Despite fears over safety, the energy drink, shot, and mix category has beat back detractors to show consistent annual growth from 2008 to 2013 (est.) sales. The market reported two years of 17% increases in 2012 and 2013 (est.) and is expected to continue a steady upward trajectory to 2018. When marketing to energy drinkers, men and women should be viewed differently.
Although water is the top beverage consumed throughout the day among adults, kids often don't drink enough, according to new research. Tap/filtered or bottled water is the top beverage at lunch and dinner among adults, however, tap/filtered water accounts for only 21% of drinkings among kids. Beverage companies and retailers can boost sales by promoting the health benefits of drinking water and beverages with little or zero calories to parents and kids.
Coffee may have been traditionally enjoyed steaming hot, but new research from Mintel reveals the habit for a “hot cup of joe” is changing as consumers realize colder coffee is a tasty and refreshing year-round alternative. Mintel’s data shows that 18–24 year-olds, in stark contrast to older drinkers, are far bigger consumers of iced coffee and they will almost certainly take this habit into their middle age.
The alcoholic and non-alcoholic beverage industries are benefitting from Hispanic consumers, the fastest-growing consumer group in the U.S. According to the latest research from Mintel, there are many factors that weigh in to which beverages Hispanics consume. When choosing how to spend their beverage dollars, Hispanics’ country of origin, income, acculturation level and age drive their purchasing decisions.
Among those getting their health on track in time for New Year's resolutions are consumers who are concerned about the long-term, negative effects of drinking unhealthy beverages. According to a new BeveragePulse.com study, health concerns are the primary driver of recent changes in what consumers buy and drink and will remain the main driver of change for some time to come. Currently, 74% of Americans do not think that beverage companies are concerned about their health. The majority (60%) of Americans are concerned about the negative health impact of the beverages they drink and the majority of them will be drinking healthier beverages in the next 12 months.
The sweet spot in the U.S. beverage market, long dominated by a handful of major brand lines, has shifted to niche products that target a diverse set of consumer needs, occasions, and benefits, according to the new "Beverage Trends: Culinary Trend Mapping Report" from Packaged Facts. Two drivers are spurring sales in the beverage market: Better-for-you, the number-one driver in the new beverage landscape, including functional, nutritional boost, and holistic wellness beverages, followed by Quality quest, including organic, local, artisan-made, and retro/nostalgic beverages. The market potential for on-trend new beverages remains significant, with diverse segments ranging from Gen Y teens to savvy Gen X parents and sporty Boomers looking for what's next in healthful and premium new drinks.