Next Generation Energy Food and Drinks: Success strategies for consumer targeting, natural and sustained release energy

Report Summary

The need of the consumer for an ever-greater ability to work and play is increasing the demand for an energy fix in the form of foods and beverages. However, with work stress and fatigue increasing and the demand for products with a broader health appeal will likely lead energy replacement products additional functional benefits. This is in contrast to the current appeal of energy products which are limited to a penetration within the 18-30 year age group. This shift in marketing to 'energy' products plus other benefits will bring about an evolution within the energy market and new food and beverage categories.

The focus of this report will be to explore through 2 primary segments:Introduction to energy market: Provides an overview of the historical development of energy foods and drinks and the commercial origins dating back to 1938; Who is the energy consumer: This chapter reviews the key financial indices of the energy market in the EU, US and Asia. Current market size, growth and forecasts. rbcn0012

Scope of this research

• A comprehensive review of the issues impacting the energy category in one report from brand analysis, consumer insights to market data and regulation.
• Insights into the current marketing and formulation strategies of the leading energy products and brands setting the pace for marketing the benefits.
• An in-depth review of the energy drink consumer with specific insights into age, gender and neurophysiological aspects.
• A breakdown of the growth of the energy food and beverage in the USA, EU and Japan and the predicted within specific EU countries.
• Review of legislation and litigations currently impacting the marketing of energy based foods and beverages within the EU and USA.

Research and analysis highlights

To date there are 13 caffeine specific submissions to the health claims process and a selection of product claims but only one which is specific to the energy market. However, no claims on caffeine (the staple ingredient in energy products) have been issued as an opinion by EFSA which could be ultimately added to the community list.

The global market for energy food and drinks is estimated at $30.4bn in 2010 with a compound annual growth rate (CAGR) of 6.8% in the 2009-2010, period. By 2014 the market is expected to reach $38.7bn and although growth has slowed it has remain strong at 5.56%.

This EU’s acceptance of functional products has resulted in a total energy food and beverage market for the EU is $7bn and set to rise to $8.5bn by 2014 (5.5% CAGR 2006-2014). The EU energy drink market is worth an estimated $6bn in 2010 with growth expected to achieve an average of 5% (CAGR 06-14).

Key reasons to purchase this research

• Where did the energy market emerge from was it Asia? And how did it evolve to meet the needs of today's consumers?
• What is consumer, lifestyle and demographic data telling us about what the consumer needs from and energy products and what ingredients are accepted?
• What are the regulatory threats and opportunities facing the energy drink market over the next 5 years?
• What lessons are to be learned from the 10 of the most innovative products gracing the energy category?
• Which European country has the fastest growing Energy market and set to dominate until 2014?

Table of Contents

About the author 2
Disclaimer 2
Introduction 9
Who are energy food consumers? 10
The market for energy foods and drinks 11
Regulating and marketing energy foods 12
Product innovations and opportunities in the energy food and drinks market 13
Success strategies in the energy category 14

Chapter 1 Introduction 15

Summary 15
Introduction 16
The history of the energy drinks market 16
The history of the energy food market 18
What is this report about? 21
Report methodology and report structure 21
Methodology 21
Report structure 22

Chapter 2 Who are energy food consumers? 23

Summary 23
Introduction 24
Socio-demographics 24
Lifestyle and energy perceptions 26
Sleep and tiredness 26
Exercise 27
The physiological impact of energy products 27
Cognitive impact 27
Physiological impact 28
Sunlight 28
Capitalize on caffeine 29

Chapter 3 The market for energy foods and drinks 32

Summary 32
Introduction 33
The global energy foods and drinks market 33
Market value and growth, 2005–11 34
The European energy food and drinks market 37
Market value and growth 2006–14 37
Drinks 37
Food 38
Per capita growth 39
Drinks 39
Food 41
The US energy foods and drinks market 43
Market value and growth 2006–14 43
Drinks 43
Food 44
Per capita growth 45
The Asia Pacific energy foods and drinks market 45
Market value and growth 2005–11 46
Drinks 46
Foods 47
Per capita growth 47
Drinks 47
Foods 48
General trends across food and beverage markets 50

Chapter 4 Regulation and marketing 51

Summary 51
Introduction 52
Lessons from self-regulation – ASA case studies 52
Red Bull 53
Vitabiotics 54
The Coca-Cola Company 54
Europe and energy drinks – what is a safe dose? 56
Health claims – adjudications so far for the energy category 58
US – poorly regulated, and challenges are mounting 61
Australian survey identifies regulatory misconduct in energy drinks 62
Regulations – the New Zealand loophole 62
Current regulations 63
The energy drink survey 64
Conclusions 66

Chapter 5 Product innovations and opportunities 68

Summary 68
Introduction 69
Women and energy 69
Engaging the seniors market – energy or cognitive alertness? 70
Kids are an opportunity – But only without caffeine 72
Caffeine-free energy drinks 73
Innovation in the energy drinks market 74
Relaxation drinks 75
On-trade energy drinks 77
Natural energy drinks 78
Libido-boosting energy drinks 79
Novelty positioning for energy drinks 80
Innovation in the energy food market 82
Chocolate energy spreads across the EU 82
All day energy from food giants 85
Energy from meat 88
Healthy benefits and energy from a sweetener 89
Energy snacks beyond caffeine 92

Chapter 6 Success strategies for the energy category 94
Summary 94
Introduction 95
Six successful strategies for energy products 98
Energy – A product you feel 98
Safe and natural alternatives to synthetic energy 100
Ingredient innovation 101
Regulatory compliance 102
Audience-related 103
Packaging and premiumization 104
Appendix 107
Interview with Nick Bildner, director of Pulsin' UK 107
Interview with Kris Yule, owner of Go Fast Sports UK Ltd 109
References 112

LIST of Figures

Figure 1: Original Lucozade labels identifying its energizing properties 16
Figure 2: Lipovitan D from Taisho Pharmaceuticals 17
Figure 3: Krating Daeng from TC Pharmaceutical, founded in 1962 18
Figure 4: Front and back of pack of Pillsbury Company's Space Food Sticks, 1969 19
Figure 5: PowerBar, launched in 1982, and Snickers Charged with added caffeine and taurine, launched in 2008 20
Figure 6: Perceptions about caffeine 30
Figure 7: Global sales and growth of energy food and beverage market 34
Figure 8: Growth and sales of energy drinks (2006–14) 35
Figure 9: Growth and sales of sport and energy bars (2006–14) 36
Figure 10: European energy drinks market value ($m) and growth (2006–14) 37
Figure 11: European energy food market value ($m) and growth (2006–14) 38
Figure 12: US energy drinks market value ($m) and growth (2006–14) 44
Figure 13: US energy food market value ($m) and growth (2006–14) 45
Figure 14: Asia Pacific energy drinks market value ($m) and growth (2006–14) 46
Figure 15: Asia Pacific energy food market value ($m) and growth (2006–14) 47
Figure 16: Female focused energy drinks: Her energy drink and Cougar shots 69
Figure 17: Resource SeniorActiv from Nestlé Nutrition 71
Figure 18: Resource Energy from Nestlé Nutrition 72
Figure 19: Kid Fuel from Clear Beverage Corp 73
Figure 20: Natural Energy Shots from Modjo Life 74
Figure 21: iChill and MiniChill relaxation shots 75
Figure 22: Slow Cow from Slow Cow Drink Inc 76
Figure 23: ED Special FX from Hartwall Ltd 77
Figure 24: Go Fast from Go Fast Sports & Beverage UK Ltd 78
Figure 25: Libigrow and Libigirl sexual energy shots from Libigrow LLC 79
Figure 26: Tru Blood, manufactured by Omni Consumer Products and FMCG Manufacturing Co, licensed by HBO 80
Figure 27: Tru Blood online sales channel 81
Figure 28: Blood Energy Potion from Harcos LLC 82
Figure 29: Pancracio Uno al Dia (One a Day) 83
Figure 30: Chocosport from La Suissa Chocolife 84
Figure 31: Energy chocolate in chew and traditional chocolate bar format 85
Figure 32: Star Trek/Kellogg’s 1966 promotional box of Sugar Smacks 86
Figure 33: Wheaties Fuel from General Mills 87
Figure 34: Perky Jerky from PEMS LLC 88
Figure 35: Lightning Rods Energy Beef Sticks from Power Hungry Foods LLC 89
Figure 36: FRS Health Energy drink with stevia 90
Figure 37: Awareness versus availability of selected cognitive health ingredients 91
Figure 38: Energy Bomb from Pulsin' Ltd 92
Figure 39: Loaded stamina shot 98
Figure 40: Go Fast coconut energy drink, including stevia 100
Figure 41: Chocosport, the energy chocolate 102
Figure 42: TapouT energy drink 104
Figure 43: Blood Energy Potion from Harcos LLC 105
Figure 44: Blood Energy Potion marketing ad from Harcos LLC 106

LIST of Tables

Table 1: European energy drinks market value per capita ($) and growth (2010–14), by country40
Table 2: European energy food market value per capita ($) and growth (2010–14), by country 42
Table 3: Asia Pacific energy drinks market value per capita ($) and growth (2010–14), by country
48
Table 4: Asia Pacific energy food market value per capita ($) and growth (2010–14), by country49
Table 5: EFSA submissions for caffeine under Article 13.1 59