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