This month, I’ve reviewed the recent trends seen in the beverage market, with a special focus on coffee, high intensity sweeteners, energy drinks and protein in the drink category. Looking for information on new beverage products that have recently been launched? I’ve included several that are notable in hopes that they’ll spark new ideas for your own development projects.
Coffee
According to the National Coffee Trends market research study, 83% of adult Americans drink coffee (EU: Coffee). The landscape within the coffee market changes almost daily. With changes to the K-cup market, products crossing from restaurant to retail for brand recognition, or new specialty shops opening, there seems to be endless new entries to discuss in this market.
The single-serve coffee market dominates a large sector of retail, with pods accounting for a third of the sales and a significant percentage of the shelf facings in US retail coffee. Trends in this sector tend to dominate the beverage headlines. The market on pods opened up following the expiration of the patent for Keurig K-Cups. But a new Keurig 2.0 machine is expected this year, which will not brew unlicensed products.
The flavors launching in the single serve coffee arena range from the brews everyone expects (gingerbread light roast for Christmas, cinnamon roll flavored coffee, hot chocolate, and Jamaican blends, according to Mintel’s Global New Products Database) to a couple of wild and crazy ideas that I hope take hold. Creme Brulee coffee or Campbell’s soup, anyone?
High-Intensity Sweeteners
With the EU approval of steviol glycosides in 2011 and the U.S.’s approval of rebaudioside A as GRAS in 2008, the beverage market has had a steady stream of new products containing stevia-based high intensity sweeteners. Advances in flavor improvement since the approval of the ingredient have made it more compelling as a high intensity sweetener. According to Mintel’s Global New Products Database, a few examples of products launched in the last few months containing stevia include a berry-flavored water with vitamins in the UK, teas in Brazil, the U.S. and Canada, fruit drinks in Germany, and a Red Bean and Coconut Beverage mix in China (EU: stevia).
The sports drink segment is showing a large number of product launches with stevia in Mexico, the U.S., Canada and the U.K. These typically include additional ingredients to supplement protein or electrolytes. Even the Coca-Cola Company launched a stevia and sugar sweetened version of Coca-Cola in Chile and Argentina, which cuts half the sugar from the original formula. The company also launched Sprite with stevia in Europe, cutting the calories by 30%.
Innova Market Insights reports that soft drink launches with high intensity sweeteners were growing, and monk fruit had the highest growth rate at 378% when comparing first half results of 2012 to 2013. With monk fruit only recently receiving regulatory approval in the US, the outlook for use in beverages can only rise now that the US market is open for its use. According to Mintel’s Global New Products Database, new products in the last year that were launched containing monk fruit include protein shakes, limeade, and milk flavoring straws in the USA, instant tea in Vietnam, and juice drinks in Canada.
Energy Drinks
Energy drinks have remained newsworthy over the last few months. The FDA just recently finalized the guidance for the beverage industry on where beverages end and supplements begin, due to labeling on “shot”-style energy drinks. In the UK, retailers recently began banning the sale of energy drinks to teenagers under 16.
On a global scale, energy drinks are showing up everywhere. Highlights include a cranberry and guarana drink in France; a carbonated pear, pomegranate and aronia juice drink in South Africa that contains ginsing, taurine, and caffeine; a mango and caffeine energy drink in Norway; a turmeric energy drink in Japan; and a caffeinated apple juice beverage in Germany (EU: caffeine).
Protein
Protein has become one of the trends with staying power globally in the beverage category. Examples include protein shakes for satiety, post workout recovery beverages, and nutritional beverages for children. Nutritional shakes and milk mixes are making appearances in Malaysia, Sweden, and India, as well as in the U.S. and E.U. One interesting recent launch in the U.S. combines coconut water with whey protein isolate to deliver potassium and phosphorus in conjunction with protein (EU: whey protein isolate).
These are only a few of the trends currently taking off in the beverage category. If you’re developing beverages, staying informed on the market is an excellent way to spark further development of your own products. What beverage market trends are you currently following? We’d love to see your comments below.
Products – North America
Cargill Truvia® Stevia Leaf Extract
Tate & Lyle Purefruit™ Monk Fruit Extract
ADM Pro-Fam® 891 Isolated Soy Protein
Glanbia Provon® A-190 Whey Protein Isolate
Products – Europe
Cargill Truvia® Stevia Leaf Extract
ADM Pro-Fam® 891 Isolated Soy Protein
Glanbia Provon® A-190 Whey Protein Isolate
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