The objective of this study was to assist the client in determining the market potential of its vitamins and anti-oxidants in the beverage sector. The study sought to determine the relative quantitative value of various nutritional additives in fortified beverages. The nutritional additives under consideration included various vitamins and other ingredients such as minerals, anti-oxidants, omega fatty acids and herbal preparations.

The sectors considered included fruit juices, children’s fruit based drinks, herbal drinks, energy drinks and nutritional drinks.

This study employed two methods of obtaining data. The first was to carry out focussed surveys in seven supermarkets in the US and the UK. The data from the surveys was then extensively collated and analysed in order to determine the premium, if any, for fortified versions of various beverages.

Secondly, a number of beverage manufacturers and others were contacted and interviews conducted to determine their views of the value of fortification. The information from them was similarly collated and was presented in the report, along with full contact reports.

Contents included:

The Market For Functional Foods

Analysis Of Beverages Sold In The US

  • Tea
  • Sports Drinks
  • Smoothies Fruit Juice
  • Dairy Beverages

Comparison Of Price Verses Added Nutrients

Beverage Manufacturers

Vitamin Manufacturers


Consumer Bodies

Survey Results – Processed Data

  • Florida, USA
  • Illinois, USA
  • California – A, USA
  • California – B, USA
  • Ohio, USA
  • Canada
  • United Kingdom

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