New product activity in soft drinks appears to be accelerating strongly again, with rising levels of global launch activity recorded by Innova Market Insights over the past two years.
Fruit juices and drinks dominated launch activity with over 43% of the total. Carbonates took second place with 14%, just ahead of concentrates and mixes, followed by iced tea and coffee drinks, sports and energy drinks, plain and flavoured water and sports and energy drinks.
Over the past five years, the shares of carbonates, juices and juice drinks, concentrates and mixes and iced tea and coffee have risen, while shares of bottled water and sports and energy drinks fell.
Health continues to be a key area of interest. Over 58% of the soft drinks launches recorded by Innova Market Insights in the 12 months to the end of June 2012 had a health positioning of some kind, with over half using passive health claims and 18% active health claims.
The most popular health-related claims recorded were concerned with naturalness and freedom from artificial additives and preservatives. Over 23% of launches were marketed as free from additives and preservatives, while nearly 13% used natural claims.