The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJan 2013
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Low calorie content is key to healthy beverages, but consumers are demanding more. Innovation is driven by naturally healthy and functional beverages. Consumers are turning away from artificial ingredients to more natural products, and demand for products which offer added value is increasing. As education about efficacious ingredients rises, claims should be harnessed for greater opportunities. This report looks at the potential for success of healthy drinks, and where further prospects may lie
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As consumer confidence restores, value demand for health-positioned drinks is returning and growth of health and wellness beverages is set to outperform the wider soft and hot drinks industry over 2012-2016.
Demand for healthy beverages is moving away from purely low-calorie variants to those which whilst low-calorie also offer added health benefits through either greater natural ingredients or added functionality.
Superfruit juice has become more appealing to the mass market as manufacturers offer healthy, convenient beverages with modern packaging at affordable prices. To improve affordability, the juice content is being lowered and by 2014 global sales of superfruit juice drinks (up to 24% juice content) are set to overtake 100% superfruit juice.
Reduced sugar beverages remain popular, but consumers increasingly associate these with artificial ingredients. The authorisation of stevia has given this category a much needed boost worldwide, and products such as carbonates, functional bottled water and RTD tea are set to benefit, as they are most suited to its use.
Fortified/functional beverages outperformed reduced sugar beverages in most regions over 2006-2011 as tough economic times have led consumers to look to gain added value from products. Consumers are becoming more aware of ingredients which offer added functionality and, as such, the likes of fruit/vegetable juice and bottled water have seen significant development. Claims allowed by the EU?s Article 13.1 general health claims regulations will help boost knowledge of functionality.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.