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in the current food and beverage industry, the concept of sustainability is gradually becoming the key element of consumer demand for food and beverage, especially in packaging and plastics.
High end, new function, sustainable development, convenience In order to stabilize their position in the global market, beverage brands continue to innovate.
Recently, Foodbev released five of the most noteworthy trends in the beverage market, which have become apparent this year and are likely to continue into 2021.
Digestive health, relieve stress, help sleep
New functions of drinks emerge in endlessly
The outbreak of Xinguan epidemic makes consumers more interested in healthy products, and getting health and health benefits from beverages will be the most cutting-edge trend in the development of beverage industry in a period of time in the future. Many enterprises add new functional ingredients to beverages to innovate in order to obtain products that can provide functional benefits.
According to the analysis of KPMG insights, the global functional beverage market size is expected to grow at a compound annual growth rate of 8.66% from 2019 to 2024, and will increase to $208.13 billion in 2024.
At present, more and more brands add vitamins, nutrients and other basic ingredients and other additives with more precise functions (such as adaption, cannabinoid and probiotics) into the drinks, giving the drinks different functions, such as making people energetic or relaxing, enhancing sports performance, improving digestive health, promoting mood and reducing stress, etc.
Neuro, a beverage brand from Los Angeles, USA, launched Kombucha tea, which aims to improve digestion and health. Chobani, a Greek yoghurt giant, recently entered the functional beverage market with its plant-derived probiotic beverage, which is made by fermenting whole grain oats, juice and probiotics to support digestion and immune health, and by adding organic fruit and herbal extracts Improved flavor with 80 calories and 11 grams of sugar per bottle.
Peter McGuinness, President of chobani, said: “consumers are looking for more than just food to fill their stomachs. They want healthier foods and drinks to calm down, recover and replenish energy.”
Cannabinol (CBD) is one of the most popular functional ingredients in beverage innovation in recent years. Many studies have shown that CBD can provide a variety of cognitive functions, including improving sleep, anxiety and depression. In this year’s epidemic situation of home isolation, people’s growing anxiety has also increased the demand for CBD.
In response to the trend, calm drinks launched a CBD containing multivitamin beverage in May, which claims to enhance immune function. It is rich in 14 vitamins and minerals, and contains 10 mg of CBD in 250ml can. Trip is a kind of CBD bubble beverage with calming effect, flavored with lemon basil, packed in 100% recyclable cans, containing 15mg CBD per 250ml. Interestingly, both products were released during the coronavirus pandemic due to increased anxiety caused by being trapped at home.
Consumers are clearly willing to spend more, as shown by the growth in high-end beverage consumption, but they also drive demand for functional drinks. From this point of view, the next generation of drinks will have to meet a variety of needs, rather than just focus on a specific function.
The trend of high-end continues to develop,
Rum and soda become the new favorite of wine table
High end is the continuous trend of many categories in the global beverage industry. Spirits, especially rum, are one of the segments expected to dominate this trend in the coming months.
According to the wine & Spirits trade association, the sales of Spiced Rum increased from less than 6 million bottles in 2014 to more than 10 million bottles in 2019, an increase of more than 80%. According to the data industry released by global data, the market value of rum in the UK increased at a compound annual growth rate of 7.5% between 2017 and 2018, with sales almost double that of gin, while gin sales increased by 3.8% over the same period. In China, according to the data released by China Wine Industry Association, the consumption of rum has increased year by year in recent years, and the import growth rate is the highest among imported foreign wine.
Seeing that the sales volume is increasing year by year, and the insight that the quality gradually surpasses the price has become the key factor affecting consumers’ purchase, large companies have begun to launch more high-quality rum.
Recently, kopperberg entered the rum market with a new product of cherry flavor rum; the brand of rum, deadman’s spirits, launched 37.5% pineapple flavor rum for the first time this year, to meet the new needs of consumers for freshness and personalization with its bold packaging and unique flavor.
This trend of favor of high-end is obvious in all beverage categories. Consumers are becoming more and more picky and professional. They pursue quality, purity and even more, and expect to enjoy luxury experience at home or outdoors. Not only spirits, but also ready to drink, beer and soft drink markets.
The hard seltzers market has almost exponential growth in the United States and the United Kingdom, while more and more new and old brands in the Chinese market have begun to dabble in this field.
American Anheuser Busch launched a hard soda brand social club seltzer for more “picky” consumers. At present, it has three flavors: old fashion, sidecar and citrus gimlet.
Recently, Carlton & United Breweries, owned by Budweiser InBev, has launched its first hard soda series actual, which is said to be one of the lowest calorie ready to drink vodka drinks in the Australian market. It is also a 100% natural vegan formula, and has released two flavors of pure and lime. Among them, pure contains no sugar and contains only 65 calories per serving, while Lime’s “low sugar content” contains 69 calories per can.
In China, the low-alcohol bubble beverage of chill brand brewed by panda, the parallel universe of Hankou No.2 factory, Rio micro drink series, and tot “rice wine” bubble drink of Nongfu mountain spring have also set off a “hard soda” boom.
Cbndata released “2020 young people’s alcohol consumption insight report” shows that the number of healthy low alcohol alcohol consumption shows an increasing trend. Young people are more rational in drinking, and advocate “moderate drinking” and “healthy mild drinking”, which also conforms to the life and consumption trend of less is more (less is more) in recent years. People pay less attention to the amount of alcohol, but drink better and more high-end.
It has to be said that consumer values are being redefined, and quality, health and sustainability will be the highlights of their consumption.
At the same time, we also found that premium mixers have become another emerging product category, where consumers are willing to pay higher prices for high-quality beverage ingredients, especially botanical ingredients or herbal flavors.
The portable packaging is more satisfactory
Ready to drink beverage (RTD) refers to the beverage products that are pre packaged in cans and can be used immediately. In recent years, the RTD market shows an exponential growth trend. According to the forecast of Mordor intelligence, the global RTD market is expected to grow at a compound annual growth rate of 6.1% from 2020 to 2025.
The development trend of snack beverage, substitute beverage and multi-functional beverage is obvious. Consumers are looking for a kind of beverage which can not only relieve hunger, but also provide nutrition and energy. We’re seeing the emergence of drinks that meet people’s needs. For example, Ctrl’s substitute milk shake can relieve hunger, but also provide vitamins, minerals and probiotics to maintain intestinal health.
With the enhancement of people’s physical exercise and health awareness, the consumption of cold coffee and cold pressed juice and other RTD drinks is gradually increasing. Convenient cold drinks are becoming more and more popular among professionals and fitness enthusiasts because they can provide instant energy and satisfy consumers anytime and anywhere.
This year, it launched a variety of high-quality milk and protein blended products, such as the first time in this year’s low-quality Oatmeal Milk, such as the low-carbon oatmeal, which was introduced by Illes è.
Massimiliano pogliani, chief executive officer of illy Caff è, said: “illy cold brewed instant coffee reflects our desire to keep pace with modern consumption trends and let consumers enjoy the delicious and high quality of illy coffee on more occasions.”.
Sustainable, recognized and not to be ignored trend
Since it was proposed in 1981, sustainable development has been a crucial issue. It can be said that it is no longer a trend, but a recognized necessary condition to keep the company at the forefront of competition. According to Mintel research, 65% of British consumers and 53% of American consumers prefer products with environmentally friendly packaging.
In the beverage industry, high energy consumption processes are usually used to extract crude products or carry out complex distillation. However, with the enhancement of consumers’ awareness of sustainable development, the company shows more sustainable development methods and environmental ethics.
Many brands are looking for innovative ways to make new beverage products from food residues. In 2016, toast ale, a British company, cooperated with Adelie foods to launch beer products brewed from expired bread in bakeries. At the beginning of this year, toast ale and warburtons jointly launched beer brewed from surplus scones, with an alcohol content of 4.2%, which was fermented by replacing some malt barley in beer with crisp cakes, so as to revive the waste of food.
Similarly, dash water, a British company, has launched a sugar free, zero calorie bubble water, which is based on oddly shaped fruits and vegetables that are not accepted by supermarkets, and infuses the water with a bit of natural flavor.
In China, with the more stringent industry standards and the implementation of environmental protection publicity, incentives and subsidies, beverage enterprises also pay more attention to sustainable development, and have made certain achievements in improving production facilities, equipment and product packaging. Master Kong has taken the lead in reducing the weight of plastic bottles of bottled water from 18G to 12g, reducing the amount of plastic used, and reducing the electricity and carbon emissions in the production and transportation links.
We need to be both internal and external,
Environmental protection packaging and canned wine products have attracted much attention
The global beverage market is changing rapidly and the competition is fierce, which also promotes the innovation of packaging category. In the past, beverage packaging was mostly made of non biodegradable plastics. Now, many large companies and small-scale start-ups are releasing new beverage packaging designed to minimize the impact on the environment, featuring fully recyclable and sustainable materials.
For example, Diageo recently launched “the first ever 100% plastic free paper bottle”, which is made entirely of sustainably available wood and can be fully recycled.
Evian has also introduced a fully recyclable bottle, which is packaged in an unlabeled package made of 100% recycled plastic, which is the company’s first step towards a fully recycled brand.
For many years, canned wine has been considered as a cheap and convenient choice, but now more and more high-quality wine has begun to use metal packaging. With consumers’ preference for sustainable and convenient products, the category of canned wine is expected to grow significantly. According to Nielson, sales of canned wine increased by 79.2% in 2019. Compared with PET plastic and key keg barrels, can is in a leading position because of its lightweight and fully recyclable characteristics. Therefore, the sales volume of canned wine is very considerable.
Last year, British start-up nice launched a canned wine at Sainsbury’s, a convenient, high-quality, environmentally friendly wine. “Nice is a high quality canned wine with a wide range of market appeal and 100% recyclable packaging, which makes it a real choice for Sainsbury’s, which has achieved amazing performance in the United States,” said the head of new business at Sainsbury’s supermarket
Kingsland drinks recently purchased £ 1 million 200 thousand worth of production lines to enter the canned wine market, with a new line in Irlam, Manchester, with an annual capacity of 80 million cans; MolsonCoors has also launched a new range of canned spirits.
It can be seen that the growth of investment in recyclable packaging products by enterprises in different fields is still continuing.
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