Consumers have a thirst for better hydration.
Grab-and-go, ready-to-drink beverages are a staple impulse category.
And though consumers are more and more impulsive—they have become less and less inclined to gulp sugary drinks. The transformation is hitting legacy brands the hardest—especially carbonated soft drinks.
Conventional food sales figures show a steady decline that indicates consumer choice is trending away from processed foods as a whole, with the natural products market in the U.S. growing at three times the rate.
A growing base of mainstream consumers now expect better-for-you certified organic and non-GMO choices: drinks we have dubbed Better Bevs.
As consumers shift from sugar-filled beverages to better-for-you thirst quenchers, alternative beverages with vitamins, minerals, antioxidants, electrolytes and functional properties will continue to penetrate the market.