Combining analysis, insight and opinion – Zenith is pleased to unveil its new series of short sharp topical market reports, delivering assessments of the emerging issues that matter to consumers and the wider beverage industry:

• Adapt to change
• Be early to market
• Seize new growth opportunities

Zenith's new topical market report on functional dairy drinks investigates the dairy based functional beverage market and the many challenges facing this growing segment.

Functional Dairy Drinks 2007 provides full market totals by volume and value, five year forecasts and company profiles, complete with a full market commentary including a look at nutritional claims and other obstacles that could impact the category's future development.

Zenith's 2007 Functional Dairy Drinks report covers:

• Functional dairy drink volume sales in million litres, 2004-11
• Functional dairy drinks volume growth, 2005-11
• Functional dairy drinks volume sales in million units, 2004-11
• Functional dairy drinks per person consumption in units, 2004-11
• Functional dairy drinks regional volume shares, 2006
• Functional dairy drinks predicted regional volume shares, 2011
• Functional dairy drinks market in million Euros, 2004-11
• Functional dairy drinks value growth, 2005-11
• Functional dairy drinks price per litre, 2004-11
• Functional dairy drinks regional value shares, 2006
• Functional dairy drinks predicted regional value shares, 2011
• Category origins as well as typical and emerging ingredients
• Functional growth areas and category challenges
• Health claims regulations in West Europe, the US and Japan
• Functional dairy drinks SWOT analysis
• Brand profiles

Zenith's 2007 Functional Dairy Drinks report is based on detailed research into the opportunities and threats facing the burgeoning dairy drinks market. Zenith's outline findings are that:

• West Europe is by far the largest of the three markets, experiencing strong double digit growth in 2006.
• The US is seeing year on year growth of around 50%, albeit from a low base, and – alongside West Europe – is slowly eroding Japan's volume share.
• Declining sales of the traditional probiotic yogurt shot are being witnessed in some markets also as a result of consumer confusion over health claims and overwhelming choice.
• These, however, are being offset by new opportunities based on other health benefits or other functional categories, such as sports drinks, energy drinks and even cosmeceuticals.
• Functional dairy drinks, previously a much more niche concept, are continuing their movement towards the mainstream as dairy producers recognise the advantages of adding active ingredients to regular milk products.
• Challenges to overcome include the increasingly regulatory environment surrounding health claims, delivering the right message to consumers, identifying uncharted territory and carving out new niches, all whilst trying to raise the profile of dairy as a whole.

Zenith International reports offer you the most reliable market figures and in-depth analysis of trends. This comes from a bottom up approach to the research process, and detailed discussions undertaken with industry players.