TABLE OF CONTENTS
Overview 1
Catalyst 1
Summary 1
Executive Summary 2
New Product Launches: A Global Perspective 2
New Product Launches in Japan 2
Product Launch Analysis 2
Introduction 3
Product Launch Analytics 3
Market Data Analytics 3
Definition 4
New Product Launches: A Global Perspective 10
Overview 10
Key trends driving new product launches globally 11
New product launches by soft drinks categories 23
Comparison of Japan with leading countries globally 24
Examples of innovative launches 25
New Product Launches in Japan 27
Overview 27
Key trends driving new product launches in Japan 28
Category growth vs launch analysis 37
Leading players and their new product launch trends 38
Product Launch Analysis 41
By flavor and fragrances 41
By packaging material 45
By price points 48
By claims and tags 50
Conclusion 55
Highlights 55
Methodology 56
Methodology overview 56
Primary sources of data 56
Secondary sources of data 56
Appendix 57
Future reading 57
Feedback 57
Ask the analyst 57
Datamonitor consulting 57
Disclaimer 57
LIST OF FIGURES
Figure 1: Share of new product launches in the global soft drinks market, by country, 2009 10
Figure 2: Examples of fruit and vegetable juices launched in the global soft drinks market in 200913
Figure 3: The popularity of functional food: Datamonitor’s New Consumer Insight survey 14
Figure 4: Percentage of obese and overweight adults globally 15
Figure 5: Examples of products launched in the global soft drinks market which aid weight
management 16
Figure 6: Examples of products launched in the global soft drinks market which reduce
cholesterol 16
Figure 7: Examples of products launched in the global soft drinks market which aid blood
pressure regulation 17
Figure 8: Examples of products launched in the global soft drinks market which aid
detoxification 17
Figure 9: The ‘natural/organic’ claim influences a significant proportion of the global population 18
Figure 10: Percentage increase in products launched with ‘natural', 'no preservatives' or 'no
artificial colors' claims over 2006–08 19
Figure 11: Examples of drinks launched in the global soft drinks market in 2009 which use stevia
as a sweetening ingredient 20
Figure 12: Examples of relaxing drinks launched in the global soft drinks market in 2009 20
Figure 13: Examples of energy shots launched in the global soft drinks market in 2009 22
Figure 14: New product launches in the global soft drinks market, by category, 2009 24
Figure 15: Top 10 countries according to the number of new soft drink product launches, 2009 25
Figure 16: Some global examples of innovative product launches in 2009 26
Figure 17: New product launches in the Japanese soft drinks market, by category, 2009 28
Figure 18: Percentage contribution of various age segments to the Japanese population, 1998–
2013e 29
Figure 19: Examples of new product launches in Japan which claim to have anti-aging properties,
2008–09 30
Figure 20: Examples of new product launches in Japan which claim to have high health benefits,
2009 32
Figure 21: Innovative vending machine concepts in Japan 33
Figure 22: Examples of new product launches in Japan with unique flavor concepts, 2009 35
Figure 23: Examples of new product launches in Japan under the private label brand, 2008–09 36
Figure 24: Contribution to and growth in total new soft drink product launches in Japan, by
category, 2008–09 37
Figure 25: Contributions of the top five soft drinks companies to product launches in Japan, by
category, 2009 40
Figure 26: New product launches in the Japanese soft drinks market, by flavor/fragrance, 2009 42
Figure 27: Contribution to and growth in total new soft drink product launches in Japan, by
flavor/fragrance, 2008–09 43
Figure 28: Examples of new product launches in the Japanese soft drinks market with coffee
flavor/fragrance 44
Figure 29: Contribution to and growth in total new soft drink product launches in Japan, by
packaging material, 2008–09 45
Figure 30: New product launches in the Japanese soft drinks market using plastic as a packaging
material, by category, 2009 46
Figure 31: Examples of soft drinks launches in Japan with plastic packaging 47
Figure 32: New product launches in the Japanese soft drinks market, by price point, 2009 48
Figure 33: New product launches in the Japanese soft drinks market, by claim, 2009 51
Figure 34: Contribution to and growth in total new soft drink product launches in Japan, by claim,
2008–09 52
Figure 35: New product launches in the Japanese soft drinks market which featured high vitamin
as a claim, by category, 2009 53
Figure 36: Examples of soft drinks launches in Japan which claimed to have high vitamin content54
Figure 37: Conclusion 55
LIST OF TABLES
Table 1: Soft Drinks market definitions 4
Table 2: Top 10 players by market share and by number of new product launches in 2009, in the
Japanese soft drinks market 39
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