Beverage World - May 2008 - (Page 43) New Beverages Launched Globally with Environmentally Friendly Claims*, 2005-2008 Category Alcohol Beverages Beverage Concentrates Bottled Water CSDs Fruit/Flavored Still Drinks Juice Nectars RTD Tea 2005 82 60 59 44 70 339 80 57 2006 101 59 139 55 86 443 100 121 2007 182 117 164 118 152 689 153 200 2008** 69 26 76 62 58 190 34 An Innocent Brand When it comes to green beverages, the US isn’t where the industry experiences the most environmentally conscious brands. “The green trend in terms of beverages…is driven much more out of Europe than it is in the United States,” says Lynn Dornblaser, senior analyst at Chicago-based Mintel. Particularly, she notes, the UK. The UK-based smoothie brand, Innocent, which was launched in 1999 by three college friends, has gained a loyal following—in 2007 the company sold more than 2 million smoothies a week. The reason? Well, for its innocence. Sold in more than 10,000 retail locations, Innocent is a brand that takes the commonly used term “green” and applies it to just about every aspect of its business. The company uses organic “responsible” ingredients sourced from farms that look after their workers and the environment. For example, all of Innocent’s bananas are Rainforest Alliance certified. It uses sustainable packaging and focuses on resource-efficient business practices. “Overall, in terms of providing an environmentally responsible and a very wholesome product to consumers, it’s probably (Innocent) that does the best job,” says Dornblaser. 72 *“ENVIRONMENTALLY FRIENDLY CLAIMS” INCLUDES ALL ETHICAL CLAIMS AS WELL AS NATURAL AND ORGANIC CLAIMS; **THROUGH APRIL 15, 2008. SOURCE: MINTEL GNPD Regional Share of New Beverages with Environmentally Friendly Claims 2005 • Total 1,521 Asia Pacific 9.5% Europe 32.9% Latin America 10.8% Middle East & Africa 1.6% 2007 • Total 3,185 Asia Pacific 14.7% Europe 40.0% Latin America 9.8% Middle East & Africa 2.4% North America 45.2% SOURCE: MINTEL GNPD North America 33.1% Top 10 Global Bottled Water Brands by estimated brand value (Jan. 1, 2007-Dec. 31, 2007) Brand Brand Value1 Brand Brand (millions US dollars) Contribution2 Momentum3 1. Evian 2. Perrier 3. Aquafina 4. Volvic 5. Pure Life 6. Dasani 7. Poland Spring 8. Levissima 9. Vittel 10. Contrex 1 Percent Change +8.0% +19.0% -8.0% +20.0% +26.0% -4.0% -1.0% +39.0% +13.0% +11.0% $768 $673 $623 $510 $455 $447 $355 $331 $303 $271 3 3 3 3 4 3 2 3 2 3 6 5 7.5 5.5 10 8 9.5 5 3.5 6.5 THE FINANCIAL VALUE OF A BRAND DEFINED AS THE SUM OF ALL EARNINGS THAT BRAND IS EXPECTED TO GENERATE; 2 REFLECTS THE SHARE OF EARNINGS ATTRIBUTABLE TO LOYAL CUSTOMERS WHOSE PURCHASE DECISION IS BASED ON BRAND RATHER THAN OTHER FACTORS SUCH AS PRICE, MEASURED ON A SCALE OF 15, 5 BEING THE STRONGEST; 3 AN INDEX OF A BRAND’S SHORT-TERM GROWTH RATE (ONE YEAR) RELATIVE TO THE AVERAGE SHORT-TERM GROWTH RATE OF ALL BRANDS IN THE BRANDZ RANKING. BRAND MOMENTUM IS PRESENTED AS AN INDEX FROM 1-10, WHERE 10 INDICATES BRANDS WITH THE HIGHEST SHORT-TERM GROWTH POTENTIAL. SOURCE: MILLWARD BROWN OPTIMOR, 2008 BRANDZ TOP 100 GLOBAL RANKING BEVERAGEWORLD.COM MAY 2008_BEVERAGE WORLD_43 http://BEVERAGEWORLD.COM
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