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

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