By Lu Ann Williams, Director of Innovation, Innova Market Insights 06.02.17
Health continues to be a key area of interest in the soft drinks market, where some products such as juices and water have an inherently healthy image, while others are formulated for specific benefits beyond hydration, perhaps most notably sports and energy drinks. Elsewhere in the mainstream market, companies are continuing to position all types of soft drinks products on various health platforms, from the passive (e.g., sugar-free, low-calorie, natural, etc.), to the active (e.g., vitamin- and mineral-fortified, added-calcium and functional). Companies are also featuring specific health benefits like immune, heart, oral, etc.
Nearly 63% of global soft drinks launches recorded by Innova Market Insights in 2016 used a health positioning of some kind, rising to over 76% in the U.S. Key areas of interest in recent years have tended to focus on clean labeling, although there is also ongoing activity in sugar reduction and diet drinks. In general, clean label claims are relatively high in soft drinks, with over 40% of global launches carrying one or more claims related to naturalness, free from additives and preservatives, or
Nearly 63% of global soft drinks launches recorded by Innova Market Insights in 2016 used a health positioning of some kind, rising to over 76% in the U.S. Key areas of interest in recent years have tended to focus on clean labeling, although there is also ongoing activity in sugar reduction and diet drinks. In general, clean label claims are relatively high in soft drinks, with over 40% of global launches carrying one or more claims related to naturalness, free from additives and preservatives, or
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