State of the Beverage Market

 
During the last three years, we could all agree the world around us has changed quite a bit during the COVID-19 pandemic.  In fact, the beverage industry has seen an explosion of organic beverages, mocktails, and functional beverages as a way to stay healthy during the pandemic.
 
Allen Marketing Communications, Inc., a boutique food and beverage public relations agency based in New York City, spotlights key trends in the beverage markets as we enter an endemic phase of the novel coronavirus.
 
Organic Beverages
“By 2027, the global organic beverage market is expected to reach $32.78 billion.  Brands are crafting organic to help customers address specific wellness” (Source:  Distillery Trail)
 
As previously mentioned, people became much more conscious and attentive to their health during the Covid-19 pandemic – there has been an explosion in tastier drinks paired with alcohol, as well as mocktails (also known as non-alcoholic drinks).
 
Due to this we’ve seen a drastic increase in the market of organic drinks. Looking at the store shelves nowadays there are organic drinks left and right, as companies have turned toward manufacturing beverages with less artificial flavoring, lower sugar and no sugar.
 
Kombucha tea is gaining in popularity as a healthy beverage to boost one’s immune system, reduce blood pressure and help with digestion.  Kombucha has been around for a long time but just recently we’ve seen it fly off the shelves and, as more consumers discovered the health benefits and some individuals have start brewing their own Kombucha at home.
 
Functional Waters
 
Functional waters are simply water that is ”infused with herbs, vitamins and antioxidants” as a way to provide consumers with health benefits.  (Source:  PureWow).  The Covid-19 pandemic has inspired consumers to become much more health conscious, often seeking natural ways to boost one’s immunity.
 
According to Progressive Grocer, “Older consumers see the added health benefits of functional waters as an opportunity to be more efficient in their pursuit of all-around better health,” he explains. Younger consumers, meanwhile, are open to options beyond supplements.”
 
Research shows that “by 2025, the global functional water market is expected to reach $18.4 billion.  Consumers are turning away from sugary drinks and choosing functional waters – still or sparkling, herb infused waters.” (Source:  Distillery Trail)
 
Ready to Drink (RTD) Cocktails and Mocktails
 
The COVID-19 pandemic has inspired consumers to get creative and mix things up, often becoming their own personal bartender and mixologists at home.  During the last couple of years, consumers have been focusing on their health.
 
Ready to drink (RTD) cocktails and mocktails are becoming much more popular as consumers examine the healthier ingredients in these items.  RTD cocktails have become popular because of the convenience of having these drinks available in
 
Many of these RTD cocktails and mocktails, which are now being rolled out in stores, are providing consumers with more vibrant tasting drinks and making them sustainable with natural ingredients with far less additives.
 
Consumers once were asking for seltzers with subtle flavors, giving just the hint of the flavor. That narrative has since been flipped.  Bud Light has rolled out their new soda-themed seltzer flavors, such Lemon-Lime, Orange, Cola, and Cherry-Cola.

The sports company Barstool Sports has even released their own Owen’s transfusion mix. The tides have changed, yet it is a simple one at that.
 
Ready to Drink (RTD) Coffee
Ready-to-drink (RTD) coffee is simply a cold brewed coffee in a bottle or can.   Major coffee companies are following the new initiatives – lower sugary coffees, as well as new coffee products to go.

“The global Ready to Drink (RTD) Coffee market is projected to reach USD $42.36 billion by 2027, exhibiting a CAGR of 8.31 percent during forecast period,” according to Fortune Business Insights.

​In fact, the RTD coffee market has expanded to include “snapped chilled coffee and sparkling canned coffee targeting consumers looking for beverages on the go.” (Source:  Fortune Business Insights.
 
Our food and beverage public relations professionals are here to help companies generate brand and consumer awareness in the growing beverage industry.  Our team is here to help.  Give us a call.
 
By Robert Goldsmith at Allen Marketing Communications, Inc.
 
 
 
 
 

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