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Key Trends and Innovations in Nutraceutical Soft Drinks: The emergence of new hybrid, performance enhancement and functional brands

Published by: Business Insights

Published: Dec. 1, 2009 - 98 Pages


Table of Contents


Executive summary
Market overview
Innovation overview
Performance drink trends
Beauty & weight management
Functional health drink trends
Conclusions
Chapter 1 Market overview
Summary
Introduction
The functional food & drink market
Key drivers
Market value
The nutraceutical soft drinks market
Company shares
PepsiCo leads in functional drinks
Coca-Cola catches up
Conclusions
Chapter 2 Innovation overview
Summary
Introduction
Regional trends
Flavor trends
Health positioning trends
Food minus trends
Food plus trends
Functional benefit overview
Conclusions
Chapter 3 Performance drink trends
Summary
Introduction
Sports drinks
Broadening the market with low/no calorie versions
Developing the take-home channel
Sports drinks with natural ingredients
Dairy-based recovery drinks
Energy drinks
Targeting the female market
Energy shots
Hybrid energy drinks
Multifunction energy drinks
Energy-sports drinks
Anti-tiredness energy drinks
Anti-stress energy drinks
Energy-brain drinks
Brain function drinks
Anti-energy drinks
Sexual stimulation drinks
Chapter 4 Beauty & weight management
Summary
Introduction
Beauty drinks
The Japanese market
The US market
Increasing specialization
Weight management drinks
Fat burning drinks
Fat blocking drinks
Appetite suppressing drinks
Satiety promoting drinks
Chapter 5 Functional health drink trends
Summary
Introduction
Heart health
Lowering cholesterol
Controlling blood pressure
Digestive health
Healthier drinks
Hybrid probiotic drinks
Boosting immunity
Bone & joint health
Niche health products
Chapter 6 Conclusions
Summary
Hybrids and beyond
Multiple attributes
Diversity of serving sizes
Broader demographics
Index
List of Figures
Figure 1.1: Share of regional nutraceutical soft drink markets held by the top five manufacturers, 2008
Figure 2.2: Share of nutraceutical soft drinks product launches by region, 2006-09
Figure 2.3: Share of nutraceutical soft drinks product launches by function, 2009
Figure 2.4: Healthful sodas
Figure 3.5: Share of nutraceutical soft drinks product launches by energy, sports and brain function drinks, 2006-09
Figure 3.6: Gatorade’s core product range, 2009
Figure 3.7: Low/no calories sports drinks
Figure 3.8: Take-home sports drinks
Figure 3.9: Rosbacher Sport
Figure 3.10: Dairy-based recovery drinks
Figure 3.11: Energy drinks targeted at the female market
Figure 3.12: Energy shots
Figure 3.13: Hybrid energy drinks
Figure 3.14: Energy teas
Figure 3.15: Energy coffees
Figure 3.16: Share of energy drinks product launches by type of multifunction, 2006-09
Figure 3.17: Energy-sports drinks
Figure 3.18: Anti-tiredness energy drinks
Figure 3.19: Anti-stress energy drinks
Figure 3.20: Revitalizing energy drinks
Figure 3.21: Mental energy drinks
Figure 3.22: US energy-brain drinks
Figure 3.23: Hybrid brain function drinks
Figure 3.24: Anti-energy drinks in Asia and Europe
Figure 3.25: Blue Cow and Slow Cow anti-energy drinks
Figure 3.26: Anti-energy drinks in the US
Figure 3.27: Natural anti-stress drinks
Figure 3.28: Sexual stimulation drinks
Figure 4.29: Share of nutraceutical soft drinks product launches held by beauty and weight management drinks, 2006-09
Figure 4.30: Beauty drinks in Japan
Figure 4.31: New entrants to beauty drinks in Japan
Figure 4.32: Borba and Glowelle beauty drinks
Figure 4.33: US mass market beauty drinks
Figure 4.34: Specialized beauty drinks
Figure 4.35: Fat burning drinks
Figure 4.36: Fat blocking drink
Figure 4.37: Appetite suppressing drinks
Figure 4.38: Satiety promoting drinks
Figure 4.39: Dietary protein drinks
Figure 4.40: Oat and palm oil drinks
Figure 5.41: Share of nutraceutical soft drinks product launches held by functional health drinks, 2006-09
Figure 5.42: Cholesterol lowering drinks
Figure 5.43: Multifunctional heart health drinks
Figure 5.44: Blood pressure drinks
Figure 5.45: Healthier digestive health drinks
Figure 5.46: Hybrid probiotic drinks
Figure 5.47: Immunity boosting drinks
Figure 5.48: Multifunctional immunity drinks
Figure 5.49: Immunity boosting drinks for children and seniors
Figure 5.50: Bone & joint health drinks in Japan
Figure 5.51: Bone & joint health drinks in the US
Figure 5.52: Selected niche health drinks
List of Tables
Table 1.1: Functional food & drink market by country ($m), 2003-2013
Table 1.2: Functional food & drink consumption per person by country, 2003-2013
Table 1.3: Nutraceutical soft drinks market by country ($m), 2008-2012
Table 2.4: New product launches by flavor, 2006-09
Table 2.5: Fastest-growing flavors, 2006-09
Table 2.6: New product launches by low & light positioning, 2006-09
Table 2.7: New nutraceutical soft drink launches by natural positioning, 2006-09
Table 2.8: New nutraceuticals product launches by fortification, 2006-09

Abstract

Globally the market for nutraceutical soft drinks is growing at just below 10% each year and this is expected to continue for the next five years at least. The largest nutraceutical soft drinks market in the world is that of Japan - it was worth $8.3bn in 2009. The second largest is the US - worth US$6.2bn. During the period to 2012 the superior growth rates being achieved in the US will mean that it starts to challenge the Japanese market for the title of the world’s largest. Nutraceutical soft drinks will increasingly break out of their traditional consumer segments with more products for women, children, mid-lifers and seniors. Energy drinks makers are attempting to stimulate demand in currently under-represented segments such as the female market (around two-thirds of energy drinks consumption is accounted for by men).

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