Sports Beverages Global Trends
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ANTHONY HEHIR (RD) 21 February 2007 DSM Nutritional Products
AGENDA • Definition • Global stats • Latest trends • Flavours • Ingredients • Packaging
• Forecast/predictions DSM Nutritional Products
1
SPORTS BEVERAGES
2
DEFINITION Sports 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)
DSM Nutritional Products
GLOBAL STATS
DSM Nutritional Products
Non-alcoholic beverages – global launches in past 5 years
DSM Nutritional Products
4
Global beverage sub-category launch comparison – past 5 years
DSM Nutritional Products
5
Global sports beverage launch trend over past decade
DSM Nutritional Products
6
Regional comparison – sports beverage launches over past decade
DSM Nutritional Products
7
Country Comparison – sports beverage launches over past decade
DSM Nutritional Products
8
South Africa – sports beverage launches in past decade
DSM Nutritional Products
9
“ Low in” positioning Vitamin/ Mineral Fortified
Young athletes
LATEST TOP GLOBAL TRENDS Packaging
Flavours
Protein
DSM Nutritional Products
Top 10 global “ food”/nutrition claims – past 5 years
DSM Nutritional Products
11
Vitamin/Mineral Fortified
Vitamin/ Mineral 12 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
DSM Nutritional Products
Vitamin/Mineral fortified
Vitamin/ Mineral 13 Fortified
Country: China Company: Vitalon Food Name: 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.
DSM Nutritional Products
Vitamin/Mineral fortified
Vitamin/ Mineral 14 Fortified
Country: Poland Company: Carrefour Name: 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.
DSM Nutritional Products
Vitamin/Mineral fortified
Vitamin/ Mineral 15 Fortified
Country: UK Company: Tesco Name: 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. DSM Nutritional Products
Vitamin/Mineral fortified
Vitamin/ Mineral 16 Fortified
Country: Indonesia Company: PT Blue Mountain Name: 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. DSM Nutritional Products
Added Calcium
Cited Function Claims • • • • • •
Muscle contraction Bone strength Blood clotting Neural impulses Fluid balance Mg absorption
DSM Nutritional Products
Vitamin/ Mineral 17 Fortified
European Sports Drinks with added calcium launched in past 2 years
“ Low in” Claims
Low sodium • Due to links of high intakes of sodium with blood pressure and other cardiovascular conditions.
Sodium Chloride DSM Nutritional Products
“ Low in” positioning
18
Low calorie, Low Sugar, Low fat, Low carb, low low low… … • Consumers want to replace lost micronutrients, electrolytes and fluids, NOT the energy.
Low Sodium
“ Low in” positioning
19
Country: USA Company: Waddajuice Name: 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.
DSM Nutritional Products
Low Calorie
“ Low in” positioning
Country: Germany Company: Fontanis Mineralbrunnen Name: 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
DSM Nutritional Products
20
Low Calorie
“ Low in” positioning
Country: UK Company: Glaxosmithkline Name: 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
DSM Nutritional Products
21
Low Sugar
“ Low in” positioning
Country: USA Company: Kroger Name: In-an-instant Performance Drink Mix
Product description: Kroger In An Instant Performance Drink Mix is available in an orange flavour. This product is sugar free and comes in a 1.06oz pack containing ten single serve packets.
DSM Nutritional Products
22
Low Sugar
“ Low in” positioning
Country: Egypt Company: Coca-Cola Name: 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.
DSM Nutritional Products
23
Low Fat/Low Carbohydrate
“ Low in” positioning
24
Country: Canada Company: MET-Rx Name: 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.
DSM Nutritional Products
Low fat Country: Taiwan Company: Uni-President Name: Pro-Sweat
Product description: Pro Sweat Sports Drink, which is fat free. The product is available in a 700ml bottle.
DSM Nutritional Products
“ Low in” positioning
25
Protein • 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 proteinenrisched 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.
DSM Nutritional Products
Protein
26
Protein
Protein
27
Country: Canada Company: 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.
DSM Nutritional Products
Protein
Protein
28
Country: USA Company: Nutribev Name: 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.
DSM Nutritional Products
Young 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.
DSM Nutritional Products
Young athletes
29
Young athletes Country: Japan Company: Calpis Name: 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 milkderived amino acids essential for sports and exercise. The drink is fat-free, low-calorie and has a low osmotic pressure for fast absorption.
DSM Nutritional Products
Young athletes
30
Flavours
• 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)
DSM Nutritional Products
31
Flavours
Top 10 global flavours – past 5 years
Fruit flavours continue toDSM dominate Nutritional Products
32
Flavours
Flavours – just for fun… …
33
Flavours
Country: USA Company: Golden Beverages Name: Pickle Juice Sport
Product description: Pickle Juice Sport is a sports drink which tastes like dill pickles, 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."
DSM Nutritional Products
Packaging Trends (2002-2007)
DSM Nutritional Products
34
Packaging
Packaging Trends (2002-2007)
DSM Nutritional Products
35
Packaging
Packaging Trends (2002-2007)
DSM Nutritional Products
36
Packaging
Packaging 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 flavored and has both natural and artificial flavors.
DSM Nutritional Products
37
Packaging
Packaging
38
Packaging
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.
DSM Nutritional Products
Packaging
39
Packaging
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.
DSM Nutritional Products
Forecast/Predictions
Likely to offer more supplementation with electrolytes, amino acids, minerals and vitamins
DSM Nutritional Products
40
Forecast/Predictions
Products low in sodium, sugar, calories, and fat are likely to increase for diet-conscious consumers
DSM Nutritional Products
41
Forecast/Predictions
Companies are likely to experiment with innovative ingredients, such as easy-to-digest protein, specific carbohydrate to protein ratios for different kinds of exercise, with potential to supplement for specific forms of exercise, relative to the ratio of stamina and strength needed, ensuring customised optimal nutrition
DSM Nutritional Products
42
Forecast/Predictions
Products could become more natural or have 'more natural credentials' communicated more clearly on pack
DSM Nutritional Products
43
Forecast/Predictions
Sports Drinks for children seem a likely alternative to more fatty and sweet offerings such as milk mix drinks, carbonated soft drinks, or juice drinks
DSM Nutritional Products
44
Forecast/Predictions
Packaging is likely to focus on portability; children's products could be packaged so they fit easier into lunch boxes
DSM Nutritional Products
45
46
DSM Nutritional Products
AGENDA • Definition • Global stats • Latest trends • Flavours • Ingredients • Packaging
• Forecast/predictions DSM Nutritional Products
1
SPORTS BEVERAGES
2
DEFINITION Sports 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)
DSM Nutritional Products
GLOBAL STATS
DSM Nutritional Products
Non-alcoholic beverages – global launches in past 5 years
DSM Nutritional Products
4
Global beverage sub-category launch comparison – past 5 years
DSM Nutritional Products
5
Global sports beverage launch trend over past decade
DSM Nutritional Products
6
Regional comparison – sports beverage launches over past decade
DSM Nutritional Products
7
Country Comparison – sports beverage launches over past decade
DSM Nutritional Products
8
South Africa – sports beverage launches in past decade
DSM Nutritional Products
9
“ Low in” positioning Vitamin/ Mineral Fortified
Young athletes
LATEST TOP GLOBAL TRENDS Packaging
Flavours
Protein
DSM Nutritional Products
Top 10 global “ food”/nutrition claims – past 5 years
DSM Nutritional Products
11
Vitamin/Mineral Fortified
Vitamin/ Mineral 12 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
DSM Nutritional Products
Vitamin/Mineral fortified
Vitamin/ Mineral 13 Fortified
Country: China Company: Vitalon Food Name: 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.
DSM Nutritional Products
Vitamin/Mineral fortified
Vitamin/ Mineral 14 Fortified
Country: Poland Company: Carrefour Name: 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.
DSM Nutritional Products
Vitamin/Mineral fortified
Vitamin/ Mineral 15 Fortified
Country: UK Company: Tesco Name: 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. DSM Nutritional Products
Vitamin/Mineral fortified
Vitamin/ Mineral 16 Fortified
Country: Indonesia Company: PT Blue Mountain Name: 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. DSM Nutritional Products
Added Calcium
Cited Function Claims • • • • • •
Muscle contraction Bone strength Blood clotting Neural impulses Fluid balance Mg absorption
DSM Nutritional Products
Vitamin/ Mineral 17 Fortified
European Sports Drinks with added calcium launched in past 2 years
“ Low in” Claims
Low sodium • Due to links of high intakes of sodium with blood pressure and other cardiovascular conditions.
Sodium Chloride DSM Nutritional Products
“ Low in” positioning
18
Low calorie, Low Sugar, Low fat, Low carb, low low low… … • Consumers want to replace lost micronutrients, electrolytes and fluids, NOT the energy.
Low Sodium
“ Low in” positioning
19
Country: USA Company: Waddajuice Name: 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.
DSM Nutritional Products
Low Calorie
“ Low in” positioning
Country: Germany Company: Fontanis Mineralbrunnen Name: 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
DSM Nutritional Products
20
Low Calorie
“ Low in” positioning
Country: UK Company: Glaxosmithkline Name: 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
DSM Nutritional Products
21
Low Sugar
“ Low in” positioning
Country: USA Company: Kroger Name: In-an-instant Performance Drink Mix
Product description: Kroger In An Instant Performance Drink Mix is available in an orange flavour. This product is sugar free and comes in a 1.06oz pack containing ten single serve packets.
DSM Nutritional Products
22
Low Sugar
“ Low in” positioning
Country: Egypt Company: Coca-Cola Name: 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.
DSM Nutritional Products
23
Low Fat/Low Carbohydrate
“ Low in” positioning
24
Country: Canada Company: MET-Rx Name: 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.
DSM Nutritional Products
Low fat Country: Taiwan Company: Uni-President Name: Pro-Sweat
Product description: Pro Sweat Sports Drink, which is fat free. The product is available in a 700ml bottle.
DSM Nutritional Products
“ Low in” positioning
25
Protein • 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 proteinenrisched 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.
DSM Nutritional Products
Protein
26
Protein
Protein
27
Country: Canada Company: 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.
DSM Nutritional Products
Protein
Protein
28
Country: USA Company: Nutribev Name: 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.
DSM Nutritional Products
Young 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.
DSM Nutritional Products
Young athletes
29
Young athletes Country: Japan Company: Calpis Name: 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 milkderived amino acids essential for sports and exercise. The drink is fat-free, low-calorie and has a low osmotic pressure for fast absorption.
DSM Nutritional Products
Young athletes
30
Flavours
• 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)
DSM Nutritional Products
31
Flavours
Top 10 global flavours – past 5 years
Fruit flavours continue toDSM dominate Nutritional Products
32
Flavours
Flavours – just for fun… …
33
Flavours
Country: USA Company: Golden Beverages Name: Pickle Juice Sport
Product description: Pickle Juice Sport is a sports drink which tastes like dill pickles, 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."
DSM Nutritional Products
Packaging Trends (2002-2007)
DSM Nutritional Products
34
Packaging
Packaging Trends (2002-2007)
DSM Nutritional Products
35
Packaging
Packaging Trends (2002-2007)
DSM Nutritional Products
36
Packaging
Packaging 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 flavored and has both natural and artificial flavors.
DSM Nutritional Products
37
Packaging
Packaging
38
Packaging
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.
DSM Nutritional Products
Packaging
39
Packaging
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.
DSM Nutritional Products
Forecast/Predictions
Likely to offer more supplementation with electrolytes, amino acids, minerals and vitamins
DSM Nutritional Products
40
Forecast/Predictions
Products low in sodium, sugar, calories, and fat are likely to increase for diet-conscious consumers
DSM Nutritional Products
41
Forecast/Predictions
Companies are likely to experiment with innovative ingredients, such as easy-to-digest protein, specific carbohydrate to protein ratios for different kinds of exercise, with potential to supplement for specific forms of exercise, relative to the ratio of stamina and strength needed, ensuring customised optimal nutrition
DSM Nutritional Products
42
Forecast/Predictions
Products could become more natural or have 'more natural credentials' communicated more clearly on pack
DSM Nutritional Products
43
Forecast/Predictions
Sports Drinks for children seem a likely alternative to more fatty and sweet offerings such as milk mix drinks, carbonated soft drinks, or juice drinks
DSM Nutritional Products
44
Forecast/Predictions
Packaging is likely to focus on portability; children's products could be packaged so they fit easier into lunch boxes
DSM Nutritional Products
45
46
DSM Nutritional Products
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