8 Trends in the Soda and Juice Market, and How the Sector is Evolving!

Health, never more vital

Many people became more conscious of the importance of caring for themselves mentally, physically, and emotionally during the pandemic. Food and ingredients that are considered beneficial for a strong immune system continue to rank highly, and this remains a leading trend in the beverage market in 2023. In fact, according to FMCG Gurus, the immune system ranks first in health goals at 66%. Digestion comes in second at 56%, heart health at 53%, mental health at 48%, and cognitive health at 38%.

Experience as an engine

Another consequence of the COVID-19 lockdowns was that people yearned more than ever for the chance to enjoy new experiences and satisfy their thirst for emotions without needing to travel long distances. In this context, small experiences at home began to take on a particularly important role. Bringing joy and variety to daily life, and seeking moments of tranquillity and full attention, became vital endeavours for people during lockdown. If brands want their products to succeed in the market, they must learn to transcend from selling products to selling experiences.

54% of Gen Z consumers in the US say that taking the time to relax, as self-care, is more important to them today than before the pandemic. As a result, many beverage brands have launched drinks with functional ingredients (like ginseng or L-theanine) targeting consumer needs.

The value of a smile

More people are putting their happiness before anything else. It’s not just about creating new experiences, as mentioned above. It’s also important to connect with things that literally improve people’s lives. We all want to be happy, so putting a smile on the consumer’s face is the greatest success that any brand could hope for. And although consumers in the developed world tend to “want it all and want it now”, they understand that the benefits that drinks products can provide are not instantaneous. Nonetheless, introducing ingredients that benefit consumers’ lives into sodas or juices is highly important. It is about improving people’s health – mentally, physically, and energetically. This explains the boom in superfoods, natural and organic products.

Value and price

The massive increase in inflation and the fear of a possible economic crisis are just two of the reasons why consumers are paying more attention to the cost of their shopping list. Now, while many are rethinking their spending habits when it comes to food and beverages, cutting back on non-essentials, and showing less loyalty to brands, this does not mean consumers will opt for cheaper products if they perceive them to be poor quality. Rather, the principle of “greatest value, lowest price” now applies.

Sensory expansion

We experience ourselves through our senses. That’s why the beverage industry is strongly influenced by the current trend of “Taste Experience”, where the enjoyment of flavours has become a key factor in a product’s success. Products seek to create a sensory, visual, and tactile journey, where every sip is an adventure.

It’s important to note that consumers aren’t merely looking for pleasure; they also wish to maintain a balance between their health objectives. Although 59% of global consumers admit to regularly enjoying sweets, they don’t want these moments of pleasure to work against their well-being goals. Therefore, the idea of a conscious and balanced enjoyment is promoted, ensuring that exceptional quality and taste expectations are met.

Environmental awareness

Conscious, responsible eating is positioned to be a key trend going forward. Consumers are looking for food and drink products that are healthy for them and the planet. They pay increasing attention to sustainability, locally sourced ingredients, and freshness. There has also been an increase in the number of people identifying as flexitarians, with consumers increasingly choosing to reduce or eliminate animal products from their diets for health, ethical, and sustainability reasons. There can be no doubt that today’s consumers care about a brand’s values and integrity.

Covering specific needs

Many consumers are looking for functional beverages that support active nutrition and provide specific benefits, such as improved concentration, stress management and relaxation. Ingredients like B vitamins, magnesium, zinc, nootropics, caffeine, and botanicals are increasingly popular in beverages. Plant-based products, like protein drinks, are also in demand, especially among athletes and those following a vegetarian or vegan diet. Tea is another prominent trend in the beverage market, with demand for fortified tea beverages growing. This trend focuses on the high nutritional value and versatility of the product, seeking to meet the personal needs and objectives of conscious consumers.

Sugar-free

Demand for products that reduce or exclude calories has decreased, and consumers are now placing more focus on the nutritional value and medium-to-long-term benefits of the products. Nonetheless, the anti-sugar movement is an indication of consumers’ increased awareness and access to health information.

Consumers are increasingly looking for products that move away from conventional “artificially” flavoured options. Fermented beverages, ready-to-drink teas, and naturally sweetened products are gaining in popularity as alternatives to traditional carbonated beverages. This trend reflects the growing preference of consumers for options that are perceived as being more authentic and healthier.