Soft drinks are losing their fizz.
Changing the face of fizz.
1. Finding nourishment.
2. The war on sugar.
3. Looking for 'naturally healthy'.
Consumers are turning to more natural products to boost their health over 'fake-tasting' conventional options. Fermented drinks, ready-to-drink teas and products with natural sweeteners are all picking up the slack for traditional carbonated beverages.
4. Focus on sustainability.
Trends in the UK.
Trends in the USA.
In the US, people's individual soft drink consumption has been declining since 2016. However, growth has been coming from ready-to-drink coffee, particularly cold brew coffee.
Cold brew coffee is perceived as a healthier alternative to energy drinks and traditional soda in America. It also has the appeal of bearing a cheaper price tag than that of speciality coffee.
Trends in Japan.
Adapting to the shift.
Focus on NPD.
Take a stand.
Over to you.
If you'd like to find out how these macro trends are influencing your consumers, get in touch on 02 8097 0200 or email firstname.lastname@example.org any time.
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