In the first of a two-part series on healthy beverage innovation, we look at the rise of urban and adult soft drinks and themes such as sugar reduction.
The beverages arena has always been a fertile ground for product and flavor experimentation. But while the overall market has been stable in growth and new product development (NPD) in recent years, certain segments stand out as health consciousness drives consumer demand for “lighter enjoyment.”
The more traditional carbonated soft drinks (CSDs) juices & and nectars brands have generally seen their market shares decrease, amid a proliferation of flavored waters, energy drinks, and premium adult soft drinks. Various health platforms have surged, including:
- Sugar reduction
- Vitamin & protein fortification
- Condition-specific health targeting
In the first of this two-part feature we will speak about sugar reduction and flavor creativity in beverages within the EMEA region. The second part will go into more detail around fortification and addressing needs such as immune health, now even more significant in light of the Covid19 situation.