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The soft drinks category is growing and gaining share from other categories including beer, hot drinks and wine; however there are significant market changes occurring within soft drinks sub-categories, notably carbonates losing share to fruit juices and bottled waters. In response Coca-Cola and PepsiCo are dramatically modifying their portfolio and Cadbury Schweppes has divested their European soft drinks business. This is a new management report published by Business Insights that provides key soft drinks market value, volume and share of throat data and analyses NPD and innovation data to identify how manufacturers are adapting to changes in this market. It also examines the key trends evolving in the soft drinks market across health, convenience and indulgence and the strategies of innovative leading manufacturers that are driving these changes. Improve your growth strategies using this new report’s analysis of the leading soft drinks innovators, the most successful categories and future growth opportunities in the soft drinks markets.

Innovation in Soft Drinks
Executive Summary 10
Market drivers and issues 10
Growth opportunities in soft drinks 11
Innovation and NPD in soft drinks 12
Key trends in the soft drinks market 13
Conclusions 14
Chapter 1 Introduction 16
Research methodology 16
What is this report about? 16
The soft drinks market defined 17
Report structure 17
Chapter 2 Market drivers and issues 20
Summary 20
Introduction 21
Soft drinks as a driver of obesity 21
Child obesity 22
Soft drinks are not entirely to blame 25
Diet variants 26
Changing product portfolios 29
Coca-Cola 29
PepsiCo 31
Cadbury Schweppes 32
The benzene issue 33
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Chapter 3 Growth opportunities in soft
drinks 38
Summary 38
Introduction 39
Soft drinks market value 39
Soft drinks market value by sub-category 40
Carbonates 41
Bottled waters 42
Soft drinks market volume 43
Soft drinks market volume by sub-category 44
Carbonates 44
Energy drinks 45
Functional and nutraceutical drinks 46
Trends in share of throat 47
Share of throat by sub-category 48
Growth by region 51
Chapter 4 Innovation and NPD in soft drinks 54
Summary 54
Introduction 55
Growth of soft drinks in terms of new product launches 55
Share of soft drinks categories 57
Category analysis 58
Bottled waters 58
Carbonates 60
Dairy drinks 60
Food as drinks 62
Fruit and vegetable juices 63
Health and functional drinks 65
RTD tea and coffee 67
Sports and energy drinks 69
Growth opportunities in soft drinks 70
Regional analysis 72
Europe 72
North America 74
Latin America 76
Asia-Pacific 78
Innovative soft drinks 81
Innovation in formulation 81
New functional ingredients targeting personalized nutrition 81
Combination of unusual or exotic flavors 83
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Innovation in packaging 85
Tetra Top 85
Tetra Wedge Aseptic 86
Biodegradable plastic 87
Innovation by category 88
Vegetable drinks 89
Food as soft drinks 90
RTD tea and coffee 91
Product tags on soft drinks food and drinks 92
Flavor trends 93
Chapter 5 Key trends in the soft drinks
market 98
Summary 98
Introduction 99
Health 99
Hydration + 100
Wellbeing 103
Daily dosing 104
Functional and nutraceutical drinks 105
Natural and organic 111
Convenience 112
Packaging developments 113
Molded bottles 113
Sports caps 114
Lunchbox solutions 116
Premium convenience 117
Sensory 119
Coffee/tea flavored soft drinks 119
Exotic flavors 120
Provenance 122
Features of alcoholic drinks coming into soft drinks 123
Chapter 6 Conclusions 126
Summary 126
Introduction 127
Growth opportunities and resistance 127
Health 128
Bottled water 128
Functional drinks 129
vi
Daily dosing 131
Energy drinks 132
Sensory 133
RTD tea and coffee 133
Exotic flavors 134
Index 136
List of Figures
Figure 2.1: Diet variants of leading soft drinks manufacturers 27
Figure 2.2: Ipsei functional drink 30
Figure 2.3: Nutrisoda and SoBe functional brands 32
Figure 2.4: Brands accused of excessive levels of benzene 35
Figure 3.5: PepsiCo multi-packs and iced tea brand in Eastern Europe 41
Figure 3.6: Coca-Cola’s Sugar Free Full Throttle and PepsiCo’s SoBe No Fear Super Energy
Supplement Drink 45
Figure 3.7: Pomegreat 100 46
Figure 3.8: Share of throat within soft drinks – Soft drinks categories (global) 48
Figure 3.9: Growth by category, servings, 1999-2009 49
Figure 3.10: PepsiCo’s Aquafina brand and Coca-Cola’s Powerade 50
Figure 3.11: Soft drinks growth by region, servings (1999-2009) 51
Figure 4.12: % growth of soft drinks in terms of growth of share of new product launches, 2003-
2006 55
Figure 4.13: Share of soft drinks launched, (%), 2002 and 2005 57
Figure 4.14: Volvic Thé Rouge and Carpe Diem 59
Figure 4.15: Tesco’s Reducol and Carrefour Sanus Yogurt Drink 61
Figure 4.16: Luxlait Wellness 4 Boisson au Petit-Lait 62
Figure 4.17: Weider Diet Support Powdered Breakfast Drink 63
Figure 4.18: Bossa Nova Açai Juice 64
Figure 4.19: Sirco and Gefilus 66
Figure 4.20: Coca-Cola Blak and Pepsi Max Cino 67
Figure 4.21: Arizona green teas 68
Figure 4.22: Nestlé PowerBar Sports Gel 70
Figure 4.23: Market opportunity of soft drinks sub-categories, current market value vs. potential
market value 71
Figure 4.24: % of soft drinks launched in Europe, 2002-2006 72
Figure 4.25: Knorr Vie Shots and Friesche Vlag Breaker Fruit Fruitsnack 73
Figure 4.26: % of soft drinks launched in North America, 2002-2006 74
Figure 4.27: Gatorade Rain Thirst Quencher Beverage and Advance by POWERade Hydration &
Energy Drink 75
Figure 4.28: % of soft drinks launched in Latin America, 2002-2006 76
Figure 4.29: Terma Bebida Preparada con Hierbas y Frutos and 7Up H2Oh! 78
Figure 4.30: % of soft drinks launched in Asia-Pacific, 2002-2006 79
Figure 4.31: Arkray Kyoyu Murasaki Jiru and Tropicana Pure Premium juices 80
Figure 4.32: Innovative products targeting personalized nutrition 82
Figure 4.33: Innovative products that combine unusual or exotic flavors 84
Figure 4.34: McCain Cool Quenchers Frozen Concentrated Punch 85
Figure 4.35: Tetra Wedge Aseptic 87
Figure 4.36: Biota Spring Water 87
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Figure 4.37: Innovation in soft drinks, 2002-2006 88
Figure 4.38: Innovative vegetable drinks 89
Figure 4.39: Pokka Handy Pudding 90
Figure 4.40: Ito En Sencha Shot Japanese Green Tea 92
Figure 4.41: Nestea Ice Flavored Iced Tea 95
Figure 5.42: The three mega-trends 99
Figure 5.43: Hydration + 101
Figure 5.44: Innovative examples of hydration + 102
Figure 5.45: Innovative wellbeing products 104
Figure 5.46: Prevalence of chronic diseases in Europe, Japan, US, (000’s patients), 2003 106
Figure 5.47: Heart healthy drinks 108
Figure 5.48: Innocent smoothies 111
Figure 5.49: Convenience in soft drinks 112
Figure 5.50: Molded bottles for convenience 113
Figure 5.51: Evolution of the sports cap 115
Figure 5.52: Soft drinks lunchbox solutions 116
Figure 5.53: Premium exotic juices 118
Figure 5.54: Starbucks Ready to Drink Iced Coffee 120
Figure 5.55: Fortuna Fruit Drink 121
Figure 5.56: Premium ‘masstige’ drinks 122
Figure 5.57: Shloer and Tau Spring Water – Crossover with alcoholic drinks 123
Figure 6.58: Tropicana Essentials Juice - With Benecol 130
Figure 6.59: Ginger Soother Beverage 131
Figure 6.60: Green tea drinks launched in Europe 134
List of Tables
Table 2.1: Percentage of overweight and obese adult consumers by country, 2004-2009 (% adult
population) 22
Table 2.2: Diet carbonates market value by country, 2004-2009 (US$ m) 26
Table 3.3: Soft drinks market value, US$bn, 2005-2009 39
Table 3.4: Soft drinks market value by type, US$bn, Europe and the US, 2005 -2009 40
Table 3.5: Soft drinks market volume, liters bn, 2005-2009 43
Table 3.6: Soft drinks market volume by sub-category, liters bn, Europe and the US, 2005 -2009
44
Table 3.7: Share of throat – Soft drinks vs all other drinks (global) 47
Table 4.8: % of types of innovation within innovative soft drinks products, 2002-2006 81
Table 4.9: Top 20 product tags on new product packaging, % of all soft drinks launched, 2003-
2006 92
Table 4.10: Top 20 flavors of the new product introductions, % of all soft drinks launched, 2003-
2006 94
Table 6.11: Opportunities and resistors in soft drinks 127