Nutraceutical Soft Drinks: Innovation in sports, energy, dairy and functional beverages

SUMMARY

The decline of the carbonated soft drink market has motivated a large number of manufacturers to enter the nutraceutical arena, making it the most dynamic sector in soft drinks. Consequently, leading soft drink manufacturers have diversified their portfolios, by acquiring nutraceutical brands, extending current lines with nutraceutical variants or by developing their own nutraceutical brands in order to capitalize on this market opportunity. 'Nutraceutical Soft Drinks: Innovation in sports, energy, dairy and functional beverages' is a new management report published by Business Insights that analyzes the market by value and volume with forecasts to 2010. This report examines innovation in terms of product category, geography, drinks ingredients, drinks functions and demographic targeting. It also identifies both current and emerging trends to provide valuable insight into market developments over the next five years. Create more effective new product development strategies and increase returns on investment with this new report.

TABLE OF CONTENTS

Executive Summary

• Market overview
• Innovation and NPD
• Future trends

Chapter 1 Market overview

• Summary
• Introduction
• Market value and volume
• Europe
• US
• Japan
• Company shares
• Corporate activity
• PepsiCo
• Coca-Cola
• Cadbury Schweppes
• Private label

Chapter 2 Innovation and NPD

• Summary
• Introduction
• Product category trends
• The rise of hybrid products
• Regional trends
• Product tags
• Functional trends
• Ingredient trends
• Convergence with other health trends
• Convergence with convenience
• Convergence with premium
• Flavor analysis

Chapter 3 Future trends

• Summary
• Introduction
• Energy and sports drinks
• Energy drinks are leading the hybrid movement
• Enhanced product performance
• Sports drinks
• Energy for specific occasions
• Cognitive health
• Anti-aging
• Bone and joint health
• Teeth health
• Muscle development
• Cardiovascular health
• Blood pressure control
• Cholesterol control
• General cardiovascular health
• Weight control
• Restorative products
• Recovery drinks
• Immune system
• Sleep
• Summary
• Eye health
• Flavor follows function
• Fusion flavors
• The rise of açaí
• Herbal and floral flavors
• Japanese influences
  • Vegetable drinks
  • Vinegar drinks
• Summary of flavor trends
• Beyond flavor: sensory drinks
• Encouraging regular consumption
• Daily dosing
• New daily opportunities
• Seasonal drinks
• Detox products
• Summary
• Targeting age groups
• The emerging elderly market
• Female functionality
• Niche marketing
• Implications for sales channels

Chapter 4 Appendix

• Index

List of Figures

• Figure 1.1: Share of regional nutraceutical soft drinks markets held by the top five manufacturers, 2005
• Figure 1.2: Some of PepsiCo's nutraceutical soft drink brands
• Figure 1.3: Some of Coca-Cola's nutraceutical soft drink brands
• Figure 1.4: Some of Cadbury Schweppes' nutraceutical soft drink brands
• Figure 2.5: Percent share of nutraceutical soft drinks launched by category, 2003-06
• Figure 2.6: Percent growth in products launched in nutraceutical soft drinks categories, 2003-06
• Figure 2.7: Vitaminsmart Soft Drink
• Figure 2.8: Percent share of nutraceutical soft drinks launched by region, 2003-06
• Figure 2.9: OGO Oxygen Water
• Figure 2.10: Convenient packaging: Lion Mini Pack and Borba on-the-go
• Figure 2.11: Packaging technology: TetraPak, FreshCan and tablet/blister
• Figure 2.12: Upscale products: Health by Chocolate and Calpis gift set
• Figure 2.13: Authenticity: Lipovitan, Dr Wells, Proteca Profect, Firefighter and Oishii Nihon
• Figure 2.14: Innocent Superfoods Smoothies
• Figure 3.15: Energy drinks: Chaser 5-hour, Kelowna Big Buzz and Roots Energy Management
• Figure 3.16: Sports drinks: Amino Vital and Ascendia Energice
• Figure 3.17: Sexual performance: Clamato Energia, SkyFruit Juice and Turn On Soda
• Figure 3.18: Cognitive health: FRS and Brainiac
• Figure 3.19: Anti-ageing: Kewpie Hyalo, Skin Balance Water and Coca-Cola Wellness
• Figure 3.20: Teeth health: Spartacus, Poland Spring and Huesitos
• Figure 3.21: Muscle development: Calpis Gungungurt, Drinho SmartBEAN, Yajult Gong Tong and Sipahh Milk
• Figure 3.22: Cardiovascular health: Soia & Soia and Your Ultimate Milk
• Figure 3.23: Weight control: New Leaf, Nestea Enviga, Melodian Kobara and Kanebo Hot Gelee
• Figure 3.24: Recovery: Lion Guronsan and Taisho Lipovitan
• Figure 3.25: Immune system: Meadow Gold IS and Brain Twist Defense
• Figure 3.26: Sleep: Lion Gussumin Kishaku and Nestea green Tea
• Figure 3.27: Eyes: Kagome Vege-care Anthocyanin and Zorkie Glaza
• Figure 3.28: Açaí: Sambazon and 180 Blue
• Figure 3.29: Herbals: Taisho Karada Kankyo Aojiru
• Figure 3.30: Vegetable: Otsuka Yasai no Senshi, Yakult Kininaru Yasai, Kagome Yasai Seikatsu and Amazing Grass
• Figure 3.31: Vinegar: Lotte Karada ni Momosu, Ito En Maiasa Ippai no Kurozu to Yasai and Toraku Soya Farm
• Figure 3.32: Sensory: Kagome Vege-care, NeXt Fresh and Brain-Twist Beverages
• Figure 3.33: Daily dosing: Kagome Asa no Fruit Kore Ippon, Hero ActiFruit, Pj Smoothies and SGN Nutrition X-Balance
• Figure 3.34: Dayparts: Nesquik Petit Para Beber Bebida Lactea and Sapporo Tsubu no Kiwami
• Figure 3.35: Japanese winter drinks
• Figure 3.36: Western winter drinks
• Figure 3.37: Spring/summer pollen allergy drinks
• Figure 3.38: Detox: Kombucha Gold Essence, Zaqua!, Resurrect and Urban Detox
• Figure 3.39: Detox: James White and Lianozovski Dairy
• Figure 3.40: Age groups: Babies, Pres-school, 5-12 year-olds, Teens, Seniors
• Figure 3.41: Elderly: Shanghai Chuanqi and Novartis Isocal Plux EX
• Figure 3.42: Female: sports, pregnancy and menopause products
• Figure 3.43: Niche markets: men, Hispanics and music lovers

List of Tables

• Table 1.1: European nutraceutical soft drink market value, $m, 2006-2010
• Table 1.2: European nutraceutical soft drink market volume, Liters m, 2006-2010
• Table 1.3: European nutraceutical soft drink market value by country, $m, 2006-2010
• Table 1.4: European nutraceutical soft drink market volume by country, Liters m, 2006-2010
• Table 1.5: US nutraceutical soft drink market value, $m, 2006-2010
• Table 1.6: US nutraceutical soft drink market volume, Liters m, 2006-2010
• Table 1.7: Japan nutraceutical soft drink market value, $m, 2006-2010
• Table 1.8: Japan nutraceutical soft drink market volume, Liters m, 2006-2010
• Table 2.9: Top 3 product tags on nutraceutical soft drinks by area
• Table 2.10: Top 10 functions as share of global nutraceutical soft drink launches, 2004-2006
• Table 2.11: Emerging functions in nutraceutical soft drink launches, 2006
• Table 2.12: Share of global nutraceutical soft drink launches by ingredient claim, 2004-2006
• Table 2.13: Fastest-growing* ingredient claims in global nutraceutical soft drink launches, 2004-2006
• Table 2.14: Top 10* health claims as share of global nutraceutical soft drink launches, 2004-2006
• Table 2.15: Top 3 convenience claims as share of global nutraceutical soft drink launches, 2004-2006
• Table 2.16: Top 3 positioning claims as share of global nutraceutical soft drink launches, 2004-2006
• Table 2.17: Top 10* flavors as share of global nutraceutical soft drink launches, 2004-2006
• Table 2.18: Top 10 fastest-growing* flavors in global nutraceutical soft drink launches, 2004-06
• Table 4.19: Non-nutraceutical health claims made by nutraceutical soft drinks, 2004-06
• Table 4.20: Major* flavors of nutraceutical soft drinks, 2004-06