Description

This report provides comprehensive and current information and analysis of the US trending flavors and ingredients in non-alcoholic beverages market including US trending flavors and ingredients in non-alcoholic beverages market size, anticipated market forecast, relevant market segmentation, and industry trends for the trending flavors and ingredients in non-alcoholic beverages market in the US.

Current market landscape

Uncertainties stemming from COVID-19 have sent consumers craving comforting, nostalgic beverages. Simultaneously, the pandemic has emphasized the role that non-alcoholic drinks play in overall wellness and has sparked interest in natural, functional and no sugar/calorie beverages. These compounding factors have led to increased non-alcoholic beverage opportunities and sales in recent years.

Future market trends in US trending flavors and ingredients in non-alcoholic beverages

While the sub-categories within non-alcoholic beverages differ in many capacities, they share the commonality of providing hydration, enjoyment and/or function, which are the core pillars for usage. Successful flavor and ingredient innovation within non-alcoholic beverages will need to focus on layering these pillars into a single beverage to increase the value-for-money appeal, especially as consumer spending power is slashed by inflation.

Read on to discover more about the US trending flavors and ingredients in non-alcoholic beverages consumer market, read our US Beverage Packaging Trends Market Report 2022, or take a look at our other Drinks research reports.

Quickly understand

  • Experience and interest in emerging flavors and ingredients within non-alcoholic beverages.
  • Driving forces behind new flavor trial within non-alcoholic beverages.
  • Behaviors and attitudes impacting non-alcoholic beverage selection.
  • Flavors and attributes consumers look for in non-alcoholic beverages.

Covered in this report

Brands include: Baya, Shaklee, Tru Energy, Celsius, Dunkin’, Starbucks, Kumquat, First Watch, Alani, Five Organic, Great Value, Poppi, Doctor D’s, Olipop, Karma Probiotic Water, GuTSY, Good & Gather, Aha, Perrier, S. Pellegrino, Moment, Soulboost, Just Bubbles, Nitro Pepsi, Borjormi, Loftiwater, Coffebar, Tiger Sugar, Onit Coffee, Boba Barn, Rico, Tea Drops, Twirl Milk Tea, Propel, Boost, Recess, Cure, Clear American, Drink Katy’s, United Sodas of America, Liquid Death.

Expert analysis from a specialist in the field

This report, written by Anna Fabbri, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

In recent years, the non-alcoholic beverage category has capitalized on consumers’ pandemic-driven cravings for comforting flavors and desire for functional ingredients. Now, record-breaking inflation and continued labor and supply challenges threaten to stunt innovation and category growth. Successful flavor and ingredient innovation within non-alcoholic beverages will need to focus on layering hydration, enjoyment and/or function, which are the core pillars for usage. Combining these pillars into a single beverage will prompt consumer purchases by increasing the value-for-money appeal, which will be crucial as consumer spending power is slashed by inflation.
Anna Fabbri, Food and Drink Analyst
Anna Fabbri
Flavor and Ingredient Trends Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales of non-alcoholic beverages in millions, at current prices, 2019-21
      • Figure 2: Category outlook, 2022-27
    • Opportunities and challenges
    • Fuse in familiarity when it comes to new flavor trial
      • Figure 3: New flavor motivators, 2022
    • Focus on targeting men in functional beverage advertising
      • Figure 4: Attitudes toward non-alcoholic beverage flavors, by gender and age range, 2022
    • Non-parents value healthy attributes, parents value functional attributes
      • Figure 5: Non-alcoholic beverage attributes, by parental status, 2022
    • Generations seek different beverage bases when it comes to trying new flavors
      • Figure 6: New flavor trial interest by beverage type, by generation, 2022
  3. State of the Market

    • Carbonated soft drinks remain a top performer despite health trends
      • Figure 7: Total US sales of non-alcoholic beverages in millions, at current prices, 2019-21
    • Beverage brands are borrowing attributes from neighboring sub-categories
      • Figure 8: Beverage consumption, 2022
    • Consumption correlates to attributes
      • Figure 9: Beverage consumption, by generation, 2022
    • New routines spur retail innovation opportunities
      • Figure 10: Percent of non-alcoholic beverage new innovation*, by subcategory, 2017-21
  4. Market Factors

    • Inflation threatens to stunt innovation and impact imbibing
      • Figure 11: Consumer Price Index for all urban consumers (CPI-U): US city average, by detailed expenditure category, 2022
    • Shortages span across aluminum, people and plastic
    • The price isn’t right for sustainable packaging
  5. Product Development – Now – What’s Trending

    • Energy drinks get a makeover
      • Figure 12: Share of new product launches in energy drinks, by ingredient, rolling years, 2019-22
      • Figure 13: Energy drinks with natural flavors and coffee/tea extracts
    • Nostalgic, seasonal flavors hit shelves and menus
      • Figure 14: Select non-alcoholic beverage flavor growth by time period, 2018-21
      • Figure 15: Seasonal flavors within beverages
      • Figure 16: New product launches, nostalgic seasonal flavors within non-alcoholic beverages
    • Functional sodas
      • Figure 17: Attitudes toward non-alcoholic beverage flavors, by consumers who choose beverages as a way to treat themselves, 2022
      • Figure 18: Consumer sentiments toward the role of functional ingredients
      • Figure 19: Consumer sentiments toward functional beverages’ pricing
    • Sparkling water evolution
      • Figure 20: Share of US new product launches in water, by flavor, rolling years 2019-22
      • Figure 21: Caffeinated and flavored sparkling waters
  6. Product Development – Near – What to Watch For

    • Customize the carbonation level
      • Figure 22: Specified carbonation levels
    • Gear up for tea time
      • Figure 23: Menu innovation, tea
      • Figure 24: Share of US new product launches in non-alcoholic beverages, by flavor, rolling years 2019-22
      • Figure 25: New product launches, tea
    • Room for growth with concentrated beverage flavors
      • Figure 26: Customizability within non-alcoholic beverage concentrates
      • Figure 27: Reason for use of liquid/powdered enhancements, 2022
      • Figure 28: Flavor innovation within water enhancement
  7. Product Development – Next – What’s in the Pipeline

    • Cocktail-inspired flavors grow despite no and low ABV trends
      • Figure 29: Growth in alcoholic beverage types, percentage change, Q3 2018-Q3 2021
      • Figure 30: New product launches, non-alcoholic beverages with cocktail-inspired flavors
  8. Competitive Strategies/Market Opportunities

    • Soda brands can meet in the middle
      • Figure 31: United sodas of America
    • Water marketing targets the imperfect hydrator
      • Figure 32: Water and water enhancement advertisements
  9. The Consumer – Fast Facts

    • Highlight hydration within non-alcoholic beverages
    • Ditch diet connotations, focus on holistic wellness
    • Non-alcoholic beverages offer consumers an escape
  10. Consumer Segmentation

    • Segments
    • Factors
    • Who are they and what do they want?
  11. Attitudes toward Non-alcoholic Beverage Flavors

    • Put the “fun” in function
      • Figure 33: Attitudes toward non-alcoholic beverage flavors, 2022
    • Engage Gen Z and Millennials with proven functional benefits
      • Figure 34: Olipop ingredients website, 2022
      • Figure 35: Attitudes toward non-alcoholic beverage flavors, by gender and age range, 2022
    • Occasional Adventurers seek party flavors with healthful positioning; Tried and True consumers highlight the importance of classic flavor profiles
      • Figure 36: Attitudes toward non-alcoholic beverage flavors, by flavor segmentation, 2022
  12. New Flavor Motivators

    • Elevate familiar beverages with splashes of flavor
      • Figure 37: New flavor motivators, 2022
    • Younger generations treat themselves with non-alcoholic beverages
      • Figure 38: New flavor motivators, by generation, 2022
    • Deliver international flavors at affordable prices
      • Figure 39: New flavor motivators, by household income, 2022
      • Figure 40: Caribbean beverage menu innovation, Colada Shop (Washington, DC – Potomac, MD – Fairfax, VA)
      • Figure 41: Any consumption of international cuisines, percentage point change, 2021-22
    • Stir up playfulness to appeal to parents
      • Figure 42: New flavor motivators, by parental status, 2022
  13. Non-alcoholic Beverage Attributes

    • Consumers prioritize health-related attributes
      • Figure 43: Non-alcoholic beverage attributes, 2022
    • Fuel non-parents’ health ambitions
      • Figure 44: Non-alcoholic beverage attributes, by parental status, 2022
    • Mountaineers value moderation
      • Figure 45: Non-alcoholic beverage attributes, by region, 2022
      • Figure 46: Lightly sweetened beverage menu innovation, Coffeebar (multiple locations in Northern California, Nevada)
    • Target Millennial males with energy boost, no/low sugar with female Baby Boomers
      • Figure 47: Non-alcoholic beverage attributes, by generation and gender, 2022
      • Figure 48: Non-alcoholic beverage attributes, by generation, 2022
  14. New Flavor Trial Interest by Beverage Type

    • Shake up mature beverage sub-categories with flavor fusions
      • Figure 49: New flavor trial interest, by beverage type, 2022
      • Figure 50: Experience with flavors, 2021-22
    • Fuse new flavor into functional beverages to appeal to men
      • Figure 51: New flavor trial interest by beverage type, by gender, 2022
    • Younger consumers seek beverages with a bright appearance and bold brand ethos
      • Figure 52: New flavor trial interest by beverage type, by generation, 2022
  15. Experience with and Interest in Flavors and Ingredients

    • Fruity flavors, but at what cost?
      • Figure 53: Experience and interest in flavors and ingredients, 2022
      • Figure 54: Experience and interest in flavors and ingredients, 2022
    • Catch consumers’ attention with color-changing craft beverages
    • Millennials and Gen X consumers drive new flavor and ingredient interest
      • Figure 55: Experience and interest in flavors and ingredients, by generation, 2022
    • Add adventurous flavors to sparkling water to spark consumer interest
      • Figure 56: Interest in flavors and ingredients by new flavor trial interest, by beverage, 2022
    • Take consumers to the tropics with non-alcoholic beverage flavors
      • Figure 57: Interest in flavors and ingredients by non-alcoholic beverage attributes, 2022
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  17. Appendix – Consumer Segmentation Methodology

    • Flavor and ingredient segmentation methodology

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