Innovation in Sports and Energy Food and Drinks: Sustainable and natural performance enhancement

Innovation in Sports and Energy Food and Drinks: Sustainable and natural performance enhancement

Innovation in Sports and Energy Food and Drinks
Sustainable and natural performance enhancement

The sports and energy food and drinks market continues to enjoy growth across Europe and the US, whilst many food and drinks categories are showing signs of slowing down or even declining. However, important shifts are taking place in the market that will shape the category in the years to come. The most significant change is the shift away from purely stimulant energy to a more sustainable, slow energy release and products that are aimed at vitality and overall wellbeing.

Innovation in Sports and Energy Food and Drinks is a management report published by Business Insights that examines the strength of the major sports and energy food and drinks categories across geographies and also outlines some emerging category opportunities. A thorough examination of product development activity since 2004 provides insights into packaging; positioning, ingredients and product benefit claims that will shape the category going forward.
Review the most innovative launches spanning the last 4 years and understand how the innovation formulae can be applied to your category or product market with this report...
“Volvic Revive is flavored water formulated with no added sugar and contains stimulating plant extracts such as ginseng and guarana. This product meets consumer needs for hydration due its association with water, as well as delivering an energy boost through the incorporation of ingredients such as guarana.

Assess the competitive landscape of the sports and energy food and drinks market and identify the markets and regions with the greatest potential for growth with this new report...

Key issues examined by this report...
• Backlash against “empty calories”. As the obesity epidemic shows no sign of slowing down, there is a media fuelled backlash against energy dense products, leading to necessary reformulation and repositioning of products to provide nutritionally advantageous alternatives to traditional snacks. Satiety and slow release of energy will become increasingly important product benefits in the battle against obesity.
• Gaining wider acceptability for sports and energy products. In order to gain wider acceptability in Europe, similar to that in the US, sports and energy food and drinks could be positioned as suitable for everyday hydration and snacks for sustainable energy.
• Flavors usage is highly fragmented. The use of flavors is very fragmented with the most popular flavor, orange, only in 4.9% of all sports and energy products launched in 2007. The fastest growing flavors in sports and energy products launched between 2005 and 2007 were pomegranate, peach and tropical. This is reflective of consumers’ desire for choice and diversity of taste combined with increasing popularity of exotic ingredients and superfruits.

This new report will enable you to...
• Quantify market size and potential for growth with market value and growth trends in the sports and energy food and drinks markets, from 2001 and forecasts to 2011, including category specific growth projections across the US and European major markets.
• Learn from best-practice strategies of leading innovators in the sports and energy food and drinks market using this report's analysis of companies including PepsiCo, Coca-Cola and Nestlé.
• Assess the impact of heightened consumer concern for health and evaluate the opportunities and threats that will affect product formulation and positioning going forward.
• Improve targeting and the effectiveness of your NPD strategies with this report’s analysis of Productscan data of over 2,000 sports and energy product launches between 2004 and 2007, including further detailed analysis of the leading product claims, ingredients used and innovation in packaging evidenced since 2004.

Your questions answered...
• What is the size of the sports and energy food and drinks market and what does the outlook to 2011 look like?
• What trends are emerging across product launches in the sports and energy category in terms of benefit claims, ingredients used and packaging?
• How will rising obesity levels change consumer attitudes and behaviors and how will this affect future NPD?
• How have recent launches from leading companies been positioned, and what effect will this have for the category as a whole, as well as for smaller players?
• What strategies can companies employ to access future growth opportunities in this relatively fast growing category?

Some key findings from this report...
• The sports and energy bars market across Europe has enjoyed double digit growth between 2001 and 2006, and this category is predicted to continue to grow to 2011. The growth in Europe has been faster than that experienced in the US.
• In 2007, 75.0% of all products launched in the sports and energy category had an energy claim. This represented a 3.0% change since 2004, and sports products claims declined proportionately.
• In 2007, the category with the highest penetration of sports and energy product claims was the soft drinks category with 14.5% of all launches a sports or energy product. On looking at the sports and energy products market as a whole, soft drinks account for the largest percentage product launches by far at 60.5% in 2007, up from 52.0% in 2004.

Table of Contents
Innovation in Sports and Energy Food and Drinks
Executive Summary 8
Market overview and dynamics 8
Innovation and NPD 9
Future growth opportunities 10
Chapter 1 Market overview and dynamics 12
Summary 12
Introduction 13
Market size 13
Category comparison 15
Sports and energy drinks 15
Energy foods 16
Sports and energy cereal bars 17
Market dynamics 20
Health concerns provide growth opportunities and barriers 20
Occasion based nutrition 21
Backlash against energy dense products 22
Convenience as a growth driver 24
Taste and indulgence 26
Chapter 2 Innovation and NPD 30
Summary 30
Introduction 31
The trends towards natural energy 31
Product category trends 34
Taking sports and energy soft drinks mainstream 36
Confectionery has seen more sports and energy innovation 37
Emerging categories in sports and energy food and drinks 39
Fruit based liquid meals 39
Energy teas 41
Desserts 43
Chips 44
Regional trends 46
Biggest players in soft drinks – energy and sports 47
PepsiCo 48
Coca-Cola 51
Other innovators 53
Product claims 55
Most innovative product claims 56
Flavor trends 58
Packaging trends 60
Glow in the dark packaging 60
Personalized label 61
Soft pouch packs for portable and convenient consumption 62
Compartmentalized packaging 63
Chapter 3 Future NPD platforms 66
Summary 66
Introduction 67
Demographic based opportunities 67
Female energy products 67
Children’s sports and energy products 75
Sports and energy products for the ageing population 78
Positive nutrition 79
Lifestyle opportunities 83
Hydration 83
Lifestyle exercise related products 86
Skipped meals and meal replacement 89
Index 92

List of Figures
Figure 1.1: Market value of sports and energy drinks, ($m), Europe & US, 2001-2011 14
Figure 1.2: Kellogg’s K-time bar helps provide energy 19
Figure 1.3: Quaker Savory Instant Oatmeal 23
Figure 1.4: Megmilk banana yogurt drink and Flavor Brazil’s Açaí Go Cup 25
Figure 2.5: Percentage of sports and energy food and drinks launched, by type, 2004-2007 33
Figure 2.6: Percentage penetration of sports and energy products launched by category, 2004-2007
34
Figure 2.7: Percentage of all sports and energy food and drinks launched, by category, 2004-2007
35
Figure 2.8: Volvic Revive in Berry Blast with Guarana & Ginseng 36
Figure 2.9: Snickers Bars Energy product launches, 2007 38
Figure 2.10: Cadbury’s confectionery launches target energy and hydration 39
Figure 2.11: Minute Maid Asa Berry Fruit Jelly Drinks, Froose Healthy Drink for Kids and
Streamline Fruit2Go All Day Fruit Meal 41
Figure 2.12: Hain Celestial range of high energy black teas and Tibetan Tea’s sparkling herbal
energy tea 42
Figure 2.13: Nestlé’s Milo Energy Dairy Mousse, Aunt Betty’s Creamy Rice and Heinz Watties
Creamed Rice 44
Figure 2.14: NRG Phoenix Potato Chips 45
Figure 2.15: Percentage of all sports and energy food and drinks launched, by region, 2004-2007 46
Figure 2.16: Gatorade Tiger Red Drive Cherry Blend 48
Figure 2.17: Mountain Dew MDX and AMP energy drinks, US 50
Figure 2.18: Sprite 3G 51
Figure 2.19: Full Throttle Energy Drinks, Coca Cola Company 52
Figure 2.20: Crystal Light Energy and Immunity drinks 53
Figure 2.21: Cult Energy Activator natural energy carbonated drink 54
Figure 2.22: Nerd Energy Drink, Slap Energy 9.0 Supplement Drinks, Rosbacher Drive, Bononi
Vital Drink and PranaBar 58
Figure 2.23: Superman energy drink in a glow in the dark can 61
Figure 2.24: Acqua-Mi Etch-it Bottled water 61
Figure 2.25: Morinaga Aloe Yogurt Handy Style 62
Figure 2.26: Crea Max Creatine Drink and Lacto Tab Q10 Performance Drink 64
Figure 3.27: Yorkie 68
Figure 3.28: Flake Girl and Walkers Sensations adverts 68
Figure 3.29: Sports and Energy Drinks targeting females 70
Figure 3.30: Go Girl Glo Vitamin enhanced Energy Drink 73
Figure 3.31: LaraBar Energy Bars 74
Figure 3.32: Disney’s Little Einsteins Milk with Omega 3 DHA 76
Figure 3.33: Brach’s Sports edge Energizing Fruit Snacks 77
Figure 3.34: Amorris Organic Dark Chocolate 78
Figure 3.35: Diet Coke Plus 81
Figure 3.36: Pria Snack Bars 82
Figure 3.37: Pepsi-Co’s Aquafina Alive 84
Figure 3.38: Cott Beverage’s Emerge Nutrient Infused Water 85
Figure 3.39: Schweppes Multi Water, Focus 86
Figure 3.40: Detour Yoga Bars 87
Figure 3.41: Jelly Belly Candy Sport Beans 88
Figure 3.42: Ajinomoto Daily Walker sports drink 89
Figure 3.43: Luna Sunrise Organic Breakfast Nutrition Bar 90
Figure 3.44: Danone Lu Petit Dejeuner Biscuits 90
List of Tables
Table 1.1: Market value of sports and energy drinks, ($m), Europe & US, 2001-2011 14
Table 1.2: Market value of sports drinks, ($m), Europe & US, 2001-2011 15
Table 1.3: Market value of energy drinks, ($m), Europe & US, 2001-2011 16
Table 1.4: Energy foods as a % of total energy food and drinks sales, ($m), Europe & US, 2001-
2011 17
Table 1.5: Market value of cereals bars, ($m), Europe & US, 2001-2011 18
Table 1.6: Gym members as a proportion of total population, Europe & US, (% population),
2000-2010 21
Table 1.7: Consumer survey: the extent to which Europeans feel they have 'lots of energy' 24
Table 2.8: Top 20 product tags on sports and energy food and drinks launched, 2005-2007 55
Table 2.9: Top 20 flavors in sports and energy food and drinks launched, 2005-2007 59