Beverage Blurring - US - February 2016
"Beverage blurring is the concept of cross-category beverages, also known as hybrid or fusion drinks, and the impact they have on the consumer impression and behavior. Cross-category drinks combine two or more drink categories, blending flavors and functionality to create a new beverage that could fall under multiple categories."
- Elizabeth Sisel, Beverage Analyst
This report looks at the following issues:
- Top categories struggle to grab consumer attention
- Beverage health, function second to taste/flavor
- Expanding beverage selection can overwhelm, decrease product loyalty
Cross-category beverages have become increasingly popular as manufacturers look to cater to consumer’s health and wellness demands, as well as their desire for flavor experience. Those demands have led to the creation of numerous beverages with multiple identities. While it offers great potential for attracting consumer interest, it also challenges manufacturers and retailers for proper positioning on store shelves and risks complicating consumer purchases.
This report covers the US market for the following non-alcoholic beverage categories:
- Carbonated soft drinks
- Dairy milk
- Non-dairy milk
- Bottled water
- Performance and nutritional drinks
- Energy drinks
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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