Abstract
This report aims to provide invaluable insight into a sector that has
experienced a surge in growth in the early part of this decade, with
fluctuations across certain sub-categories. In some countries, more recently,
manufacturers have been finding their feet in a comparatively embryonic sector
(compared to traditional soft drinks for example).
As consumers seek to achieve optimum performance in their daily life, at work,
and while playing sport for pleasure or professionally, drinks manufacturers
are in a position to meet consumer demands through innovative new product
launches and line extensions. The next stage for functional soft drink (FSD)
brands, however, is more specific targeting by occasion and health concern,
opening up opportunities in ever-increasing circles to target new consumers
and usages (such as post-exercise, flying, playing golf, improving mental
performance for meetings, improving concentration and increasing short-term
memory).
This report aims to provide a review of the current issues, trends and
challenges in the FSDs market, considering energy and sports drinks as
separate categories in the first part of the report and moving on to analyse
opportunities in more specific sub-categories such as child- and
senior-specific FSDs. Analysis of market value and volume sales, with
forecasts to 2014, plus consumer and industry trends and developments are
provided to identify and quantify future profit opportunities in the market.
The report analyses growth strategies implemented by multinationals and
smaller players that can be used as a starting point for future strategy
development. NPD in key markets including Europe, North America and Asia are
investigated to provide insight into competitor activity, best-practice and
potential opportunities for innovation. just-drinks has analysed a selection
of the major drivers and trends in order to better understand the future
direction of the FSD market and its current role within the three global
megatrends: health, convenience and premium.
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