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.
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