Naturally Healthy Beverages in the US

PROSPECTS

Naturally healthy products account for the majority growth of soft drinks

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.

A shift towards shorter ingredients lists

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.

Superfruits prove a draw for juice drinkers

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.

COMPETITIVE LANDSCAPE

Interest in new fruits helps POM compete with stalwart players

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 extends lead with firm grip on bottled water

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.

Weakness among the major players in NH tea

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.

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