Strategies in Enhanced Water-Analysis and case studies from the US

http://www.aarkstore.com/reports/Strategies-in-Enhanced-Water-Analysis-and-case-studies-from-the-US-155974.html

Countries covered: United States

Data without interpretation doesn’t help you make decisions. And hence the bare number of a 9% decline in the US enhanced water market doesn’t explain the changing trends and likely future direction of the market.

The biggest trend is that low/no-calorie is fast changing the enhanced water landscape. For example, the biggest brand, Coca-Cola-owned Glaceau’s Vitaminwater, experienced a sales plunge of 22%. But Glaceau may have simply cannibalised sales of its own brand with the launch of Vitaminwater10 (since repositioned as a zero-calorie line, Vitaminwater Zero, sweetened with stevia).

Table of Contents :

2. Strategies in enhanced water

2.1 Naturally functional or added functionality?

2.2 Lifestyle marketing beats big science

A different approach for older consumers

2.3 Low/no-calorie a key requirement

2.4 Easy-to-accept ingredients and easy-to-understand benefits

2.5 A focus on the 18-35 age-group, particularly women

2.6 It’s all about distribution and shelf space

Box: Glaceau Vitaminwater’s lifestyle positioning creates behemoth brand

Box: Glaceau turns to Facebook for lifestyle connection

3. US market trends

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