2013 Wellness & Functional Beverages in the U.S.

Published: July 2013

Publisher: Beverage Marketing Corporation

Product ref: 175370

Pages: 335

Format: PDF

Delivery: By product vendor

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Price: $ 6195.00

Report description

This report examines marketing activities, trends and issues in this multi-faceted market, covering 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 2013: Includes expanded analysis of functional beverage classifications.

Report extract:

Greek-style yogurt, a relatively new segment, has taken the yogurt market by storm in the U.S.

  • Made by straining out whey and water, or by adding thickeners like tapioca starch (to bypass the straining process), Greek yogurt has a thicker consistency than regular yogurt, which also may provide fuller satiety (indeed, some adult females consume it as a meal replacement). Greek yogurt also boasts up to twice the protein and has more of a sour taste, which may appeal to consumers tired of sugary yogurt.
  • Greek yogurt also commands a higher price at retail, due in part to the higher cost of production. (Reportedly, it takes three pounds of milk to produce one pound of Greek yogurt - due to straining - compared to a one-to-one ratio for regular yogurt.) Estimates peg the segment at about 40% of U.S. yogurt sales, up from low single-digits in the mid-2000s.
  • The leading brand is Chobani, created by a Turkish-born entrepreneur who purchased a yogurt plant closed by Kraft Foods. Fage - the only major brand with an origin in Greece and which once had a segment share of over 90% - now runs third. Both companies have undergone capacity expansions at their upstate New York plants. In addition, Chobani finished construction of a second facility in Idaho in late 2012
  • The two leading yogurt companies, Yoplait - which was acquired by long-time U.S. licensee General Mills in 2011 - and Dannon have played catch-up, ramping up production capacity and marketing dollars against their Greek lines. Dannon changed the name of its product from Dannon Greek to Dannon Oikos to match its organic offering under the Stonyfield Oikos name. (Dannon owns a majority of Stonyfield Farm.) It demonstrated its new-founded commitment to the category by advertising on the Super Bowl telecast in February 2012.
  • Dannon not only overtook Fage as number two in the Greek segment, but also assumed leadership in the overall yogurt market due primarily to outmaneuvering Yoplait in the Greek segment. The company boasts of being the only one to offer Greek yogurts in a multitude of brands, including the aforementioned Activia Greek and Dannon Oikos, as well as Dannon Light & Fit Greek.
  • General Mills markets Yoplait Greek, which was reformulated in 2011 as a fruit on the bottom style product. The company has not made much of an impact in the hot segment, but that did not prevent it from introducing Yoplait Greek 100 and Yoplait Greek with Granola (as well as non-Greek lines to prevent erosion in its overall yogurt share, which has nonetheless occurred). Meanwhile, Kraft Foods discontinued its Athenos Greek yogurt line in 2012.

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
    1.3 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 2007 - 2012
  • U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Share of Wholesale Dollar Sales 2007 - 2012
  • U.S. Multiple Beverage Market Wellness and Functional RTD Beverages vs. All Others Change in Wholesale Dollar Sales 2008 - 2012
  • U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Estimated Wholesale Dollar Sales 2007 - 2012
  • U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Share of Wholesale Dollar Sales 2007 - 2012
  • U.S. Multiple Non-Alcoholic Beverage Market Wellness and Functional RTD Beverages vs. All Others Change in Wholesale Dollar Sales 2008 - 2012
  • Wellness and Functional RTD Beverage Market Estimated Wholesale Dollar Sales 2007 - 2012
  • Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2007 - 2012
  • Wellness and Functional RTD Beverage Market Change in Wholesale Dollar Sales 2008 - 2012
  • Wellness and Functional RTD Beverage Market Estimated Volume 2007 - 2012
  • Wellness and Functional RTD Beverage Market Share of Volume 2007 - 2012
  • Wellness and Functional RTD Beverage Market Change in Volume 2008 - 2012
  • Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Estimated Wholesale Dollar Sales 2007 - 2012
  • Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Share of Wholesale Dollar Sales 2007 - 2012
  • Wellness and Functional RTD Beverage Market by Consumer Benefit Segment Change in Wholesale Dollar Sales 2008 - 2012

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 2007 - 2012
  • The New Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2007 - 2012
  • The New Wellness and Functional RTD Beverage Market Change in Wholesale Dollar Sales 2008 - 2012
  • The New Wellness and Functional RTD Beverage Market Estimated Volume 2007 - 2012
  • The New Wellness and Functional RTD Beverage Market Share of Volume 2007 - 2012
  • The New Wellness and Functional RTD Beverage Market Change in Volume 2008 - 2012
  • U.S. Nutrient-Enhanced Beverage Market Estimated Wholesale Dollar Sales 2007 - 2012
  • U.S. Nutrient-Enhanced Beverage Market Share of Wholesale Dollar Sales 2007 - 2012
  • U.S. Nutrient-Enhanced Beverage Market Change in Wholesale Dollar Sales 2008 - 2012

3. THE LEADING NEW WELLNESS AND FUNCTIONAL BEVERAGE COMPANIES
The Leading Companies
PepsiCo, Inc.

  • Overview
  • Gatorade - Overview
  • Gatorade - 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
  • 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
    FitPro
  • Overview
  • Marketing
    Activate
  • Overview
  • Marketing
    Celsius Holdings, Inc.
  • Overview
  • Marketing
    KeVita
  • Overview
  • Marketing
    Monster Beverage Corporation
  • Overview
  • Marketing
    Exhibits
  • Leading New Wellness and Functional Beverage Companies Estimated Wholesale Dollar Sales 2007 - 2012
  • Leading New Wellness and Functional Beverage Companies Share of Wholesale Dollar Sales 2007 - 2012
  • Leading New Wellness and Functional Beverage Companies Change in Wholesale Dollar Sales 2008 - 2012

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 2007 - 2012
  • Leading New Wellness and Functional Beverage Segments Share of Advertising Expenditures 2007 - 2012
  • Leading New Wellness and Functional Beverage Segments Change in Advertising Expenditures 2008 - 2012
  • New Wellness and Functional Beverage Market Expenditures by Leading Advertisers 2007 - 2012
  • New Wellness and Functional Beverage Market Share of Expenditures by Leading Advertisers 2007 - 2012
  • New Wellness and Functional Beverage Market Change in Expenditures by Leading Advertisers 2008 - 2012

5. DEMOGRAPHICS OF THE WELLNESS AND FUNCTIONAL BEVERAGE CONSUMER
The Wellness and Functional Beverage Consumer
Exhibits

  • Demographics of the RTD Tea Consumer 2012
  • Demographics of the Sports Beverage Consumer 2012
  • Demographics of the Energy Drink Consumer 2012

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 2012 - 2017
  • Projected New Wellness and Functional RTD Beverage Market Share of Wholesale Dollar Sales 2012 - 2017
  • Projected New Wellness and Functional RTD Beverage Market Compound Annual Growth Rate 2012 - 2017

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)