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March 20, 2008
LONDON—New Nutrition Business (New-Nutrition.com) released a new report, "10 Factors for Success in Energy Drinks – Europe and the U.S." The report examines how the energy drinks category is fragmenting into a series of niches and set out what that means in terms of opportunity and future strategy. According to the report, the niche getting the most attention is “natural energy.” The message that a food is naturally healthy is one of the most persuasive in food marketing and fruit-based energy drinks are seeking to capitalize on this trend.Other new niches include mood and brain—a new trend but one which offers opportunities for strong niche brands founded on good science—as well as products targeted specifically at men and women.
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