Company: HealthSpan Solutions
Brand: BeneVia
Category: Non-Alcoholic Beverages
Country: USA
Price in local currency: $2.25
Price in US Dollars: $2.25
Price in Euros: €1.5
Product Description
According to the Mintel Oxygen report, Seniors and Technology--US--April 2009, by the year 2014, seniors (aged 65+) will account for 14% of the US population, and 27% of people will be aged over 55. With the aging population growing and many seniors taking better care of their health than previous generations, there is a need for more products that speak to the defined needs and increased activity levels of this demographic. However, manufacturers must tread lightly, as overtly targeting this group in many markets may deter older consumers from purchasing these products. There is a delicate balance that must be achieved between formulating products that meet the needs of aging consumers without appearing too medicinal, and very few companies have been able to successfully achieve this position in the market. In the US, HealthSpan Solutions recently introduced a beverage that is formulated for the energy and muscular needs of aging consumers, but does not overtly target this group. The BeneVia Strength & Energy Juice Drink is a Cranberry Lemonade flavored therapeutic drink, which is claimed to improve muscle function and mobility. With 8 grams of protein per bottle, this beverage claims to contain four times more concentrated protein and amino acids than competing products. This product stands apart because it does not call out to seniors with any of the on-pack messaging, but instead is labeled as "therapeutic nutrition" and clearly details its nutritional benefits. For formulating a functional product that packs 8 grams of protein into every 8-oz. serving to support the muscle mass in aging consumers, BeneVia Strength & Energy is awarded five points in the formulation category. This company was further able to formulate and market a functional product for aging consumers without overtly targeting them. Instead, BeneVia speaks to the needs of aging consumers, making it easy for Boomers to see and understand the benefits of the beverage without feeling marginalized. It is also notable for a product aimed at older consumers to make claims relating to energy benefits, and the Strength & Energy beverage is awarded another five points for positioning. Although products for seniors' bone and joint health are growing in popularity, this appears to be the only product that specifically claims to help maintain muscle mass, and the nutritional beverage is awarded four points for originality.
In summary, on a 5 point scale they gave Benevia
5 points for Formulation
5 points for Product Positioning
4 points for Originality
5 points for Formulation
5 points for Product Positioning
4 points for Originality
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