Non-alcoholic Water Enhancers - US - March 2015
“An abundance of beverage launches and continued category blurring is creating RTD products that cater to every user need requiring less self-customization. Consumers gravitating toward natural trends further harm the category.”
Elizabeth Sisel, Beverage Analyst
This report cover the folloiwng areas:
- Getting lost in the beverage category
- Is the desire to customize water fading?
- Are artificial ingredients scaring away new users?
After enormous gains in 2013, liquid water enhancer sales plateaued in 2014 and powdered drink mixes continued their steep decline, driven by heavy launches elsewhere in the beverage category, with enhancers overshadowed by stronger marketing from other beverages. Still, opportunities exist for brands and retailers to target consumers looking for healthy drink alternatives to perceived sugar-laden carbonated sugar drinks (CSDs) and juices, and address artificial ingredient concerns of health-minded consumers.
Current sale declines of the water enhancer category demonstrate the competition the category faces with numerous beverage launches and preferences for natural ingredients. Beverage launches and category blurring is not anticipated to slow, and Mintel expects this category will continue to struggle due to RTD competition.
Opportunities for growth exist beyond flavor extensions, especially when expanding marketing to target users outside Millennial men, such as older consumers and women. Health concerns are driving water enhancer consumption as users look for sugar- and calorie-free alternatives to sweeter beverages and interests in natural ingredients opens additional opportunities.
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