ANTHONY HEHIR (RD

)
21 February 2007 DSM Nutritional Products

AGENDA
• Definition • Global stats • Latest trends
• Flavours • Ingredients • Packaging

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• Forecast/predictions
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SPORTS BEVERAGES
DEFINITION

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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 launches in past 5 years

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Global beverage sub-category launch comparison – past 5 years

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Global sports beverage launch trend over past decade

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Regional comparison – sports beverage launches over past decade

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Country Comparison – sports beverage launches over past decade

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South Africa – sports beverage launches in past decade

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“ Low in” positioning Vitamin/ Mineral Fortified Young athletes

LATEST TOP GLOBAL TRENDS
Flavours Packaging

Protein

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

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Vitamin/Mineral Fortified

Vitamin/ 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/Mineral fortified
Country: China Company: Vitalon Food Name: Super Supau

Vitamin/ Mineral 13 Fortified

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/Mineral fortified
Country: Poland Company: Carrefour Name: Napoj Izotoniczny O Smaku Ananasowo-Truskawkowym

Vitamin/ Mineral 14 Fortified

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/Mineral fortified Country: UK Company: Tesco Name: Tesco Active

Vitamin/ Mineral 15 Fortified

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. DSM Nutritional Products

Vitamin/Mineral fortified
Country: Indonesia Company: PT Blue Mountain Name: Razza Sportion Sports Drink

Vitamin/ Mineral 16 Fortified

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. DSM Nutritional Products

Added Calcium

Vitamin/ Mineral 17 Fortified

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

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“ Low in” Claims

“ Low in” positioning

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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 DSM Nutritional Products

Low Sodium
Country: USA Company: Waddajuice Name: Hydrating Beverage Wadda Blast

“ Low in” positioning

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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 Calorie
Country: Germany Company: Fontanis Mineralbrunnen Name: Fontanis Isontonic Sports Drink

“ Low in” positioning

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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 Calorie
Country: UK Company: Glaxosmithkline Name: Hydro Active

“ Low in” positioning

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

“ Low in” positioning

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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 Sugar
Country: Egypt Company: Coca-Cola Name: Powerade Ice Storm

“ Low in” positioning

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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 Fat/Low Carbohydrate
Country: Canada Company: MET-Rx Name: RTD 51 High Protein Shake

“ Low in” positioning

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

“ Low in” positioning

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

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Protein
• 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 proteinenrisched 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.

Protein

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Protein
Country: Canada Company: Advanced Food Products Name: XRTD 30

Protein

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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
Country: USA Company: Nutribev Name: Rad Sports Drink

Protein

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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 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.

Young athletes

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Young 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 milkderived amino acids essential for sports and exercise. The drink is fat-free, low-calorie and has a low osmotic pressure for fast absorption.

Young athletes

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Flavours

Flavours

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• 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

Flavours

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Fruit flavours continue toDSM Nutritional Products dominate

Flavours – just for fun… …
Country: USA Company: Golden Beverages Name: Pickle Juice Sport

Flavours

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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)

Packaging

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Packaging Trends (2002-2007)

Packaging

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Packaging Trends (2002-2007)

Packaging

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Packaging
Innovative packaging solutions for supplements
• •

Packaging

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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
Innovative packaging for solutions for supplements
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Packaging

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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
Freezable bottle in Japan
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Packaging

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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

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Likely to offer more supplementation with electrolytes, amino acids, minerals and vitamins

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Forecast/Predictions

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Products low in sodium, sugar, calories, and fat are likely to increase for diet-conscious consumers

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Forecast/Predictions

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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

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Products could become more natural or have 'more natural credentials' communicated more clearly on pack

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Forecast/Predictions

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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

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Packaging is likely to focus on portability; children's products could be packaged so they fit easier into lunch boxes

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