table 4.20: Major* flavors of nutraceutical soft drinks, 2004-06 99
PepsiCo
Coca-Cola
Cadbury Schweppes
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