Essay about Competition in energy drinks, sports drinks and vitamin enhanced beverages

Words: 2321
Pages: 10
Open Document
Competition in energy drinks, sports drinks and vitamin enhanced beverages
Kyle Holloway
Spring Hill College

INTRODUCTION
Alternative beverages such as sports drinks, energy drinks, and vitamin-enhanced beverages developed into an important competitor for the beverage industry and saw rapid growth in the mid-2000s. Alternative beverages compete on the basis of differentiation from each other in the market and traditional drinks, such as carbonated soft drinks and fruit juices. The largest sellers of alternative beverages are the global food and beverage giants, such as Coca-Cola and PepsiCo., that have already built respected brands in snack foods, carbonated soft drinks, and fruit juices prior to joining the …show more content…
The dominating market shares held by innovative products in the alternative beverage industry makes the market very attractive for new entrants who can provide an innovative product to consumers.
Some companies in the alternative beverage industry have found success on capitalizing on consumer trends. The different types of beverages are affected differently with certain trends. For example, a recent consumer trend is health consciousness. With this trend, people are veering away from sugary, high caffeinated drinks and turning to healthier substitutes, such as vitamin-enhanced beverages and fruit juices. The beverage that was the hit the worst was carbonated beverages. As stated above, carbonated soft drinks consumption has been declining for the past couple of years. There was even a legal ban for companies to sell carbonated soft drinks in containers of thirty-two ounces or larger. This ban was overruled in New York but it is still a sign of how important this health consciousness is to the people. (Barr & Hajela, 2013) The giant conglomerates of carbonated soft drinks are trying to turn the spotlight somewhere else by expressing exercise and active lifestyles through marketing campaigns to combat obesity in the U.S. rather than banning soft drinks from the people. Energy drinks have a different problem only because of the nature of the product. The
Show More

Related Documents: Essay about Competition in energy drinks, sports drinks and vitamin enhanced beverages

Dr Pepper Snapple Group Essay

Dr Pepper Snapple Group, Inc. Energy Beverages Author: Ravi Sockalingam, PhD Dr Pepper Snapple Group, Inc.’s brand manager Andrew Barker was tasked with recommending the company’s top management if it should decide to introduce a new branded product into the energy beverage market. A brief overview of the company’s position Dr Pepper Snapple Group, Inc. maintains a well-entrenched position in the flavored carbonated soft drink (CSD) market. In 2007 he held a market share of the US CSD…

Words 1409 - Pages 6

Vitamin Water Essay

LAUNCH OF Vitamin Water in Pakistan MISSION STATEMENT To establish itself as a health water supplier targeting sports, thrill seeking community and also for those adults, for whom, vitamin intake becomes a necessity with a span of age or due to some illness. To establish itself as a health water supplier for young generation & for adults with vitamin as a daily source of energy Executive Summary Purpose of this project is to study the opportunities in Pakistani market for “Vitamin Water”.…

Words 3024 - Pages 13

Caffeine: Scourge Or Salvation?

proliferation of Starbucks, or some other coffee house franchise, on nearly every street corner testifies to our obsession with caffeine. Store shelves, both grocery and convenience, are packed with an ever growing assortment of caffeine fueled energy drinks. Although caffeine may not fall into the same category of addictive substances as something like heroin, if one were to attempt to introduce another equally addictive drug into the mainstream market today, the public outcry would be deafening and…

Words 2461 - Pages 10

white paper

Business Profitable growth and value creation in the soft drink industry A view from Deloitte and SAP Table of Contents 1. 2. 3. 4. 5. 6. Introduction and objectives .......................................................................................... 1 Industry background and overview ............................................................................ 1 The business environment for the soft drink industry ............................................ 1 Business…

Words 6733 - Pages 27

Coca-Cola Business Strategy Essay

servings every day. More than 10,450 beverages are consumed every second. The company achieved earnings of $4,347,000,000 in 2003. It is present on all seven continents and is recognized by 94% of the world population. How did Coca-Cola grow from its humble roots as a home-brewed Georgia-based patent medicine to be the international soft drink powerhouse that it is today? Coca-Cola used numerous technologies to achieve its rise to the top of the soft drink industry, defining new technologies and…

Words 8355 - Pages 34