Organic Beverages in the US

PROSPECTS

Organic segment drives growth within tea

The organic segment is alive and well within hot tea, seeing some of the highest growth. While organic alternatives have lessened in significance across other drink categories, with the exception of juice, the segment has emerged as a significant growth driver within hot tea.

Organic coffee also on the rise

The organic segment has seen the highest growth within coffee. Premiumisation trends have driven consumers towards organic brands for its perceived high quality.

COMPETITIVE LANDSCAPE

Unilever softens US declines with newer organic brands

In 2017, Unilever expanded its hot tea business, acquiring the brands Pukka and Pure Leaf. The brands expand Unilever’s specialty offerings as the market begins to move in the direction of premium tea.

Private label is a strong player in organic juices

The fragmented nature of organic juices in the US has played to the favour of private label organic juices. With the large quantity of small players, grocery chains are able to make use of their numerous outlets, allowing private label to secure larger market share than any brand name organic juice.

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