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NPD in Action: Beverage Trends

Sep 2020

Innovation across the beverage category is centered around health and well-being. More beverages are focused on delivering additional health benefits such as immune, gut, skin, cognitive and mental health. Functional ingredients such as pre- and probiotics will also continue to see growth, as standalone ingredients or combined for synergistic health effects.  

Chobani
Asmara
B Better
Botanic Lab Dutch
Lepur Earth
Dram Cardamom
Nexba
Poppi
Protein Water Co
Rebbl Tropical

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Chobani Probiotic Plant-Based Drink with Peach Mint (US). Carbonated plant-based drink with peach and mint flavor, in a 414ml plastic bottle. USDA organic. Non-dairy. Naturally fermented. Non-GMO ingredients. Made with spice, tea extract, root and herbs. Probiotics help support immune and digestive health. Made with real fruit juice. Vegan friendly. Gluten free. Certified kosher.

Innova Market Insights data indicates that there is a 2% growth in snack launches globally from 2019 to 2023. Snack Nuts & Seeds (21%) was the leading subcategory of snacks, but Finger Foods/Hors D’oeuvres was growing fastest with 8% growth from 2019 to 2023. Additionally, there was a notable surge in launches for plant-based snacks, which saw a 24% growth from 2019 to 2023.
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Innova Market Insights data indicates that the use of protein ingredients in food and beverage launches globally had a 3% average annual growth from 2019 to 2023, with Bakery being the leading category. Plant-based claims grew the fastest, with a notable increase of 27%. This surge has led to the rise of various plant proteins such as lentil protein, fava bean protein concentrate, field bean protein, and others.
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Innova Market Insights data indicates that there is a growth in low/no/reduced sodium claims in various food & beverage categories. Hot Drinks had a 24% average annual growth from 2021 to 2023. Categories Desserts & Ice Cream and Meat, Fish & Eggs are also on the growth path and show innovation potential.
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Innova Market Insights data indicates that organic claims are expanding into various food & beverage subcategories, painting a new landscape for the use of this claim. Organic flavored alcoholic beverages had a 35% average annual growth from 2019 to 2023. Other subcategories are also gaining ground, like wrapped chocolate pieces and others.
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Innova Market Insights data indicates there is a 2% average annual growth globally in cocoa ingredient use for food & beverage launches. Confectionery is a leader of these launches, with chocolate being the frontrunner, but there is fast growth of cocoa use in meat substitutes with 61% growth from October 2018 to September 2023.
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Consumers are rushing into the world of bold and exciting flavors. Innova Market Insights predicts that flower & botanical flavors will take the lead in food & beverage flavor innovation in 2024. Other flavor trends on the rise include nostalgic vibes, fantasy flavors, emphasis on local delights and a mix of sweet and sour influences.
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