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Published by: Datamonitor
Published: Sep. 1, 2000 - 158 Pages
Table of Contents
EXECUTIVE SUMMARY
Introduction
Summary of main findings
Market drivers
Market Dynamics
Market Overview
Industry Survey
DATAMONITOR FOREWORD
Aims of the report
Further assistance and inquiries
INTRODUCTION
Methodology
Research and analysis methodology
Defining Nutraceutical Soft Drinks
Nutraceuticals
Nutraceutical Soft Drinks
Structure of the report
Chapter 4: Market Drivers
Chapter 5: Market Dynamics
Chapter 6: Market Overview
Chapter 7: Industry Survey
Chapter 8: Case Studies
Chapter 9: Conclusions
MARKET DRIVERS
Summary
Introduction
Consumer demand
Health issues
Cultural Drivers
Manufacturer Initiative
Regulatory Drivers
Federal legislation plays a large role in nutraceutical marketing
The FDA is slow to develop clear standards
Regulation of herbal ingredients
Conclusions and points going forward
MARKET DYNAMICS
Summary
Introduction
The Nutraceutical Concept
Development of nutraceutical soft drinks
The Japanese Formula for Success
Positioning
The Nutraceutical Soft Drink Matrix
Targeting the weight-loss consumer
Companies are banking on consumer ignorance
Because of the competitive nature of the industry, nutraceutical soft drink
companies want to offer health benefits above and beyond those of their
competitors. While in most cases this results in higher quality products, in
some cases manufacturers are going too far.
Some nutraceutical drinks, especially premium juices, offer far more than 100%
of the recommended daily allowance of vitamins. For example, Fresh Samantha's
Desperately Seeking C contains 2,000% of a person's RDA of vitamin C. According
to medical experts, this is not an added benefit because the body can only
absorb 250% of any given vitamin or mineral at one time. Therefore, the consumer
is paying premium prices for nutrients that will be naturally disposed. Also,
filling the body with healing herbs such as echinacea could blunt their benefits
when they are actually needed.
Marketing
Grassroots marketing: targeting teens
Marketing to Kids
Marketing to Senior Consumers
Summary
Nutraceutical Alcoholic Drinks
New Product Development
Ingredients and benefits
New Packaging
Conclusions and points going forward
MARKET OVERVIEW
Summary
Introduction
Market Size
Retail Distribution Analysis
Convenience stores and supermarkets are the lucrative outlets
Market Forecasts
Conclusions and points going forward
INDUSTRY SURVEY
Summary
Introduction
Survey Results
Growth categories for nutraceutical soft drinks
The product launch environment
Types of business driving nutraceutical soft drink growth
The criteria of success for a nutraceutical brand
Effective health claims
Popular Ingredients
Channels of distribution for nutraceutical soft drinks
The most innovative manufacturers of nutraceutical soft drinks
Conclusions and points going forward
CASE STUDIES
Summary
Introduction
Company profiles
Red Bull GmbH: Red Bull
Positioning
SWOT Analysis
Quaker Oats: Gatorade
South Beach Beverage Co: SoBe
Fresh Samantha
Visionade Blend: Knudsen & Sons Inc.
Water Concepts: Water Joe
Conclusions and points going forward
CONCLUSIONS
Future outlook:
APPENDIX
AbstractNutraceutical Soft Drinks in the US provides unique insight into the current and forecast development trends in the US nutraceutical soft drink industry. This chapter provides a summary of the key findings of the report and focuses on the following issues: · Consumer and manufacturer drivers of the nutraceutical soft drink market; · Current market dynamics in the nutraceutical soft drink industry; · Key trends in positioning, marketing and new product development; · Growth in the US nutraceutical soft drink market from 1995-2004; · Results of the Datamonitor opinion survey across the soft drink industry, with a forecast of industry trends between 2000 and 2005.
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