Low calorie functional drinks case study (Gatorade and Vitaminwater): making functional drinks healthier
Datamonitor
June 30, 2009 11 Pages - SKU: DFMN2303319
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Introduction
This case study on Gatorade and Vitaminwater forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how these companies have successfully made their functional drinks healthier.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- Analysis
- Functional drinks have a complex relationship with the global health megatrend
- The healthy positioning of some functional drinks has been questioned in some quarters
- Functional drinks and bottled water have shown robust growth in the US
- The positive health benefits of some functional drinks have successfully been communicated to consumers
- Gatorade has introduced low calorie variants to its range of hydrating beverages
- Gatorade's core range of drinks relies on electrolytes for energy benefits
- The low calorie G2 range launched in the US in late 2007
- Vitaminwater has built a solid brand around enhanced water beverages and has recently extended its line to include lower calorie options
- Bottled water has fallen out of favor with many consumers
- Enhanced water remains a more favorable option for many consumers
- Vitaminwater10 was launched in April 2009 and aimed to counter fears over the sugar content of core drinks
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: A comparison of the content of a regular Gatorade beverage and G2 (amount per serving)
- List of Figures
- Figure 1: Carbonates remains dominant in soft drinks, but bottled water and functional drinks are showing strong growth
- Figure 2: US consumers show an interest in the benefits that many functional drinks claim to provide
- Figure 3: The Lucozade brand has been aligned with some positive health trends
- Figure 4: Gatorade's core range
- Figure 5: G2 aims to better meet the needs of regular Gatorade drinkers
- Figure 6: Vitaminwater10 was given a high profile release in New York City
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