Opportunity for healthy soft drinks
As global consumers’ attitudes towards soft drinks grow increasingly negative due to their high levels of sugar, calories and ‘artificial’ ingredients, new opportunities are arising for companies to diversify their portfolios, according to GlobalData.
The research and consulting firm’s latest report states that healthy, clean and functional soft drinks are in demand, with 89% of global consumers finding general health and wellbeing claims appealing in food and drink products. These consumers are seeking convenient ways to improve their personal wellbeing and live a more holistic lifestyle, without cutting soft drinks completely out of their diet. In this way, manufacturers must reduce sugar and calorie content, use plant based sugar alternatives and enrich products with essential vitamins and minerals to appeal to modern consumers, the company says.
Melanie Felgate, senior consumer analyst for GlobalData, explains, “The sugar backlash, concerns around artificial ingredients and a desire for a cleaner lifestyle are driving demand for beverages that are deemed ‘better for you’ than regular soft drinks. Consequently, manufacturers must reduce sugar content and offer products with functional benefits, such as promoting gut and digestive health, to appeal to consumers seeking healthier products that are still similar to traditional soft drinks.”
Additionally, on-pack credentials, such as logos and certificates, and popular health claims like ‘pure’ and ‘clean’ will further appeal to the 66% of global consumers interested in food and drink products with natural claims, which should be supported by the inclusion of health enhancing natural ingredients and flavorings such as ginger, turmeric and cinnamon.
Felgate concludes, “It is imperative that soft drinks manufacturers better utilise health trends in order to compete in the market. Effective targeting will help brands to remain relevant to consumers’ changing preferences and shopping habits in this highly competitive space. This is highlighted by the 59% of global consumers who believe that they are often or always influenced by how soft drinks impact their health when choosing products.”
