Soft drinks consumers seek functional benefits worldwide
Soft drinks consumers are looking beyond refreshment and taste to added benefits for the body and mind, according to the first ever comprehensive study of functional soft drinks around the world by specialist consultants Zenith International.
European consumption of functional soft drinks has almost trebled from 800 million litres in 1995 to 2100 million litres in 1999, over 4% of the total for all soft drinks excluding bottled water, and a further 70% growth is forecast by 2004.
Zenith defines functional soft drinks as having a health benefit beyond their basic nutrition content by virtue of their physiologically active added components. "We have drawn the line between products that are functional by nature, such as a cranberry juice drink, and products that are functional by man, such as fruit drinks with added vitamins and minerals", explains Zenith's European Research Editor Sari Lehto.
The report breaks down functionality into five segments - vitamin and mineral enriched, sports such as isotonic drinks, energy including caffeine and taurine, nutraceuticals and herbal drinks. Nutraceuticals embrace over 20 different specific claims ranging from digestive and detox through aphrodisiac and nicotine craving relief to cholesterol lowering and anti-ageing.
Compared with Europe, both Japan and the United States have higher consumption of functional soft drinks per person, led by sports drinks. The US market is the largest at 3800 million litres, more than twice the size of Japan's at 1700 million litres.
In Europe, vitamin and mineral enriched drinks have the largest share, followed by sports and energy drinks. Nutraceuticals, however, are the fastest growing sector, with volume up tenfold since 1995 and projections of a further 250% increase by 2004.
In addition to summarising legislation in each country and segmentation in each region, the Zenith study also analyses the functional ingredients and claims of 665 recently launched drinks with some fascinating highlights.
In Finland Viagrene promises to raise more than a smile for those "important moments", Austria offers inspiration from Orgonetic Brain Drink and Germany goes back to its roots with a sauerkraut cocktail.
Japan unashamedly markets Cherio Sexy Kiss and the wonderfully sounding Qoo. There are several skin care products with real silk such as Morita Silk Water and Japan Tobacco is hardly coy about JT Profit.
But the United States is possibly even more up front. For sex there is Xen Sex Beverage, for slimming Skinny Water and Fat Slicer, for the mind Intelli-juice and E=MC². If all else fails, the choice rests between Revenge and Aloe Lu-Ya.
"So functionality can also be fun", adds Zenith Chairman Richard Hall. "The US seems to allow the most outrageous claims, while Japan has a more clearly defined structure. Europe is being held back by the absence of a proper framework, but consumers undoubtedly do want products that are better for them and soft drinks provide some of the most exciting opportunities," he concludes.
The Zenith Report on the International Market for Functional Soft Drinks covers 18 countries and 665 brand variants. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail info@zenithinternational.com.
Notes for Editors
1. For further information, please contact:
Richard Hall, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
Tel +44 (0)1225 327900 Fax +44 (0)1225 327901
E-mail info@zenithinternational.com
European consumption of functional soft drinks has almost trebled from 800 million litres in 1995 to 2100 million litres in 1999, over 4% of the total for all soft drinks excluding bottled water, and a further 70% growth is forecast by 2004.
Zenith defines functional soft drinks as having a health benefit beyond their basic nutrition content by virtue of their physiologically active added components. "We have drawn the line between products that are functional by nature, such as a cranberry juice drink, and products that are functional by man, such as fruit drinks with added vitamins and minerals", explains Zenith's European Research Editor Sari Lehto.
The report breaks down functionality into five segments - vitamin and mineral enriched, sports such as isotonic drinks, energy including caffeine and taurine, nutraceuticals and herbal drinks. Nutraceuticals embrace over 20 different specific claims ranging from digestive and detox through aphrodisiac and nicotine craving relief to cholesterol lowering and anti-ageing.
Compared with Europe, both Japan and the United States have higher consumption of functional soft drinks per person, led by sports drinks. The US market is the largest at 3800 million litres, more than twice the size of Japan's at 1700 million litres.
In Europe, vitamin and mineral enriched drinks have the largest share, followed by sports and energy drinks. Nutraceuticals, however, are the fastest growing sector, with volume up tenfold since 1995 and projections of a further 250% increase by 2004.
In addition to summarising legislation in each country and segmentation in each region, the Zenith study also analyses the functional ingredients and claims of 665 recently launched drinks with some fascinating highlights.
In Finland Viagrene promises to raise more than a smile for those "important moments", Austria offers inspiration from Orgonetic Brain Drink and Germany goes back to its roots with a sauerkraut cocktail.
Japan unashamedly markets Cherio Sexy Kiss and the wonderfully sounding Qoo. There are several skin care products with real silk such as Morita Silk Water and Japan Tobacco is hardly coy about JT Profit.
But the United States is possibly even more up front. For sex there is Xen Sex Beverage, for slimming Skinny Water and Fat Slicer, for the mind Intelli-juice and E=MC². If all else fails, the choice rests between Revenge and Aloe Lu-Ya.
"So functionality can also be fun", adds Zenith Chairman Richard Hall. "The US seems to allow the most outrageous claims, while Japan has a more clearly defined structure. Europe is being held back by the absence of a proper framework, but consumers undoubtedly do want products that are better for them and soft drinks provide some of the most exciting opportunities," he concludes.
The Zenith Report on the International Market for Functional Soft Drinks covers 18 countries and 665 brand variants. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail info@zenithinternational.com.
Notes for Editors
1. For further information, please contact:
Richard Hall, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
Tel +44 (0)1225 327900 Fax +44 (0)1225 327901
E-mail info@zenithinternational.com