Energy Foods and Drinks: Global Markets

• Publication date: March 2012

INTRODUCTION STUDY GOALS AND OBJECTIVES This study provides a comprehensive analysis of market for energy drinks and energy foods on a global basis. Its aim is to provide a range of information, from detailed product analyses within health and wellness subsegments to overall industry trends, in order to quantify and qualify the market for products and services in the energy drink and food market segment. Individual p...

INTRODUCTION

STUDY GOALS AND OBJECTIVES

This study provides a comprehensive analysis of market for energy drinks and energy foods on a global basis. Its aim is to provide a range of information, from detailed product analyses within health and wellness subsegments to overall industry trends, in order to quantify and qualify the market for products and services in the energy drink and food market segment. Individual product types are forecast on a global basis, as are overall segments. Forecasts and trends are developed from a cross-reference of data points, which have been obtained from proprietary industry sources, company publications, industry benchmarking, and other divergent data sources to arrive at a cogent and coordinated forecast.

REASONS FOR DOING THE STUDY

For companies with an effective strategy, market opportunity awaits. Importantly, the ability to develop an effective strategy begins with where opportunity exists and ends with how to effectively execute it to capture profit from opportunity.

The energy drink and energy foods market presents the one of the largest of all opportunities in these food and drink subsegments. This study investigates one of the most important market drivers: the desire felt by most people for a less stressful, more energetic and longer life. This is true of both the under-thirty generation and the aging generations where life expectancy has improved in the past decade. These drivers are expected to continue to contribute substantially to market growth through the forecast period. This report analyzes emerging markets by drink and food segments. Continued growth is expected in emerging geographies, driven by the growing middle class in emerging countries such as India, China, Brazil and Russia.

This report seeks to address the critically important topics of analyzing a changing market dynamic, emerging players and technologies, strategies for accessing emerging markets, specific health claims, and geographies in order to allocate resources and make effective decisions.

SCOPE OF REPORT

Current and projected product forecasts during the forecast period (2011 to 2016) are discussed. New product launches will be discussed. Revenue figures for 2010 are given except where actual results have not been reported, due to the release timing of the report.

The report includes analysis of leading and emerging competitors in the current worldwide energy food and drink market. Profiles of manufacturers of leading products as well as companies with novel products in development are analyzed to define their specific product strategies employed. This report also assesses companies poised to introduce products during the forecast period and discusses how these introductions will change the face of the competitive environment. The competitive environment is examined with a special focus on how new products and technologies are influencing the current consumer population. Detailed profiles of current market leaders are discussed, as well as companies with innovative products poised to advance within the forecast period.

Products are defined as ready to drink (RTD) products, and other packaging conventions such as powdered sport recovery drinks are explicitly defined in relevant sections of the report.

Within the report, energy drinks as a segment is broken down to include a variety of drink products. Energy drinks are non-alcoholic soft drinks advertised as boosting physical energy, mental alertness and overall well-being. They emphasize energy derived not from the calories they contain, but rather through a choice of caffeine, vitamins and herbal supplements the manufacturer has combined. Energy drinks include products like Red Bull, Monster and RockStar, among others. Sports drinks are non-alcoholic soft drinks containing electrolytes like sodium, potassium and chloride. These drinks are used for rehydration of athletes after strenuous events. Also, they contain a high percentage of sugar, which is intended to restore energy during or after sporting activity or strenuous exercise. Sports drinks include Gatorade G Series and Powerade, among others.

Excluded from the scope of the report are regular sales of coffee and tea, as sold through specialty shops such as Starbucks or Brueggers. In addition, sales of traditional packaged coffee and tea products sold in supermarkets or point of sale at convenience stores are explicitly excluded from the market.

Market figures are based on revenues at the manufacturers’ level and are projected at 2011-dollar value. Inflation is not computed into the projection figures. Trends are assessed based on projected sales for existing products, for new product introductions, expanded markets for existing products, and other factors affecting the market

Included in this report are forecasts by product, product category and by company from 2009 through 2016. The study is arranged to offer an overview of the energy drink and energy food market accompanied by product, company, geography, and mechanism of action, with forecasts broken down and covered by geographic region or country. Virtually the entire globe is covered to include prevalence data for each food subsegment.

Health and wellness claims of major products are evaluated with regard to their safety and long-term effects on health. The mechanism of action of major constituents in these products is also reviewed. The status of potential regulation of these food segments by the FDA and regulatory agencies in other countries is reviewed.

Figures are reported in U.S. dollars and in each case reflect currency fluctuations within the performance of revenue change. Revenue figures do not account for variation in local currencies.

All market share data presented is on a global basis, unless specifically noted.

INTENDED AUDIENCE

This report is an invaluable tool for business planners, acquisitions specialists, licensing strategists, product managers, market research analysts, investors, investor consultants and anyone interested in the energy drink and food market, its products, its industry participants and its future.

The importance of identifying overall market trends, product opportunities, emerging geographies, merger and acquisition (M&A) opportunities, and insights that provide guidance for sales growth or defensive moves cannot be overstated for a variety of constituents, including:

Established companies in the industry shall benefit from the contents, including corporate strategy, sales and marketing, business development and R&D.
Emerging players in the segment must understand specific opportunities for out-licensing originating from the elements of differentiation of their product or technology as compared to leading, competitive and emerging food products. Additionally, market forecasts can support investment, provided a thorough and detailed substantiation is provided for the market forecast, as is found in this study.

Investment firms evaluating candidates for venture capital or hedged investments will gain insights as to the opportunities and risks that are being encountered in the industry in a product and company specific analysis.
Equity analysts are provided with detailed forecasts for the next five years, which are substantiated by quantitative analysis that can support further analysis to product and company forecasts over the short and long run.

METHODOLOGY AND INFORMATION SOURCES

In-depth interviews were conducted with leading experts in the field such as executives in companies and industry analysts.

The overall energy drink and food sector comprises a variety of fast growing and independent segments. For the sake of completeness, the current and forecasted markets comprise the total market opportunity for each respective segment. Within each subsection, there are detailed forecasts for each driving mechanism or relevant area of growth.

Information to prepare this report was obtained from participating and emerging companies in the energy drink and energy foods area including the Food and Beverage Trade Association, Beverage World, Beverage Market Report, the National Soft Drink Association, the British Soft Drink Association, the U.S. Food and Drug Agency, Critical Reviews in Food Science and Nutrition, the American Protein Producers Industry, the Food and Drink Exporters Association, and the Northern Ireland Food and Drink Association. Other sources include the New York Times, Wall Street Journal, Washington Post, other newspapers, and company and other Internet websites. Population estimates are based on those reported by the international database of the U.S. Census Bureau.

Current and historical revenue figures for individual products have been sourced from company disclosures that exist in the public domain or from government sources.

Global Sport And Energy Drink Industry

TABLE OF CONTENTS

CHAPTER ONE: INTRODUCTION 1
STUDY GOALS AND OBJECTIVES . 1
REASONS FOR DOING THE STUDY 1
SCOPE OF REPORT 2
INTENDED AUDIENCE 3
METHODOLOGY AND INFORMATION SOURCES. 4
RELATED REPORTS . 4
BCC ON-LINE SERVICES . 5
DISCLAIMER . 5
DISCLAIMER (CONTINUED) 5
CHAPTER TWO: SUMMARY 6
ENERGY FOOD AND DRINKS MARKET . 6
SUMMARY TABLE GLOBAL REVENUE FROM ENERGY FOODS AND
DRINKS, THROUGH 2016 ($ MILLIONS) 7
SUMMARY FIGURE GLOBAL REVENUE FROM ENERGY FOODS
AND DRINKS, 2009-2016 ($ MILLIONS) 7
ENERGY FOOD AND DRINKS MARKET (CONTINUED) . 8
CHAPTER THREE: MARKET OVERVIEW . 9
MARKET OVERVIEW . 9
ENERGY DRINK MARKET . 10
TABLE 1 GLOBAL MARKET FOR ENERGY AND HEALTH RELATED
DRINKS BY CATEGORY, THROUGH 2016 ($ MILLIONS) 11
BEVERAGE TYPE DEFINITIONS . 12
Energy Drink . 12
Energy Shot . 12
Sports Drink 12
Functional Water Drink 12
Juice Drink. 12
Coffee and Tea . 13
ENERGY-RELATED DRINKS 13
SPORTS DRINKS 13
FRUIT AND JUICE DRINKS . 14
FUNCTIONAL DRINKS 14
TEA AND COFFEE RTD DRINKS . 15
RTD Teas . 15
RTD Coffee . 16
ENERGY DRINK CONSTITUENTS . 16
CAFFEINE LEVEL IN ENERGY SHOTS 16
TABLE 2 CAFFEINE LEVELS IN ENERGY SHOTS . 17
TABLE 2 (CONTINUED) . 18
Caffeine Level in Energy Teas and Coffees 18
Caffeine Level in Energy Coffees 18
ENERGY BAR AND FOODS MARKET 19
TABLE 3 GLOBAL MARKET FOR ENERGY BARS AND FOOD
PRODUCTS, THROUGH 2016 ($ MILLIONS) . 19
ENERGY BARS AND SUPPLEMENTS . 19
TABLE 4 GLOBAL MARKET FOR ENERGY BARS AND
SUPPLEMENTS, THROUGH 2016 ($ MILLIONS) 20
ENERGY BARS 20
THE ENERGY SUPPLEMENTS 20
ENERGY DRINK MARKET (CONTINUED) . 21
ENERGY DRINK MARKET (CONTINUED) . 22
CHAPTER FOUR: PRODUCT SEGMENT ANALYSIS . 23
ENERGY DRINK MARKET . 23
TABLE 5 GLOBAL SALES OF ENERGY DRINK AND FOOD
PRODUCTS, THROUGH 2016 ($ MILLIONS) . 24
TABLE 6 GLOBAL MARKET FOR ENERGY RELATED DRINKS BY
CATEGORY, THROUGH 2016 ($ MILLIONS) . 24
TABLE 7 MARKET SHARE OF VARIOUS ENERGY DRINK
SEGMENTS, 2010 AND 2016* (%) . 25
PURE ENERGY DRINKS MARKET . 25
TABLE 8 GLOBAL MARKET FOR PURE ENERGY DRINKS, 2009-2016
($ MILLIONS) 26
TABLE 9 TOP ENERGY DRINKS BY MARKET SHARES, 2010 (% OF
DOLLAR SALES) . 26
TABLE 10 MAJOR U.S. SPORTS DRINK MANUFACTURES AND
THEIR LOCATIONS . 27
TRENDS FOR ENERGY DRINK MARKET . 28
TABLE 11 ENERGY DRINKS AND SERVING SIZE, 2011 . 29
TABLE 11 (CONTINUED) . 30
SPORTS DRINKS MARKET 30
TABLE 12 GLOBAL SPORTS DRINKS REVENUES, THROUGH 2016 ($
MILLIONS) 31
TABLE 13 TYPES OF SPORTS DRINKS 31
TABLE 14 REPRESENTATIVE SAMPLE OF SPORTS DRINKS . 32
TABLE 14 (CONTINUED) . 33
SPORTS DRINKS MARKET (CONTINUED) 34
SPORT AND WEIGHT MANAGEMENT DRINKS 35
Sports Beverages Driving Protein Demand . 35
Whey Protein Dominates Market for Sports Drinks 36
Soy Protein in Sports Drinks 36
GLOBAL SPORTS DRINK MARKET . 36
TABLE 15 GLOBAL REVENUES FOR SPORTS DRINKS BY REGION,
THROUGH 2016 ($ MILLIONS). 37
FRUIT AND JUICE ENERGY DRINKS. 38
TABLE 16 GLOBAL ENERGY FRUIT AND JUICE MARKET,
THROUGH 2016 ($ MILLIONS). 38
TABLE 17 SOME FRUIT AND JUICE DRINK PRODUCTS . 39
FUNCTIONAL DRINK MARKET SEGMENT . 39
FUNCTIONAL DRINKS 39
TABLE 18 GLOBAL MARKET FOR FUNCTIONAL DRINKS,
THROUGH 2016 ($ MILLIONS). 40
TABLE 19 INGREDIENTS OF SOME ENHANCED WATER DRINK
PRODUCTS 41
RELAXATION DRINKS – A NEW CATEGORY OF
FUNCTIONAL DRINK. 42
RTD TEA DRINKS . 43
TABLE 20 REPRESENTATIVE SAMPLE OF GLOBAL TEA PRODUCTS 44
TABLE 21 TOP 10 TEA EXPORTING COUNTRIES (THOUSAND
TONS) . 45
TABLE 22 GLOBAL RTD TEA AND COFFEE DRINK REVENUES,
THROUGH 2016 ($ MILLIONS). 45
RTD COFFEE . 46
TABLE 23 INGREDIENTS IN SOME REPRESENTATIVE ENERGY
COFFEE DRINKS . 47
TABLE 24 GLOBAL RTD TEA AND COFFEE MARKET BY
INGREDIENT CATEGORY, THROUGH 2016 ($ MILLIONS) . 47
ENERGY FOOD, CEREAL BARS AND SUPPLEMENTS . 48
TABLE 25 GLOBAL MARKET FOR ENERGY BARS AND FOOD
PRODUCTS, THROUGH 2016 ($ MILLIONS) . 48
TABLE 26 EXAMPLES OF FOOD BARS IN VARIOUS CATEGORIES IN
THE GLOBAL MARKET . 49
ENERGY FOOD, CEREAL BARS … (CONTINUED) . 50
TABLE 27 REPRESENTATIVE SAMPLES OF ENERGY BARS
SELLING GLOBALLY 51
ENERGY BAR TRENDS 51
MOOD FOODS 52
ENERGY/NUTRITION SUPPLEMENTS . 53
ENERGY/NUTRITION SUPPLEMENTS (CONTINUED) 54
TABLE 28 GLOBAL MARKET ENERGY SUPPLEMENT PRODUCTS,
THROUGH 2016 ($ MILLIONS). 55
TABLE 29 NATURALLY OCCURRING AMINO ACIDS IS THE HUMAN
BODY 56
ENERGY/NUTRITION SUPPLEMENTS (CONTINUED) 57
TABLE 30 EXAMPLES OF ANTIOXIDANT SUPPLEMENT
INGREDIENTS 58
CHAPTER FIVE: GEOGRAPHIC ANALYSIS OF THE GLOBAL MARKET . 59
GLOBAL DISTRIBUTION . 59
TABLE 31 WORLDWIDE DISTRIBUTION OF PURE ENERGY DRINK
SALES BY REGION, THROUGH 2016 ($ MILLIONS) . 59
TABLE 32 TOP ENERGY DRINKS BY MANUFACTURER AND
LOCATION . 60
CONCERNS OVER ENERGY DRINK USE . 60
TABLE 33 EFFECTS OF METHYLXANTHINE ALKALOIDS ON
HUMAN PHYSIOLOGY 61
COMPARISON OF ALKALOIDS IN VARIOUS ENERGY DRINKS 62
TABLE 34 COMPARISON OF ALKALOIDS IN VARIOUS DRINKS 62
TRENDS FOR ENERGY DRINK MARKET . 63
SPORTS DRINK MARKET 63
TABLE 35 GLOBAL SPORTS DRINKS REVENUES, THROUGH 2016 ($
MILLIONS) 64
TABLE 36 TYPES OF SPORTS DRINKS 64
THE SPORT AND WEIGHT MANAGEMENT DRINKS . 65
Sports Beverages and Protein Demand 66
Whey Protein Dominates Market for Sports Drinks 66
GLOBAL SPORTS DRINK MARKET BY REGIONS . 66
TABLE 37 GLOBAL REVENUES FOR SPORTS DRINKS BY REGION,
THROUGH 2016 ($ MILLIONS). 67
GLOBAL DISTRIBUTION OF ENERGY DRINK SALES . 67
TABLE 38 GLOBAL DISTRIBUTION OF PURE ENERGY DRINK
SALES BY REGION, THROUGH 2016 ($ MILLIONS) . 68
TABLE 39 THE PREDOMINANT DRINK FLAVORS AND CONTAINER
SIZES IN MAJOR DRINK CONSUMING COUNTRIES OF THE
WORLD . 69
TABLE 39 (CONTINUED) . 70
TABLE 39 (CONTINUED) 71
TABLE 40 PREDOMINANT DRINK FLAVORS AND CONTAINER
SIZES IN MAJOR DRINK CONSUMING COUNTRIES OF SOUTH
AMERICA . 72
TABLE 40 (CONTINUED) . 73
TABLE 41 PREDOMINANT DRINK FLAVORS AND CONTAINER
SIZES IN MAJOR DRINK CONSUMING COUNTRIES OF THE
PACIFIC RIM COUNTRIES . 74
TRENDS FOR THE SPORTS DRINK MARKET . 74
FUNCTIONAL DRINK MARKET SEGMENT . 75
FUNCTIONAL DRINKS 75
TABLE 42 GLOBAL MARKET FOR FUNCTIONAL DRINKS,
THROUGH 2016 ($ MILLIONS). 75
RELAXATION DRINKS – A SPECIAL CATEGORY OF
FUNCTIONAL DRINK. 76
Relaxation Drinks – …(Continued) 77
FRUIT AND JUICE DRINKS . 78
TABLE 43 GLOBAL ENERGY FRUIT AND JUICE MARKET,
THROUGH 2016 ($ MILLIONS). 79
RTD TEA AND COFFEE DRINKS 79
TABLE 44 TOP 10 TEA PRODUCING COUNTRIES (THOUSAND
TONS*) . 80
TABLE 45 REPRESENTATIVE SAMPLE OF CHINESE TEA
PRODUCTS 81
TABLE 46 GLOBAL RTD TEA AND COFFEE DRINK REVENUES FOR
THE PERIOD, THROUGH 2016 ($ MILLIONS) 82
RTD COFFEE . 82
TABLE 47 GLOBAL RTD TEA AND COFFEE MARKET BY
INGREDIENT CATEGORY, THROUGH 2016 ($ MILLIONS) . 83
TRENDS IN THE RTD TEA AND COFFEE MARKET 83
ENERGY FOOD, CEREAL BARS AND SUPPLEMENTS . 83
TABLE 48 GLOBAL MARKET FOR ENERGY BARS AND HEALTH
FOOD PRODUCTS, THROUGH 2016 ($ MILLIONS) 84
TABLE 49 GLOBAL REVENUES FROM ENERGY BAR AND ENERGY
SUPPLEMENTS, THROUGH 2016 ($ MILLIONS) 85
OVERALL NUTRITION BAR MARKET 85
TABLE 50 TYPICAL INGREDIENTS IN AN ENERGY BAR . 86
TABLE 51 EXAMPLES OF FOOD BARS IN VARIOUS CATEGORIES
IN THE GLOBAL MARKET . 87
TABLE 52 GLOBAL REVENUES FOR ENERGY BARS, THROUGH 2016
($ MILLIONS) 88
ENERGY/NUTRITION BAR TRENDS . 88
ENERGY SUPPLEMENTS 89
ENERGY SUPPLEMENTS (CONTINUED) . 90
TABLE 53 GLOBAL MARKET ENERGY SUPPLEMENT PRODUCTS,
THROUGH 2016 ($ MILLIONS). 91
EMERGING MARKETS FOR ENERGY DRINKS AND ENERGY
FOODS . 92
CHAPTER SIX: MARKET SHARE PROJECTIONS . 93
TABLE 54 PROJECTED MARKET SHARE OF VARIOUS ENERGY
DRINK SEGMENTS, 2010 AND 2016 (%) . 94
ENERGY DRINK MARKET . 95
ENERGY DRINK MARKET (CONTINUED) . 96
PURE ENERGY DRINKS MARKET . 97
TABLE 55 GLOBAL MARKET FOR PURE ENERGY DRINKS,
THROUGH 2016 ($ MILLIONS). 97
PURE ENERGY DRINKS MARKET (CONTINUED) 98
ENERGY FOODS . 99
TABLE 56 ENERGY FOODS: GLOBAL MARKET SHARE
PROJECTIONS, 2010 AND 2016 (%) 100
CHAPTER SEVEN: MAJOR INGREDIENTS–STRATEGIC INSIGHTS . 101
ENERGY DRINKS 101
CAFFEINE . 101
TABLE 57 METHYLXANTHINE ALKALOID EFFECTS ON THE
HUMAN PHYSIOLOGY 101
OTHER COFFEE INGREDIENTS . 102
Guarana . 102
Taurine . 103
Herbal Components . 103
Ginseng 104
Creatine 104
Glucuronolactone . 104
Ginkgo Biloba 105
SPORTS DRINKS . 105
FUNCTIONAL DRINKS 106
RELAXATION DRINKS 107
TEA AND COFFEE DRINKS . 107
TEA AND COFFEE DRINKS (CONTINUED) . 108
TABLE 58 CLINICAL TRIALS ON THE ANTIOXIDANT PROPERTIES
OF TEA AND COFFEE . 109
TABLE 58 (CONTINUED) . 110
TABLE 58 (CONTINUED) . 111
TABLE 59 CLINICAL TRIALS ON THE ANTIOXIDANT PROPERTIES
OF TEA AND COFFEE . 111
TABLE 59 (CONTINUED) . 112
TABLE 60 CLINICAL TRIALS ON THE ANTIOXIDANT PROPERTIES
OF TEA AND COFFEE . 112
TABLE 60 (CONTINUED) . 113
TABLE 60 (CONTINUED) . 114
TABLE 60 (CONTINUED) . 115
TABLE 61 CLINICAL TRIALS ON THE ANTIOXIDANT PROPERTIES
OF TEA AND COFFEE . 115
TABLE 61 (CONTINUED) 116
PRIMARY INGREDIENTS IN ENERGY DRINKS 117
TABLE 62 EFFECTS OF METHYLXANTHINE ALKALOIDS ON
HUMAN PHYSIOLOGY 117
TABLE 63 INGREDIENTS IN SOME REPRESENTATIVE ENERGY
DRINKS 118
TABLE 63 (CONTINUED) . 119
Primary Ingredients in … (Continued) . 120
Primary Ingredients in … (Continued) . 121
TABLE 64 INGREDIENTS IN SOME EXTREME ENERGY DRINK
PRODUCTS: ARIZONA BEVERAGE CO. . 122
CAFFEINE IN ENERGY PRODUCTS 122
CAFFEINE IN ENERGY PRODUCTS (CONTINUED) . 123
CAFFEINE IN EVERYDAY PRODUCTS. 124
TABLE 65 CAFFEINE LEVEL IN COMMON OVER-THE-COUNTER
PRODUCTS 124
TABLE 66 CAFFEINE CONCENTRATION IN ENERGY DRINKS 125
TABLE 66 (CONTINUED) . 126
TABLE 66 (CONTINUED) . 127
TABLE 66 (CONTINUED) . 128
TABLE 66 (CONTINUED) . 129
TABLE 66 (CONTINUED) . 130
TABLE 66 (CONTINUED) . 131
TABLE 66 (CONTINUED) . 132
TABLE 66 (CONTINUED) . 133
TABLE 66 (CONTINUED) . 134
CAFFEINE LEVELS IN ENERGY SHOTS 134
TABLE 67 CAFFEINE LEVELS IN ENERGY SHOTS . 135
CAFFEINE IN ENERGY TEA DRINKS . 136
TABLE 68 CAFFEINE LEVELS IN ENERGY TEAS 136
TABLE 68 (CONTINUED) . 137
CAFFEINE LEVEL IN ENERGY COFFEES 137
TABLE 69 LEVEL OF CAFFEINE IN COFFEE ENERGY DRINKS . 138
TABLE 69 (CONTINUED) 139
REGULATORY PRESSURE ON ENERGY DRINK INDUSTRY 139
The VitaminWater Case 140
The Red Bull Case . 140
The Red Bull Case (Continued) 141
CHAPTER EIGHT: COMPANY PROFILES . 142
MAJOR MANUFACTURERS OF ENERGY DRINKS AND FOODS 142
5-HOUR ENERGY . 142
TABLE 70 5-HOUR ENERGY PRODUCTS . 142
New Products . 143
Strategy 143
TABLE 71 AMWAY XS ENERGY DRINK PRODUCTS 144
Strategy 144
ABBOT NUTRITION (DIVISION OF ABBOT
LABORATORIES) . 144
ATKINS NUTRITIONALS INC. . 145
TABLE 72 ATKINS NUTRITIONALS PRODUCTS 146
New Products . 146
Strategy 147
BASF GROUP 147
TABLE 73 BASF GROUP PRODUCTS 147
TABLE 73 (CONTINUED) . 148
New Products . 148
Strategy 148
CLIF BAR & COMPANY . 148
TABLE 74 CLIF BAR & COMPANY PRODUCTS . 149
New Products . 149
Strategy 149
THE COCA-COLA COMPANY 150
TABLE 75 COCA-COLA ENERGY DRINK PRODUCTS 150
New Products . 150
Strategy 151
DANNONE GROUP . 151
TABLE 76 DANNON GROUP PRODUCTS 151
New Products . 152
Strategy 152
GENERAL NUTRITION HOLDINGS INC. . 152
TABLE 77 GNC PRODUCTS 153
Strategy 153
GURU BEVERAGE COMPANY 154
TABLE 78 GURU BEVERAGE PRODUCTS . 154
New Products . 154
Strategy 155
HANSEN BEVERAGE COMPANY. 155
TABLE 79 HANSEN ENERGY DRINK PRODUCTS 155
New Products . 156
HIBALL INC. . 157
TABLE 80 HIBALL ENERGY DRINK PRODUCTS 157
Strategy 157
HYPE ENERGY DRINKS 158
TABLE 81 HYPE ENERGY DRINK PRODUCTS 158
New Products . 158
Strategy 158
JORDAN’S CEREALS 159
TABLE 82 JORDAN’S CEREAL PRODUCTS . 159
New Products . 160
Strategy 160
KELLOGG COMPANY 160
TABLE 83 KELLOGG COMPANY PRODUCTS 161
New Products . 161
Strategy 161
LUCOZADE 162
TABLE 84 LUCOZADE PRODUCTS 162
New Products . 163
Strategy 163
NATURE’S NITRO2GO INC. 163
TABLE 85 NITRO2GO ENERGY PRODUCTS 164
New Products . 164
Strategy 164
NESTLÉ 164
TABLE 86 NESTLE FOOD AND DRINK PRODUCTS . 165
New Products . 165
Strategy 166
OCEAN SPRAY CRANBERRIES INC. . 166
TABLE 87 OCEAN SPRAY PRODUCTS 167
New Products . 167
Strategy 168
PEPSICO 168
TABLE 88 PEPSICO PRODUCTS 169
New Products . 169
Strategy 170
RED BULL . 170
Strategy 171
SNAPPLE/DR. PEPPER GROUP 171
TABLE 89 DR. PEPPER SNAPPLE GROUP PRODUCTS . 172
New Products . 172
Strategy 172
ROCKSTAR ENERGY DRINK 173
TABLE 90 ROCKSTAR PRODUCTS 173
Product Launches 173
Strategy 173
SHARK ENERGY DRINK . 174
TABLE 91 SHARK ENERGY DRINK PRODUCTS . 174
Strategy 174
STACKER 2 175
TABLE 92 STACKER 2 PRODUCTS 175
New Products . 176
Strategy 176