India’s Sipwise eyes global growth with traditional herbs and sports beverages
Indian firm Sipwise is eying the US, as well as Singapore and Malaysia, to launch its functional drinks by next year.
The company’s first range of functional beverages includes green tea coolers (containing “all the benefits of green tea and none of the bitter aftertaste”), herb coolers (combining Indian herbs such as ashwaghanda with non-Inidan herbs like chamomile and rosehip with vitamins, minerals and inulin), and an energy beverage (which the company refers to a “healthier energy” by using a lower, tea-derived dose of caffeine).
Founder Harish Mohan told our Asian edition: “Sipwise was borne of three main insights into the beverage industry. Firstly, when we looked at the industry, we noticed the big players in soda and soft drinks had been experiencing slower growth globally since 2000.
“We also observed that consumers’ disposable incomes were rising, and they were being more discerning in their choices — the type of drinks experiencing an upward trend and double-digit growth were better-for-you (BFY) beverages: mainly dairy-based nutritional drinks, energy and sports beverages, and vitamin-enriched water.
“The third observation we made was that brands that had managed to make an impact in the industry and take on major companies like Coca-Cola were brands that had taken the time and effort to create a category of their own, and therefore, had first-mover advantage.”
For more on Sipwise, please click HERE.
How to innovate in the saturated sports nutrition market
Standing out from the crowd in the increasingly congested sports nutrition market requires some creative thinking. One innovation expert recommends veganism, brain health and quirky flavors as just a few ways to make your mark.
Speaking with our EU edition this week, Jack Weekes, new product development (NPD) supervisor for sports nutrition brand Bulk Powders, listed:
- Veganism,
- Sustainability,
- Probiotics and prebiotics,
- Challenging proprietary blends with greater transparency,
- Snacking, and
- Cognitive health as his big areas of innovation for the sector.
And if you’re interested, there is still time to register for the inaugural NutraIngredients-USA Sports Nutrition Summit in San Diego, January 23-24. For more information and to register, please click HERE.
Probiotics and e-commerce are changing China's supplement industry
According to a new report from Mintel, two of the most prominent priorities for Chinese consumers when it comes to dietary supplements are probiotics and e-commerce.
“Probiotic supplements are not only good for digestive system, but also can be used to enhance immunity and improve skin conditions. They also blur the boundary between food and health supplements, and the food format is getting more acceptable,” states the Mintel report on 2018's top supplement trends in China.
“Key players such as By-Health and Amway have already taken actions to compete within the probiotic supplement category, which will bring fiercer competition to the health supplement market.
“The vaguer line between food and health supplements also gives food and drink companies (the opportunity) to enter this health supplement market.”
In addition, e-commerce continues to be a major driving force behind China's supplement sector. No single brand or company enjoys over 10% market share, and direct selling firms like Amway and Infinitus reported subdued performance in 2018, while By-Health upped its market share with its e-commerce strategy.