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Editorial The Next Five Innovative Soft Drinks Producers of non-alcoholic drinks have fought against many challenges in the last couple of years, including rising costs, ingredient availability, sugar taxes, packaging legislation and the Covid-19 pandemic. This has resulted in global efforts to solve the problems, but also a new creativity to develop new flavours and attract consumer attention. Holly Inglis, Beverage Analyst at GlobalData, a leading UK data and analytics company, told me: “Beverage flavours are arguably the most important factor in determining consumer purchasing decisions, with 29 % of global consumers stating they would happily try a new drink flavour out of simple curiosity. This highlights huge incentive for producers such as Coca-Cola, Nestlé, Unilever and PepsiCo to launch new product developments – and reinforces soft drinks as a fast paced, innovative industry.“ Readers of drinkworld will recognise some of these trends, but nevertheless, it is often helpful to find them all in one place. CBD and hemp beverages continue to find interest, with a positive reception by global consumers for Trader Joe’s non-dairy hemp drink in the USA and Sonnenstar hemp juice from Austria, according to GlobalData. Other consumers are still unclear or undecided about the ingredients, leaving producers some homework to ensure a long and positive future. Mango flavoured drinks are emerging everywhere – to the pleasure of my daughters as well as many other consumers. The combination with passionfruit, orange or even grapefruit comes across well from Singapore to Romania, as well as the more traditionally key markets such as USA, UK and France. Peach-based products have a regular cycle. Currently peach sparkling water and peach tea products are being tagged with low calorie or a low sugar base, reinforcing the market’s positive and favourable view of this fruit. A combination with added honey underlines the perceived health benefits. Inglis surprisingly includes grape as an innovative flavour this year. In Brazil, for example, EBBA has launched a grape nectar product with a no added sugar claim. It will be interesting to follow this trend as grapes have not always been popular from the sugar/health/quality perspectives. The fifth top innovation seen so far in 2021 is my personal favourite. Ginger has been integrated into products from Peru to Nigeria and South Korea, and Ian D. Healey Editor-in-Chief fits the consumer wish for increased health and wellness options. Ginger gives a welcome spicy kick and can be used in a variety of end-products from tea and juice options. The list is not exhaustive of course. But, as Holly Inglis concluded, “What can be seen is the development of several unique flavour launches. Health and wellness attributes are meeting experimental flavours, which then cross with exotic launches, appealing to a wide array of consumers.“ It is reassuring and even exciting to see what gems of inspiration come from challenging times. What will you come up with next! Photo: BB Cheers www.drink-tm.com If you like it – subscribe! drinkworld Technology + Marketing · September 2021 3
