Relaxation Drinks Case Study: providing an antidote to stress with an anti-energy drinks offering

Published by: Datamonitor

Published: Oct. 23, 2009

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Relaxation drinks is a sector of functional drinks that has emerged as a counter-trend to energy drinks

The North American energy drinks sector has experienced buoyant growth

However, energy drinks are increasingly vilified for their high caffeine and sugar content

Although relaxation drinks launches are currently small, they have the potential to have rising sales as antidotes to consumer stress

A key ingredient of relaxation drinks is the de-stress ingredient theanine, while fruit flavors and health claims are popular

Drank beverage - aiming to make relaxation drinks cool

Slow Cow: using satirical branding to aid awareness in relaxation drinks

Conclusion

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Functional drinks market by category, North America, 2003-13

Table 2: Leading claims, flavors and ingredients in new 'relaxation' tagged functional drinks launches, North America, 2006-09

Table 3: Key ingredients in the Drank beverage

Table 4: Key ingredients in the Slow Cow beverage

List of Figures

Figure 1: Energy drinks launches reached a peak in 2008

Figure 2: Relaxation drinks are a small but growing sector of the North American functional drinks market

Figure 3: Relaxation drinks are being launched in growing numbers in North America as solutions to stressed lifestyles

Figure 4: A high proportion of consumers profess to be interested in relaxation food and drinks

Figure 5: Stress levels have worsened for many consumers, which could fuel relaxation drink growth

Figure 6: Drank uses energy drink style of packaging and imagery to promote itself as an extreme relaxation drink

Figure 7: Slow Cow's labeling is designed to be a satirical emblem that references the fact that it provides an alternative to energy drinks

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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