2012 Wellness & Functional Beverages in the U.S.

Published: December 2012

Publisher: Beverage Marketing Corporation

Product ref: 155031

Pages: 318

Format: PDF

Delivery: By product vendor

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Price: $ 6195.00

Report description

THIRSTY FOR MORE.

Examining marketing activities, trends and issues in this multi-faceted market, this report covers beverages aiming to aid health, quench thirst and provide specific benefits. It distinguishes between traditional and new-era wellness beverage types and covers all segments, including protein drinks and probiotics, antioxidant beverages, hydration beverages, dietary supplements, functional beverages, nutrient provision/meal replacement products, and beverages and supplements targeted to senior citizens. It also discusses the regulatory and commercial issues as well as the leading companies' strategies. NEW IN 2012: Includes expanded analysis of functional beverage classifications.

Report extract:

On more than one occasion, the FDA has signaled that it is taking a tougher stance on manufacturers that add herbal ingredients to foods and beverages - this despite the perception that the FDA lacks the funding and the staffing to undertake vigorous and sustained enforcement of the Dietary Supplement Health and Education Act of 1994 (DSHEA).

  • In February 2000, the agency notified SoBe that labels of Lizard Blizzard went beyond allowable structure/function claims by carrying the message "loaded with nature's most powerful cold and flu fighters."
  • In April 2001, the Better Business Bureau (BBB) complained to the FDA about Hornell Brewing Company, a subsidiary of Ferolito, Vultaggio & Sons, concerning Arizona Rx Memory Mind Elixir. The complaint centered on the use of ginkgo biloba, which, the BBB charged, has not been proven to improve memory in non-Alzheimer patients despite Hornell's description of the drink as "mind enhancing."
  • Hornell agreed to change the name to Rx Memory Herbal Elixir and to add the standard disclaimer that the product is not intended to cure, treat or prevent any disease.
  • In June 2001, the FDA sent letters to Odwalla (as well as to its subsidiary Fresh Samantha), US Mills and Hansen Natural Corporation stating that certain herbal ingredients used in some of their products had not been tested enough to warrant GRAS status. In other words, the FDA warned them to either conduct such tests or take the ingredients out of the products.
  • In December 2002, the FDA once again announced it would toughen enforcement of the DSHEA and take action against marketers making "false or misleading claims about dietary supplements." Between the time of the announcement and July 2003, the FDA had reportedly seized $9 million in product and issued 73 warning letters to companies making unsupported claims.
  • In December 2006, the FDA held a hearing on functional foods. At the hearing, Bruce Silverglade, Director of Legal Affairs for Center for Science in the Public Interest (CSPI), called for health claims and structure/function claims to be based on "significant scientific agreement." He noted that "the market place is currently bloated with dubious 'functional' foods" such as "energy drinks, herbal medicines added beverages/tonics and snacks of low nutritional value." Silverglade added that the FDA should "crack down on unauthorized ingredients and claims."
  • In late 2009, the FDA rebuked Nestlé in relation to its Juicy Juice Brain Development, a juice targeted to one- to two-year-old kids containing DHA omega-3 fatty acid. The FDA cited Nestlé for trumpeting the drink's sugar content - which apparently is proscribed for beverages marketed to children under the age of two - as well as for making unsubstantiated claims about brain development.
  • In March 2011, Lifeway Foods received a warning letter from the FDA to stop making disease claims for its kefir products. The company said that most of the offending language was on its Website, which would be an easy fix.
  • The plaintiffs' bar has also gotten more active. In October 2011, MD Drinks, which is owned by Sunsweet Growers and markets the Function line of functional beverages, was sued in Los Angeles for "deceptive practices in misrepresenting the dietary benefits" of its Urban Detox SKU. Zico, which is minority-owned by Coca-Cola Company, also got slapped with a lawsuit on the grounds that its bottled products are labeled almost identically with its aseptic products despite the fact that the latter is not-from-concentrate while the former utilizes a from-concentrate formulation.

 

Table of contents

1. THE WELLNESS AND FUNCTIONAL BEVERAGE MARKET IN THE U.S.
Wellness Definition
The Wellness and Functional Beverage Market
• Overview
• Wholesale Dollar Sales and Volume
• Per Capita Consumption
• Wellness in the Multiple Beverage Marketplace
• Sales by Segment
• Volume by Segment
• Sales by Consumer Benefit Segment
• Regulatory Issues
Traditional Wellness Beverage Segments
• Milk
• Bottled Water
• Flavored Water
• Essence Water
• Fruit Juice
• Soy Milk
Other Wellness Segments
• Probiotics
• Tea
Exhibits
• Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales and Volume 1999 – 2012
• Wellness and Functional RTD Beverage Market Change in Estimated Wholesale Dollar Sales and Volume 2000 – 2012
• Wellness and Functional RTD Beverage Market Per Capita Consumption 1999 – 2012
• U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Estimated Wholesale Dollar Sales 2006 – 2011
• U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Share of Wholesale Dollar Sales 2006 – 2011
• U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Change in Wholesale Dollar Sales 2007 – 2011
• U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Estimated Wholesale Dollar Sales 2006 – 2011
• U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Share of Wholesale Dollar Sales 2006 – 2011
• U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Change in Wholesale Dollar Sales 2007 – 2011
• Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales 2006 – 2011
• Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2006 – 2011
• Wellness and Functional RTD Beverage Market Change in Wholesale Dollar Sales 2007 – 2011
• Wellness and Functional RTD Beverage Market Estimated Volume 2006 – 2012
• Wellness and Functional RTD Beverage Market Share of Volume 2006 – 2012
• Wellness and Functional RTD Beverage Market Change in Volume 2007 – 2012
• Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Estimated Wholesale Dollar Sales 2006 – 2011
• Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Share of Wholesale Dollar Sales 2006 – 2011
• Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Change in Wholesale Dollar Sales 2007 – 2011
2. THE NEW WELLNESS AND FUNCTIONAL BEVERAGE MARKET IN THE U.S.
New Wellness and Functional Beverage Market
• Overview
• RTD Tea
• RTD Meal Replacement
• Superpremium Juice
• Kombucha
• Coconut Water
• Sports Beverages
• Energy Drinks
• Nutrient-Enhanced Drinks
• Protein Drinks
• Other Functional Beverages
Exhibits
• The New Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales 2006 – 2011
• The New Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2006 – 2011
• The New Wellness and Functional RTD Beverage Market Change in Wholesale Dollar Sales 2007 – 2011
• The New Wellness and Functional RTD Beverage Market Estimated Volume 2006 – 2012
• The New Wellness and Functional RTD Beverage Market Share of Volume 2006 – 2012
• The New Wellness and Functional RTD Beverage Market Change in Volume 2007 – 2012
• U.S. Nutrient-Enhanced Beverage Market Estimated Wholesale Dollar Sales 2006 – 2011
• U.S. Nutrient-Enhanced Beverage Market Share of Wholesale Dollar Sales 2006 – 2011
• U.S. Nutrient-Enhanced Beverage Market Change in Wholesale Dollar Sales 2007 – 2011
3. THE LEADING NEW WELLNESS AND FUNCTIONAL BEVERAGE COMPANIES
The Leading Companies
PepsiCo, Inc.
• Overview
• Quaker Oats – Overview
• Quaker Oats – Marketing
• Naked Juice – Overview
• Naked Juice – Marketing
• PLTP – Overview
• PLTP – Marketing
• SoBe – Overview
• SoBe – Marketing
• Amp – Overview
• Amp – Marketing
Coca-Cola Company
• Overview
• Energy Brands – Overview
• Energy Brands – Marketing
• Odwalla – Overview
• Odwalla – Marketing
• Fuze – Overview
• Fuze – Marketing
• Nestea – Overview
• Nestea – Marketing
• Gold Peak – Overview
• Powerade – Overview
• Powerade – Marketing
• Honest Tea – Overview
• Honest Tea – Marketing
• Full Throttle – Overview
• Full Throttle – Marketing
Ferolito, Vultaggio & Sons
• Overview
• Marketing
Red Bull
• Overview
• Marketing
POM Wonderful
• Overview
• Marketing
Vita Coco
• Overview
• Marketing
CytoSport Inc.
• Overview
• Marketing
Skinny Nutritional Corporation
• Overview
• Marketing
Celsius Holdings, Inc.
• Overview
• Marketing
Sambazon
• Overview
• Marketing
Monster Beverage Corporation
• Overview
• Marketing
Exhibits
• Leading New Wellness and Functional Beverage Companies Estimated Wholesale Dollar Sales 2006 – 2011
• Leading New Wellness and Functional Beverage Companies Share of Wholesale Dollar Sales 2006 – 2011
• Leading New Wellness and Functional Beverage Companies Change in Wholesale Dollar Sales 2007 – 2011
4. THE NEW WELLNESS AND FUNCTIONAL BEVERAGE ADVERTISING EXPENDITURES
Wellness and Functional Advertising Spending
• Ad Dollars by Segment
• Expenditures by Advertiser
Exhibits
• Leading New Wellness and Functional Beverage Segments Advertising Expenditures 2006 – 2011
• Leading New Wellness and Functional Beverage Segments Share of Advertising Expenditures 2006 – 2011
• Leading New Wellness and Functional Beverage Segments Change in Advertising Expenditures 2007 – 2011
• New Wellness and Functional Beverage Market Expenditures by Leading Advertisers 2006 – 2011
• New Wellness and Functional Beverage Market Share of Expenditures by Leading Advertisers 2006 – 2011
• New Wellness and Functional Beverage Market Change in Expenditures by Leading Advertisers 2007 – 2011
5. DEMOGRAPHICS OF THE WELLNESS AND FUNCTIONAL BEVERAGE USER
The Wellness and Functional Beverage Consumer
Exhibits
• Demographics of the RTD Tea Consumer 2011
• Demographics of the Sports Beverage Consumer 2011
• Demographics of the Energy Drink Consumer 2011
6. THE PROJECTED NEW WELLNESS AND FUNCTIONAL BEVERAGE MARKET
Projected New Wellness/Functional Beverage Market
Exhibits
• Projected New Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales 2011 – 2016
• Projected New Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2011 – 2016
• Projected New Wellness and Functional RTD Beverage Market Compound Annual Growth Rate 2011 – 2016
Appendix
A. Dietary Supplements and Functional Foods
• Regulatory Activities
B. Nutraceutical/Functional Ingredients

Price: $ 6195.00

Related research categories

By sector: Functional (in Soft drinks), General drinks

By market: United States (in North America)