May 3, 2024 – Every year, we release our Top Ten Trends, highlighting the different directions the global food and beverage industry is expected to develop in throughout the year. These trends can be a vital lens for analyzing specific markets within the industry, built through extensive in-house research on a global scale. Here, we will discuss which top trends are most applicable to the global beverage market.
Quenching the Future
Our top trend focused on hydration is evident within the global beverage market. “H2.0: Quenching the Future” refers to the added health benefits and exciting endorsements driving the hydration space forward, and can be first seen through the growth of soft and sports drinks with a hydration-related claim. Over the last three years, this claim has grown 22% on new product launches.
Innovative brands in the space are attracting consumers through simplification and collaborations. In February 2024, Gatorade released a bottled water in simplified packaging, with the basic claim of “electrolyte-infused unflavored water to drink throughout the day.” On the other end of the spectrum, PRIME is a rapidly growing beverage brand, continually releasing novel flavor variants and concepts. One example is the collaboration with the successful video game Fortnite: Red vs. Blue.
Hydration claims are seen across a broad spectrum of beverage types, including seltzers, sports drinks, and pressed juices. Many of these drinks also offer other functional benefits. Claims of energy or alertness are seen on over 25% of launches with hydration claims. Skin health claims are emerging within the space as well and may indicate a growing group of beverages with beauty focused claims. Other beverages with hydration claims target gamers, with functional benefit positionings.
Ingredients in the Spotlight
Our Top Ten Trend, “Ingredients: Taking the Spotlight” can be seen through brands promoting a product’s star element. With one in three consumers globally saying that they always look at ingredients of interest on products, brands have an opportunity to highlight their beneficial attributes.
In the beverage market, vitamins are a key ingredient for many products, with a 10% increase in the number of beverages launched with a vitamin or mineral-related claim between 2021 and 2023. Fiber is another growing functional ingredient within beverages, seen on 18% more products between the same period. Many brands are placing these ingredients front and center on packaging, attracting consumers with their star ingredients.
Consumers are also open to collagen and functional mushrooms, with two in five accepting these ingredients in their beverages. For example, Gldn Hour’s sparkling water claims to be collagen-infused and made with lion’s mane mushrooms, as well as containing vitamins B3, B5, and B12.
Prioritizing Prevention
Our next Top Ten Trend seen within global beverage trends is “Prioritizing Prevention.” This trend highlights how consumers are interested in preventing health concerns before they arise, and choosing products that help them meet these goals.
More than one in three consumers claim to be proactive in preventing health issues. The top three physical health concerns for consumers are weight management, heart health, and bone and joint health. Beverage products can already be seen claiming prevention benefits, such as Vieve Protein Water helping in weight management, and The Health Menu by ASDA Smoothie Mix claiming bone and joint health improvements.
Younger generations care more about healthy aging, while older generations are more focused on keeping an active mind. Beverages built for younger audiences can be seen including collagen for skin health, leaving consumers “refreshed and rejuvenated,” while drinks for older generations promote relaxation, reducing stress, and improving focus and cognitive performance.
Indulging in Health
The final trend to highlight is “Indulging in Health,” where health brands are moving into indulgence while sweet treats are tacking on added health benefits.
More than half of consumers globally say they are willing to compromise on indulgence for healthier food. Additionally, a large portion of consumers believe that limiting non-healthy ingredients, or using natural ingredients is the best way to make indulgent food and beverage categories healthier.
In the past year, indulgent beverages with active health claims have grown substantially. Brands are finding new formulations of drinks to still satiate consumer desires for indulgence, while scaling back on ingredients deemed as unhealthy, and injecting their products with added benefits.
Many consumers are cutting back on alcohol to improve their health. Alongside, brands have been developing an increased number of low or no alcohol beverages. Flavored mixes and cocktails with low or no alcohol have risen in launches by 26%, and flavored beers have risen by 14%. Health claims within these products include improved immune health, high source of protein, probiotic, and source of energy, with low or non-alcoholic beers driving the market.
Bonus Beverage Trend: Limited Time Offers and Collaborations
LTOs and collaborations are another driver of innovation in the beverage category. Over the past five years, beverages with a limited-edition claim have increased by 17%. Oftentimes these limited editions will be created through collaborations, such as Coca-Cola’s K-Pop themed drinks. Iced tea is the fastest growing subcategory for limited-edition launches, rising by 44% in the last five years. Ready to drink cocktails are emerging as well, with an 18% increase in limited-edition products in the subcategory. Gen Z are helping drive interest for new, interesting experiences and novel flavors with their beverage consumption.
Beverages with collaboration claims have also grown steadily over the past five years. Growth is driven by beer companies, such as Brixton (Heineken) collaborating with peanut butter brand ManiLife, and Sapporo collaborating with the Chiba Jets, a professional basketball team from Japan.
What’s Next in Global Beverage Trends?
The global beverage market is developing in interesting ways. One of the most noticeable ways brands are advertising their beverages is through unique, limited-edition products and special collaborations with expected, and unexpected companies. Brands have the potential to lean into this further by creating more sponsored events as vehicles for these drinks. They can also tap into consumers’ innate interest in products with scarcity by producing limited-edition beverages with shorter release windows.
On the other hand, drinks with health benefits are gaining popularity. Brands should watch out for shifts in the type of health claims consumers are looking for. Fast-acting companies can capitalize on new desires from health-conscious consumers.
This article is based on our report, “Top 10 Trends 2024 – Beverages – Global.” If you are interested in reading this report, feel free to request a demo.
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