| Sales of nutraceutical soft drinks are both substantial | | | | product and distribution ideas from around the world. |
| and fast-growing. The largest market in the world is | | | | • Allocate budgets between nutraceuticals and |
| that of Japan – it is expected to be worth $10bn by | | | | other potential investment areas across different |
| 2012. The market for functional food and drink is more | | | | geographies. |
| than three times larger in the US (at over US$27bn in | | | | Key Market Issues |
| 2007) than it is in Europe (where it was worth almost | | | | • A significant trend is towards ‘hybrid' products |
| US$8.5bn). Over the period 2002-07 spending in | | | | that blur category boundaries. This can be helpful in |
| Europe has grown at around 6% each year whilst that | | | | getting marketers to focus on the functional needs of |
| in the US has grown at around 9% each year. Globally | | | | consumers rather than thinking in terms of traditional |
| the market for nutraceutical soft drinks is growing at | | | | product groups. |
| just below 10% each year and this is expected to | | | | • Multiple attributes will increasingly become the |
| continue for the next five years at least. | | | | norm. Competition and demand for convenience will |
| The market is also extremely complex. There is a | | | | mean that products will increasingly have multiple |
| large number of (often smaller, start-up) companies | | | | ingredients, multiple flavors and multiple benefits. |
| plus some powerful regional players as well as the | | | | • There will be a greater diversity of serving sizes |
| increasing presence of multinationals. There is a great | | | | as consumers demand shots on the one hand and |
| deal of innovation. As the boundaries between | | | | larger packs with multiple servings for take-home use |
| different product categories become blurred, we are | | | | on the other. |
| seeing the rapid emergence of hybrid products such | | | | Key findings from this report |
| as dairy sports drinks, energy juices and enhanced | | | | • In terms of consumption per person the population |
| waters. A related trend is towards multifunctional | | | | of the US achieved an astonishing $90 in 2007 – |
| products such as combined energy-sports drinks, | | | | much higher than the $35 of the UK, which is probably |
| anti-tiredness and anti-stress energy drinks and | | | | the leading country in Europe. |
| energy-brain drinks. | | | | • The Americas are consolidated markets where |
| Key features of this report | | | | the top three companies account for almost 75% of |
| • Market value data for nutraceutical soft drinks in | | | | nutraceutical soft drink sales. Elsewhere the markets |
| western Europe, the US and Japan. | | | | are much less consolidated and contain stronger |
| • Analysis of more than 4,100 new nutraceutical | | | | regional players. |
| soft drinks that have been launched around the world | | | | • PepsiCo is the world's leading functional soft drink |
| between 2006 and 2009. The report looks at how this | | | | company. It dominates the market in the Americas |
| total breaks down by region, flavor, health positioning | | | | with a share of 58% in North America and 56% in |
| and functional benefit. | | | | Latin America; it also holds the number one position in |
| Scope of this report | | | | Europe and the number two position in Asia-Pacific. |
| • Understand how the myriad of products launched | | | | Key questions answered |
| in this market actually fit together and relate to each | | | | • Where has growth in Europe been particularly |
| other. Don't miss any opportunities! | | | | high? |
| • Compare your portfolio and NPD pipeline against | | | | • What are some of the health issues being |
| the flavor and functional benchmarks set out in the | | | | catered for by niche products? |
| report. | | | | • What are the most popular flavors of |
| • Prompt your marketing and NPD teams with | | | | nutraceutical soft drink? |