Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Beverage Blurring - US - January 2018

10% of US adults drink hybrid/fusion drinks in a typical day. While this is dwarfed by more commonly consumed drinks, such as water (81%), carbonated soft drinks (44%), and juice (43%), it’s not a bad showing. Good taste drives consumers’ beverage choices. And while hybrid drinks can capture attention through flavor (pulling from across categories to meet a range of flavor interests and drinking occasions), a strong selling point may come in the form of health. Hybridization can allow for the lowering of sugar totals in struggling categories, and the enhancement of nutrition and functionality across the board.

This report examines the following issues:

  • 10% of US adults drink hybrid drinks
  • Drinks struggle with health; hybrid drinks may be bright spot
  • 70% of consumers drink the beverages they do because they taste good

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • 10% of US adults drink hybrid drinks
            • Figure 1: Non-alcoholic beverage consumption, November 2017
          • Drinks struggle with health; hybrid drinks may be bright spot
            • Figure 2: Drink statements – Health, November 2017
          • 70% of consumers drink the beverages they do because they taste good
            • Figure 3: Reasons for consumption, November 2017
          • The opportunities
            • 37% of consumers say their ideal hybrid drink would include fruit juice
              • Figure 4: Creating a hybrid drink, November 2017
            • Fruit juice likely contributes to good taste and health
              • Figure 5: Drink statements – Fruit juice, November 2017
            • 47% of consumers say their hybrid drinks would be low in sugar
              • Figure 6: Desired attributes, November 2017
            • What it means
            • The Market – What You Need to Know

              • Dollar sales of non-alcoholic drinks grew 27% from 2011-16
                • Attention on sugar challenges non-alcoholic beverages
                  • 18% of US adults are making their own hybrid drinks
                  • Market Perspective

                    • Dollar sales of non-alcoholic drinks grew 27% from 2011-16
                      • Consumers look for added benefits
                      • Market Factors

                        • Consumers grow less sweet on sugar
                          • Legislation follows suit
                            • Aging population means a greater share of those who are health aware
                              • Figure 7: Share of population by age, 2013-23
                            • 18% of US adults are making their own hybrid drinks
                              • Figure 8: Drink statements – Mixing drinks, November 2017
                              • Figure 9: Drink statements – Mixing drinks, by age, November 2017
                          • Key Players – What You Need to Know

                            • Bai catches up with PepsiCo’s hybrid drink launch activity
                              • CSDs, RTD coffee categories boost blurring
                                • Hybrid drinks could stand to boost positioning as healthier alternatives
                                • What’s Working?

                                  • Bai catches up with PepsiCo’s hybrid drink launch activity
                                    • Figure 10: Hybrid drink launches, by ultimate company, 2012-17*
                                  • CSDs, RTD coffee categories boost blurring
                                    • Figure 11: Hybrid drink launches, by leading sub-categories, 2012-17*
                                • What’s Struggling?

                                  • Hybrid drinks could stand to boost positioning as healthier alternatives
                                    • Figure 12: Hybrid drink launches, by leading claims, 2012-17*
                                • What’s Next?

                                  • Texture gives drinks a bite
                                  • The Consumer – What You Need to Know

                                    • 10% of US adults drink hybrid drinks
                                      • 70% of consumers drink the beverages they do because they taste good
                                        • Most consumers are looking for hybrid drinks in refrigerated sections
                                          • 37% of consumers say their ideal hybrid drink would include fruit juice
                                            • 47% of consumers say their hybrid drinks would be low in sugar
                                              • Drinks struggle with health; hybrid drinks may be bright spot
                                              • Beverage Consumption

                                                • 10% of US adults drink hybrid drinks
                                                  • Figure 13: Non-alcoholic beverage consumption, November 2017
                                                • Women make up a slightly larger share of hybrid drink consumers
                                                  • Figure 14: Share of non-alcoholic beverage consumption, by gender, November 2017
                                                • More than half of hybrid drinkers are under the age of 35
                                                  • Figure 15: Share of non-alcoholic beverage consumption, by age, November 2017
                                              • Reasons for Consuming Preferred Drinks

                                                • 70% of consumers drink the beverages they do because they taste good
                                                  • Figure 16: Reasons for consumption, November 2017
                                                • Enjoyment, ease slightly prioritized over health in drinks in general
                                                  • Figure 17: TURF analysis – Reasons for consumption, November 2017
                                                  • Figure 18: Table – TURF analysis – Reasons for consumption, November 2017
                                                • Occasion also plays a strong role in drink choice
                                                  • Women are more likely to pick drinks based on health benefits
                                                    • Figure 19: Select reasons for consumption, by gender, November 2017
                                                  • Age impacts importance on health, ease as drivers
                                                    • Figure 20: Reasons for consumption, by age, November 2017
                                                  • Hybrid drinks find strongest appeal among those looking for function, nutrition
                                                    • Figure 21: Non-alcoholic beverage consumption, by reasons for consumption, November 2017
                                                    • Figure 22: Reasons for consumption, by hybrid drink consumption, November 2017
                                                • Identifying Hybrid Drinks

                                                    • Role Iced Tea Blends
                                                        • Figure 23: Identifying hybrid drinks, Role Iced Tea Blends, October 2017
                                                      • Upruit Sparkling Meyer Lemonade Cold-Brew Coffee
                                                          • Figure 24: Identifying hybrid drinks, Upruit Sparkling Meyer Lemonade Cold-Brew Coffee, October 2017
                                                        • Monster Hydro Manic Melon
                                                            • Figure 25: Identifying hybrid drinks, Monster Hydro Manic Melon, October 2017
                                                          • Yerbae Sparkling Water Strawberry Kiwi Enhanced Sparkling Water
                                                              • Figure 26: Identifying hybrid drinks, Yerbae Sparkling Water Strawberry Kiwi Enhanced Sparkling Water, October 2017
                                                            • Lemonint
                                                                • Figure 27: Identifying hybrid drinks, Lemonint, October 2017
                                                              • V8 Energy Sparkling
                                                                  • Figure 28: Identifying hybrid drinks, V8 Energy Sparkling, October 2017
                                                              • Hybrid Drink Purchase Location

                                                                • Most consumers are looking for hybrid drinks in refrigerated sections
                                                                  • Figure 29: Purchase location, November 2017
                                                                • Men are more likely than women to seek out refrigerated options
                                                                  • Figure 30: Purchase location, by gender, November 2017
                                                              • Ideal Hybrid Drink

                                                                • Drink types
                                                                  • 37% of consumers say their ideal hybrid drink would include fruit juice
                                                                    • Figure 31: Creating a hybrid drink, November 2017
                                                                  • Tea and fruit juice appears as the most popular combo
                                                                    • Figure 32: Creating a hybrid drink, top combinations, November 2017
                                                                  • Fruit juice leads among consumers looking for good taste and nutrition
                                                                    • Figure 33: Creating a hybrid drink, by reasons for consuming preferred drinks, November 2017
                                                                  • Women are more likely than men to be drawn to lighter drink options
                                                                    • Figure 34: Creating a hybrid drink, by gender, November 2017
                                                                  • Younger consumers are open to a wider range of drinks in their ideal hybrid drinks
                                                                    • Figure 35: Creating a hybrid drink, by age, November 2017
                                                                  • Desired attributes
                                                                    • 47% of consumers say their hybrid drinks would be low in sugar
                                                                      • Figure 36: Desired attributes, November 2017
                                                                    • Consumers are more likely to ask for clean rather than function
                                                                      • Figure 37: TURF analysis – Desired attributes, November 2017
                                                                      • Figure 38: Table – TURF analysis – Desired attributes, November 2017
                                                                    • Women are generally more interested than men in a wider range of attributes
                                                                      • Figure 39: Desired attributes, by gender, November 2017
                                                                    • Younger consumers are less interested in low sugar than older shoppers
                                                                      • Figure 40: Desired attributes, by age, November 2017
                                                                    • Health attributes find particular appeal among Asian shoppers
                                                                      • Figure 41: Desired attributes, by race, November 2017
                                                                    • Desired drink types pair with certain attributes
                                                                      • Figure 42: Desired attributes, by creating a hybrid drink, November 2017
                                                                    • Some attributes see natural groupings
                                                                      • Figure 43: Desired attributes, by desired attributes, November 2017
                                                                  • Drink Statements

                                                                    • Drinks struggle with health; hybrid drinks may be bright spot
                                                                      • Figure 44: Drink statements – Health, November 2017
                                                                      • Figure 45: Drink statements – Health, by hybrid drink consumption, November 2017
                                                                    • Fruit juice likely contributes to good taste and health
                                                                      • Figure 46: Drink statements – Fruit juice, November 2017
                                                                      • Figure 47: Drink statements – Fruit juice, by hybrid drink consumption, November 2017
                                                                    • Younger consumers are more likely to see hybrid drinks as a healthier alternative
                                                                      • Figure 48: Drink statements – Health, by age, November 2017
                                                                    • Hybrid drinks resonate with Asian consumers for perception of health
                                                                      • Figure 49: Drink statements – Health, by race, November 2017
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • TURF Methodology
                                                                          • Consumer qualitative research
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                              • Appendix – Key Players

                                                                                  • Figure 50: Hybrid drink launches, by leading sub-categories, 2012-17*
                                                                                  • Figure 51: Hybrid drink launches, by leading claims, 2012-17*
                                                                                  • Figure 52: Hybrid drink launches, by ultimate company, 2012-17*

                                                                              Beverage Blurring - US - January 2018

                                                                              US $4,395.00 (Excl.Tax)