Adult Demand For Soft Drinks Market Rising

Monday, October 24th, 2016 | 1123 Views


Moderation and avoidance of alcohol is a key trend that is driving support for soft drinks amongst adults, according to a study by Canadean.

Over half (59 percent) of global drinkers ensure they do not drink too much alcohol in general and half are concerned about the long-term health impact of drinking too much alcohol.

The popularity of craft beer has risen significantly in recent years and the concept of craft sodas has similar mainstream appeal, with 56 percent of consumers globally stating that they would like to see more “craft” style non-alcoholic beverages.

“Consumers value products that are distinct from the mass market and exude superior quality through unique flavours, natural premium ingredients and ‘craft’ production techniques,” explained Tanvi Savara, insight analyst for Canadean.

Craft sodas are non-alcoholic drinks that offer consumers a viable alternative to alcohol by targeting its usage occasions, offering a more sophisticated, premium alternative to regular soft drinks, or both.

A majority (62 percent) of carbonated drink consumers experiment with novel and unusual food and drink flavours occasionally, illustrating the desire to explore sophisticated flavour profiles out of their comfort zone. Brands are responding by including botanicals or creating contemporary twists on classic flavours.

Brands are also launching products that replicate flavours and taste profiles commonly associated with alcoholic drinks.

“Innovation is evolving beyond virgin cocktail blends to more sophisticated nuances by taking inspiration from production techniques and ingredients synonymous with alcoholic drinks. For example, Proper Soda Co’s Hop Soda in the United States claims to contain a blend of hops but without the bitterness associated with an IPA,” Ms Savara said.

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