Nutraceutical Soft Drinks: Innovation in sports, energy, dairy and functional beverages

Published by: Business Insights

Published: May. 1, 2007 - 101 Pages

Table of Contents

Nutraceutical Soft Drinks

Executive Summary

Market overview

Innovation and NPD

Future trends

Chapter 1 Market overview

Summary

Introduction

Market value and volume

Europe

US

Japan

Company shares

Corporate activity

PepsiCo

Coca-Cola

Cadbury Schweppes

Private label

Chapter 2 Innovation and NPD

Summary

Introduction

Product category trends

The rise of hybrid products

Regional trends

Product tags

Functional trends

Ingredient trends

Convergence with other health trends

Convergence with convenience

Convergence with premium

Flavor analysis

Chapter 3 Future trends

Summary

Introduction

Energy and sports drinks

Energy drinks are leading the hybrid movement

Enhanced product performance

Sports drinks

Energy for specific occasions

Cognitive health

Anti-aging

Bone and joint health

Teeth health

Muscle development

Cardiovascular health

Blood pressure control

Cholesterol control

General cardiovascular health

Weight control

Restorative products

Recovery drinks

Immune system

Sleep

Summary

Eye health

Flavor follows function

Fusion flavors

The rise of açaí

Herbal and floral flavors

Japanese influences

Vegetable drinks

Vinegar drinks

Summary of flavor trends

Beyond flavor: sensory drinks

Encouraging regular consumption

Daily dosing

New daily opportunities

Seasonal drinks

Detox products

Summary

Targeting age groups

The emerging elderly market

Female functionality

Niche marketing

Implications for sales channels

Chapter 4 Appendix

Index

List of Figures

Figure 1.1: Share of regional nutraceutical soft drinks markets held by the top five manufacturers,

2005

Figure 1.2: Some of PepsiCo’s nutraceutical soft drink brands

Figure 1.3: Some of Coca-Cola’s nutraceutical soft drink brands

Figure 1.4: Some of Cadbury Schweppes’ nutraceutical soft drink brands

Figure 2.5: Percent share of nutraceutical soft drinks launched by category, 2003-06

Figure 2.6: Percent growth in products launched in nutraceutical soft drinks categories, 2003-06

Figure 2.7: Vitaminsmart Soft Drink

Figure 2.8: Percent share of nutraceutical soft drinks launched by region, 2003-06

Figure 2.9: OGO Oxygen Water

Figure 2.10: Convenient packaging: Lion Mini Pack and Borba on-the-go

Figure 2.11: Packaging technology: TetraPak, FreshCan and tablet/blister

Figure 2.12: Upscale products: Health by Chocolate and Calpis gift set

Figure 2.13: Authenticity: Lipovitan, Dr Wells, Proteca Profect, Firefighter and Oishii Nihon

Figure 2.14: Innocent Superfoods Smoothies

Figure 3.15: Energy drinks: Chaser 5-hour, Kelowna Big Buzz and Roots Energy Management

Figure 3.16: Sports drinks: Amino Vital and Ascendia Energice

Figure 3.17: Sexual performance: Clamato Energia, SkyFruit Juice and Turn On Soda

Figure 3.18: Cognitive health: FRS and Brainiac

Figure 3.19: Anti-ageing: Kewpie Hyalo, Skin Balance Water and Coca-Cola Wellness

Figure 3.20: Teeth health: Spartacus, Poland Spring and Huesitos

Figure 3.21: Muscle development: Calpis Gungungurt, Drinho SmartBEAN, Yajult Gong Tong and Sipahh Milk

Figure 3.22: Cardiovascular health: Soia & Soia and Your Ultimate Milk

Figure 3.23: Weight control: New Leaf, Nestea Enviga, Melodian Kobara and Kanebo Hot Gelee

Figure 3.24: Recovery: Lion Guronsan and Taisho Lipovitan

Figure 3.25: Immune system: Meadow Gold IS and Brain Twist Defense

Figure 3.26: Sleep: Lion Gussumin Kishaku and Nestea green Tea

Figure 3.27: Eyes: Kagome Vege-care Anthocyanin and Zorkie Glaza

Figure 3.28: Açaí: Sambazon and 180 Blue

Figure 3.29: Herbals: Taisho Karada Kankyo Aojiru

Figure 3.30: Vegetable: Otsuka Yasai no Senshi, Yakult Kininaru Yasai, Kagome Yasai Seikatsu and Amazing Grass

Figure 3.31: Vinegar: Lotte Karada ni Momosu, Ito En Maiasa Ippai no Kurozu to Yasai and Toraku Soya Farm

Figure 3.32: Sensory: Kagome Vege-care, NeXt Fresh and Brain-Twist Beverages

Figure 3.33: Daily dosing: Kagome Asa no Fruit Kore Ippon, Hero ActiFruit, Pj Smoothies and SGN Nutrition X-Balance

Figure 3.34: Dayparts: Nesquik Petit Para Beber Bebida Lactea and Sapporo Tsubu no Kiwami

Figure 3.35: Japanese winter drinks

Figure 3.36: Western winter drinks

Figure 3.37: Spring/summer pollen allergy drinks

Figure 3.38: Detox: Kombucha Gold Essence, Zaqua!, Resurrect and Urban Detox

Figure 3.39: Detox: James White and Lianozovski Dairy

Figure 3.40: Age groups: Babies, Pres-school, 5-12 year-olds, Teens, Seniors

Figure 3.41: Elderly: Shanghai Chuanqi and Novartis Isocal Plux EX

Figure 3.42: Female: sports, pregnancy and menopause products

Figure 3.43: Niche markets: men, Hispanics and music lovers

List of Tables

Table 1.1: European nutraceutical soft drink market value, $m, 2006-2010

Table 1.2: European nutraceutical soft drink market volume, Liters m, 2006-2010

Table 1.3: European nutraceutical soft drink market value by country, $m, 2006-2010

Table 1.4: European nutraceutical soft drink market volume by country, Liters m, 2006-2010

Table 1.5: US nutraceutical soft drink market value, $m, 2006-2010

Table 1.6: US nutraceutical soft drink market volume, Liters m, 2006-2010

Table 1.7: Japan nutraceutical soft drink market value, $m, 2006-2010

Table 1.8: Japan nutraceutical soft drink market volume, Liters m, 2006-2010

Table 2.9: Top 3 product tags on nutraceutical soft drinks by area

Table 2.10: Top 10 functions as share of global nutraceutical soft drink launches, 2004-2006

Table 2.11: Emerging functions in nutraceutical soft drink launches, 2006

Table 2.12: Share of global nutraceutical soft drink launches by ingredient claim, 2004-2006

Table 2.13: Fastest-growing* ingredient claims in global nutraceutical soft drink launches, 2004-2006

Table 2.14: Top 10* health claims as share of global nutraceutical soft drink launches, 2004-2006

Table 2.15: Top 3 convenience claims as share of global nutraceutical soft drink launches, 2004-2006

Table 2.16: Top 3 positioning claims as share of global nutraceutical soft drink launches, 2004-2006

Table 2.17: Top 10* flavors as share of global nutraceutical soft drink launches, 2004-2006

Table 2.18: Top 10 fastest-growing* flavors in global nutraceutical soft drink launches, 2004-06

Table 4.19: Non-nutraceutical health claims made by nutraceutical soft drinks, 2004-06

Table 4.20: Major* flavors of nutraceutical soft drinks, 2004-06

Abstract

• 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.

• 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.

• 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.

• 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?

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