Sports Beverages Global Trends
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Transcript of Sports Beverages Global Trends
DSM Nutritional Products
ANTHONY HEHIR (RD)21 February 2007
DSM Nutritional Products
1AGENDAAGENDA
• Definition
• Global stats
• Latest trends• Flavours• Ingredients• Packaging
• Forecast/predictions
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2SPORTS BEVERAGESSPORTS BEVERAGES
DEFINITIONDEFINITIONSports Beverages encompasses beverages which are
claimed to rehydrate/replenish as well as restore minerals, sugar, and other nutrients usually lost during sports practice and exercise. Some are also claimed to
improve performance, increase endurance, and/or speed recovery afterwards. It includes isotonic (to aid hydration) and hypotonic (for drinking after exercise)
beverages, in all formats such as RTD, frozen and dilutable powder & liquid concentrate forms.
(www.gnpd.com)
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GLOBAL STATS
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4NonNon--alcoholic beverages alcoholic beverages –– global global launches in past 5 yearslaunches in past 5 years
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5Global beverage subGlobal beverage sub--category category launch comparison launch comparison –– past 5 yearspast 5 years
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6Global sports beverage launch trend Global sports beverage launch trend over past decadeover past decade
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7Regional comparison Regional comparison –– sports beverage sports beverage launches over past decadelaunches over past decade
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8Country Comparison Country Comparison –– sports beverage sports beverage launches over past decadelaunches over past decade
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9South Africa South Africa –– sports beverage launches sports beverage launches in past decadein past decade
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LATEST TOP LATEST TOP GLOBAL TRENDSGLOBAL TRENDS
“Low in”positioning
Young Young athletesathletes
PackagingPackaging
ProteinProtein
FlavoursFlavours
Vitamin/Vitamin/Mineral Mineral FortifiedFortified
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11Top 10 global Top 10 global ““ foodfood””/nutrition claims /nutrition claims ––past 5 yearspast 5 years
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12Vitamin/Mineral FortifiedVitamin/Mineral Fortified
• Consumer awareness of benefit of adequate vitamins/minerals in the diet.
• Lack of vitamins/minerals and salts can hinder performance.
• Calcium/Magnesium – highlighted in emerging products.
Vitamin B1
Vitamin/Vitamin/Mineral Mineral FortifiedFortified
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13Vitamin/Mineral fortifiedVitamin/Mineral fortified
Country: ChinaCompany: Vitalon FoodName: Super Supau
Product description: Super Supau Sports Drink is now available in a newly designed 345ml pack. This vitamins and minerals enriched product is claimed to quench thirst and boost energy.
Vitamin/Vitamin/Mineral Mineral FortifiedFortified
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14Vitamin/Mineral fortifiedVitamin/Mineral fortified
Country: PolandCompany: CarrefourName: Napoj Izotoniczny O Smaku Ananasowo-Truskawkowym
Product description: isotonic drink with pineapple-strawberry flavour. Recommended to sportsmen and active people. It retails in a 500ml bottle with a sports cap. It is suggested to drink this beverage during exercises and after a physical effort, to fill in vitamin and mineral levels.
Vitamin/Vitamin/Mineral Mineral FortifiedFortified
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15Vitamin/Mineral fortifiedVitamin/Mineral fortified
Country: UKCompany: TescoName: Tesco Active
Product description: Tesco Active Hypotonic Fitness Drink features with a Citrus flavour. The product has been fortified with vitamins and calcium, is low in calories, sugar, fat and salt, and retails in a 4 x 500ml pack. This fitness drink is suitable for vegetarians.
Vitamin/Vitamin/Mineral Mineral FortifiedFortified
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16Vitamin/Mineral fortifiedVitamin/Mineral fortified
Country: IndonesiaCompany: PT Blue MountainName: Razza Sportion Sports Drink
Product description: Razza Sportion Sport Hydration Drink in grapefruit flavour contains calcium, vitamin C, L-carnitine, minerals and banana extract. This drink can be absorbed into the body to help replenish electrolytes excreted during activities, and return energy lost due to exhaustion. This product is available in a 380ml bottle.
Vitamin/Vitamin/Mineral Mineral FortifiedFortified
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17Added CalciumAdded Calcium
Cited Function Claims• Muscle contraction• Bone strength• Blood clotting• Neural impulses• Fluid balance• Mg absorption
European Sports Drinks with added calcium launched in past 2 years
Vitamin/Vitamin/Mineral Mineral FortifiedFortified
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18““ Low inLow in”” ClaimsClaims
Low sodium• Due to links of high intakes of
sodium with blood pressure and other cardiovascular conditions.
Low calorie, Low Sugar, Low fat, Low carb, low low low… …
• Consumers want to replace lost micronutrients, electrolytes and fluids, NOT the energy.
“Low in”positioning
Sodium Chloride
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19Low SodiumLow Sodium
Country: USACompany: WaddajuiceName: Hydrating Beverage Wadda Blast
Product description: Wadda Blast is a bottle of pure fruit punch flavored juice and purified water with ElectroVites. The product contains no added sugars, is low in sodium, and is enriched with vitamins and minerals. The product contains nothing artificial. The product was displayed at the NACS trade show and is available in Lodda Fruit; Lemonade; and Watermelon flavors.
“Low in”positioning
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20Low CalorieLow Calorie
Country: GermanyCompany: Fontanis MineralbrunnenName: Fontanis Isontonic Sports Drink
Product description: Fontanis Isotonisch Sport Grape is a grape and lemon flavoured isotonic sports drink which contains vitamins and minerals. The low calorie product is available in a 0.75litre plastic bottle. Energy: 70.2kJ/16.7kcal per 100ml
“Low in”positioning
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21Low CalorieLow Calorie
Country: UKCompany: GlaxosmithklineName: Hydro Active
Product description: Lucozade Sport Hydro Active Citrus Fruits Fitness Water is said to have a new improved flavour. The pack features a free workout music promotion. The product is low calorie with added vitamins and calcium. It is available in 500ml packs.Energy: 42kJ per 100ml serving
“Low in”positioning
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22Low SugarLow Sugar
Country: USACompany: KrogerName: In-an-instant Performance Drink Mix
Product description: Kroger In An Instant Performance Drink Mix is available inan orange flavour. This product is sugar free and comes in a 1.06oz pack containing ten single serve packets.
“Low in”positioning
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23Low SugarLow Sugar
Country: EgyptCompany: Coca-ColaName: Powerade Ice Storm
Product description: Powerade Ice Storm Energy Drink is a dietetic drink high in isotonic. This product does not contain sugars or colourants.
“Low in”positioning
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24Low Fat/Low CarbohydrateLow Fat/Low Carbohydrate
Country: CanadaCompany: MET-RxName: RTD 51 High Protein Shake
Product description: Met-Rx Rtd 51 High Protein Shake Drink contains 5g net carbs, 51g of protein and is low in fat with a great taste. The product is available in Creamy Vanilla and Chocolate flavors.
“Low in”positioning
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25Low fatLow fat
Country: TaiwanCompany: Uni-PresidentName: Pro-Sweat
Product description: Pro Sweat Sports Drink, which is fat free. The product is available in a 700ml bottle.
“Low in”positioning
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26ProteinProtein
• Protein• Athletes and bodybuilders have
increased protein requirements to build and maintain muscle.
• There is a highlight on protein in the diet, and by having a protein-enrisched drink, consumers can track more accurately their protein intake.
• PeptoPro® :• hydrolysate, said to be
especially soluble, easy and fast to digest and absorb.
• Claimed to shorten recovery phase, and reduce muscle damage.
ProteinProtein
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27ProteinProtein
Country: CanadaCompany: Advanced Food Products Name: XRTD 30
Product description: Xylience Xtreme Science XRTD30 Xtreme Thirty Gram Protein Drink in Vanilla and Cappuccino flavor is available in a 11fl.oz can. Also available are Chocolate; and Vanilla flavours.
ProteinProtein
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28ProteinProtein
Country: USACompany: NutribevName: Rad Sports Drink
Product description: Rad, a sports drink, contains PeptoPro: a protein formulation that is claimed to provide additional benefits to athletes by lowering muscle biochemical breakdown. This protein was developed for the Dutch Olympic Team, and contains a high content of di- and tri-peptides.
ProteinProtein
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29Young athletesYoung athletes
• Young athletes• Not many products on the market targeted at young athletes.• Designed to target requirements of young athletes and act as better
options to carbonated beverages etc.
Young Young athletesathletes
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30Young athletesYoung athletes
Country: JapanCompany: CalpisName: Sports Calpis Under Fifteen
Product description: A milky sports drink that supplies calcium and other essential minerals, while not sacrificing the taste, for growing children.It contains calcium and magnesium in the perfect proportion of 2 to 1, as well as a variety of milk-derived amino acids essential for sports and exercise. The drink is fat-free, low-calorie and has a low osmotic pressure for fast absorption.
Young Young athletesathletes
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31FlavoursFlavours
• Citrus dominates in the RTD sports beverages.• Citrus masks unpleasant taste of some ingredients.• Protein powders and meal replacers and shakes are still
dominated by variants of vanilla, chocolate, strawberry, toffee, caramel etc. (sweet flavours)
FlavoursFlavours
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32Top 10 global flavours Top 10 global flavours –– past 5 yearspast 5 years
Fruit flavours continueto dominate
FlavoursFlavours
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33Flavours Flavours –– just for funjust for fun… …… …
Country: USACompany: Golden BeveragesName: Pickle Juice Sport
Product description: Pickle Juice Sport is a sports drink which tastes like dillpickles, has salty qualities, and features added vitamins C and E, zinc and potassium, which are designed to help boost electrolytes. The product is endorsed by NFL all pro Dallas Cowboy Jason Witten and is available in a 16-fl. oz. pack. The company claims that the product is "no longer just for the pros and the preggers."
FlavoursFlavours
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34Packaging Trends (2002Packaging Trends (2002--2007)2007) PackagingPackaging
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35Packaging Trends (2002Packaging Trends (2002--2007)2007) PackagingPackaging
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36Packaging Trends (2002Packaging Trends (2002--2007)2007) PackagingPackaging
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37PackagingPackaging
Innovative packaging solutions for supplements• People often mix sports drinks with additions eg enzymes, amino acids,
creatine etc.• Packaging solutions to address this, because many of these ingredients
added are not stable in liquids for very long.
In Canada, Lovate Health Sciences released Cell-Tech under the Muscletech brand. Muscletech Cell-Tech claims to be the world's first 100% stable creatine drink. It is said to build muscles fast, have an instant anabolic effect and have creatine stability pod technology. The product is fruit punch flavoredand has both natural and artificial flavors.
PackagingPackaging
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38PackagingPackaging
Innovative packaging for solutions for supplements• People often mix sports drinks with additions eg enzymes, amino acids,
creatine etc.• Packaging solutions to address this, because many of these ingredients
added are not stable in liquids for very long.
In Italy, Emmi released Sport & Body Whey Drink under the Emmi Lacto Tab brand. Emmi Lacto Tab Whey-Based Performance Drink is a drink containing whey,enriched with Q10 co-enzymes, vitamins and mineral salts. The most innovative part of the product is that the whey is separated from the rest of the ingredients by being packaged in a blister pack. This means the drink is mixed almost immediately before it is drunk.
PackagingPackaging
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39PackagingPackaging
Freezable bottle in Japan• Many sportspeople freeze drinks before their training/competition, allowing
it to thaw over that time.• Bottles often burst/crack in the freezer.
Japan, Asahi Soft Drinks launched Super H2O Frozen Bottle.Newly-developed PET – robust for frozen use.
PackagingPackaging
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40Forecast/PredictionsForecast/Predictions
Likely to offer more supplementation with electrolytes, amino acids,
minerals and vitamins
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41Forecast/PredictionsForecast/Predictions
Products low in sodium, sugar, calories, and fat are likely to increase for
diet-conscious consumers
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42Forecast/PredictionsForecast/Predictions
Companies are likely to experiment withinnovative ingredients, such as easy-to-digest protein, specific
carbohydrate to protein ratios for differentkinds of exercise, with potential to
supplement for specific forms of exercise,relative to the ratio of stamina and strength
needed, ensuring customised optimal nutrition
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43Forecast/PredictionsForecast/Predictions
Products could become more natural or have 'more natural credentials'
communicated more clearly on pack
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44Forecast/PredictionsForecast/Predictions
Sports Drinks for children seem a likelyalternative to more fatty and sweet offerings such as milk mix drinks,
carbonated soft drinks, or juice drinks
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45Forecast/PredictionsForecast/Predictions
Packaging is likely to focus on portability; children's products could be packaged
so they fit easier into lunch boxes
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46