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.

In Europe, the US and in Asia-Pacific alike, functional water brand developers recognise that consumer awareness and acceptance of functional waters is fluid.  Consequently they are employing innovative and aggressive lifestyle marketing techniques to create successful functional water brands.  Brands with popular flavours such as cranberry or pomegranate; soft and easy-to-understand “wellness” or sports-oriented health benefits; and connections with lifestyle and self-image are the most successful in the market.

“Water is a natural and pure substance, it is seen as naturally healthy. Evidence suggests that the idea of adding something to water to offer an additional health benefit is, as yet, a difficult one for the majority of consumers to swallow.”

This to-the-point 54 page analysis is intended to help you overcome this problem.

Based on our primary research, including in-depth interviews with companies and industry consultants, it provides you with:

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.

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email miranda.mills@new-nutrition.com

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