Weight management drinks gain 24% in 2006
The combined markets of West Europe, United States and Japan saw weight management drinks consumption rise 24% to 570 million litres in 2006, according to the new 2007 Weight Management Drinks report from leading food and drink consultancy Zenith International. This equates to a retail value of 1,304 million euros and was driven by recent launches of enhanced waters and fat burning drinks.
"Advances in weight management ingredients have allowed beverage manufactures to develop and introduce new products aimed at the significant number of consumers anxious about their body shape and weight," commented Zenith Research Director Gary Roethenbaugh. "Greater concerns over obesity levels and conflicting views about functionality claims have generated increasing media interest, which has helped propel these drinks into the consumer spotlight."
Zenith's 2007 Weight Management Drinks report finds that:
- Japan is by far the largest of the three markets, witnessing strong double figure growth in 2006.
- West Europe is experiencing year on year progress of around 33%, albeit from a low base.
- The US is achieving growth of some 28%.
- In recent years, drinks with specific functional properties have come onto the market, going beyond meal replacement drinks that have been popular since the early 1970s.
- Widespread consumer scepticism about the effectiveness of functional drinks is hampering growth.
- Challenges to overcome include: securing scientific evidence to back up health claims; delivering clear and credible messages to consumers; and satisfying consumer interest in narrowly targeted new niches.
"Major beverage companies, including Coca-Cola and PepsiCo, are now active in the weight management drinks arena. This is likely to push further growth as new products benefit from stronger distribution networks," added Gary Roethenbaugh. "However, controversy has followed some high profile launches, as lobbyists and journalists scrutinise the efficacy of new propositions. Weight management drink companies need to ensure that advertising and marketing claims are proportionate, in line with good medical and dietary practice and do not overstate the science."
Sales of weight management drinks across the markets of West Europe, United States and Japan are projected to double by 2011, with a retail value exceeding 3,000 million euros.
The 2007 Zenith Report on Weight Management Drinks contains 79 pages including tables and charts, brand and company profiles, and a full market commentary. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901 or e-mail info@zenithinternational.com
Notes:
All figures exclude traditional meal replacement drinks such as Slim Fast.
For further information, please contact:
Gary Roethenbaugh or Stuart Foxon, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901
zenithinternational.com