Hemp and CBD-infused beverages are just one of the trends that is set to shake up the global soft drinks industry over the coming years, according to new research from GlobalData.
The non-alcoholic drinks sector saw growth of 0.9% between 2015 and 2020, due to a challenging landscape that has seen producers battle rising costs, sugar taxes, packaging legislation and the COVID-19 pandemic.
This in turn has led to increase efforts to reformulate products, develop novel new flavours and seek new ways to engage with shoppers, GlobalData said.
“Beverage flavours are arguably the most important factor in determining consumer purchasing decisions, with 29% of global consumers stating they would happily try a new drink flavour out of simple curiosity," commented Holly Inglis, beverages analyst at GlobalData
"This highlights huge incentives for producers such as Coca-Cola, Nestlé, Unilever and PepsiCo to launch new product developments – and reinforces soft drinks as a fast paced, innovative industry.”
Emerging Trends
Hemp and CBD-infused beverages have proven popular in the US, with Trader Joe's launching a non-dairy hemp drink, as well as Canopy Growth Company recently launching a CBD-infused water (pictured).
The ingredient is also on the rise in European markets such as Austria, where Sonnenstar recently launched a hemp juice shot.
Read More: Why CBD Is Creating A 'Buzz' In The World Of Food And Drink
Another trend of note is the rise of mango-flavoured drinks, in markets such as the US, UK, France, Romania and Singapore, while peach-based products have also gained traction, thanks to big brand investment by the likes of Lipton's and French brand Badoit.
Ginger is another ingredient that is starting to appear more often in the beverage category, with GlobalData flagging new innovations in markets such as Nigeria, South Korea and Peru, "in line with consumers opting for products that promote digestive health and wellness claims", says Inglis.
Finally, grape-based products are coming back into vogue, the research firm said, having been able to shun negative associations with being high in sugar.
Soft Drinks Landscape
“What can be seen in the soft drinks landscape is the development of several unique flavour launches, all of which apply to varying consumer trends across the globe," said Inglis. "Health and wellness attributes are meeting experimental flavours, which then crosses with exotic launches, appealing to a wide array of consumers.
"These launches will set the tone for the future of the soft drinks market, as one that is highly innovative and prospering."
© 2021 European Supermarket Magazine. Article by Stephen Wynne-Jones. For more A-Brands news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.
