FIE Reports
‘War on sugar’ among drink trends
The war on sugar, functionality and natural drinks are three key trends affecting the beverages industry, according to research firm Canadean.
Canadean consumer insights analyst Sara Grady said the market is being shaped by consumers who want products that improve their wellbeing and save time.
“This convenience, plus health, trend meets the needs of an increasingly demanding consumer,” Grady told a conference at FiE.
“Consumers are increasingly savvy; they are experimenters and culturally open.”
People want less sugar and more ‘real’ natural ingredients, she said, adding: “It is no longer enough to be simply inspired by nature.”
Top three drink trends
- The war on sugar
- Functionality 2.0
- Natural everything
