Low calorie functional drinks case study (Gatorade and Vitaminwater): making functional drinks healthier

Low calorie functional drinks case study (Gatorade and Vitaminwater): making functional drinks healthier

Introduction

This case study on Gatorade and Vitaminwater forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how these companies have successfully made their functional drinks healthier.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market

Datamonitor view 1
CATALYST 1
SUMMARY 1
Analysis 2
Functional drinks have a complex relationship with the global health megatrend 2
The healthy positioning of some functional drinks has been questioned in some quarters 2
Functional drinks and bottled water have shown robust growth in the US 2
The positive health benefits of some functional drinks have successfully been communicated to consumers 3
Gatorade has introduced low calorie variants to its range of hydrating beverages 5
Gatorade's core range of drinks relies on electrolytes for energy benefits 5
The low calorie G2 range launched in the US in late 2007 6
Vitaminwater has built a solid brand around enhanced water beverages and has recently extended its line to include lower calorie options 7
Bottled water has fallen out of favor with many consumers 7
Enhanced water remains a more favorable option for many consumers 8
Vitaminwater10 was launched in April 2009 and aimed to counter fears over the sugar content of core drinks 8
APPENDIX 10
Case study series 10
Methodology 10
Secondary sources 10
Further reading 10
Ask the analyst 10
Datamonitor consulting 10
Disclaimer 10
List of Tables
Table 1: A comparison of the content of a regular Gatorade beverage and G2 (amount per serving) 7
List of Figures
Figure 1: Carbonates remains dominant in soft drinks, but bottled water and functional drinks are showing strong growth 3
Figure 2: US consumers show an interest in the benefits that many functional drinks claim to provide 4
Figure 3: The Lucozade brand has been aligned with some positive health trends 5
Figure 4: Gatorade's core range 6
Figure 5: G2 aims to better meet the needs of regular Gatorade drinkers 7
Figure 6: Vitaminwater10 was given a high profile release in New York City 9