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Tuesday, November 18, 2014 9:47:06 AM
Relaxation in a can: the rise of the anti-energy drink
http://www.goodfood.com.au/good-food/drink/relaxation-in-a-can-the-rise-of-the-antienergy-drink-20141118-11p2go.html
Small excerpt from the article:
'There are drinks that claim to give us energy, improve our health and help us lose weight, and now a growing number of "functional beverages" promise to deliver a dose of tranquillity. Relaxation drinks, also called "anti-energy drinks", contain ingredients associated with stress reduction, such as chamomile, valerian and magnesium.'
US Energy Drinks Report:
http://www.businessinsider.com/relaxation-drinks-popularity-report-2014-9
Small excerpt from the article:
"Sales of relaxation drinks are booming. The drinks, which contain active ingredients like melatonin or l-theanine, have become popular because they are more of a novelty than caffeinated beverages like Monster Energy or Red Bull, according to a recent report by IBISWorld."
The article goes on to state that "The relaxation drink industry is currently worth $152.9 million" and that there about 70 million Americans have sleep issues.
Competitor establishes that demand for relaxation drinks is growing:
BeBevCo Strikes Gold With Golden Beverage As Perfect Alignment For KOMA Unwind Relaxation Drink
http://www.prnewswire.com/news-releases/bebevco-strikes-gold-with-golden-beverage-as-perfect-alignment-for-koma-unwind-relaxation-drink-619187320.html
Growth in International demand for the sector:
Feel Good Drinks Maker PIPER Mulls Dubai IPO in Growth Push
http://blogs.wsj.com/middleeast/2014/10/20/feel-good-drinks-maker-piper-mulls-dubai-ipo-in-growth-push/
Small excerpt from article:
"The logic behind PIPER’s expansion strategy is simple: the global market for relaxation beverages is booming. According to research firm IBISWorld, the relaxation drink industry is currently worth $152.9 million with more than 450 types of drinks available, a number that could double in the next 10 years."
Wikipedia: Relaxation Drinks
http://en.wikipedia.org/wiki/Relaxation_drink
Small excerpt:
"Relaxation drinks are formulated to help reduce stress, anxiety, improve mind focus, promote better sleep. Relaxation drinks are the anti-energy drink which have spread to the US and have found a niche alongside energy drinks."
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