zenithinternational 2014 Flavoured Water Innovation
A review of recent key trends and new product development
October 2014
Research Note In undertaking its research for this report, Zenith has utilised its internal data library and global databases, alongside other third party sources and interviews with the industry. Throughout its on-going research, Zenith also depends upon the goodwill and co-operation of operators active in the marketplace, and, as such, seeks to achieve a high level of accuracy. Liability This document contains information and may contain conclusions and recommendations. Every effort has been made to ensure that the information is accurate and that the opinions expressed are sound. However, Zenith International Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on the information. Important notice on distribution This report should not be quoted, referred to or transmitted to another party, in whole or in part, with out the prior written consent of Zenith International Ltd. Should you desire to release a copy of this report to another party for information purposes, we request you and the requesting party to indemnify Zenith International from any liability related to the report distribution. Such readers however will not be considered “users� of this report.
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CONTENTS
Section Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom T +44 (0) 1225 327900 F +44 (0) 1225 327901 www.zenithinternational.com
Page
1. Introduction and scope
4
2. Category overview
7
Commentary: global perspective of flavoured water Commentary: new product development trends
Commentary: challenges and barriers Commentary: insights and opportunities
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3. Brand profiles
15
3.1 Brand profiles: line extensions
16
3.2 Brand profiles: children-oriented
22
3.3 Brand profiles: adult-oriented
31
3.4 Brand profiles: natural positioning
40
3.5 Brand profiles: stevia-sweetened
46
3.6 Brand profiles: fruit-flavoured
53
3.7 Brand profiles: new provenance
64
3.8 Brand profiles: transition product
67
3.9 Brand profiles: herbs or flowers
71
3.10 Brand profiles: limited edition
76
3.11 Brand profiles: citrus-flavoured
80
3.12 Brand profiles: packaging innovation
88
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zenithinternational 1. Introduction and scope
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INTRODUCTION AND SCOPE Flavoured water innovation
Overview The aim of this report is to assess developments in the flavoured water sector, identifying and summarising trends and new innovations in order to understand what opportunities exist for new product development.
Scope This report provides a global market overview of trends and developments, it features brand profiles of leading and innovative flavoured water products worldwide and tracks recent innovation within the flavoured water category as well as investigating the future outlook of the market. Categories covered in this report: Still flavoured water Sparkling flavoured water Products profiled in this report contain features that span a number of trends shaping the future of the flavoured water sector, including: Flavoured waters for children Flavoured waters for adults Flavoured waters using local ingredients Flavoured waters featuring herb or flower essences Packaging innovations
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INTRODUCTION AND SCOPE Flavoured water innovation
Definition: flavoured water For the purpose of this report, Zenith has limited its research scope using the following definition: Sweetened with sugar, sweetener or unsweetened with added fruit essence; sparkling and still natural mineral, spring or bottled drinking water with added flavourings. Includes: Flavoured unsweetened bottled waters Flavoured bottled waters with added sugar and/or sweetener Exclusions ‘Schorle’ (sparkling water and fruit juice) and other soft drinks ‘Limonaden’ (water-based, flavoured carbonated soft drinks popular in Germany) Pressé drinks (ready-to-drink cordial drinks) Coverage Innovation and new product development shaping the global market for flavoured water launched from August 2011 to September 2014.
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zenithinternational 3. Brand profiles
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CHILD-ORIENTED Delicately-flavoured waters
Baby Drink San Benedetto, Italy www.sanbenedettokids.it/
Product information: San Benedetto Baby Drink forms part of the San Benedetto Kids portfolio of beverages specifically designed for children and toddlers. Launch date: November 2012 Variants: Strawberry, Apple, Banana and Mandarin Ingredients: San Benedetto water, chamomile, natural flavours. No colours, preservatives or gluten Positioning: Children and toddlers Channels: Retail Pack size & type: 250ml PET bottles Price: â‚Ź0.45 per bottle
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FRUIT-FLAVOURED Popular fruits now in water
Römerquelle Emotion The Coca-Cola Company, Austria http://www.roemerquelle.at/
Product information: The latest addition to the Römerquelle Emotion range complements the line-up through the addition of two popular fruit flavours: cranberry and pomegranate. Launch date: May 2012 Variants: Cranberry Pomegranate, launched May 2012 Ingredients: Carbonated mineral water, fructose syrup, natural flavours Positioning: Adults in general Channels: Retail and HoReCa Pack size & type: 500ml and 1 litre PET bottles Price: €1.79 per 500ml bottle
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NEW PROVENANCE Home-grown fruits mixed with locally-sourced water
Highland Spring Country Highland Spring, UK www.highland-spring.com/
Product information: Highland Spring Country is a range of flavoured waters made with Highland Spring water gently flavoured with home-grown British fruit. Launch date: April 2014 Variants: British Apple, British Blackcurrant, British Elderflower Ingredients: Sparkling spring water, natural flavours and sweeteners
Positioning: Adults in general Channels: Retail Pack size & type: 400ml and 4-packs, 1 litre PET bottles Price: £0.75 per 400ml bottle, £2.48 per 4-pack, £1 per 1 litre bottle
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