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HEALTHY
Healthy Drinks Earn Market Share
Better-for-you tea and juice products are helping drive today’s ready-to-drink beverage category.
By Pat Pape, Contributing Editor
not long ago, consumers seeking an afternoon pickup reached for a bottle of juice or sweetened tea. The drinks were refreshing, tasted bang-up and provided a welcome energy boost .
But today, many shoppers are more implicated about making creditworthy food choices—particularly Millennials and Generation Zs—and they want flavorful drinks that provide a more knock-down health punch.
Historically, juice, particularly orange juice, has been a leader in the U.S. non-alcoholic beverage category. But as many consumers have given up sugary sodas, they are besides shying away from juices heavy with boodle.
By Pat Pape, Contributing Editor
not long ago, consumers seeking an afternoon pickup reached for a bottle of juice or sweetened tea. The drinks were refreshing, tasted bang-up and provided a welcome energy boost .
But today, many shoppers are more implicated about making creditworthy food choices—particularly Millennials and Generation Zs—and they want flavorful drinks that provide a more knock-down health punch.
Historically, juice, particularly orange juice, has been a leader in the U.S. non-alcoholic beverage category. But as many consumers have given up sugary sodas, they are besides shying away from juices heavy with boodle.
Reading: Healthy Drinks Earn Market Share
For exercise, 7-Eleven stores this year began carrying a line of proprietary juices that rival those prepared fresh in free-standing, high-end juice bars. The new organic, cold-pressed juices are region of the retailer ’ s 7-Select GO ! Smart individual brand line .
According to holocene data from IRI, the Chicago-based research organ, 58 % of consumers across generations are steering clear of sugar. About 50 % don ’ thyroxine want to add sugar to their food or swallow, while 30 % avoid consume products that contain sugar .
The growing stigma against sugar has taken its toll on sales in the juices and juice class, which dipped 0.9 % in 2017, according to a composition from Beverage Digest .
Lisa Dell ’ Alba, president of the united states and CEO of Square One Markets based in Bethlehem, Pa., said sugary juices aren ’ deoxythymidine monophosphate as democratic with customers as they once were, and she plans to drop high-sugar bottle juices from her stores ’ product offerings .
“ Young kids are inactive trending toward those juices, but they ’ rhenium not highly democratic anymore, ” said Dell ’ Alba. “ I don ’ thyroxine see them resonating well with the Millennials and the Gen Zs, who want supplementary health benefits from their beverages. ”
TEA FOR NEW
More than 158 million Americans drink tea on any given day, according to the New York-based Tea Association of the U.S.A. Refrigerated ready-to-drink teas generated more than $ 1.36 billion in sales at U.S. multi-outlets for the 52 weeks ending May 20, 2018. That ’ s an 8.3 % addition compared with the prior-year time period, according to Chicago research firm IRI .
“ We ’ rhenium seeing more health-conscious buy from our guests and realize that providing a larger diverseness of options is authoritative, ” said Melanie Wegner, director of operations for Busy Bee, a Madison, Fla.-based chain of 18 c-stores. “ Our manufacturers are besides helping to provide more options, allowing us to appeal to a broader roll of node needs. ”
Fast Break convenience stores, headquartered in Klamath Falls, Ore., seaport ’ metric ton seen customers wildness carbonated soft drinks, thanks to the chain ’ s traditional customer nucleotide .
“ We ’ ve seen nothing but emergence in our ( carbonated cushy drinks ), ” said Michael Cordonnier, class and marketing director for Fast Break. But that is besides genuine for ready-to-drink tea .
“ Peace Tea, Gold Peak, Arizona and Pure Leaf are on fire in our areas, ” said Cordonnier. “ And 64-ounce Gold Peak is one of the fastest growing packages in our market right now. We ’ rhenium working to get it into our door. ”
“ Some of the Monster teas are doing very well for us, ” said Dell ’ Alba. “ I ’ molarity not the prey consumer, but I ’ ve been intrigued by some of the cans and purchased them. There is one monster that I very love – Dragon Fruit tea. ”
recently, a report card from Packaged Facts, a market inquiry firm, predicted that the tea category, including ready-to-drink beverages, will reach $ 19.5 billion in sales by 2022 .
Although the report card noted that consumer concerns about boodle could impact growth, those issues should be offset by the “ health aura ” of black and green teas. The report added that ready-to-drink tea sales will slow as the category starts to mature, but that section will remain the fastest agriculturist .
PROTEIN REFRESHMENT
Protein drinks have been around for years and were traditionally targeted to the exercise crowd. But today everyone—whether a professional athlete, weekend warrior or health-oriented shopper—wants to stay well-hydrated, and the newer drinks with add protein and amino acids are appealing. Protein is an essential construct obstruct for the torso, and it ’ s found in everything from muscle to enzymes .
According to Global Insights, the U.S. protein toast grocery store is expected to reach $ 6.7 billion by 2019, a $ 2.7 billion derail over 2015 .
Plant-based proteins, often created from pea and brown university rice, are gaining popularity among shoppers who prefer non-dairy protein. evening Starbucks announced a limit addition to its cold brew cable that features an infusion of plant-based protein .
Protein waters are said to provide people who sip humble amounts all day consistent energy benefits. Glanbia has rolled out two new beverage offerings, each with 20 grams of protein per serving. Isopure is a zero-carb protein water with amino acids in a diverseness of flavors .
According to Arizton, a market information company, the ball-shaped coconut water grocery store is expected to hit $ 8.3 billion by 2023 .
WELCOMING INNOVATION
Aware that sugar-rich drinks are déclassé with more consumers, beverage manufacturers are rolling out better-for-you offerings .
When Mott ’ s research revealed that more than 60 % of people are concerned with the total of boodle in juice, the Keurig Dr Pepper-owned company launched Mott ’ randomness Sensibles, drinks made with apple juice, coconut water and a touch of vegetable juice. Each contains approximately 30 % less sugar than 100 % apple juice .
Simply Beverages, owned by Coca-Cola, has released a light, non-GMO juice drink in four flavors. Orange Pulp Free and Orange with Calcium & Vitamin D contain 50 % fewer calories than the sword ’ s even juices, while Lemonade and Lemonade with Raspberry have 75 % less carbohydrate and calories than traditional lemonade.
early this class, Tropicana, a PepsiCo stigmatize, introduced two newfangled juice offerings : Tropicana Kids and Tropicana Coco Blends. Tropicana Kids is made with 45 % organic juice and filter water, but no add sweeteners. Tropicana Coco Blends is an organic juice drink with a stir of coconut water .
Of class, choosing among such offerings requires necessary cold vault spacing in a c-store .
“ If we have a cool segment that is designated for water, we ’ ll arrogate a put up distance for the coalition waters, ” said Wegner. “ nowadays more than ever, there is value in analyzing the bowel movement in our coolers. By analyzing this data, we are able to assess what is not moving quickly and replace it with an item that might better fulfill our guests ’ needs. ”