Sport, Energy & Nutritional Beverages
Energy Drinks: Reloaded Power
For the fast growing market of energy drinks & shots, the DöhlerGroup offers exciting flavours, stable formulations of key ingredients like caffeine and taurine, and a wide-ranging portfolio of fruit juice concentrates and sweeteners.
In recent years, energy drinks have, quite literally, energised the soft drinks industry. The success of the first products launched in the 90’s was essentially built on one successful taste combined with brand power and a deep understanding of consumer needs.
Over the last few years, the energy drinks market has been evolving to reflect changes in consumer attitudes. Notable developments are a huge upsurge of interest in energy drinks that offer new refreshing tastes and energy shots, a completely new concept of instant energy.
Energy Drinks
Juicy energy drinks were the first dominant wave of new products to move the category forward. Juice offers many benefits, above all a wide selection of fruit combinations, so that concepts can be positioned to perfectly fit the occasion, target group and desired image. As fruit juice has become such a hot topic as an energy drink ingredient more natural beverage concepts have emerged and the classic synthetic energy ingredients of taurine, glucuronolactone and inositol are increasingly either omitted, demoted or totally replaced by guarana, a natural source of caffeine. The DöhlerGroup has created an exceptionally attractive portfolio of juicy energy drinks containing between 25% and 50% pure juice.
The focus on new taste and novel ingredients, such as exotic formulations incorporating mango or pomegranate and other superfruits, opens up the category to a much larger group of potential consumers. Döhler Sensory & Consumer Science has established that there is a demand for energy drink concepts appealing to the 30+ age group; however current flavours no longer resonate with them. For this reason, Döhler juicy energy concepts have evolved to intentionally address a broader target group.
In addition to juicy energy drinks, shots have become the most dynamic sub-segment of energy drinks. Although energy drinks have long been sold in small bottles in Asia, it took many years before the trend caught on in countries in the Western world with the concept first successfully launched in the USA. With the advent of 60ml and 99ml packaging formats, sales growth has been exponential with prices per litre unmatched by all other soft drink categories. Döhler has Europeanised energy shots in taste terms and to comply with local market legal requirements. Products now contain significant caffeine payloads and less taurine. With a caffeine content of 150 mg/100 ml, Döhler energy shots carry as much caffeine as approximately two cups of coffee, thus offering consumers energy in a convenient, concentrated form. Döhler energy shots are available in a wide flavour range, from classic to juicy and embracing innovative directions such as cherry-menthol. Try the new applications of juicy energy and energy shots, and attract new consumer groups for your brand!
Sports & Fitness Drinks
Sports and fitness drinks replace the liquids and minerals lost through physical exercise, although those engaging in competitive and leisure sports make different demands on the ideal sports / fitness beverage. The product portfolio ranges from still sports waters with minerals and vitamins, to fruit-containing isotonic drinks and beverages with added benefits, tailored to the needs of all sport players.
Sports and fitness drinks have now freed themselves from their original niche position and are reaching wider target groups with unimpeded growth worldwide. Since 2001 alone, volume sales have risen by approx. 60 %.
The health, wellness, naturalness and premium trends are fully reflected in consumer behaviour. Physical fitness today is a basic requirement for coping with daily life. Sports and fitness drinks meet lifestyle, health, physical culture and self-confidence demands.
Sports and fitness drinks are essential kit in today's fitness clubs and it is impossible to imagine retailer's shelves without them. The optimum combination of ingredients tailored to athletes' needs combats dehydration and boosts performance duting physical activity.
New product concepts featuring, for instance, the low-glycaemic carbohydrate palatinose formula as a long-lasting energy provider, or functional ingredients such as proteins, L-carnatin ot guarana extract, permit precise target-group positioning. Aside from the traditional orange-lemon-grapefruit flavours, new fruit combinations composed from red berry fruits, lime or pomegranate deliver additional sales opportunities.
A high fruit content combined with the low-calorie sweetening system, Döhler Multisweet plus®, meets the consumer demand for taste with few calories.
