sports beverages global trends

DSM Nutritional Products

ANTHONY HEHIR (RD)21 February 2007


1AGENDAAGENDA

• Definition

• Global stats

• Latest trends• Flavours• Ingredients• Packaging

• Forecast/predictions


2SPORTS BEVERAGESSPORTS BEVERAGES

DEFINITIONDEFINITIONSports 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)


GLOBAL STATS


4NonNon--alcoholic beverages alcoholic beverages –– global global launches in past 5 yearslaunches in past 5 years


5Global beverage subGlobal beverage sub--category category launch comparison launch comparison –– past 5 yearspast 5 years


6Global sports beverage launch trend Global sports beverage launch trend over past decadeover past decade


7Regional comparison Regional comparison –– sports beverage sports beverage launches over past decadelaunches over past decade


8Country Comparison Country Comparison –– sports beverage sports beverage launches over past decadelaunches over past decade


9South Africa South Africa –– sports beverage launches sports beverage launches in past decadein past decade


LATEST TOP LATEST TOP GLOBAL TRENDSGLOBAL TRENDS

“Low in”positioning

Young Young athletesathletes

PackagingPackaging

ProteinProtein

FlavoursFlavours

Vitamin/Vitamin/Mineral Mineral FortifiedFortified


11Top 10 global Top 10 global ““ foodfood””/nutrition claims /nutrition claims ––past 5 yearspast 5 years


12Vitamin/Mineral FortifiedVitamin/Mineral 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



13Vitamin/Mineral fortifiedVitamin/Mineral fortified

Country: ChinaCompany: Vitalon FoodName: 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.




Country: PolandCompany: CarrefourName: 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.




Country: UKCompany: TescoName: 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.




Country: IndonesiaCompany: PT Blue MountainName: 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.



17Added CalciumAdded Calcium

Cited Function Claims• Muscle contraction• Bone strength• Blood clotting• Neural impulses• Fluid balance• Mg absorption

European Sports Drinks with added calcium launched in past 2 years



18““ Low inLow in”” ClaimsClaims

Low sodium• Due to links of high intakes of

sodium with blood pressure and other cardiovascular conditions.

Low calorie, Low Sugar, Low fat, Low carb, low low low… …

• Consumers want to replace lost micronutrients, electrolytes and fluids, NOT the energy.


Sodium Chloride


19Low SodiumLow Sodium

Country: USACompany: WaddajuiceName: 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.



20Low CalorieLow Calorie

Country: GermanyCompany: Fontanis MineralbrunnenName: 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



21Low CalorieLow Calorie

Country: UKCompany: GlaxosmithklineName: 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



22Low SugarLow Sugar

Country: USACompany: KrogerName: In-an-instant Performance Drink Mix

Product description: Kroger In An Instant Performance Drink Mix is available inan orange flavour. This product is sugar free and comes in a 1.06oz pack containing ten single serve packets.



23Low SugarLow Sugar

Country: EgyptCompany: Coca-ColaName: 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.



24Low Fat/Low CarbohydrateLow Fat/Low Carbohydrate

Country: CanadaCompany: MET-RxName: 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.



25Low fatLow fat

Country: TaiwanCompany: Uni-PresidentName: Pro-Sweat

Product description: Pro Sweat Sports Drink, which is fat free. The product is available in a 700ml bottle.



26ProteinProtein

• 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 protein-enrisched 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.

ProteinProtein


27ProteinProtein

Country: CanadaCompany: 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.

ProteinProtein


28ProteinProtein

Country: USACompany: NutribevName: 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.

ProteinProtein


29Young athletesYoung 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.



30Young athletesYoung athletes

Country: JapanCompany: CalpisName: 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 milk-derived amino acids essential for sports and exercise. The drink is fat-free, low-calorie and has a low osmotic pressure for fast absorption.



31FlavoursFlavours

• 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)

FlavoursFlavours


32Top 10 global flavours Top 10 global flavours –– past 5 yearspast 5 years

Fruit flavours continueto dominate

FlavoursFlavours


33Flavours Flavours –– just for funjust for fun… …… …

Country: USACompany: Golden BeveragesName: Pickle Juice Sport

Product description: Pickle Juice Sport is a sports drink which tastes like dillpickles, 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."

FlavoursFlavours


34Packaging Trends (2002Packaging Trends (2002--2007)2007) PackagingPackaging


37PackagingPackaging

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 flavoredand has both natural and artificial flavors.

PackagingPackaging



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.

PackagingPackaging



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.

PackagingPackaging


40Forecast/PredictionsForecast/Predictions

Likely to offer more supplementation with electrolytes, amino acids,

minerals and vitamins



Products low in sodium, sugar, calories, and fat are likely to increase for

diet-conscious consumers



Companies are likely to experiment withinnovative ingredients, such as easy-to-digest protein, specific

carbohydrate to protein ratios for differentkinds of exercise, with potential to

supplement for specific forms of exercise,relative to the ratio of stamina and strength

needed, ensuring customised optimal nutrition



Products could become more natural or have 'more natural credentials'

communicated more clearly on pack



Sports Drinks for children seem a likelyalternative to more fatty and sweet offerings such as milk mix drinks,

carbonated soft drinks, or juice drinks



Packaging is likely to focus on portability; children's products could be packaged

so they fit easier into lunch boxes


46

sports beverages global trends

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