Growth in soft drinks in the US almost entirely stemmed from beverages that are naturally healthy in 2018. Consumers are increasingly looking for natural products and are leery of both added sugars and artificial sweeteners.
Within categories, products with a shorter and easier to understand list of ingredients are outperforming those with higher numbers of additives. For example, within RTD coffee the strongest growth is occurring in the cold brew category, which mainly consists of coffee and water.
Consumers of juice are attracted to the naturally healthy benefits that come from superfruits rather than from ingredients added to the fruit. Superfruit juices with 100% juice content in particular have seen growth unlike almost every category within fruit/vegetable juice.
Interest in new fruits and flavours has been expanding within fruit/vegetable juice. While cranberry has long been the most recognisable ingredient within superfruit juices in the US, consumers are becoming interested in new types of ingredients for their taste and nutritional benefits.
Nestlé’s strong positioning in bottled water in the US enables it to lead in NH beverages, a lead which is only increasing as consumption occasions previously associated with fruit/vegetable juice are now being overtaken by bottled water. At a global level, Nestlé is attempting to shift its portfolio more heavily into NH occasions.
Tea constitutes the third-most important category in NH beverages behind bottled water and NH fruit/vegetable juice. Moreover, its importance is growing as it takes away consumption occasions from fruit/vegetable juice.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Delivery: Files are delivered directly into your account within a few minutes of purchase.
Overview: Discover the latest market trends and uncover sources of future market growth for the Naturally Healthy Beverages industry in USA with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
The Naturally Healthy Beverages in USA market research report includes:
Why buy this report?
This industry report originates from Passport, our Passport market research database.