Beverage report: search indicates functional beverages

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The Canadian company, headquartered in the U.S. in Edina, Minnesota, also produces frozen fruit, saying 60% of frozen fruit purchased is used for home smoothies, a growing trend in functional drinks. also.

Innophos, a specialty ingredients company in Cranbury, New Jersey, has launched two new plant-based solutions for high-protein drinks, citing a statistic from Innova that revealed 68% annual growth in launches foods and beverages that include a herbal claim.

ADM, a nutritional food and beverage company that produces for private labels, conducted its own research which found that eight in 10 U.S. consumers were trying to reduce their sugar intake, and among those beverage drinkers in its study ADM Outside Voice, 83% report a reduction in sugar. is the most important characteristic of a drink. This opens the door to increased consumption of tea and sparkling water.

Kerry, a private label beverage supplier, also conducted her own proprietary research, interviewing 1,460 U.S. consumers of private label foods and beverages, finding that the COVID-19 pandemic has propelled consumers toward more private label beverages. private label, and these consumers primarily want nutritional and functional drinks, soft drinks and alcoholic beverages, coffee and tea.

Research reveals that private label drinkers fall into two categories: “adventure seekers” and “practical traditionalists”. Research has found that consumers are looking for function and flavor. According to the study, nearly 50% of “adventure seekers” had bought a nutritional and functional drink during the last 30 days of the survey, 76% had bought alcohol and 69% coffee and tea. Looking at practical traditionalists, only 31% had purchased a functional and nutritional drink in the last 30 days of the survey, while nearly 80% had purchased alcohol or coffee and tea.

“The disruptive nature of today’s beverage market means that new private label products have a strong opportunity to gain market share by innovating in these categories to attract consumers who increasingly want to beverages that deliver new taste experiences and functional benefits, ”said Shawn Gerstenkorn, strategic marketing director, beverages, at Kerry, based in Beloit, Wisconsin, when announcing the study.

Nielsen numbers
Functional or not, private label drinks are making their way into consumers’ homes, according to proprietary data provided by NielsenIQ, looking at sales for the past 52 weeks ending July 31.

The figures show that total sales of private label drinks (excluding alcohol) exceeded $ 7 billion, up 2.3% from a year ago. By comparison, total branded beverage sales topped $ 84.5 billion, an increase of more than 10% year-over-year. Figures exclude sales at convenience stores, which are a hotbed for single-serve beverage sales.


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