Sweeteners and Soft Drinks Add Sugar and Be Damned, Add Artificial Sweeteners and Be Damned
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Soft Drinks Internationa l – September 2014 ConTEnTS 1 news Europe 4 Africa 8 Middle East 10 Asia Pacific 12 The leading English language magazine published in Europe, devoted exclusively to the manufacture, distribution and marketing of soft drinks, fruit juices and bottled water. Americas 14 Ingredients 16 features Juices & Juice Drinks 18 Sweeteners And Soft Waters & Water Plus Drinks 20 Drinks 32 Carbonates 22 Add sugar and be damned, add artificial sweeteners and be damned. Dr Sports & Energy 25 John Wilkinson explores the vexing world Functionals 26 of beverage sweeteners, and finds that recent innovations include the use of alter - RTD Teas & Coffees 28 native sweeteners, the dilution of existing sugar drinks, and the use of sensory mod - Left In The Slow Lane 36 Dairy & Alternatives 30 ulators . Sports drinks are held back by the fact that by their very nature, their consump - tion occasions are limited to sporting Processing 40 Mid-calorie Carbonates 34 activity, something that also restricts the Mid-range caloric beverages provide an number of drinkers who will drink them. Packaging 42 option that fits neatly between diet and However, the prospects remain upbeat traditional or full-sugar carbonated Environment 44 and forecasts suggest that sports drink drinks , according to PureCircle. People 46 growth will still be around half that of energy drinks , reports Richard Corbett. Events 49 Developments in the USA 38 Without question, the state of the economy regulars is crucial for overall beverage category success, but so are products that connect with the evolving, novelty-seeking Comment 2 American consumer. Those offering a BSDA 6 & 47 functional benefit or some sought-after properties over and above thirst quench - From The Past 48 ing resonated with consumers in North America’s largest market, while some Buyers’ Guide 50 long-struggling segments continue to Classified 52 struggle, reports John Rodwan. Front Cover: Courtesy of PureCircle. www.softdrinksinternational.com The Soft Drinks International International Soft Drinks Conference London 2015 To learn more about participation and sponsorship opportunities, please contact: [email protected] Register your interest now! www.softdrinksinternational.com/conference 2 CoMMEnT Soft Drinks Internationa l – September 2014 Published by ASAP Publishing Limited Editor Philip Tappenden Thinking outside News Editor Maureen Byrne Correspondents: the square EuRoPE Gerard o’Dwyer Lubomír Sedlák When one looks back into the past – as this magazine does regularly, honouring our industry’s ASIA & PACIFIC fine heritage – it becomes evident that, while the bulk of business was in traditional flavours Kelvin King such as lemonade and ginger beer, slowly adopting the ‘new-fangled’ cola and aerated waters T. C. Malhotra producers of the 19th and early 20th centuries did step outside the square. AMERICAS True, in those days they had little to worry about from regulatory authorities, using Richard Davis ingredients and making claims that would not be countenanced today. And because of the fragmentary nature of the industry in principal markets, the output of one producer was for Market Analyst generations largely confined to a single geographic area and not well known, if at all, very far Richard Corbett from the production facility. It took the franchising (not necessarily authorised at first but increasingly formalised) of Scientific Adviser brands and flavours to achieve national and then international sell-through. This led in the Dr John Wilkinson second half of the 20th century to a certain homogeneity of flavours and even marketing approaches as soft drink producers took the safe course of aligning with mass market Annual Subscription Rates (inc. postage) expectations. Eu Member State: £120, €150 Market ‘blanding’ was not resisted by consumers because the golden age of advertising Rest of World: £135, €170, $220 convinced them that this was the real thing, the buy-in to good living at whatever level you Individual copies: £15, €20, $25 wanted, from hip youngsters to mature-agers offering high profile brands of carbonated soft drinks and waters alongside similarly high profile spirits. Subscription Enquiries Strengthening the trend was another seemingly unstoppable move towards giant soft drink Soft Drinks International producers either gaining financial control of smaller, regional producers or helping them into a Po Box 4173, Wimborne BH21 1YX, uK golden straitjacket where local brands were downsized in favour of the mega-names. None of this was necessarily a bad thing. Undoubtedly it helped the soft drinks industry prosper and Tel: +44 (0)1202 842222 bottlers survive, especially in the dire 1930s, then in the 50s and 60s when the post-war Fax: +44 (0)1202 848494 economic boom began to slow and again later in the 20th century when international financial E-mail: [email protected] crises morphed from very occasional to frequent. But the spirit of independence and innovation for which many small bottlers had been Editorial - News renowned did not die, thankfully. Franchise bottlers began to gain encouragement from the Maureen Byrne giants to reintroduce local brands, especially where those aligned with healthy values such as Tel: +44 (0)1255 424611 fresh fruit or ‘clean and green’ water sources. E-mail: [email protected] A new generation of bottlers also evolved, notably in the 1990s and beyond. They were looking to strengths such as organic (even if the definition thereof was sometimes rather vague), Editorial - Features retro flavours and bottle or can graphics, the super fruits of new frontiers such as Brazil, classy Philip Tappenden upmarket waters designed more for see-and-be-seen consumption on-premise than at home or Po Box 4173, Wimborne BH21 1YX, uK on-the-go and the revamping of traditional beverages such as mageu in southern Africa. Tel: +44 (0)1202 842222 Spurred by the success of such initiatives and increasingly under pressure to broaden healthy Fax: +44 (0)1202 848494 variants in the portfolio, some of the big brand groups espoused this outside the square E-mail: [email protected] approach. By and large, that strategy has worked to the advantage of the industry and the consumer. In some places, the concept of highlighting local flavours has led to many, well, Advertisement Sales interesting drinks. In the regions I cover (Asia-Pacific, Middle East and Africa) the stand-out Soft Drinks International market for seemingly unusual drinks is Japan. Po Box 4173, Wimborne BH21 1YX, uK Checking out the ubiquitous vending machines (much easier to do than prowling supermarket aisles which has caused me and supermarket managers some angst at times, Tel: +44 (0)1202 842222 especially when we don’t share a common language!) one finds a colourful variety of offerings, Fax: +44 (0)1202 848494 some of which have found acceptance beyond Japan but others so aligned to the Japanese E-mail: [email protected] psyche that they are unlikely to roam the export trail. The western media occasionally have a laugh at these ‘oddball’ flavours and names but that’s Middle East Representative mostly cultural unawareness, patronising and shallow. True, the Japanese themselves laugh at Valentina Lotfy some of the variants but they’ve taken to them with enthusiasm. Many of the seemingly weird Tel: +971 503059019 flavours sit comfortably with Japanese cuisine. Thinking outside the square is often based E-mail: [email protected] solidly on core market values. That’s perhaps a lesson for bottlers elsewhere. US Representative Kelvin King Richard Davis Tel: +1 479 963 6399 E-mail: [email protected] Soft Drinks International (1997), formerly Soft Drinks Management International (1988), was originally founded as the Soft Drinks Trade Journal in 1947, incorporating The British & Colonial Mineral Water Trade Journal (1888) with the Soft Drinks & Allied Trade Review, formerly the Mineral Water & Allied Trade Review (1873). The entire contents of Soft Drinks International are protected by copyright and no part may be reproduced without written © 2014 ASAP Publishing Limited permission of the publishers. 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