Global�RTD Protein Beverages 2009 : Market Research Report

Global�RTD Protein Beverages 2009

Published by: Zenith International

Published: Feb. 27, 2009

1. Executive Summary

5. Sources of Protein

2. Introduction

3. Market Analysis

4. Understanding Proteins

5.1 Whey

5.1.1 Types of Whey: Concentrate, Isolate and Hydrolysed

5.1.2 The Whey Industry

5.1.3 Whey Producers

5.1.4 Packaging

5.2 Other Sources of Protein

5.2.1 Casein

5.2.2 Milk

5.2.3 Soy

5.2.4 Egg Whites

5.2.5 Legumes

6. Who Should Take Protein Supplements?

6.1 Weight Management

6.2 Athletes/Sportspeople

6.3 Bodybuilders

6.4 The Elderly

6.5 Infants

7. The Growth of RTD Protein Beverages

7.1 Scientific Research

7.2 Technological Advances

7.3 Development of a Global RTD Protein Beverages Market

8. Types of Protein Drinks 34 8.1 Exercise Drinks

8.2 Weight Management Drinks

8.3 Clinical Drinks

8.4 Energy Drinks

8.5 Juice Drinks

9. Industry Challenges

9.1 Marketing and Consumer Perceptions

9.2 Competing Products

9.2.1 Isotonic Sports Drinks

9.2.2 Hypotonic/Hypertonic Sports Drinks

9.2.3 Creatine Monohydrate

9.2.4 Glutamine

9.2.5 Branched Chain Amino Acids

9.2.6 Energy Snack Bars

9.2.7 Gels

10. SWOT Analysis for RTD Protein Beverages

10.1 Strengths

10.2 Weaknesses

10.3 Opportunities

10.4 Threats

11. Products on the Market

11.1 Milk Based

11.2 Juice Based

11.3 Water Based

12. Company & Brand Profiles

12.1 Abbott Nutrition - Ensure High Protein

12.2 Alpenmilch Salzburg - Tut Gut

12.3 Biotta - Biotta

12.4 Bolthouse Farms - Perfectly Protein

12.5 Chr. Hansen - My Whey

12.6 CytoSport - Muscle Milk

12.7 Dairy Farmers of America - Sport Shake

12.8 Dannon - Light & Fit 0% Plus Smoothie

12.9 DDO Ovo Productos - Full Protein

12.10 Dr Pepper Snapple Group - Accelerade

12.11 EAS (Abbott Nutrition) - Myoplex Original

12.12 Emmi - Energy Milk

12.13 Extreme Drinks - Exteme Enduro

12.14 Groupe Danone - Fortimel

12.15 Gujarat Cooperative Milk Marketing Federation - Amul

12.16 Innovative Delivery Solutions - New Whey Liquid Protein

12.17 Kellogg‟s - K�O Protein Water 68 12.18 Labrada - Lean Body RTD

12.19 Lightfull Foods - Lightfull

12.20 Mix1 - Mix1

12.21 Multipower Fitness & Nutrition (Haleko) - Fitness Shake

12.22 Musashi - Musahi High Protein

12.23 Naked Juice Company (PepsiCo) - Protein Juice Smoothie

12.24 Nestlé - Boost

12.25 Nestlé - Carnation Instant Breakfast Essentials

12.26 New Beverage Insights (NBI) Juiceworks - Sun Shower Strength Protein Smoothie

12.27 Next Proteins - Protein Blitz

12.28 Norrmejerier - Gainomax Recovery

12.29 PepsiCo - Gatorade Protein Recovery Shake

12.30 Reflex Nutrition - Whey Refresh

12.31 Rivella - Rivella

12.32 SkylarHaley - achievONE

12.33 Starbucks - Vivanno

12.34 Sunnyland Distribution - Sunland Benefits

12.35 Tirol Milch - Lattella

12.36 US Nutrition Inc. - MET-Rx

12.37 Vital Pharmaceuticals (VPX) - Muscle Power

12.38 WheyUp - WheyUp

12.39 Works With Water - Beauty

Abstract

The market for functional drinks has expanded rapidly in recent years and is gaining in momentum as consumers become more concerned with what they eat and drink and new research is produced that creates and feeds on the need for new, technically advanced drinks. Within this sector the sports nutrition drinks segment is a prime example of this trend and has become a globally important industry segment to producers. People who exercise now have options far beyond simply water to optimise their performance.

As well as drinks, they can now purchase gels, powders, capsules and snack bars, all developed to enhance training sessions and produce a product that is easily absorbed, consumed fast and is tasty. The market has morphed from a niche segment concerning only a small number of serious exercisers to a much more generalised market where anyone who exercises or wants to lead a more healthy lifestyle is a potential customer. There are numerous reasons for the growth of this segment:

Technological advances
Change in lifestyles
Growing awareness of the benefits of a healthy diet
Well marketed and promoted products
Increased disposable income of consumers
Increased importance of body image within society
Products that are now tastier and have improved texture
"Fad diets that concentrated on low carbohydrate and high protein intake

Companies have not been slow to appreciate the opportunities in this segment and the market for such drinks has become dense and varied. The market for the more established powder supplements and water based sports drinks has been augmented through a great deal of research to include products either based around, or at least containing, a significant quantity of protein. Products created not only provide a supplementary source of protein but do it within a product that has quality ingredients and a positive taste and texture. As such, they have the potential to go from specialised, marginalised products that appeal only to a very small percentage of the population, to a mass appeal, mass marketed product. This transformation is still very much in its infancy but the process is developing rapidly as more companies wake up to the potential of protein beverages. A summary of protein drinks and examples of companies and brands is provided below:

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Global�RTD Protein Beverages 2009

Table of Contents

Abstract