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Who drinks "fitness water" products such as Propel? and Why?
I am interested in how such products hope to compete with sports
drinks or straight water. So aspects of marketing, demographics,
company/product ratings, competition are all of interst. Is it marketing hype
or a reall phenominon?Hello lennendraw-ga,
Here are the results of my research for what you listed in your
question regarding the fitness water market.
From the article Vitamin Waters Flood Beverage Market published by CSP
Information Group:
Vitamin-enhanced waters are also called “aquaceuticals,
Some examples are:
PepsiCo: Propel and Aquafina Essentials
Coca-Cola: Dasani Nutriwater
Baxter International: Pulse
======
Propel
======
“In January 2002, PepsiCo’s Gatorade launched Propel Fitness Water,
the company’s first entry into the new “fitness water” category.”
“Propel is a lightly flavored, noncarbonated water with 10 calories
per 8-ounce serving. Available in four natural flavors--black cherry,
lemon, orange and berry—it is designed to provide active consumers and
fitness enthusiasts with a better hydration alternative to plain
water, says the company. All flavors, sweetened with sucralose
artificial sweetener, contain B vitamins including B3 (niacin), B5
(panthothenic acid) and B6, as well as antioxidant vitamins C and E.”
===================
Aquafina Essentials
===================
It was launched nationally on June 3, 2002 and is available in four
varieties—B-Power (wild-berry flavored, containing four B vitamins),
Calcium Plus (tangerine-pineapple flavored, with calcium and folic
acid), Daily C (citrus flavored, offering 100% vitamin C) and Multi-V
(watermelon flavored, with vitamins C, E, B3, B6, B12 and B5).
=====
Pulse
=====
“Pulse Nutrition Solutions Inc., a subsidiary of Baxter International
Inc., formally launched its Pulse line of nutrition-fortified,
flavored waters in Chicago in late May 2002.”
(..)
“Pulse water beverages are being positioned as “dietary supplements,”
a convenient way to receive nutrients and other ingredients for health
and wellness. McDonald recommended that if consumers substitute one
bottle of Pulse a day for a can of diet soda, “they will have made an
important contribution to improving their intake of these protective
nutrients and dietary ingredients.”
Demographics: baby-boomers aged 38 to 56.
The formulations are “gender specific”
“The women’s formula—in cranberry raspberry, cranberry lime and
cranberry green apple—has 18 calories per 500-milliliter bottle and
contains soy isoflavones, vitamin B6, calcium, magnesium, vitamin D,
folic acid and vitamin B12.”
“The men’s formula—in pineapple citrus, tropical fruit blend and
melonberry—has 36 calories and contains lycopene, vitamin C, vitamin
E, selenium and green-tea catechins.”
“The heart formula—in mandarin citrus and strawberry kiwi—also with 36
calories, has soluble fiber, vitamin C and selenium.”
Other enhanced water brands on the market:
Ferolito Vaultaggio & Son’s : AriZona waterAID in 6 flavors, 40
calories per 8-ounce serving and include essential vitamins and
minerals.
Leading Brands Inc.: Trek, a water line formulated to help hydration
before, during and after physical activity.
Energy Brands Inc.: Glaceau nutrient-enhanced waters.
Long Life Beverage Co.: Enhance, a line of vitamin-fortified waters in
six formulas.
CSP Information Group
http://www.imakenews.com/csp/e_article000077069.cfm
====================================================
Consumer Insight – Trends - Summer 2003
The latest development in the category of bottled water is the
“enhanced waters” or “premium waters” genre.
“This genre is characterized by the addition of a strategic ingredient
or nutraceutical. These additives are unique in that each “flavor” has
a different component to it for a specific health benefit. It
may be an energy booster, a calming ingredient, a hydration
element or a multi-vitamin additive. Enhanced waters are
lighter alternatives to the “energy,” “sports” and “alternative”
beverage categories, although they do contain sweeteners
and a small caloric content.”
According to ACNielsen data, the enhanced water segment—while
accounting for only 4% of total dollar sales of total bottled
water—contributed 10% of total category growth. This could be a
branding opportunity for large soft drink or fruit juice marketers as
they develop and market their entries to the new category.
ACNielsen
http://www.acnielsen.com/download/pdf/pubs/consumerinsight/2003/q2/trend.pdf
============
Market Size
============
According to Michael Bellas, chairman of Beverage Marketing Corp, “the
bottled water industry is about $7 billion at wholesale, and about 6
billion gallons are consumed every year by the American public. This
year, it will be the No.2 beverage in the United States - it will pass
milk, coffee and beer to do that.”
“In fact the enhanced water business has gotten so huge, sales
increased more than 10 times from 2000 to 2002 - from $20 million to
over $200 million.”
CBS News: July 29, 2003
http://www.cbsnews.com/stories/2003/07/28/earlyshow/contributors/lauriehibberd/main565460.shtml
====================================================
From the San Francisco Chronicle
Wednesday, April 2, 2003
“The names burst with the promise of health: Vitamin water. Enhanced
water. Fitness water. Energy water.”
According to research by Beverage Marketing Corp. in New York,
enhanced waters are the fastest growing part of the bottled water
market.
2002 - $245 million wholesale
2000 - $20 million
Analysts say that the biggest fans are health-conscious young adults
and baby boomers in trendy urban areas.
Fitness water is a low calorie alternative to sports drinks.
“Propel, a fitness water from the makers of Gatorade, is by far the
biggest- selling enhanced water, a low-calorie alternative to sports
drinks.”
“Energy Brands' Glaceau Vitaminwater is scoring in the hipness market,
with a dozen drinks in a rainbow of colors, each with a name that
promises more than thirst relief - "determination," "focus" and
"rescue," to name three. The Bay Area is one of the top markets,
Glaceau's Oza says.”
“Coke and Pepsi have followed the trend and added sugar, fruit flavors
and vitamins to make enhanced versions of their Dasani and Aquafina
waters.”
“Americans are now spending $7.7 billion a year to hydrate; that's 21
gallons per person last year.”
(..)
“Whether enhanced waters are a flash in the pan or the next Snapple is
hard to know, says analyst Gary Hemphill at Beverage Marketing Corp.
But no matter what, Pirko says Americans are just at the beginning of
the nutraceutical beverage and food era.”
San Francisco Chronicle
http://www.cnr.berkeley.edu/cwh/PDFs/news/Vitamin_W_SFChron_4.2.03.pdf
====================================================
Propel Fitness Water from Gatorade Surpassed $100 Million
“Enhanced water is the fastest growing segment of the beverage
category, and market leader Propel Fitness Water last week became the
first enhanced water to surpass $100 million in annual sales. Since
its national rollout early this year, Propel has claimed nearly 60
percent of all enhanced water category growth at grocery and c-store
in 2002, clearly placing The Gatorade Company’s latest innovation at
the forefront of the category explosion.”
“According to Information Resources, Inc. (IRI), enhanced water sales
at grocery and c-store are up 124% year-to-date, and sales of Propel
Fitness Water have outpaced the competition, with an increase of 193%
year-to-date at grocery and c-store.”
According to Chuck Maniscalco, president of The Gatorade Company,
Propel Fitness Water was developed to provide a better water choice
for active people.
He went on to say:
"We know that consumers drink 4.1 billion gallons of beverages per
year when they are active and water is the active-thirst beverage
selected most often. Leveraging our more than 35 years of hydration
expertise, Propel Fitness Water helps us meet the needs of active
water drinkers and capture more of the active-thirst pie."
(..)
“Gatorade created Propel to help exercisers who drink plain water stay
better hydrated and enjoy better workouts. Research shows that active
individuals only replace half the amount of fluids they lose when they
drink plain water during exercise, which can lead to dehydration and a
lack of energy. Research also shows that people will drink more of a
lightly flavored beverage than plain water and therefore will stay
better hydrated.”
Propel Advertising Campaign:
“The "Drip" advertising campaign for Propel, featuring dramatic
visuals of a variety of athletes encapsulated in giant drops of water
dripping from a bottle and splashing onto the ground, has played a key
role in the success of Propel, generating substantial awareness and
trial for the brand. (..) In addition, the brand will continue to be
supported by a fully integrated marketing campaign, including
sampling, public relations, point-of-sale and in-store merchandising.”
Gatorade: December 2002
http://www.pepsico.com/news/gatorade/2002/20021205g.shtml
"Research shows that people will drink more of a lightly flavored
beverage than water and will therefore stay better hydrated," noted
Wellington. "Propel is perfect for people who want a great-tasting
thirst quencher when plain water gets just too boring."
Prepared Foods
http://www.preparedfoods.com/archives/2000/2000_09/0009bpro.htm
====================================================
Reebok fitness water has had less than expected sales in the first
half of 2003.
"We believe our sales for the first half of 2003 are down due in part
to economic conditions in North America, soft beverage industry sales
in the US, and less than expected sales for our enhanced water brand,
Reebok fitness water beverage.”
The Beverage Network
http://www.bevnet.com/news/2003/08-14-2003-clearly.asp
============
Demographics
============
From Consumer Trends Summer 2003
“Baby Boomer group that has moved away from carbonated beverages in
favor of prepared teas, water and, now, enhanced water. These
fortified waters are the latest “hot” product group and have been
dubbed “aquaceuticals.”
http://www.cmadc.org/pdf/Closure_summer03.pdf
“Propel Fitness Water targets active people who typically drink water
to stay well hydrated. It has only ten calories and comes in three
light flavors--Lemon, Orange and Berry--each providing four B vitamins
and two antioxidants.”
Prepared Foods
http://www.preparedfoods.com/archives/2000/2000_09/0009dpro.htm
====================================================
“The aging population and the desire for balanced health is
opening doors for products like fortified waters such as Quaker’s
Propel”
“Aging Boomers have the income to pay to feel better as they age.”
In Focus – Fall 2002
http://www.infores.com/public/us/prodserv/us_prd_infocus2.pdf
Enhanced Waters
”The line-up of vitamin-laced waters includes Reebok's Fitness Water,
Gatorade's Propel Fitness Water, Glaceau's Defense, Revive, and
Endurance. Other manufacturers of this new breed of drinkables are
Arizona, Snapple, Seagram's, and Nestle. Other groups prefer to put
private labels on their own bottled water. Baby boomers have found an
effortless way to quench thirst and get vitamins in one shot, with
vitamin waters. The majority come with added potassium and vitamins A,
C, and E. One pharmaceutical company, Baxter, recently launched Pulse,
a line of water-plus-nutrients supplement designed to provide benefits
for women's health, men's health and heart health.“
Nutrition News: August 2003
http://www.culinartinc.com/nutrition_news/aug_2003_.pdf
===================================
Fitness Waters versus Sports Drinks
===================================
Fitness waters are a low calorie alternative to sports drinks.
==============
Fitness Waters
==============
“Propel by Gatorade and Reebok’s Fitness Water will encourage fluid
consumption, are low in calories and splashed with a few vitamins.
These might be a tasty alternative to water or higher-calorie sports
drinks, especially if you are watching your waistline.”
===========
Sports Drinks
===========
“Sports drinks contain water, carbohydrates, electrolytes, and
possibly a vitamin or two, and can ward off fatigue 37% longer than
water alone. For maximum absorption, your sport-ade of choice should
contain between 13 and 21 grams of carbohydrate per 8oz.—anything more
(like juice or soda) inhibits absorption and may cause an upset
stomach. There it little difference between Gatorade, PowerAde and All
Sport—the three major brands. Gatorade has doublethe amount of sodium
as the other brands and fewer calories, but all contain the
appropriate amount of carbohydrate and can help hydrate you through a
grueling workout.”
Horizon Organic
http://www.horizonorganic.com/healthyliving/tom.html
====================================================
Fitness waters should not be used in place of sports drinks as they
lack the carbohydrates needed to prolong endurance needed by athletes.
“So-called sports and fitness waters are the latest trend in the
beverage industry. Brands like Propel and Reebok Fitness Water are
marketed as sports drink alternatives to athletes. But are these fancy
waters truly substitutes for sports drinks? “No,” says Kim Brown R.D.,
a sports nutrition specialist. “While they have the fluid and
electrolytes needed for proper hydration, these ‘enhanced waters’ lack
the carbohydrate needed to prolong endurance,” she explains. “Fitness
waters are perfectly healthy, but they will not enhance athletic
performance to the degree that a good sports drink will and should not
be used in place of sports drinks.”
Powering Muscles
http://www.poweringmuscles.com/running.asp?article_number=1
====================================================
Water or sports drinks?
By JOHN ALLEN
Fitness waters:
“Well, they are just that — water, experts say. Gatorade has a new
brand called Propel, Reebok has a brand of fitness water and Aqua Rush
is a brand of "restructured water." The bottom line, according to
information from their own Web sites, is that they are not much more
than flavored water. They do not contain the recommended amounts of
carbohydrates or electrolytes for strenuous exercise by the American
College of Sports Medicine.”
“The bottom line, according to information from their own Web sites,
is that they are not much more than flavored water.”
Sports Drinks:
"If you’re going to work out pretty hard for longer than 60 minutes,
you should use a sports drink. They replace lost carbohydrates for
energy, they contain sodium, which keeps you thirsty so you’ll drink
more fluids and be less likely to become dehydrated, and they also
replace other lost minerals like potassium."
Waco Tribune-Herald
http://www.citizenhealthbeat.com/news%202003/July03/news07.10.03.htm
===================
Reviews and Ratings
===================
The Beverage Network Review of Reebok Fitness Water
“Reebok Fitness Water is an enhanced water beverage made with
essential vitamins, minerals and electrolytes. Reebok Fitness Water is
more refreshing and better tasting than conventional bottled waters
and less sweet and has less calories than typical sport drinks.”
You may view the Beverage Network ratings, nutrition facts and
ingredients for each type of Reebok fitness water at this direct link:
http://www.bevnet.com/reviews/reebokwater/
Reebok Fitness Water Beverage Receives 2002 Award of Excellence
http://www.bevnet.com/news/2002/07-30-2002-clearly.asp
====================================================
The Beverage Network Review of Glaceau Vitamin Water:
You may view the Beverage Network ratings, nutrition facts and
ingredients for each type of Glaceau Vitamin Water at this direct
link:
http://www.bevnet.com/reviews/glaceauvitamin/
====================================================
The Beverage Network Review of Pulse Water
Check out ratings, nutrition facts and ingredients here:
http://www.bevnet.com/reviews/pulse/index.asp
Pulse Water brochure and fact sheets. Click on images to enlarge.
http://www.bevnet.com/reviews/documents.asp?brandid=486
====================================================
Smart Waters by Water Concepts
“Brand Overview: A new category of exceptional tasting waters
fortified with herbal mineral supplements. Smart Waters are
alternative health enhancing products without sugars, calories, or
carbonation. Smart Waters offer five varieties to choose from.”
You may view ratings, nutrition facts and ingredients here:
http://www.bevnet.com/reviews/smartwater/
====================================================
Superwater Showdown - August 2003
“The new trend is "enhanced water," beverages that boast various
supplements and nutrients that don't come out of a tap. None of these
superwaters delivers much in the way of real nutrition.”
Taste Tests and Ratings:
Glaceau (Energy Brands): Vitamin Water
“TASTE TEST: Essential Orange-Carrot: Buttery and full-bodied with
sharp citrus tones.” A-
PepsiCo: Aquafina Essentials Multi-V
“TASTE TEST: Watermelon: Juicy with nicely rounded sugars and slightly
sour finish.” B+
Veryfine Products: Fruit20 Plus
“TASTE TEST: Berry Relaxing: Tart fruits with punchy berry nose.” C+
Baxter Healthcare: PULSE HEART HEALTH FORMULA
“TASTE TEST: Mandarin Citrus: Oppressive tangy sweetness on soapy
body.” C-
Gatorade (PepsiCo): Propel Fitness Water
“TASTE TEST: Dominant sugars resolving to dry mouth. Shrill berry
notes.” D-
Wired Digital, Inc
http://www.wired.com/wired/archive/11.08/start.html?pg=10
====================================================
Coca Cola – Nutriwater
“Dasani’s other effort has been to enhance its offering with vitamins.
Called NutriWater, the new products are expected to launch by year-end
and are an effort to increase brand loyalty among water consumers.
Coca-Cola’s NutriWater will have vitamins and minerals and be lightly
sweetened. As an example, the cucumber-pear flavor is to include
vitamins B and C.”
Prepared Foods
http://www.preparedfoods.com/archives/2002/2002_12/1202marketwatch.htm
====================================================
Mary Horn, MS, a research scientist at the Gatorade Sports Institute
says that "Propel" has a light flavoring and a few antioxidant
vitamins is not intended to help performance and just to adds to a
healthy diet.
She goes on to say:
“Flavorings in beverages "encourage the exerciser or athlete to drink
more and stay hydrated better,"
"Our research shows that both the taste and sodium content of Gatorade
naturally make people drink more of it, so they get the hydration they
need."
Chris Carmichael, head of a training company for personal coaches in
Colorado Springs and the personal coach of three-time Tour de France
winner Lance Armstrong states: "I don't think [fitness water] does a
great job of anything. It's a marketing ploy," he tells WebMD.
MSN Health
http://content.health.msn.com/content/article/18/1676_55034.htm
====================================================
From Chicago Athlete:
“In addition to the traditional sports drinks, a slew of "fitness" or
"vitamin" waters are now marketed. The ingredients in these products
vary, but most contain a small amount of flavoring and sucrose along
with supplemental vitamins, and occasionally herbs.
Although the added vitamins in fitness waters likely won't hurt you,
they probably don't offer a substantial benefit. The typical fitness
water may give you a small percentage of your daily need for a few
vitamins, but you'll get more than this amount of vitamins from a
healthful diet.”
Source: Chicago Athlete
http://www.chicagoaa.com/features/drinkup03.html
====================================================
Nutritionist Cynthia Sass, R.D., a spokesperson for the American
Dietetic Association rates designer waters at the following link:
http://www.fitnessmagazine.com/media/food_and_nutrition/designer_water.pdf
====================
For further reading:
====================
“It's not just tap water. It's more than bottled water.
It's super water.”
By LOUIS B. PARKS
Houston Chronicle
http://www.capecodonline.com/cctimes/health/water8.htm
Bottled water gets a health booster
By Theresa Howard, USA TODAY
http://www.usatoday.com/money/general/2001-04-18-water.htm
Energy drinks might not help couch potatoes
By Courtney Humphries,
Globe Correspondent, 8/19/2003
“Experts agree that vitamins will do little for your energy level
unless you have a deficiency, and some now caution that too many
fortified foods could cause an overload of certain vitamins and
minerals, which could be toxic. "All you're doing is paying for water
with a Centrum in it,"
http://www.boston.com/news/globe/health_science/articles/2003/08/19/energy_drinks_might_not_help_couch_potatoes/
A tastier way to get your H2O
USA Weekend
Issue Date: September 8, 2002
http://www.usaweekend.com/02_issues/020908/020908fitsmart.html
Beverage makers deliver more than thirst-quenchers
Stagnito Communications Inc
http://www.stagnito.com/fbr_beverage.asp
Search Criteria:
"Bottled water industry" "fitness water"
Fitness Water Market
“fitness water" demographics
“aquaceuticals” fitness water
Propel
Fitness water demographics
Fitness water industry
I hope the above information helps you in your research. If anything
is unclear or if a link does not function, please let me know and
I'll be glad to offer further assistance.
Best Regards,
Bobbie7-ga#If you have any other info about this subject , Please add it free.# |
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