"Beverage blurring is the concept of cross-category beverages, also known as hybrid or fusion drinks, and the impact they have on the consumer impression and behavior. Cross-category drinks combine two or more drink categories, blending flavors and functionality to create a new beverage that could fall under multiple categories."
- Elizabeth Sisel, Beverage Analyst
This report looks at the following issues:
Top categories struggle to grab consumer attention Beverage health, function second to taste/flavor Expanding beverage selection can overwhelm, decrease product loyalty