Functional Drinks - Reassessing Future Potential, Determining Consumer Targets, and Delivering Credible Products, Now Available on ASDReports

Wednesday 17 September 2014, Amsterdam

The brand new insight report that not only illuminates the landscape of a lucrative and challenging market – but identifies the best opportunities and strategies within the industry.

What are functional drinks? Functional drinks are beverages that have a beneficial effect on the body beyond basic nutrition and hydration. Health claims can be both general and specific, for instance a drink may claim a general benefit – such as boosting happiness – or something more measurable – such as improving digestive function. They can be measured based on how they meet various consumer need states, with a spectrum that ranges from products that are less ‘bad’ for consumers than other offerings to those which offer specific and measurable medical benefits.

In Europe, the number of approved health claims in food is extremely low, making Europe a hard market for manufacturers, but also an important one, as it provides a gold standard test for health claims. Japan is at the other end of the scale with five times as many approvals than the whole of Europe – making Japan an excellent test market that stands out amongst developed countries for innovative, new products.

The difference:

• A clean bill of health: Gain a thorough understanding of how marketers can update their product and innovation strategies to make the most of new opportunities in the functional drink market.
• Be as fit as a fiddle: With evaluations of the challenges that the functional beverages market presents along with a review of the current state of the regulatory landscape in major markets and the implications for the functional drinks market,.
• A glimpse of the future: Knowledge of the functional drink regulatory and consumer landscape will allow manufacturers to successfully position and market their product in a rapidly changing environment.