Low Calorie Functional Drinks Case Study (Gatorade and Vitaminwater)

Making Functional Drinks Healthier

Publication Date	June 2009
Publisher	Datamonitor
Product Type	Report
Pages	10
ISBN Number	not applicable
Product Code	DAT04565

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Summary

Introduction

This case study on Gatorade and Vitaminwater forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how these companies have successfully made their functional drinks healthier.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
Functional Drinks Have A Complex Relationship with The Global Health Megatrend
The Healthy Positioning of Some Functional Drinks Has Been Questioned in Some Quarters
Functional Drinks and Bottled Water Have Shown Robust Growth in The US
The Positive Health Benefits of Some Functional Drinks Have Successfully Been Communicated to Consumers
Gatorade Has Introduced Low Calorie Variants to Its Range of Hydrating Beverages
Gatorade's Core Range of Drinks Relies on Electrolytes for Energy Benefits
The Low Calorie G2 Range Launched in The US in Late 2007
Vitaminwater Has Built A Solid Brand around Enhanced Water Beverages and Has Recently Extended Its Line to Include Lower Calorie Options
Bottled Water Has Fallen out of Favor with Many Consumers
Enhanced Water Remains A More Favorable Option for Many Consumers
Vitaminwater10 Was Launched in April 2009 and Aimed to Counter Fears over The Sugar Content of Core Drinks
- APPENDIX
Case Study Series
Methodology
Secondary Sources
Further Reading
Ask The Analyst
Datamonitor Consulting
Disclaimer
List of Tables
- Table 1: A comparison of the content of a regular Gatorade beverage and G2 (amount per serving)
List of Figures
- Figure 1: Carbonates remains dominant in soft drinks, but bottled water and functional drinks are showing strong growth
- Figure 2: US consumers show an interest in the benefits that many functional drinks claim to provide
- Figure 3: The Lucozade brand has been aligned with some positive health trends
- Figure 4: Gatorade's core range
- Figure 5: G2 aims to better meet the needs of regular Gatorade drinkers
- Figure 6: Vitaminwater10 was given a high profile release in New York City