10 Factors for Success in Energy Drinks - Europe and the USNew Nutrition BusinessMarch 1, 2008 49 Pages - SKU: CDGQ1694437 |
| Countries covered: United States, Europe This report sets out the 10 Factors for Success in Energy Drinks and explores the new niches and strategies that are emerging in energy drink markets. Innovations in benefit, packaging, marketing and distribution have led to Red Bull’s dominance, with a 60% market share, of a category worth $10 billion (€7 billion). These innovations are among the 10 Factors for Success analysed in this report. A future of niches for new energy drinks? We also show how the energy drinks category - in common with many others - is fragmenting into a series of niches and set out what that means in terms of opportunity and future strategy. The niche getting the most attention is “natural energy”. The message that a food is naturally healthy is one of the most persuasive in food marketing and fruit-based energy drinks, such as Ocean Spray Cranergy and Del Monte Bloom Energy are seeking to capitalise on this trend. Other new niches include mood and brain - a new trend but one which offers opportunities for strong niche brands founded on good science - as well as products targeted specifically at men and women. Illustrated by a wealth of case studies and sales data, this report provides a useful summary of trends, opportunities strategies in energy. |
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