The beverage industry is pushing forward at a quick pace and top developments in the field during 2019 should still be oriented for the rise of natural, functional and sustainable drinks; however, consumers are seeking increased value chain transparency and beverage personalization. Discover below some of the top tendencies for 2019 within the drinks business.
Healthy energy drinks with alternative sources of energy
Energy drinks are one of the fastest growing products in the global drinks market. This growth has been brought by an escalating evident consumer focus on fitness and health. In 2017, the global energy drinks market stood at USD 55 billion and is projected to grow at a CAGR of 3.7% during the forecasted period of 2018-2023, according to figures from Mordor Intelligence. The biggest oportunities for market growth lie in the European continent and in Asia-Pacific region, respectively due to a scarce offer of healthy, zero-calorie, low sugar functional drinks in Europe and increasing income, rising sports activities and urbanization in the Asia-Pacific region.
The caffeine presence in energy drinks is raising moderate levels of concern. As a result, manufacturers may wish to gradually replace caffeine by naturally energetic plant extracts in new launches for 2019, such as green coffee extract or matcha.
Hyper functional drinks with ethnic and regional ingredients
According to Beverage Daily, consumers are increasingly willing to seek super ingredients in their drinks, such as goji, aloe vera, turmeric, functional spices or matcha, traditionally used as regional ethnic ingredients with known health benefits. Other ingredients, such as microalgae and mushroom extract are also gaining relevance. Consumers will look for convenient, hyper functional drinks during 2019 as part of a beverage industry gradually mixed with the vitamin and supplement industry.
New launches will reflect consumer demand for overall wellness goals, as improved sleep, cognitive function, beauty, weight loss and gut health, being expectable that new products will address deeper health issues as oral and cardiovascular health.
Plant based beverages
More and more people are introducing plant-based products in their diet for health and sustainability claims. Plant based product claims have grown 62% globally from 2013 to 2017, according to figures from NDP Group. The plant-based eating and drinking movement has been promoted by celebrities, athletes, multinational retailers, food and tech companies and countries such as China. There has been a 600% increase in people identifying as vegans in the U.S in the last three years, according to a survey from GlobalData, and 350% in the UK comparing to ten years ago. According to Nielsen, vegetarianism in Portugal rose by 400% in the last decade.
In 2019 there should be a rise in the offer of plant based drinks, such as vegetable milks and drinks from soy, almond, coconut and oats, plant-based protein drinks and also exotically-flavoured malted beverages.
Sustainability is growing steadily to be one of the top concerns of consumers in 2019. This is mainly related to plastic unsustainability due to recent environmental scandals and the origin and trade of ingredients. Data from Nielsen and Mintel indicates that consumers are willing to pay more for products that make claims on sustainability, while Imbibe Magazine states that consumers are using the social media to share messages about the responsibility of the purchase. Eco-friendly packaged beverages and the use of internationally certified fair-trade ingredients should become more prevalent in 2019.
Clean label and simple communication
Consumers are demanding clean labels and a simple communication on their products to know what exactly they consume and at what level, and national government agencies are supporting this interest. In 2019 this trend should continue to gain momentum.
The soft drinks market has witnessed in recent years the biggest percentage of clean label product introduction in Asia, the fastest growth rate region for clean label products. Within the clean label segment, natural colours are witnessing high demand due to organic and functional claims.
According to figures from Mordor Intelligence, 88% of consumers are willing to pay a premium price for products containing naturally sourced ingredients, and close to 80% of the consumers give importance to reading ingredient lists on the product before purchasing.