Alertness and Relaxation Drinks Market Passes US$500 million
The new phenomenon of alertness and relaxation drinks, which has developed out of the energy drinks category, has risen in less than five years to a retail value of US$521 million.
A new report by leading food and drink consultancy Zenith International - on the five key country opportunities of the United States and Canada, Germany, the United Kingdom and Japan - estimates that sales volumes have trebled since 2007 to 133 million litres in 2010, with the US becoming by far the largest national market. â€œConsumers are now looking for products to help them deal with pressure and to perform effectively without the use of stimulantsâ€Â, commented Zenith Market Analyst Cecilia Martinez. â€œAlertness drinks are designed to reduce stress and focus the mind. Relaxation drinks usually contain ingredients solely to assist relaxation and in some cases to aid sleep.â€Â
The concept of alertness and relaxation drinks started in Japan in 2005 with a flurry of products enriched with GABA (gamma aminobutyric acid). This market has now matured, but it influenced an explosion of innovation in the US. In Europe the market is just beginning to emerge, but it is hampered by a changing regulatory environment and the full impact of imminent legislation is yet to be seen.
"Alertness and relaxation drinks serve a different consumer need to energy drinks," added Cecilia Martinez. "They allow stressed consumers to purchase products over the counter that can help them unwind and focus better or sleep better."
Active ingredients in alertness and relaxation drinks have tended to be: vitamin, mineral or plant-based; amino acids such as L-theanine; or hormones, mainly melatonin. Most drinks contain a combination of active ingredients. One particular challenge is to educate and reassure the consumer of their safety and benefit.
Zenith'ss report includes over 25 brand profiles, with a commentary on the consumer positioning of each and the market's potential for the future. Alertness and relaxation drinks are forecast to see continuing annual growth of over 20% to 2013.
The new Zenith Report on Alertness and Relaxation Drinks contains 81 pages of market commentary, charts and tables together with brand profiles. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail email@example.com.
Notes for Editors
1. A chart is attached for publication.
2. For further information, please contact:
Cecilia Martinez, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901