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

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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Table of Contents
Executive summary 10
Market overview 10
Innovation overview 11
Performance drink trends 12
Beauty & weight management 13
Functional health drink trends 14
Conclusions 15
Chapter 1 Market overview 18
Summary 18
Introduction 18
The functional food & drink market 19
Key drivers 19
Market value 20
The nutraceutical soft drinks market 21
Company shares 23
PepsiCo leads in functional drinks 24
Coca-Cola catches up 25
Conclusions 26
Chapter 2 Innovation overview 28
Summary 28
Introduction 29
Regional trends 29
Flavor trends 30
Health positioning trends 32
Food minus trends 32
Food plus trends 33
Functional benefit overview 34
Conclusions 35
Chapter 3 Performance drink trends 38
Summary 38
Introduction 39
Sports drinks 40
Broadening the market with low/no calorie versions 41
Developing the take-home channel 42
Sports drinks with natural ingredients 42
Dairy-based recovery drinks 43
Energy drinks 44
Targeting the female market 45
Energy shots 46
Hybrid energy drinks 47
Multifunction energy drinks 49
Energy-sports drinks 50
Anti-tiredness energy drinks 50
Anti-stress energy drinks 51
Energy-brain drinks 52
Brain function drinks 54
Anti-energy drinks 56
Sexual stimulation drinks 59
Chapter 4 Beauty & weight management 62
Summary 62
Introduction 63
Beauty drinks 64
The Japanese market 64
The US market 67
Increasing specialization 69
Weight management drinks 70
Fat burning drinks 70
Fat blocking drinks 72
Appetite suppressing drinks 72
Satiety promoting drinks 73
Chapter 5 Functional health drink trends 78
Summary 78
Introduction 79
Heart health 80
Lowering cholesterol 81
Controlling blood pressure 83
Digestive health 84
Healthier drinks 85
Hybrid probiotic drinks 86
Boosting immunity 86
Bone & joint health 89
Niche health products 90
Chapter 6 Conclusions 94
Summary 94
Hybrids and beyond 94
Multiple attributes 95
Diversity of serving sizes 95
Broader demographics 95
Index 97
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List of Figures
Figure 1.1: Share of regional nutraceutical soft drink markets held by the top five manufacturers, 2008 24
Figure 2.2: Share of nutraceutical soft drinks product launches by region, 2006-09 30
Figure 2.3: Share of nutraceutical soft drinks product launches by function, 2009 35
Figure 2.4: Healthful sodas 36
Figure 3.5: Share of nutraceutical soft drinks product launches by energy, sports and brain function drinks, 2006-09 39
Figure 3.6: Gatorade’s core product range, 2009 40
Figure 3.7: Low/no calories sports drinks 41
Figure 3.8: Take-home sports drinks 42
Figure 3.9: Rosbacher Sport 43
Figure 3.10: Dairy-based recovery drinks 44
Figure 3.11: Energy drinks targeted at the female market 46
Figure 3.12: Energy shots 47
Figure 3.13: Hybrid energy drinks 48
Figure 3.14: Energy teas 48
Figure 3.15: Energy coffees 49
Figure 3.16: Share of energy drinks product launches by type of multifunction, 2006-09 49
Figure 3.17: Energy-sports drinks 50
Figure 3.18: Anti-tiredness energy drinks 51
Figure 3.19: Anti-stress energy drinks 52
Figure 3.20: Revitalizing energy drinks 53
Figure 3.21: Mental energy drinks 53
Figure 3.22: US energy-brain drinks 54
Figure 3.23: Hybrid brain function drinks 56
Figure 3.24: Anti-energy drinks in Asia and Europe 57
Figure 3.25: Blue Cow and Slow Cow anti-energy drinks 57
Figure 3.26: Anti-energy drinks in the US 58
Figure 3.27: Natural anti-stress drinks 59
Figure 3.28: Sexual stimulation drinks 60
Figure 4.29: Share of nutraceutical soft drinks product launches held by beauty and weight management drinks, 2006-09 64
Figure 4.30: Beauty drinks in Japan 66
Figure 4.31: New entrants to beauty drinks in Japan 66
Figure 4.32: Borba and Glowelle beauty drinks 68
Figure 4.33: US mass market beauty drinks 69
Figure 4.34: Specialized beauty drinks 69
Figure 4.35: Fat burning drinks 71
Figure 4.36: Fat blocking drink 72
Figure 4.37: Appetite suppressing drinks 73
Figure 4.38: Satiety promoting drinks 74
Figure 4.39: Dietary protein drinks 75
Figure 4.40: Oat and palm oil drinks 75
Figure 5.41: Share of nutraceutical soft drinks product launches held by functional health drinks, 2006-09 80
Figure 5.42: Cholesterol lowering drinks 82
Figure 5.43: Multifunctional heart health drinks 83
Figure 5.44: Blood pressure drinks 84
Figure 5.45: Healthier digestive health drinks 85
Figure 5.46: Hybrid probiotic drinks 86
Figure 5.47: Immunity boosting drinks 87
Figure 5.48: Multifunctional immunity drinks 88
Figure 5.49: Immunity boosting drinks for children and seniors 88
Figure 5.50: Bone & joint health drinks in Japan 89
Figure 5.51: Bone & joint health drinks in the US 90
Figure 5.52: Selected niche health drinks 91
List of Tables
Table 1.1: Functional food & drink market by country ($m), 2003-2013 20
Table 1.2: Functional food & drink consumption per person by country, 2003-2013 21
Table 1.3: Nutraceutical soft drinks market by country ($m), 2008-2012 22
Table 2.4: New product launches by flavor, 2006-09 31
Table 2.5: Fastest-growing flavors, 2006-09 31
Table 2.6: New product launches by low & light positioning, 2006-09 32
Table 2.7: New nutraceutical soft drink launches by natural positioning, 2006-09 33
Table 2.8: New nutraceuticals product launches by fortification, 2006-09 34
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