Male teens and young adults ages 18-24 most commonly drink sports drinks. Sports drinks consumption has plateaued in recent years while natural beverage sales have grown 29% since 2009. Powerade plans to launch an all-natural addition called Prevail containing natural ingredients like stevia and sea salt with a slimmer, biodegradable bottle to appeal to health-conscious consumers.
2. Sports Drink User
Demographics
Male teen/young adults
62% of age 18-24 drink sports drinks
49% of men drink sports drinks
33% of women drink sports drinks
4. Sports Drink’s Problem
Recognition
High Fructose Corn Syrup
Due to alarming obesity rates consumers are
looking for beverages with different substitutes
No use of ALL NATURAL ingredients
PowerAde provides minimal nutritional benefits
other than energy from their formulated Ion4
(a
combination of electrolytes)
5. Different Beverage Options
Organic
Has very high restrictions for obtaining the label
“organic”
Best alternative to sports beverages
Most expensive beverage
All natural
Has loose restrictions on the label “all natural”
Better alternative to sports beverages
Cheaper than Organic, more expensive than regular
beverages
6. Sports Beverage Industry VS.
“All Natural” Beverage Industry
All Natural Beverages
Since 2009 natural beverages
industry has seen 29%
growth
With continued growth,
prices should eventually
decrease
Research indicates that
nutrition drives usage
59% of purchases are
driven by consumers
drive to have their
children eat healthier
Sports Beverage
Consumption has reached a
plateau between 2004-2009
Segment remains challenged
by growing number of
products positioned as
alternatives to sports drinks
Overall consumption levels
have decreased every year
since 2004
Most women hate the taste
of sports beverages
7. Consumption of
Natural/Organic Beverages
86 % said they bought organic/and or natural
beverages in the past year
44% buy nearly the same amount of
organic/natural beverages from the previous
year
25% are buying even more organic/natural
products than the previous year
8. PowerAde Prevail
Prevail is going to be an all-natural addition
to PowerAde's product line
Contain natural ingredients such as
Sea salt additive
Electrolyte enhanced
Stevia sweetener
Fiber
Slimmer bottle design made with bio-
degradable plastic
11. Improvements/Changes
We plan to substitute high fructose corn syrup to a Stevia Sweetener
An all natural zero-cal sweetener used as a dietary supplement
Its actually sweeter than sugar and fructose, so you can increase
taste without increasing calories
It also has no carbohydrates attached so it has no side effects on
your health
Use all Natural Ingredients from real fruits
Will provide natural carbohydrates vs. carbohydrates that come
from high fructose corn syrup
Will also contain natural fruits such as coconut water, fruit juice, as
well as the natural electrolytes, and vitamins that come naturally
from those ingredients
12. Sustainability
New Bottle Materials
70% of plastic bottles end up and landfills
New bottle design will be made with Bio-plastics
Materials used
Are deemed "food grade" by the FDA
Create 60% less greenhouse gas
Uses 50% less non-renewable energy
Cost to make is only 5-10% more than regular plastic
bottles
Bottles de-compose in about 90 days
13. Pricing
All natural ingredients, and bio degradable plastic
More expensive than regular produced beverages
Price will be competitive with our direct competitors
Gatorade “Natural” $1.50
Campbell’s “V8 V-Fusion + Energy” $1.99
Arizona Ice Tea “Coco-Zona” $2.25
Prevail will be formulated to price anywhere between
$1.50 – 2.50
14. CONSUMER PRECEPTION
In order to change consumer perception about sports energy drinks to convert
them to users of “all natural” sports energy drinks we must first:
Educate consumer on benefits of “all natural” drinks vs. sports energy
drinks
Labels
40% increase of awareness of clearly labeled ingredients
21% more likely to buy product if detailed health benefits are listed
22% more likely to purchase product that states “all-natural”
Noticeable difference in price
Mintel Reports see trends that consumers are willing to pay more for
beverages if perceive the beverage to be a value-added product
Convey that ingredients are “all natural”
Convey how the customer contributes to sustainability
15. Smartphone App
Powerade's Hydration Station
A free application that can be downloaded for all smartphones
User's can input personal information
Height
Weight
Eating habits
Activity levels
Drinking habits
Users can punch in their daily intake of PowerAde beverages as well as
regular water
The application will then tell them if they are at optimal hydration
16. App Integration
App will be able to connect to your FB
This will help promoting Prevail as well
as Hydration Station App
In addition to the App we suggest
PowerAde, re-creates a whole new website
dedicated to their product lines, and staying
healthy
Currently there website redirects you
right to their FB page
Inform customers about nutritional
information
Provide ways to keep in shape
Include exercises, blogs from certified
specialists, as well as diet plans
17. Bibliography
Data Taken from the following sources:
Mintel
U.S. National Library of Medicine
Coca-Cola
Nutrition Connection
Data Monitor
Nature Works LLC
USA Today
Notas do Editor
"Login to Mintel Oxygen - Mintel Group Ltd." Login to Mintel Oxygen - Mintel Group Ltd. N.p., n.d. Web. 03 Dec. 2012. <http://academic.mintel.com/display/636995/>.
Citations
"Result Filters." National Center for Biotechnology Information. U.S. National Library of Medicine, n.d. Web. 28 Nov. 2012. <http://www.ncbi.nlm.nih.gov/pubmed/15051594>.
"Nutrition Connection." Coca-Cola. N.p., n.d. Web. 28 Nov. 2012. <http://productnutrition.thecoca-colacompany.com/products/powerade-mountain-berry-blast>.
Citation
"Choosing a Bottle to Make a Difference." Bottles. N.p., n.d. Web. 03 Dec. 2012. <http://www.natureworksllc.com/Product-and-Applications/Bottles>.
"Biodegradable Plastic Made from Plants, Not Oil, Is Emerging - USATODAY.com." Biodegradable Plastic Made from Plants, Not Oil, Is Emerging - USATODAY.com. N.p., n.d. Web. 03 Dec. 2012. <http://usatoday30.usatoday.com/money/industries/manufacturing/2008-12-25-biodegradable-plastic_N.htm>.
http://www.co.carver.mn.us/departments/LWS/docs/PLAstudy.pdf
Prices taken from google.com
"Login to Mintel Oxygen - Mintel Group Ltd." Login to Mintel Oxygen - Mintel Group Ltd. N.p., n.d. Web. 03 Dec. 2012. <http://academic.mintel.com/display/331907/?highlight=true>.
"Login to Mintel Oxygen - Mintel Group Ltd." Login to Mintel Oxygen - Mintel Group Ltd. N.p., n.d. Web. 03 Dec. 2012. <http://academic.mintel.com/display/331907/?highlight=true>.
"Login to Mintel Oxygen - Mintel Group Ltd." Login to Mintel Oxygen - Mintel Group Ltd. N.p., n.d. Web. 03 Dec. 2012. <http://academic.mintel.com/display/449722/?highlight=true>.