October 2011 Management Briefing - Functional Drinks
This month's management briefing for just-drinks' subscribers takes an in-depth look at the boom category functional drinks.
The functional beverages category represents a key part of the functional food industry and, as such, exemplifies two defining yet contrasting characteristics of this sector of the market: Its considerable growth potential and its ability to court controversy.
According to Leatherhead Food Research, the global market for functional food and beverages, currently worth around US$23bn, is set to grow by between 3% and 5% over the next five years. Both specialist and mainstream drinks manufacturers have fostered that growth and are seeking to capitalise on it.
As stated previously, there is no more challenging issue for producers of functional drinks than the debate around how health claims should be substantiated and communicated through labelling and marketing. This is underlined by the extensive health claims evaluation process conducted by the European Food Safety Authority (EFSA) which was concluded in July.
This briefing has highlighted the growth in many functional beverage categories in recent years and the strong indications of further growth potential. While there are challenges ahead for marketers of functional beverages, there are also some extremely positive factors.
- Craft spirits shake-out will be just the beginning
- How Treasury is rewriting the rule book - Comment
- Drinkable yogurt - The next drinks opportunity
- Coca-Cola India suspends bottling operations
- Has Diet Coke passed its sell-by date? - Comment
- Diageo brands need "fixing and nurturing" - TWE
- SAB shareholders granted AB InBev vote split
- This week in wine & spirits on just-drinks
- Pernod Ricard wins Ron Matusalem 'Cuba' legal row
- Spirits volumes slide in Global Travel Retail
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Carlsberg AS (CARL B) - Financial and Strategic SWOT Analysis Review
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages