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20 Key case studies in functional and health-enhancing beverages 2010
J Mellentin
Using 20 Case Studies of brands addressing a range of benefits – energy, joint health, sports beverages, protein boosting, digestive health, weight management and heart health – this report looks at what makes some functional and health-enhancing brands succeed and what makes others fail.
Each Case Study gives our usual independent and opinionated analysis, based on interviews with executives at all of the companies concerned, as well as independent beverage industry experts.
Each Case Study addresses packaging – and in particular packaging innovation – choice of ingredients, nutrition profiles, marketing communications strategy, pricing strategies (and why some brands are able to earn premium prices), which consumers buy them and why, all supported with supermarket sales data.
The strategies that successful beverage brands use are summarized in a concise 9-page introduction.
The many strategy issues this report addresses include:
•What ingredients and benefits resonate with consumers in beverages and why
•What the risks and rewards are for innovating in beverage formats and in packaging
•The growing use of beverages as a snack replacements and how this is contributing to a blurring of category boundaries and an increasing hybridization of beverage types, so that the lines between product types and benefits become fuzzy and unclear to consumers.
•The key trend of delivering benefits that are “as natural as possible”, a message now beginning to be used by beverages beyond the superfruit area. One example is coconut water (Case Study 10), a product type that has proved successful in Brazil and the US.
For any company, large or small, aiming to create a successful proposition in functional or health-enhancing beverages and better-manage the risks of new product development and innovation, this report provides practical insights and examples.
ISBN 1 906297 31 2
ISBN-13: 978 1 906297 31 2
January 2010
126 pages 234 x 156mm paperback
£190.00 / US$325.00 / €240.00
Usually dispatched within 1–2 weeks
About the author
Julian Mellentin is one of the world's few international specialists in the business of food, nutrition and health. Julian is the owner and editor of New Nutrition Business, the leading source of industry and market analysis, which has focused solely on researching and forecasting the nutrition business since 1995.
He is also co-author of The Functional Foods Revolution: Healthy people, healthy profits?, the first-ever book on the business of functional foods, now translated into Japanese, and with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook.
Contents
PART 1 SEVEN STRATEGIES TO INCREASE YOUR CHANCES OF SUCCESS
PART 2 CASE STUDIES
Executive summary
PART 1 SEVEN STRATEGIES TO INCREASE YOUR CHANCES OF SUCCESS
PART 2 CASE STUDIES
Heart health
- Embodi
- Pom Wonderful
- Sirco
Weight management
- Enviga
- Skinny Water
- Hint Water
Energy shots
- US market for energy shots
- UK market for energy shots
- Emminent
Sports water
- Coconut water
- All sport
- US sports gels
Digestive health
- ProViva
- GoodBelly
- PlumSmart Juice
Protein beverages
- Whole water
- Special K protein drinks
- Muscle milk
Joints
- Elations
Grains
- Froose