SUBSCRIBE

Breaking News on Supplements, Health & Nutrition - Europe US edition | APAC edition

Trends > Probiotics

Editor’s blog

Which 2 global health brands grew by $1bn in 2012?

By Shane Starling+

15-Feb-2013
Last updated on 15-Feb-2013 at 14:24 GMT2013-02-15T14:24:35Z

Which 2 global health brands grew by $1bn in 2012?

Something probiotic? Omega-3? A diet cola? Nope. 

One category is way out ahead of the rest globally and that is the one that delivers the most obvious ‘feel the benefit’ payload – energy drinks.

In a poll of the fastest growing health and wellness (H&W) brands globally Euromonitor International  found Red Bull and Monster way out ahead of the rest – with each putting on about $1bn in sales in 2012. Red Bull sells around 5bn cans of its premium-priced, caffeine and taurine containing energy drink per year.

Notable too is how much faster 'functional-fortified' products are growing than 'naturally healthy', 'organic' or 'better for you' foods in a global H&W sector that itself grew at 7% in 2012 - about $40bn.

Behind Red Bull and Monster on the Euromonitor list is Chinese dairy brand, Wahaha, growing at about $750m for the year. Then its sports perennial Gatorade (Pepsi), which grew by just over $500m.

The rest including Coca-Cola Zero, Danone Activia, Yakult and new probiotic yoghurt player, Chobani, grew by under half a billion.

Energised

What is apparent from the list is the force of the ‘feel the benefit’ idea with probiotics and energy dominating.

Probiotics that – despite an EU claims ban – consumers have long trusted to improve their digestion.

Trust in energy drinks – again refuted on taurine-energy links at least in the EU (caffeine claims are looking more likely) – to do exactly what they say on the their slimline tins: Give energy.

That said 2012 was tough in many ways for both sectors with the regulator attacks and, for energy drinks at least, links to serious adverse events including deaths, usually due to over or inappropriate consumption.

Could any of the concerns circling the category dent its rise in 2013? Time will tell, but Monster in the US recently announcing voluntary re-categorisation as a beverage from a dietary supplement and bringing caffeine labeling into play, shows the industry is making moves to respond to some of the ‘irresponsible’ criticisms levelled at the sector.

The second fastest growing H&W beverage category in 2011? Fruit and vegetable juice. How will that perform in 2013? Stay tuned...

Related products

Live Supplier Webinars

Polyphenols tipped to become the way to innovate in Sports Nutrition
Fytexia
Orally bioavailable standardized botanical derivatives in sport nutrition: special focus on recovery in post-intense physical activities
Indena
Collagen in motion: move freely and keep your injuries in check
Leading manufacturer of gelatine and collagen peptides
Life’s too short for slow proteins. Whey proteins hydrolysates: Fast delivery for enhanced performance
Arla Foods Ingredients
What it Takes to Compete and Win in Today’s Sports Nutrition Market
Capsugel
Sports Nutrition Snapshot: Key regional drivers and delivery format innovations
William Reed Business Media
Gutsy performance: How can microbiome modulation help athletes and weekend warriors
William Reed Business Media
Pushing the boundaries: Where’s the line between ‘cutting edge nutrition’ and doping
William Reed Business Media
Alpha & Omega in Sports Nutrition – Using Omega 3’s and A-GPC to improve performance and recovery.
KD Pharma

On demand Supplier Webinars

High-amylose maize starch may reduce the risk of type 2 diabetes: what does this qualified health claim mean?
Ingredion
Balancing Innovation and Risk in Sports Nutrition Ingredients
NSF-International
Explaining bio-hacking: is there a marketing opportunity for food companies?
William Reed Business Media
Personalized Nutrition – how an industry can take part in shaping the future of Nutrition
BASF Nutrition & Health
Find out Nutritional and ingredient lifecycle solutions and strategies!
Roquette
Is the time rIpe for I-nutrition?
William Reed Business Media
The Advantage of Outsourcing Fermentation-based Manufacturing Processes
Evonik Health Care
All supplier webinars