The number of US consumers monitoring their sugar intake and shopping for low sugar and no sugar drinks is expected to continue to rise. According to Euromonitor’s Voice of the Consumer Health and Nutrition Survey results, from 2020 to 2022 a greater number of respondents claimed they avoided artificial sweeteners in beverages (12% in 2020, 16% in 2022).
Fruit juice remains an important platform for health and wellness innovation and dietary supplementation among US consumers, although the wider category has underperformed in recent years. No added sugar has emerged as an important better for you claim within juice.
Specific diets, and foods that can be consumed by those with intolerances, are expected to see rising popularity over the forecast period, as consumers seek to look after their own bodies, and also show increasing concern over animal welfare and the environment. As such, lactose free, which is a dietary and free from type of health and wellness attribute, is anticipated to realise growth in soft drinks over the forecast period.
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Understand the latest market trends and future growth opportunities for the HW Soft Drinks industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Soft Drinks research and analysis database.
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