Editor’s blog

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

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...

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Comments (2)

Maryann - 19 Feb 2013 | 04:32

energy from caffeine?

I have been studying these drinks for 4 years now and you do not get energy from, energy drink is a phrase coined by the beverage industry to sell the product. The human body can only get energy from food. You fell an effect from the caffeine and/or other products in the energy beverages that is only temporary, but no energy.

19-Feb-2013 at 16:32 GMT

Katie Sillars - 22 Feb 2013 | 12:07

They're not health brands

Not sure if I would class these two brands with the 'health' category. In fact, from looking at their nutritional information i'm certain they're not a healthy beverage. You can get all your nutrition from you food and don't need to rely on energy kicks.

22-Feb-2013 at 12:07 GMT

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