In Europe it is common to see products with antioxidant flashed on beverage labels as a way of meeting the modern adult consumer’s desire for an alternative to alcohol, tea and coffee in the pursuit of a healthier lifestyle.
Global launches of various versions of these drinks such as products with added vitamins have fallen by 15 per cent during the period from January 2007 to March 2010.
This indicates that the popular health and wellness products are those positioned as additive-free, organic or natural.
'Natural’ claims consistently lead the market, accounting for 45 per cent of adult soft drink product introductions over the past three years.
A statistic shows that soft drinks with no-additive label claims have grown from just nine per cent in 2007 up to 14 per cent of all launches now.
'Organic' products still remains strong despite the economic downturn seen in many markets. Although sales value in organic is relatively flat in many countries, new organic beverages continue to be created.
Satiety and weight management claims in some markets are emerging but also remain niche areas, while mood enhancement products such as energy drinks are performing well and relaxation beverages, in particular, have been a key focus of NPD targeting adult consumers.
The economic downturn might be a key driver in the growth in relaxation drinks with consumers looking to de-stress, but the buoyancy here has also been fuelled by the experimentive consumer seeking a moment of escapism or retreat from day to day pressures. Low-in or minus groups of claims such as low sugar and low calorie products are now seen on 40 per cent of drinks coming to market, but he notes that over the three year time period the level has been gradually tapering off, indicating declining influence for these type of claims across all segments of the adult soft drink market.
And, the Mintel analyst forecasts that ‘natural’ sweeteners are likely to perform better than artificial sweeteners in this market with purity attributes critical. We will see if the level of NPD’s comes around as strongly as it has in the US.
The analyst also notes that a focus on authenticity and quality of ingredients, particularly the water to the fruits and herbs will further encourage adult consumers to trade up to more premium offerings in this sector.
Sourse and thanks to www.beveragedaily.com.
