Concerns around sugar and artificial ingredients, alongside general boredom with traditional beverage options, are driving consumers away from carbonates and juices, towards healthier choices such as bottled water, RTD coffee and tea, and functional options (e.g. energy).
Furthermore, the soft drinks industry is under increasing pressure as consumer spending stagnates, the war on sugar rages on, and consumers increasingly reject artificial alternatives. Trends explored in this research include healthy hydration solutions, the adultification of soft drinks, savory and spicy flavors, and soft drinks with just a hint of flavor or sweetness.
According to Melanie Felgate, Senior Consumer Insight Analyst, GlobalData - Globally, 60% of consumers are always or often influenced by how familiar or trustworthy a product feels when choosing non-alcoholic beverages. And almost half of consumers (48%) globally are actively choosing soft drinks with low or no sugar.
As sugar taxation becomes more prevalent globally (e.g. the UK plan to tax soft drinks from 2018), pressure continues to mount on manufacturers to develop healthy yet exciting drinks to reignite the category and re-engage with consumers. This report identifies several key trends and opportunities to help overcome these challenges.
The report “Top Trends in Soft Drinks 2017” outlines the key consumer and innovation trends currently impacting the core categories in the non-alcoholic beverages sector: bottled water; carbonated drinks; juices and smoothies; energy and sports drinks; and ready-to-drink (RTD) tea and coffee. Trends explored in this research include healthy hydration solutions, the adultification of soft drinks, savory and spicy flavors, and soft drinks with just a hint of flavor or sweetness.
Companies reviewed while writing this report: Coca-Cola, PepsiCo, Dr Pepper Snapple, B4, Honest Tea, OmegaWater, Glaceau, Bulletproof, Suja, Tropicana, Karma Probiotics, KeVita, Seedlip, Mountain Dew, Caliente, Stubborn Soda, Hop Pop Soda, LIFEWTR, Hackamore Premium Energy, Uncle Matt's Cold Pressed Water, Impressed Cold Pressed Juice, Garden of Flavor, Kor Shots, Georgia Coffee, Starbucks, Teavana, La Colombe, Point Blank, Minute Maid, Paper Boat, Ohnly, SunRype, Fanta, Nu Oceana, Hint Water, NuVa, Ugly Unsweet Water, Vivid, Virtue Energy Water, Verday, Belvoir Botanicals, Buddha Water, H2Rose, HappyTree, Malk, 137 Degrees
Globally, 60% of consumers are always or often influenced by how familiar or trustworthy a product feels when choosing non-alcoholic beverages.
Almost half of consumers (48%) globally are actively choosing soft drinks with low or no sugar.
Consumers are more willing to experiment with new product varieties when buying more generic beverages such as bottled water and RTD coffee/tea, than beverages that serve a functional purpose like energy and sports drinks.
Reasons to buy
Identify the top trends driving the soft drinks sector.
Gain insight into the key consumer segments that are most likely to be a key focus for innovation.
Put innovative products into context by connecting them to specific consumer trends and needs.