Soft drinks losing their fizz
The top four consumer trends and drivers
2. War on sugar
3. Naturally healthy
Consumers are turning to more natural products to boost their health over choosing '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.
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.
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 email@example.com any time.
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