The beverage market is especially dynamic at the moment and some of the changes are really interesting in terms of both what’s being added to and removed from beverages. This round-up from the FoodDIVE website summarised of the trends we’ve been seeing recently.
Natural ingredients
Pretty much all producers are looking to use more and more natural ingredients in response to consumers’ continued moves away from traditional ‘fizzy drinks’. For example, the article reports that even sparkling water increased its category sales by 16% in the USA in the 12 months to July 2015, now totalling $1.4bn.
Moving away from soft drinks
The increase in sales of flavoured and non-flavoured sparkling water represents a fairly direct replacement of sugar-loaded soft drinks. However, there are a number of lesser-known brands who are pushing things even further with the use of exotic spices, added protein and a more experiential approach to beverages.
A world of spice
Spices have long been used in beverages but represent an opportunity to deliver a real flavour punch whilst sticking with natural ingredients. Spices from around the world are being investigated with turmeric, in particular, receiving extra attention due its reported health benefits.
Protein-infused beverages
Energy drinks have dramatically increased in popularity but athletes and other consumers are embracing protein-infused beverages with plant-based proteins like pea and chickpea. Balancing function and flavour is the challenge that determines whether this category will cross-over from specialist to mass-market.
Food-Beverage hybrids
Convenience continues to drive food product development with an increase in drinkable meals and snacks like Soylent. Expect to see more vegetables, grains and legumes incorporated into products as consumers are more opens to taking nutrition on the move.
