Low calorie functional drinks case study (Gatorade and Vitaminwater): making functional drinks healthier

Published by: Datamonitor

Published: Jun. 30, 2009 - 11 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

Analysis

Functional drinks have a complex relationship with the global health megatrend

The healthy positioning of some functional drinks has been questioned in some quarters

Functional drinks and bottled water have shown robust growth in the US

The positive health benefits of some functional drinks have successfully been communicated to consumers

Gatorade has introduced low calorie variants to its range of hydrating beverages

Gatorade's core range of drinks relies on electrolytes for energy benefits

The low calorie G2 range launched in the US in late 2007

Vitaminwater has built a solid brand around enhanced water beverages and has recently extended its line to include lower calorie options

Bottled water has fallen out of favor with many consumers

Enhanced water remains a more favorable option for many consumers

Vitaminwater10 was launched in April 2009 and aimed to counter fears over the sugar content of core drinks

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: A comparison of the content of a regular Gatorade beverage and G2 (amount per serving)

List of Figures

Figure 1: Carbonates remains dominant in soft drinks, but bottled water and functional drinks are showing strong growth

Figure 2: US consumers show an interest in the benefits that many functional drinks claim to provide

Figure 3: The Lucozade brand has been aligned with some positive health trends

Figure 4: Gatorade's core range

Figure 5: G2 aims to better meet the needs of regular Gatorade drinkers

Figure 6: Vitaminwater10 was given a high profile release in New York City

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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