Beverage World - May 2008 - (Page 38) [INFOCUS] All three global giants are focusing on the non-carbonated side of the business in terms of CHANGE IN CSD CONSUMPTION, 2005-06 acquisitions and product innovations 100 88.8% because that’s where the growth is, 80 notes Hemphill. But there are three 70.3% active areas of CSD product innova62.0% 60 tion: hybrid categories, sweeteners and new flavors. 40.6% 40 Beverage companies are trying to 32.3% 21.2% 28.8% 19.1% 19.1% 17.8% rejuvenate consumer interest by creating 15.6% 14.3% 21.6% 21.1% 13.2% 19.0% 18.2% 20 16.8% 15.5% 13.9% CSD hybrids, reformulating sweeteners and creating 4.2% line extensions with flavors or seasonal offerings. 0 Hybrid products bridge categories to create new ones. Hemphill cites Red Bull’s new product Red Bull Cola. “It’s a cola, but it’s also an energy drink,” he says, SOURCE: BEVERAGE MARKETING CORPORATION “so it’s an energy soda.” Another energy soda is Brawndo, a carbonated sports drink recently debuted by Redux Beverages. off its Americas Beverages business into a separate entity, to Pepsi’s entries into the hybrid category are the ginsengbe called Dr Pepper Snapple Group. Despite a “challenging” enhanced Diet Pepsi Max and Tava, a zero-calorie sparkling CSD market, Americas Beverages’ base business revenues were up by 4 percent in 2007, reports the UK-based company. beverage, fortified with vitamins, minerals and antioxidants. WHERE IN THE WORLD ARE THEY DRINKING MORE? Mostly in Eastern Europe, Latin America and parts of Asia and the Middle East. 38_BEVERAGE WORLD_MAY 2008 UK RA FE IN DE RU E RA SS TI IAN TH ON AI PA LAN RA D GU AY IN DI BE A LA R JO US VE RD NE AN ZU E RO LA M HO AN ND IA GU UR AT AS EM A TU LA R UR KE UG Y U EC AY UA DO R LA TV BO IA LI PA VIA KI ST AN CH NI CA INA RA G BU UA LG GL AR OB IA AL TO TA L http://www.zahmnagel.com http://www.zahmnagel.com
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.