Relaxation Drinks Case Study: providing an antidote to stress with an anti-energy drinks offering
Datamonitor
October 23, 2009 SKU: DFMN2483175
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Introduction
This case study on relaxation beverages forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at the potential of the sector and at two key players Drank and Slow Cow, to see how the small but growing sector has been influenced by energy drinks and seeks to make its own mark on the functional drinks market.
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
- Relaxation drinks is a sector of functional drinks that has emerged as a counter-trend to energy drinks
- The North American energy drinks sector has experienced buoyant growth
- However, energy drinks are increasingly vilified for their high caffeine and sugar content
- Although relaxation drinks launches are currently small, they have the potential to have rising sales as antidotes to consumer stress
- A key ingredient of relaxation drinks is the de-stress ingredient theanine, while fruit flavors and health claims are popular
- Drank beverage - aiming to make relaxation drinks cool
- Slow Cow: using satirical branding to aid awareness in relaxation drinks
- Conclusion
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Functional drinks market by category, North America, 2003-13
- Table 2: Leading claims, flavors and ingredients in new 'relaxation' tagged functional drinks launches, North America, 2006-09
- Table 3: Key ingredients in the Drank beverage
- Table 4: Key ingredients in the Slow Cow beverage
- List of Figures
- Figure 1: Energy drinks launches reached a peak in 2008
- Figure 2: Relaxation drinks are a small but growing sector of the North American functional drinks market
- Figure 3: Relaxation drinks are being launched in growing numbers in North America as solutions to stressed lifestyles
- Figure 4: A high proportion of consumers profess to be interested in relaxation food and drinks
- Figure 5: Stress levels have worsened for many consumers, which could fuel relaxation drink growth
- Figure 6: Drank uses energy drink style of packaging and imagery to promote itself as an extreme relaxation drink
- Figure 7: Slow Cow's labeling is designed to be a satirical emblem that references the fact that it provides an alternative to energy drinks
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