Experimental Flavors Create New Opportunities in the Beverage Market

The beverage market is currently under scrutiny because of the association with excessive sugar intake. At the same time, consumers can often feel over-familiar with traditional flavors in the beverage sector, meaning that consumption occasions are not associated with excitement and sensory appeal. To counteract this, the beverage industry needs to look to push the boundaries of indulgence and experimentation via the introduction of new and exotic flavors

In many markets across the globe – particularly in developed westernized economies – the carbonate and juice categories are in a period of saturation and decline. This has primarily been driven by consumer concerns about the sugar content of beverages. In Q1 2019, FMCG Gurus surveyed 25,000 consumers across twenty-five different countries. As part of this research, consumers were asked what they prioritize when it comes to purchasing beverages, based on nine different product attributes. The product attribute that is most important to consumers is taste (23%), followed by natural formulation (18%). In comparison, sugar content was the sixth most important product attribute (8%). This shows that irrespective of any health concerns that consumers may have they prioritize taste and enjoyment when it comes to beverages.