zenithinternational
Sample
specialist consultants to the food and drink industries worldwide
Zenith Report Beauty Drinks January 2011
STRATEGY & MANAGEMENT MERGERS & ACQUISITIONS COMMERCIAL & MARKET OPERATIONS & TECHNICAL WATER & GEOTHERMAL ENVIRONMENT & CARBON PACKAGING & DISTRIBUTION
Contents 1:
2:
3:
Introduction
3
Definitions
4
Research notes
5
Executive Summary
6
Market Overview
7
Market evolution
8
Consumer demographics
10
Growth drivers
11
SWOT analysis
13
Product claim platforms
15
Ingredients
17
Flavours
20
Distribution channels
21
Market analysis
23
Market volume (2006-10)
24
Market value (2006-10)
25
Market forecasts (2011-14)
26
Š Zenith International Ltd 2010
zenithinternational specialist consultants to the food and drink industries worldwide
Contents 4:
5:
5:
Regional overviews
27
All
28
Asia Pacific
29
Europe
32
North America
34
Rest of World - Latin America
36
Rest of World - Africa
37
Rest of World - Middle East
38
Regulatory framework
39
European Union
40
United States
43
Japan
45
Regulatory framework
39
European Union
40
United States
43
Japan
45
Š Zenith International Ltd 2010
zenithinternational specialist consultants to the food and drink industries worldwide
Contents 6:
Conclusions Beauty drinks and the future
48 49
7:
Brand profiles (22)
51
8:
Appendix
74
Š Zenith International Ltd 2010
zenithinternational specialist consultants to the food and drink industries worldwide
Introduction Definitions Functional drinks In this report functional drinks are defined as drinks providing a health benefit beyond their basic nutrition content, by virtue of their physiologically active added components. Drinks providing a health benefit based on their inherent ingredients, such as cranberry juice or iced green tea, are not included in this scope of functionality, unless they are fortified with vitamins or other functional ingredients. A line has been drawn between functional by nature (water and orange juice) and made functional by man (water with added caffeine and orange juice with extra vitamins). Despite their caffeine content, cola drinks are generally excluded from the functional soft drinks category. Nutraceuticals Nutraceuticals derive their functionality, in most cases, from a combination of different ingredients. They provide a specific health benefit (for example, improved digestion) or are designed for a specific purpose (such as increased libido). Nutraceuticals are divided into two broad segments, mind drinks and body drinks, each of which has a myriad of sub-segments. Nutricosmetics These are foods, beverages and oral supplements that contain functional ingredients that are designed specifically to provide cosmetic benefits, by promoting the function and structure of skin, hair and nails. Beauty drinks Specifically refers to ready to drink (RTD) beverages containing functional ingredients that promote ‘beauty from within’. The definition does not include concentrated liquid supplements. Š Zenith International Ltd 2010
zenithinternational specialist consultants to the food and drink industries worldwide
Market overview Ingredients The table below outlines some of the ingredients used in beauty drinks: Ingredient
Type
Functionality
Alpha-lipoic-acid (ALA) Aloe vera Astaxanthin Beta carotene Biotin Bolivian uric acid Ceramide Coenzyme Q10 Collagen Dimthylaminoethanol (DMAE) Elastin Genistein Green tea Hyaluronic acid Lactoferrin Lutein
Š Zenith International Ltd 2010
zenithinternational specialist consultants to the food and drink industries worldwide
Market analysis Market volume 2006
2007
2008
2009
2010
CAGR 0610
Beauty drinks volume 2006-10 Million litres
Functional drinks (mln litres) % change Nutraceuticals (mln litres) % change Beauty drinks (mln litres) % change Beauty drinks per capita consumption (litres)
2006
2007
2008
2009
2010
Commentary
Š Zenith International Ltd 2010
zenithinternational specialist consultants to the food and drink industries worldwide
Brand profiles Beauty’in Manufacturer: Beauty’in Variants: Antioxidant (hibiscus flavour); Hydration (pear flavour); Hair, skin & nail strength (lychee flavour); Vitamin (raspberry flavour); Detox (cucumber flavour); Awaken (tangerine flavour); Calming (blackberry flavour); Energy (nectarine flavour) Markets: Brazil Price: Reals 6.99 per 340ml bottle Brand positioning: Claims to be the first beauty drinks brand in Brazil. As Brazil is one of the largest cosmetics markets in the world, Beauty’in resonates with the beauty-conscious consumers. The company has registered the word alimetico, meaning foods with cosmetic benefits, to market the range. The drinks are split between those offering longer-term cumulative effects (Antioxidant; Hydration; Hair, skin & nail; Vitamin) and those with an immediate effect (Detox; Awaken; Calming; Energy). Functional ingredients: Vitamins, minerals, proteins and phytoactives supplied by DSM. Other information: Drinks are preservative free and contain no sugar, fat or sodium. Beauty’in also have a four-strong range of beauty candy, containing collagen. © Zenith International Ltd 2010
zenithinternational specialist consultants to the food and drink industries worldwide
zenithinternational specialist consultants to the food and drink industries worldwide
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STRATEGY & MANAGEMENT MERGERS & ACQUISITIONS COMMERCIAL & MARKET OPERATIONS & TECHNICAL WATER & GEOTHERMAL ENVIRONMENT & CARBON PACKAGING & DISTRIBUTION