In this report I shall be looking at data compiled on the client and using this data I will analyse the market potential and demand for "health drinks" within the United Kingdom. Also I will consider whether it is viable to expand and develop the brand within the market whilst maintaining the socially responsible attitude of the company, in conjunction with the growing health trends and the client's ethical product production. The key issues facing the client are that; firstly; the business is focusing all of its energy onto the youth market and not attracting business and sales from the older demographic that in years to come will be a massive market, which is as yet untapped. This may be due to the fact that one of the client's main aim is to "help provide children with healthier food" (GMID 2007). Secondly; the client has not fully taken into account the changing lifestyles of people and their demands, emerging markets within the health drinks market such as health snacks have not been considered by the client and must be if they wish to expand their business and move away from being known as a one product business.
Table of Contents
Introduction Page 5
Problems & Opportunities Page 6
Research Objectives Page 7
The changes in culture in the UK Page 8
The changes in demographics Page 9
Conclusions & Recommendations Page 10
Bibliography & References Page 11
Appendix Page 12
The fruit juice and health drinks market has, over the past couple of years, seen a massive growth both in terms of sales and of the increasing demographic of customers that are choosing to purchase the products, especially at the expense of carbonated drinks. In 2006 the estimated value of the total market was £2.77 billion at retail selling price, having grown from 30.7% in 2002 (Key Note, 2007). Innocent Drinks are the markets biggest player with a market share of around 62% , selling in excess of 600,000 drinks every week (Barnett, 2005) The business is currently valued at £100 million. Not only content with being the largest distributor of smoothies the business has branched out to start the selling of "thickies" a yoghurt based drink which promises to be a hugely innovative idea and also water based fruit drinks aimed at children.
The aim of this report is to examine Innocent Drinks position within the market and to see how their position of strength can be built upon, both in the current market and any potential new markets.
Problems & Opportunities
The main problem under investigation in the case of Innocent Drinks is that I think that they have lost touch with their consumers. I feel that it does not know who the main clientele are and who they should be marketing their product towards. The niche market in which they find themselves is ever expanding and to keep up with trends and with the consumers changing needs we must go back to basics and reassess the businesses outlook and targets for the future.
When looking at the market as a whole it is important to remember that Innocent are a young company without any re-branding experience. Big companies such as Coca-Cola are re-branding all the time, from the celerity craze of a couple of years ago to a more homely marketing approach currently. In order to re-invent themselves and cement their place as the market leader within the health and fruit juice market, Innocent must look at a number of things including product portfolio and other areas of the general health market they could look at expanding into, rather than being simply known as "the smoothies company".
Within this report I will be looking at the following areas to help the client understand to a better degree the change in lifestyle, cultures and the demographics in the United Kingdom.
The cultural trends of the population are changing in the UK. People are more aware of...