USA: Comment - ICI faces strong challenge in sports drink sector
ICI has developed a range of ingredients for sports drinks that may halve recovery time after exercise. ICI's food and fragrances division Quest International claims that its new ingredient, Hyprol, can cut down the amount of time it takes to regain muscle strength after strenuous exercise by up to 14 hours. While this is clearly a desirable trait, Hyprol-based drinks will still face strong challenges penetrating the increasingly crowded sports drink market.
ICI is making moves to tap in on the lucrative sports drink market. ICI's flavours, fragrances and ingredients arm, Quest International, has developed a range of ingredients for use in energy drinks that can drastically reduce the amount of time taken to recover after exercising. And the ingredients aren't just useful for the sporty members of the population. Quest anticipates that they should prove useful in reducing recovery times for burns victims or patients who have undergone surgical procedures.
But for now the emphasis is on the broader drinks market. Energy and sports drinks have been taking away market share from other soft drinks for a while now, as well as digging out a new niche for themselves. And sales are still growing - but it's not been easy for new entrants to take a piece of the action.
Despite a vast and growing number of competitors, PepsiCo's Gatorade still dominates the sports drink category, holding 78% of the US market. Even the extensively marketed Powerade, made by Coca-Cola, has only managed to grab 15%. Other brands with less impressive companies behind them don't even come close.
Variants such as vitamin enriched and low calorie products have served to create some extra benefits and sneak in a little extra differentiation between drinks but, in an increasingly crowded marketplace, it is hard to make a drink stand out. Quest International is hoping that its ingredient, Hyprol, will do just that. Hyprol contains peptides, which provide amino acids, and has shown success in clinical trials at the University of Maastricht. QI claims that the substance allows long-distance runners and cyclists to get their strength back in just 10-15 hours, rather than the usual 24.
The data looks good for ICI and whichever companies decide to take the ingredient on board - Hyprol has just the sort of appeal that will get energy-hungry consumers interested. Still, it's going to take a lot of marketing to get the message heard.
(c) 2001 Datamonitor. All rights reserved. Republication or redistribution, including by framing or similar means, is expressly prohibited without prior written consent. Datamonitor shall not be liable for errors or delays in the content, or for any actions taken in reliance thereon.
Global Sports & Energy Drinks Report 2000
The functional drinks sector remains something of a niche market in Eastern Europe but there is clearly growth potential. Hope Lee of industry analysts, Euromonitor International, assesses the state o...
Functional drinks have been a growth area of the US soft drinks market since the late-1990s. Roger Dilworth reports on the development of the sector and current brand activity....
A recent report on the UK soft drinks market showed that growth in non-carbonates at the expense of traditional carbonated soft drinks is much less marked in the on-premise sector than in the take-hom...
Functional soft drinks are relatively undeveloped in Latin America in comparison with Europe but there is significant growth potential. Hope Lee of industry analysts, Euromonitor International, examin...
The global energy drinks market registered a healthy rise in sales last year, according to recent figures....
Hansen Natural Corporation today announced it is launching three new energy drinks: Monster Energy Khaos in 16oz cans; Lost Five-0 in 16oz cans; and Lost Perfect 10 in 16oz cans....
Sports drinks company ChampionLyte Holdings has announced that it has signed a definitive agreement for the acquisition of Cargo Connection Logistics Corp. and Mid-Coast Management, Inc., two privatel...
Boost Drinks has launched a new addition to its soft drinks range....
- A tobacco analogy soft drinks will want to embrace
- just The Preview - SABMiller's Q1
- Pernod's Portman Group penalty - a coincidence?
- Cleaning China's seedier side brings Remy balance
- PepsiCo to consider more re-franchising - CEO
- Diageo's Captain Morgan Facebook ad banned
- Diageo faces public consultation over W&M sale
- William Grant silent on Drambuie bid talk
- Bacardi to fight US football team legal action
- Remy posts Q1 sales drop as Edrington loss bites