Sean Moloughney, Editor07.01.15
As more consumers look to “grab and go,” consumer packaged goods companies are focused on delivering ready-to-drink (RTD) formulas that are natural and nutritious.
Many of the same trends found in the fortified food sector also apply to beverages. For example, consumers are looking for simple “clean” labels, ingredients they perceive to be healthy and natural, convenience and, of course, great taste.
Here’s a sampling of products launched in the U.S. over the past couple of years that demonstrate established and emerging trends. Products were selected though analytics conducted by Datamonitor Consumer, along with other sources.
The Power of Protein
Tapping into demand for protein and the popularity of coconut water, Whey Coco Inc, Irvine CA, promotes its brand of premium whey protein and coconut water as “Nature’s Recovery Fuel.”
The company claims its Chocolate-flavored RTD variety is 100% natural, vegetarian, gluten-free, high in potassium and protein and recommended for post workout hydration and muscle recovery.
“Building on the recent success of coconut waters, many manufacturers are now combining it with other nutraceutical ingredients in order to reach the athletic segment of consumers,” noted Tom Vierhile, innovation insights director at Datamonitor Consumer. “This beverage may see success with the 61% of U.S. consumers who somewhat or completely actively use food and drinks to improve their health,” (Datamonitor Consumer’s Global Survey, 2014).
High protein smoothies still attract a sizeable following. Stonyfield Farm, Londonderry, NH, has developed a new range of organic smoothies under the Stonyfield OP (Organic Protein) brand. Available in Strawberry, Chocolate, and Vanilla flavors, the product contains 15 grams of protein.
Kosher and free of artificial ingredients, sweeteners, and gluten, the smoothie has enjoyed wide popularity in the past years often marketed to health conscious people, noted Mr. Vierhile. “Stonyfield Farm is playing on the duo protein-milk to keep consumers engaged to the brand. Additionally, the manufacturer stated that it has consulted with the nutritional drink experts at Orgain, founder of the world’s first doctor-developed ready-to-drink nutritional shake certified as organic. Inspired by scientists, the smoothie is likely to reassure consumers on the efficacy of the product.”
Similarly, capitalizing on the success of Greek yogurt and protein, Powerful Men, LLC, Bronx, NY, has developed a protein drink under its Powerful Yogurt brand. Available in Vanilla Maple, Blueberry Acai, and Chocolate varieties, the product features 20 grams of protein. While its spoonable Greek yogurt targeted a male audience, this product is not aimed at a specific segment, enabling the company to expand its consumer base.
Bolthouse Farms, San Joaquin Valley, CA, has launched a new Almond Milk Smoothie available in a Blueberry Banana flavor. The non-dairy beverage claims to be low in fat and high in fiber (3 grams). “This new release falls in line with the momentum of dairy alternatives we have observed over the past years,” said Mr. Vierhile. “In particular, consumers have shunned away from soy milk and have adopted almond milk amid its numerous health benefits. Such a product is appealing not only to those suffering from intolerance to traditional milk but also to health-enthusiasts.”
Health Infusion
Tu Me Beverage Company has released a new turmeric-infused water marketed under the Tu Me Sport brand name. The natural sports drink contains vitamin C and antioxidants, according to the company, and is available in three varieties: Turmeric With Citrus, Turmeric With Mango, and Turmeric With Berries.
Described as a “natural wonder super root with proven health benefits,” turmeric is likely to strongly resonate with sport-goers and health-conscious consumers, according to Mr. Vierhile. “Datamonitor Consumer’s Q2 Global Survey, 2015, found 56% of consumers globally considered that turmeric will have a positive impact on their health.”
Bai Brands LLC, Princeton NJ, is the manufacturer of an antioxidant infused beverage range featuring coffeefruit, referred to as “the juicy red protector of the coffee bean” and touted to be one of nature’s most potent antioxidants.
Recently, the range has been expanded to include a Sparkling Antioxidant Infusion line offering the following varieties: Gimbi Pink Grapefruit, Bolivia Black Cherry, Peru Pineapple, Waikiki Coconut, Jamaica Blood Orange, Indonesia Nashi Pear, and Guatemala Guava. Each is promoted to have only 5 calories per serving, 1 gram of sugar, to be naturally sweetened, vegan, low glycemic, and free from gluten, GMOs, soy, artificial colors, flavors and preservatives.
In the U.S., the carbonated beverage category is expected to see an overall decline of 3.9% with a -0.99% CAGR for the period between 2015-2019. This decline in carbonated consumption may be due to the negative impression of many carbonated beverages associated with sugary soft drinks. A line such as Bai Brands’, based on natural and healthy ingredients, may become a category standout.
The Hain Celestial Group Inc, Boulder, CO, has added a new flavor to its Celestial Organics brand of kombucha. Available in a Coconut Lime Hibiscus variety, the product is organic, gluten-free, and contains probiotics. Considered a health drink, kombucha has gained momentum in recent years with an increasing number of consumers seeking better-for-you options. The exotic flavor pairing might appeal to consumers seeking a different taste experience, according to Mr. Vierhile. This RTD tea also demonstrates how the probiotics trend has gained popularity beyond other food segments like yogurt.
Cold Pressed Juice
Suja Life, LLC, San Diego CA, has added three fruit and vegetable juice smoothies to its Essentials line, available exclusively at Target stores in the U.S.
The refrigerated, cold pressed, or high pressure processed (HPP) beverages, include Organic Midday Thrive (100% juice—apple, celery, cucumber, collard greens, lemon, ginger, spinach, chlorella, spirulina), Organic Sunset Protein (12% juice—almond milk, banana, coconut sugar, pea protein, hemp protein, vanilla, cinnamon, allspice) and Organic Sunrise Probiotic (94% juice—apple, strawberry, banana, almond, chia seed, vanilla, vegan probiotics). Each varierty is vegan, organic, Non-GMO Verified, and free from gluten and dairy.
The Suja Essentials line follows the success of Suja Classic and Suja Elements lines, both promoted as easy and convenient ways to drink daily nutrients the body needs to improve overall health.
Following the success of cold pressed, refrigerated juices, Robinson Beverages LLC, Bloomfield Hills MI, has launched its Crude brand of 100% juices, which the company offers in Red #1 (blend of pear, beet, ginger, aloe vera, & coconut water), Green #1 (blend of spinach, honeydew, lime, carrot, orange & spirulina), and Orange #1 (blend of sweet potato, apple, camu camu, lemon & cardamom) flavors.
Each organic, gluten-free, GMO-free juice is HPP treated to retain nutrients and is made with no added water, sugars, concentrates or flavors. The name Crude itself suggests natural or unrefined, supporting the healthy, natural beverage platform.
Many of the same trends found in the fortified food sector also apply to beverages. For example, consumers are looking for simple “clean” labels, ingredients they perceive to be healthy and natural, convenience and, of course, great taste.
Here’s a sampling of products launched in the U.S. over the past couple of years that demonstrate established and emerging trends. Products were selected though analytics conducted by Datamonitor Consumer, along with other sources.
The Power of Protein
Tapping into demand for protein and the popularity of coconut water, Whey Coco Inc, Irvine CA, promotes its brand of premium whey protein and coconut water as “Nature’s Recovery Fuel.”
The company claims its Chocolate-flavored RTD variety is 100% natural, vegetarian, gluten-free, high in potassium and protein and recommended for post workout hydration and muscle recovery.
“Building on the recent success of coconut waters, many manufacturers are now combining it with other nutraceutical ingredients in order to reach the athletic segment of consumers,” noted Tom Vierhile, innovation insights director at Datamonitor Consumer. “This beverage may see success with the 61% of U.S. consumers who somewhat or completely actively use food and drinks to improve their health,” (Datamonitor Consumer’s Global Survey, 2014).
High protein smoothies still attract a sizeable following. Stonyfield Farm, Londonderry, NH, has developed a new range of organic smoothies under the Stonyfield OP (Organic Protein) brand. Available in Strawberry, Chocolate, and Vanilla flavors, the product contains 15 grams of protein.
Kosher and free of artificial ingredients, sweeteners, and gluten, the smoothie has enjoyed wide popularity in the past years often marketed to health conscious people, noted Mr. Vierhile. “Stonyfield Farm is playing on the duo protein-milk to keep consumers engaged to the brand. Additionally, the manufacturer stated that it has consulted with the nutritional drink experts at Orgain, founder of the world’s first doctor-developed ready-to-drink nutritional shake certified as organic. Inspired by scientists, the smoothie is likely to reassure consumers on the efficacy of the product.”
Similarly, capitalizing on the success of Greek yogurt and protein, Powerful Men, LLC, Bronx, NY, has developed a protein drink under its Powerful Yogurt brand. Available in Vanilla Maple, Blueberry Acai, and Chocolate varieties, the product features 20 grams of protein. While its spoonable Greek yogurt targeted a male audience, this product is not aimed at a specific segment, enabling the company to expand its consumer base.
Bolthouse Farms, San Joaquin Valley, CA, has launched a new Almond Milk Smoothie available in a Blueberry Banana flavor. The non-dairy beverage claims to be low in fat and high in fiber (3 grams). “This new release falls in line with the momentum of dairy alternatives we have observed over the past years,” said Mr. Vierhile. “In particular, consumers have shunned away from soy milk and have adopted almond milk amid its numerous health benefits. Such a product is appealing not only to those suffering from intolerance to traditional milk but also to health-enthusiasts.”
Health Infusion
Tu Me Beverage Company has released a new turmeric-infused water marketed under the Tu Me Sport brand name. The natural sports drink contains vitamin C and antioxidants, according to the company, and is available in three varieties: Turmeric With Citrus, Turmeric With Mango, and Turmeric With Berries.
Described as a “natural wonder super root with proven health benefits,” turmeric is likely to strongly resonate with sport-goers and health-conscious consumers, according to Mr. Vierhile. “Datamonitor Consumer’s Q2 Global Survey, 2015, found 56% of consumers globally considered that turmeric will have a positive impact on their health.”
Bai Brands LLC, Princeton NJ, is the manufacturer of an antioxidant infused beverage range featuring coffeefruit, referred to as “the juicy red protector of the coffee bean” and touted to be one of nature’s most potent antioxidants.
Recently, the range has been expanded to include a Sparkling Antioxidant Infusion line offering the following varieties: Gimbi Pink Grapefruit, Bolivia Black Cherry, Peru Pineapple, Waikiki Coconut, Jamaica Blood Orange, Indonesia Nashi Pear, and Guatemala Guava. Each is promoted to have only 5 calories per serving, 1 gram of sugar, to be naturally sweetened, vegan, low glycemic, and free from gluten, GMOs, soy, artificial colors, flavors and preservatives.
In the U.S., the carbonated beverage category is expected to see an overall decline of 3.9% with a -0.99% CAGR for the period between 2015-2019. This decline in carbonated consumption may be due to the negative impression of many carbonated beverages associated with sugary soft drinks. A line such as Bai Brands’, based on natural and healthy ingredients, may become a category standout.
The Hain Celestial Group Inc, Boulder, CO, has added a new flavor to its Celestial Organics brand of kombucha. Available in a Coconut Lime Hibiscus variety, the product is organic, gluten-free, and contains probiotics. Considered a health drink, kombucha has gained momentum in recent years with an increasing number of consumers seeking better-for-you options. The exotic flavor pairing might appeal to consumers seeking a different taste experience, according to Mr. Vierhile. This RTD tea also demonstrates how the probiotics trend has gained popularity beyond other food segments like yogurt.
Cold Pressed Juice
Suja Life, LLC, San Diego CA, has added three fruit and vegetable juice smoothies to its Essentials line, available exclusively at Target stores in the U.S.
The refrigerated, cold pressed, or high pressure processed (HPP) beverages, include Organic Midday Thrive (100% juice—apple, celery, cucumber, collard greens, lemon, ginger, spinach, chlorella, spirulina), Organic Sunset Protein (12% juice—almond milk, banana, coconut sugar, pea protein, hemp protein, vanilla, cinnamon, allspice) and Organic Sunrise Probiotic (94% juice—apple, strawberry, banana, almond, chia seed, vanilla, vegan probiotics). Each varierty is vegan, organic, Non-GMO Verified, and free from gluten and dairy.
The Suja Essentials line follows the success of Suja Classic and Suja Elements lines, both promoted as easy and convenient ways to drink daily nutrients the body needs to improve overall health.
Following the success of cold pressed, refrigerated juices, Robinson Beverages LLC, Bloomfield Hills MI, has launched its Crude brand of 100% juices, which the company offers in Red #1 (blend of pear, beet, ginger, aloe vera, & coconut water), Green #1 (blend of spinach, honeydew, lime, carrot, orange & spirulina), and Orange #1 (blend of sweet potato, apple, camu camu, lemon & cardamom) flavors.
Each organic, gluten-free, GMO-free juice is HPP treated to retain nutrients and is made with no added water, sugars, concentrates or flavors. The name Crude itself suggests natural or unrefined, supporting the healthy, natural beverage platform.
