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ANTHONY HEHIR (RD)

21 February 2007
DSM Nutritional Products
AGENDA 1

• Definition

• Global stats

• Latest trends
• Flavours
• Ingredients
• Packaging

• Forecast/predictions

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SPORTS BEVERAGES 2

DEFINITION
Sports 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)

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GLOBAL STATS

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Non-alcoholic beverages – global
4
launches in past 5 years

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

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Global sports beverage launch trend
6
over past decade

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Regional comparison – sports beverage
7
launches over past decade

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Country Comparison – sports beverage
8
launches over past decade

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South Africa – sports beverage launches
9
in past decade

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“ Low in”
positioning
Vitamin/
Young
Mineral
athletes
Fortified

LATEST TOP
GLOBAL TRENDS

Flavours Packaging

Protein

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

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Vitamin/
Vitamin/Mineral Fortified Mineral
12
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
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Vitamin/
Vitamin/Mineral fortified Mineral
13
Fortified

Country: China
Company: Vitalon Food
Name: 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.

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Vitamin/
Vitamin/Mineral fortified Mineral
14
Fortified

Country: Poland
Company: Carrefour
Name: 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.
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Vitamin/
Vitamin/Mineral fortified Mineral
15
Fortified

Country: UK
Company: Tesco
Name: 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.
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Vitamin/
Vitamin/Mineral fortified Mineral
16
Fortified

Country: Indonesia
Company: PT Blue Mountain
Name: 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.
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Vitamin/
Added Calcium Mineral
17
Fortified

European Sports Drinks with added calcium


Cited Function Claims launched in past 2 years
• Muscle contraction
• Bone strength
• Blood clotting
• Neural impulses
• Fluid balance
• Mg absorption

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“ Low in”
“ Low in” Claims 18
positioning

Low sodium Low calorie, Low Sugar, Low fat,


• Due to links of high intakes of Low carb, low low low… …
sodium with blood pressure • Consumers want to replace
and other cardiovascular lost micronutrients, electrolytes
conditions. and fluids, NOT the energy.

Sodium Chloride

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“ Low in”
Low Sodium 19
positioning

Country: USA
Company: Waddajuice
Name: 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.
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“ Low in”
Low Calorie 20
positioning

Country: Germany
Company: Fontanis Mineralbrunnen
Name: 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
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“ Low in”
Low Calorie 21
positioning

Country: UK
Company: Glaxosmithkline
Name: 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
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“ Low in”
Low Sugar 22
positioning

Country: USA
Company: Kroger
Name: In-an-instant Performance Drink Mix

Product description: Kroger In An Instant Performance Drink Mix is available in


an orange flavour. This product is sugar free and comes in a 1.06oz pack
containing ten single serve packets.

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“ Low in”
Low Sugar 23
positioning

Country: Egypt
Company: Coca-Cola
Name: 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.

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“ Low in”
Low Fat/Low Carbohydrate 24
positioning

Country: Canada
Company: MET-Rx
Name: 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.

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“ Low in”
Low fat 25
positioning

Country: Taiwan
Company: Uni-President
Name: Pro-Sweat

Product description: Pro Sweat Sports Drink,


which is fat free. The product is available in a 700ml bottle.

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Protein Protein
26

• 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.

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Protein Protein
27

Country: Canada
Company: 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.

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Protein Protein
28

Country: USA
Company: Nutribev
Name: 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.
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Young
Young athletes 29
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.

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Young
Young athletes 30
athletes

Country: Japan
Company: Calpis
Name: 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.

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Flavours 31
Flavours

• 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)

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Top 10 global flavours – past 5 years 32
Flavours

Fruit flavours
continue
toDSM
dominate
Nutritional Products
Flavours – just for fun… … 33
Flavours

Country: USA
Company: Golden Beverages
Name: Pickle Juice Sport

Product description: Pickle Juice Sport is a sports drink which tastes like dill
pickles, 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."
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Packaging Trends (2002-2007) 34
Packaging

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Packaging Trends (2002-2007) 35
Packaging

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Packaging Trends (2002-2007) 36
Packaging

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Packaging 37
Packaging

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 flavored
and has both natural and artificial flavors.

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Packaging 38
Packaging

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.

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Packaging 39
Packaging

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.

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Forecast/Predictions 40

Likely to offer more supplementation


with electrolytes, amino acids,
minerals and vitamins

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Forecast/Predictions 41

Products low in sodium, sugar, calories,


and fat are likely to increase for
diet-conscious consumers

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Forecast/Predictions 42

Companies are likely to experiment with


innovative ingredients, such as
easy-to-digest protein, specific
carbohydrate to protein ratios for different
kinds of exercise, with potential to
supplement for specific forms of exercise,
relative to the ratio of stamina and strength
needed, ensuring customised optimal nutrition

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Forecast/Predictions 43

Products could become more natural or


have 'more natural credentials'
communicated more clearly on pack

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Forecast/Predictions 44

Sports Drinks for children seem a likely


alternative to more fatty and sweet
offerings such as milk mix drinks,
carbonated soft drinks, or juice drinks

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Forecast/Predictions 45

Packaging is likely to focus on portability;


children's products could be packaged
so they fit easier into lunch boxes

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46

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