Naturally Healthy Beverages in the US

PROSPECTS

Naturally healthy 100% juice sees slower growth in 2018

The ability of juice to diversify with new superfruit additions has long propelled naturally healthy 100% variants. That momentum seems to be slowing however in 2018 as year on year growth did not equal the performance seen in previous years.

NH Nectars continues decline

Naturally healthy juices in the 25% - 99% juice range have failed to recover from their multi-year decline in 2018 despite new product launches emphasising innovative flavours and ingredients. Pomegranate juices for instance have seen growth in varieties with various fruits such as blueberry and cherry added for flavour and additional claimed health benefits.

Naturally healthy green tea continues growth

The naturally occurring health benefits in green tea are becoming increasingly popular among American tea drinkers. Emphasis on the antioxidant properties occurring in all green teas allowed conventional green teas to see growth rates like organic varieties whereas in other beverage categories, organic variants have growth rates which far outpace conventional varieties.

COMPETITIVE LANDSCAPE

Bubly at La Croix’s heels within flavoured bottled water

In 2018, PepsiCo entered flavoured sparkling water market with Bubly. PepsiCo’s wide-reaching distribution and marketing capabilities have allowed Bubly to take advantage of the category’s fast growth and rapidly gain share within flavoured water.

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