Reduced sugar drinks gaining ground
Ongoing concerns about obesity and sugar intake have driven interest in reduced sugar and diet drinks in recent years, reports Innova Market Insights.
This has become even more focused with the announcement of a sugar tax on the UK soft drinks industry this year and ongoing discussions about the possibility of implementation in some other major markets.
“Placing tax on unhealthy lifestyle choices such as tobacco and alcohol has been seen for many years,” says Lu Ann Williams, director of innovation at Innova. “Its arrival in the food and drinks industry and its focus on sugar has been much more controversial, but has certainly generated debate.”
Over 16% of global soft drinks launches recorded by Innova in the 12 months to the end of March 2016 used either a no added sugar, low sugar or sugar free claims. This type of positioning was particularly popular in juices and juice drinks, featuring in about one fifth of introductions in the sub category, rising to over 30% in the US.