Strategies in enhanced water Analysis and case studies from the US market

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52 pages, with product illustrations, charts and tables

123 slides with product illustrations, charts and tables

May 2010

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Strategies in enhanced water - Analysis and case studies from the US market

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Data without interpretation doesn�t help you make decisions. And hence the bare number of a 9% decline in the US enhanced water market doesn�t explain the changing trends and likely future direction of the market.

The biggest trend is that low/no-calorie is fast changing the enhanced water landscape. For example, the biggest brand, Coca-Cola-owned Glaceau�s Vitaminwater, experienced a sales plunge of 22%. But Glaceau may have simply cannibalised sales of its own brand with the launch of Vitaminwater10 (since repositioned as a zero-calorie line, Vitaminwater Zero, sweetened with stevia).

Another key driver is consumer interest in products that are "natural" or "free-from" preservatives. The success of Glaceau�s minimally enhanced Smartwater brand is a sign of the times. It's a trend which has also propelled 17% sales growth for PureLife, with its �naturally healthy� positioning.

Ingredient and benefits choices are crucial. Putting protein and fibre in water, as Kellogg�s tried to do with its failed Special K20 Protein waters, does not tie in with what most consumers� image of what water should be. The ingredients and the benefits you intend to offer need to be easy to accept and easy to understand (and the product needs to taste good).

Based on industry interviews and supermarket sales data this report analyses recent enhanced water successes and failures in the US, covering, among many other areas:

Low/no calorie
Protein
Weight management
Skin and beauty
Medicalised functionality

Our analysis sets out the critical factors that are vital to consider in formulating an enhanced water strategy. It provides executives in marketing, technical, innovation and NPD roles with real-world insights that can be applied in any setting.

1. Executive Summary
2. Strategies in enhanced water
1. 2.1 Naturally functional or added functionality?
2. 2.2 Lifestyle marketing beats big science
  1. A different approach for older consumers
3. 2.3 Low/no-calorie a key requirement
4. 2.4 Easy-to-accept ingredients and easy-to-understand benefits
5. 2.5 A focus on the 18-35 age-group, particularly women
6. 2.6 It’s all about distribution and shelf space
7. Box: Glaceau Vitaminwater’s lifestyle positioning creates behemoth brand
8. Box: Glaceau turns to Facebook for lifestyle connection
3. US market trends
1. 3.1 Market data summary
2. 3.2 Glaceau, Coke-owned lifestyle marketing icon, falls from grace
3. 3.3 Low calorie cannibalisation?
4. 3.4 Pepsi Propel down, Lifewater up
5. 3.5 “Natural health” and aggressive pricing help drive Nestlé’s success
6. 3.6 A category in decline?
7. Box: Environmental issues depress bottled water sales?
4. Five key case studies in enhanced water
1. Case study 1: Special K protein drinks
  1. Modest start to sales, then a slide
  2. Muddled messages?
  3. Merchandising mis-step
  4. A brand too far
  5. Shaking things up
  6. Comment
2. Case study 2: Skinny Water
  1. Making Skinny stand out
  2. Creative promotion
  3. Stevia sweetener basis of new products
  4. Increasing distribution
3. Case study 3: Hint Water
  1. Going preservative-free a challenge
  2. Experimenting with flavour
  3. Sustainability and distribution challenges
  4. PR and sampling crucial
4. Case study 4: Function Water
  1. A stronger emphasis on functionality
5. Case study 5: Borba’s beauty water
  1. Beauty: industry background
  2. Upscale distribution
  3. An expert brand
Charts & Tables
1. Chart 1: PepsiCo and Coke dominate distribution and the market with a 90% market share
2. Chart 2: US enhanced-water price comparisons
3. Chart 3: Glaceau Vitaminwater stumbles after a decade of phenomenal growth
4. Chart 4: Special K20 sales – a modest start, then a slide
5. Table 1: US bottled water market snapshot 2009
6. Table 2: Special K protein shake (strawberry) nutrition facts
7. Table 3: Range focuses on key benefits and steps back from multiple benefits
8. Table 3: Borba Age Defying Skin Balance water facts