Relaxation Drinks Case Study: providing an antidote to stress with an anti-energy drinks offering

Relaxation Drinks Case Study: providing an antidote to stress with an anti-energy drinks offering

Introduction

This case study on relaxation beverages forms part of The author's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at the potential of the sector and at two key players Drank and Slow Cow, to see how the small but growing sector has been influenced by energy drinks and seeks to make its own mark on the functional drinks market.

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
Relaxation drinks is a sector of functional drinks that has emerged as a counter-trend to energy drinks 2
The North American energy drinks sector has experienced buoyant growth 2
However, energy drinks are increasingly vilified for their high caffeine and sugar content 2
Although relaxation drinks launches are currently small, they have the potential to have rising sales as antidotes to consumer stress 3
A key ingredient of relaxation drinks is the de-stress ingredient theanine, while fruit flavors and health claims are popular 6
Drank beverage - aiming to make relaxation drinks cool 7
Slow Cow: using satirical branding to aid awareness in relaxation drinks 9
Conclusion 12
APPENDIX 13
Case study series 13
Methodology 13
Secondary sources 13
Further reading 13
Ask the analyst 14
Datamonitor consulting 14
Disclaimer 14

LIST OF TABLES
Table 1: Functional drinks market by category, North America, 2003-13 2
Table 2: Leading claims, flavors and ingredients in new 'relaxation' tagged functional drinks launches, North America, 2006-09 7
Table 3: Key ingredients in the Drank beverage 9
Table 4: Key ingredients in the Slow Cow beverage 11
LIST OF FIGURES
Figure 1: Energy drinks launches reached a peak in 2008 3
Figure 2: Relaxation drinks are a small but growing sector of the North American functional drinks market 4
Figure 3: Relaxation drinks are being launched in growing numbers in North America as solutions to stressed lifestyles 5
Figure 4: A high proportion of consumers profess to be interested in relaxation food and drinks 5
Figure 5: Stress levels have worsened for many consumers, which could fuel relaxation drink growth 6
Figure 6: Drank uses energy drink style of packaging and imagery to promote itself as an extreme relaxation drink 9
Figure 7: Slow Cow's labeling is designed to be a satirical emblem that references the fact that it provides an alternative to energy drinks 10