Borba case study: developing edible beauty products in the growing nutraceutical market

Published by: Datamonitor

Published: Aug. 11, 2008 - 16 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Sales of nutraceuticals are growing globally

While the majority of functional foods are designed to improve internal functions such as heart health, an increasing number of products are being launched that claim to improve the condition of the skin

Borba's line of beauty from within products has grown quickly in a short space of time, but it has its critics

Borba's sales are growing, with consumers seemingly identifying with the benefit of simplified beauty regimes

The company justifies the high price of its products with on-pack health claims, stylish packaging and distribution in high-end stores

However, some skincare professionals are skeptical that the company's products actually work

Borba has developed a number of novel edible beauty products in recent years but now focuses on functional waters and sugar confectionery

Borba markets a range of functional waters and beverage mixes to suit different skin conditions

The company's four beverage varieties are marketed for their versatility

Soft drinks are the most popular form of functional product in the US, which the company can capitalize on

The company aims to grow sales of the water line through a distribution deal with Anheuser Busch

Borba's water line was repackaged to coincide with the Anheuser deal

Borba Gummi Bears capitalize on consumers' busy lives with their easy to eat functionality

Confectionery types of functional foods are growing in popularity due to their fun and convenient formats

Borba Gummi Bears are designed to combat aging with antioxidant ingredients, presented in an on-the-go format

Experts have commented that the vitamin content og Gummi Bears is too low to be effective

Product partnerships are key to the company's growth strategy

Borba has won partnership deals through cold calling and being persistent

A deal with QVC aims to expand the Borba brand on TV shopping channels

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Functional food and drinks market value (US$ millions), by region, 2002-2012

Table 2: US functional food and drink market value (US$ millions), by claimed health benefit, 2002-2012

Table 3: US functional food and drink market value (US$ millions), by product category, 2002-2012

List of Figures

Figure 1: Japan has been an innovator of functional food and drinks

Figure 2: Borba's functional beauty food and drinks include Skin Balance Water, Aqua-less Crystalline mixes, and Gummi Bear Boosters

Figure 3: Old and new Borba drinks packaging

Abstract

• 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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