儿童饮料趋势201004

Baby Drinks Innova Market Insights April 2010 Introduction  This review focuses on global Baby Drinks product launches tracked by the Innova Database.  The review contains information regarding new Baby Drinks product launches from January 2009 to December 2009.  Market Analysis  Company Analysis  Positioning Analysis  Flavour Analysis  Baby Drinks Product Trends  Packaging Analysis  Conclusion Market Analysis Market Analysis: Top 15 Countries Company Analysis: Top 15 Companies Company Products Launched in (%) HIPP 23 NUTRICIA 22 FARLEY 11 ALBERT HEIJN 9 NESTLE 8 DM DROGERIE 5 GERBER 5 ONLY ORGANIC 3 HERO 3 HEINZ 3 BEECH NUT 2 BEBIVITA 2 NUMIL 2 PACIFIC OCEAN 2 PRESIDENTS CHOICE 2 Total 102 Positioning Analysis Positioning Analysis Positioning Analysis: Positioning Category Positioning Category Products Launched in (%) Convenience - Consumption 19 Health (Passive) - No Additives/Preservatives 16 Health (Passive) - Allergy 13 Health (Passive) - Gluten Free 13 Health (Passive) - No Added Sugar 11 Health (Passive) - Organic 7 Health (Active) - Vitamin/Mineral Fortified 6 Convenience - Easy-to-Prepare 3 Health (Passive) - Natural 2 Choice - Vegetarian 2 Health (Active) - Digestive/Gut Health 2 Convenience - Time Saving 2 Age - Baby Formula (0 - 6 months) 2 Health (Passive) - Low Sodium 1 Choice - Ethical 1 Total 100 No additives/preservative claims have great appeal for parents wanting a more natural product for their baby. No Additives/Preservatives Claims With Natural Appeal Poland: Bobovita Jablko i Gruszka Nektar Przecierowy: Apple and Pear Nectar Juice for Babies. Rich in vitamin C. No sugar. No preservatives or artificial colors. Gluten free. Poland: HiPP Herbatka Morelowa: Apricot Tea for Babies. No synthetic flavor. No milk proteins. Gluten free. No preservatives and colors. Natural ingredients. Poland: Gerber 100% Sok z Winogron, Jablek, Malin i Dzikiej Rozy: 100% Fruit Juice for Babies 4 Months Onwards. Source of vitamin C. No added sugar. Gluten free. No preservatives. Natural ingredients. • 16% of the products launched have a no additives/preservatives claim. Keeping Sweet Without Sugar Poland: Gerber Nektar Winogronowo- Porzeczkowy: White Grape and Black Currant Juice Drink for Babies 4 Months Onwards. Source of vitamin C. No added sugar. Gluten free. No preservatives. Natural ingredients. Germany: Babylove Milder Bio Apfelsaft: Organic Apple Juice. No added sugar. No colors, preservatives, and milk protein. Norway: Smafolk i Farta! Smoothie Banan Mango: Banana- Mango Smoothie for 1 Year Old Babies. No added sugar. • 11% of products launched have a no added sugar claim. Organic Offerings Turkey: Milupa Organic Fruit Juice With Apple, Grape, Banana for Babies 6 Months Onwards. Netherlands: AH Puur & Eerlijk Biologisch Baby Diksap Appel Aardbei Vanaf 4 Maanden: Organic Concentrated Apple-Strawberry Juice for Babies from 4 Months Old. Canada: President's Choice Organics 100% White Grape Juice for Toddlers. Value Added with Vitamin/Mineral Fortification Poland: Bobo Frut Sok Jablkowo- Morelowy Z Dynia: Apple, Apricot & Pumpkin Juice for Babies. Fortified with vitamin C. Mexico: Nestle Gerber Apple Juice. Plus vitamin A, C, E and zinc. Italy: Plasmon Latte David Cacao: Milk with Cocoa Baby Drink. Ideal for babies growth thanks to whole milk, essential fatty acids, taurine, zinc, selenium, and vitamins. Rich in minerals, calcium, fibers, and vitamins. • 6% of baby drink product launches are fortified with vitamins/minerals which can provide increased immunity for babiesl Flavour Analysis Flavour Analysis: Flavour Group Flavour Analysis: Flavour Sub-Category Inclusion of Fruits: Healthy Habits Starts Early Italy: Mellin Nettare Pesca: Nectar Peach Juice for Babies. Germany: Babylove Bio Fruchtschorle Apfel Erdbeere Himbeere: Organic Apple, Strawberry, and Raspberry Juice Drink for Babies. Macedonia: Frutek Sour Cherry, Apple, and Blackcurrant Juice Drink for Babies. With 50% fruit. Flavour Analysis: Primary Flavour Tea With Herbal Extracts Germany: Bad Heilbrunner Der gesunde Kindertee Atemwohl Tee: Intense Instant Tea for Children for Relax Breathing. Atemwohl intense instant tea with herbal extracts of fennel, thyme, and anise for babies more than 4 months old. A quiet, relaxed breathing support in particular diseases. Ideal for children. No preservatives, artificial flavor, and coloring. No crystal sugar. Gluten and lactose free. For babies more than 4 months old. South Africa: Carmien Organic Rooibos Tea for Kiddies & Babies. Twenty tagless teabags of organic rooibos tea in cardboard box. Suitable for newborns. Flavour Analysis: Secondary Flavour Flavour Analysis: Tertiary Flavour Yogurt Drinks United States: Stonyfield Farm Yobaby Organic Whole Milk Drinkable Yogurt with Banana Flavor, for Babies 6 Months Onwards. Organic. Drinkable yogurt with zinc and vitamin D added. Helps develop and support brain, immune system, and growth. United States: Gerber Yogurt Juice: Peach Mango Yogurt & Apple Juice for Babies. Yogurt Juices are good source of calcium to help support strong bones and teeth and provides baby with 11% daily value of protein per 4 fl.oz serving. And, each 4 fl. oz bottle of Gerber Yogurt Juice provides 100% of the daily value of the antioxidant vitamin C, an essential building block of your baby's natural defense system. Baby Drinks Trends Gut Health For Babies Poland: Hero Baby Herbatka Pomaranczowa: Instant Orange Tea for Babies 8 Months Onwards. With prebiotics and vitamin C. Highest quality and safety due to modern technologies. South Africa: Purity Goodies Strawberry Flavored Powdered Drink for Babies. Added with prebiotics to assist calcium absorption. Enriched with fiber. Makes 25 servings. No preservatives, colors or artificial flavors. • The inclusion of probiotics & prebiotics in baby drinks are not only for gut health but also a major step toward providing infants a small part of the immune-related benefits. Probiotics To Restore Balance China: Nice Light Little Baby Probiotics Mixture for 0 to 3 Year Old Babies. For babies with intestinal tract bacteria imbalance, digestive problem, and malnutrition problem. Omega-3, DHA! A Vital Claim for Baby Drinks Spain: Puleva Max Energia+Crecimiento con Cereales - Baby Dairy Drink with Cereal for 3 Year of Age. Source of calcium and phosphorus. Enriched with vitamins (B, A, C, E). Contain omega 3 DHA. Italy: Nestle Mio Milk Drink with Five Cereals for Babies. Ideal for the growth of babies until three years of age. Light, delicate and energetic. With omega 3 and omega 6. With mineral salts and vitamins C and niacinamide. Milk for growth, protection zinc, selenium, and iron. • Omega-3 & DHA are considered to be building blocks for baby development, important for brain, eye development and cognitive function. Inclusion of Functional Antioxidants United States: Gerber Harvest Juice Mango Pineapple Carrot Blend Baby Juice Drink. Excellent source of the protective antioxidant vitamins A, C, and E to help support your baby's healthy immune system. United States: Gerber Harvest Juice: Apple Carrot Juice Blend for Babies. Excellent source of antioxidant, vitamins A, C, and E. No added refined sugar or sweeteners. Packaging Analysis Packaging Analysis Packaging Analysis Italy: San Benedetto Acqua Minerale Naturale: Mineral Water. Practice with push and pull cap. New Zealand: Only Organic Baby Food Banana & Apple Smoothie in a doy pouch. France: Sojasun Croissance: Vegetable Soy Milk for Babies. Mexico: Nursery Purified Water for Babies. Conclusion  Poland (42.9%) is the leader in Baby Drinks product launch activity, followed by Netherlands (9.8%) Russia and Germany (7.4%).  Hipp (23%) is the product launch leader in baby drinks sector, followed by Nutricia (22%), with the other top 13 companies ranging from 11% to 2%.  Convenience and health combined is of the utmost importance for marketing baby drink products. Products with natural ingredients, without the addition of additives/preservatives and with no added sugar have great appeal. However, products which contain certain added functional ingredients such as Omega-3, DHA, antioxidants, probiotics and prebiotics have added value for parents.  Flavour analysis reveals the dominance of common fruit flavours, such as apple. Flavour innovation includes combining vegetables such as carrot with fruit flavours, herbal tea varieties and using yogurt combined with fruit. Fruits and vegetable flavours with antioxidant claims have emerged and this trend should continue, paving the way for the use of new superfruits.