Success and Failure in Functional Water

Eleven Case Studies from Europe, The U.S. and Asia

Publication Date	November 2006
Publisher	New Nutrition Business
Product Type	Report
Pages	54
ISBN Number	not applicable
Product Code	NNB00007

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£160.00
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Summary

What makes consumers choose functional waters? What are the critical success factors in marketing waters with added health benefits? Why is the category mass-market in Japan but still only niche elsewhere in the world? Why have so few brands been successful? And why have most product launches failed?

In this case study we answer these questions and provide valuable insights through a unique-in-the-world analysis of eleven brands and three markets
We examine in depth the success of the world's three-biggest functional water brands outside of Japan: Propel and Glaceau in the US; and Mizone in China and Australia.

We profile the functional water markets of Europe, the US and the Asia-Pacific region identifying the key brands of each and analysing the factors that have contributed to their continued success. We zoom in on two US start-ups and one in the UK which are targeting new consumer segments - ranging from pregnant women to whole families. And finally, the lessons learned from spectacular functional water failures are also explored.
This to-the-point 54 page analysis is intended to help you overcome this problem.

Based on New Nutrition Business's primary research, including in-depth interviews with companies and industry consultants, this 54 page analysis provides you with:

Industry players' own perspectives on the functional waters market and the key marketing strategies they have employed
Insights into successful - and unsuccessful - branding, marketing and pricing strategies
Understanding of what strategies have worked and why
Understanding of product formats used, and ingredients chosen, which ones appeal to consumers, and which do not.
35 colour illustrations of products and label and packaging details
13 tables and charts of market data

Authored by Julian Mellentin - an acknowledged international expert on the business of functional foods and beverages and editor of New Nutrition Business - the insights have been derived from over ten years of research in the functional foods and beverage market.

Content

Key Point Summary
1. Introduction: The secrets of functional-water success
2. America's enhanced-water business: Lifestyle marketing beats big science
- Case Study 1: Glaceau Vitaminwater slices through big beverage competitors
- Case Study 2: Borba's brilliant accident brings beautiful balance
- Case Study 3: The waters have broken: Smart Water for Smart Moms has arrived
- Case Study 4: Nestl uses packaging innovation to increase plain water's fun factor
- Case Study 5: Wherever people are active, PepsiCo places Propel
3. Functional waters finding their European feet
- Case Study 6: Back from the dead - how Vitsmart smartened up its act
- Case Study 7: Calcium and cash fail to prevent Danone's water falling
- Case Study 8: Reflections on Works With Water
4. Asia-Pacific: The growth market
- Case Study 9: Near-water Nippon style
- Case Study 10: In Australia, active people get into Mizone
- Case Study 11: A zone of one's own - Mizone in China
Photographs, Tables , Charts and Boxes
Photographs
- 1. Glaceau's Vitaminwater range
- 2. PepsiCo's Propel Fitness Water
- 3. Works With Water range
- 4. Mizone's Chinese range - "Vitamins plus minerals 8"
- 5. Borba's Skin Balance Waters' range
- 6. Danone's Activ
- 7. A still from Mizone's TV ad featuring Jet Lee
- 8. Baxter Healthcare's Pulse
- 9. Mizone's "fast flow" bottle
- 10. PepsiCo's Propel Fitness Water with Calcium
- 11. PepsiCo's SoBe Life Water
- 12. PepsiCo's Aquafina Essentials range
- 13. Baxter Healthcare's Pulse
- 14. Creative Enterprises International's Skinny Water
- 15. PepsiCo's Propel Fitness Water with Calcium
- 16. Glaceau's Vitaminwater range
- 17. Borba's Skin Balance Water
- 18. Saphia Lifestyle Waters'.range
- 19. Images from the label of Saphia's Water for Moms
- 20. Saphia Lifestyle Waters'.founders
- 21. Nestl's Aquapod
- 22. Propel Vitamin Supplement
- 23. Propel Calcium
- 24. Nestl's Contrex
- 25. funkinwater
- 26. Lakeland Willow Water
- 27. Danone's Shape
- 28. Vitsmart Water
- 29Danone Activ
- 30Works With Water range
- 31Works With Water's Little Squirts
- 32. Works With Water's Delicate Balance
- 33Mizone's."fast flow".bottle
- 34Mizone's Chinese range.-."Vitamins plus minerals.8"
- 35A still from Mizone's TV ad featuring Jet Lee
Tables
- 1. US bottled water market snapshot,.2006
- 2. US bottled-water price comparisons
- 3. Europe's functional water market
- 4. Works With Water's product portfolio
- 5. Works With Water's Ingredients and Nutrition Facts panels
- 6. Functional waters in Japan I
- 7. Functional waters in Japan II
- 8. FOSHU functional waters
- 9. Functional waters in Japan III
- 10. The main brands competing with Mizone in China
- Eleven Case Studies in Functional Waters
Charts
- 1. The rise and rise of the US bottled-water market,.2002-2006
- 2. Sales of functional waters in Japan.1997-2005
- 3. Japan's functional water market shares.2005
Boxes
- 1. Out with Activ,.in with Shape
- 2. Health water's demise
- 3. Nestle chooses herbal wellness over science
- 4. Getting skinny with water
- 5. Propel Calcium.-.the latest extension of PepsiCo's market-leading sports water
- 6. Nutrition Facts panels:.Propel Fitness Water and Propel Calcium
- 7. Robust Corporation profile
Figures
- 1. Beneo Symbol