Trends and Innovation impacting Juice and Nectars
Brands look to entice consumers with new and unusual flavors
Juice brands are offering unusual fruit combinations for a distinguished flavor experience
Juice brands are looking for more unusual and rare ingredients to incorporate in their products. An example is Tymbark yellow tomato juice, released in Poland. This product marks the unusual offering of a 100% juice made entirely with yellow tomato. Yellow tomatoes are known for their less acidic and milder taste than red tomatoes and may provide a noteworthy consumption experience. In Mexico, Frutos de Vida grapefruit juice with coconut water has been launched. Described as half grapefruit juice + half coconut water, this 100% natural juice drink offers a distinct flavor blend of grapefruit juice and coconut water. The contrasting flavors of grapefruit and coconut water might create a new flavor experience.
Young consumers are most intrigued to try new beverages – and inspired by sweet flavors
Consumers are attracted by the unfamiliar, and enjoy seeking unique products out of curiosity. Almost half (49%) of 18-34 year olds are motivated by curiosity to try new flavors and fragrances. This identifies young consumers as the most willing to experiment and try new products. Sweet complexions will likely catch the attention of young adults as 42% of 18 to 34 year olds are attracted by sweet flavored soft drinks - more than any other taste.
Infusions with CBD
Cannabidiol (CBD) is gaining popularity due to its perceived mental and physical health benefits
CBD resonates with health-conscious consumers
Cannabidiol (CBD) is a naturally occurring compound found in the cannabis plant. It is increasingly acknowledged for possessing qualities that provide relief for numerous ailments including joint pain, fatigue and anxiety. Whilst CBD products are still pioneering, the potential innovation space is huge as consumers increasingly seek minor ways to incorporate additional functional health benefits into their busy lifestyles.
Additionally, this ingredient carries a curiosity factor attached to it due to the long and controversial history of the cannabis plant across the world, and also due to the current awareness among consumers about the myths and facts of the non-psychoactive derivatives of this plant. To capitalize on the current exposure of this ingredient, manufacturers across categories in the soft drinks segment have launched CBD-infused products that include tea drinks, functional drinks, still drinks and carbonates. This emerging segment is likely to expand to other soft drinks categories.
Recent interesting launches include Vybes an organic juice drink introduced in the USA and Humphrey’s CBD – a still drink launched in the UK.
the enjoyment of experimenting with new flavors and products has led to consumers embracing geographically wider influences.
Focusing on a specific destination to substantiate distinct flavor offering
Consumers are keen on experimenting with new and unusual flavors in the soft drinks category, and blended drinks such as smoothies can easily incorporate foreign ingredients and flavors. Brands are attempting to highlight a specific region or country in their products to justify their claims on offering distinguished flavors. Some companies are venturing to formulate products with fruits that mimic the commonly available tastes at particular holiday destinations while others are focusing on sourcing fruits from specific regions to rationalize a flavor-difference.
Salvest, Estonia has released a Pear & Kiwi Supersmoothie that incorporates spirulina, an algae "superfood" usually found in Africa and the Americas. In Poland, the Hortex fruit drink features flavors from exotic destinations such as Brazil (orange, banana, apple, and lime), Los Angeles (pineapple, banana, orange, and lemon), Madagascar (banana, apple, passion fruit, and orange), and Japan (apple, litchi, and cherry flavors).
Manufacturers delve into local tastes to improve personalization tactics and consumer trust.
Local products perceived to be high quality
Personalised, local flavors and ingredients are currently perceived as high quality products and are favoured by consumers. 48% of consumers in the UK associate high quality food/drinks with their local region. To match consumer demand, soft drinks manufacturers have started to launch localized products. Locally produced and positioned products also give producers the option of highlighting the traceability of their product, helping to build consumer trust. Coca-Cola India have recently launched new products across a range of categories that feature regional flavors as part of their Fruit Circular Economy project ,which helps boost demand for local fruits.
An example of this is the recently launched Pixley Press juice range in the UK. The first variant, English Cherry is said to be made from "100% sweet English cherries sourced from British farm with full traceability from field to bottle." Other two variants available in the range are: Blackberry & Pear and Beetroot & Rhubarb ("naturally low in sugar). The launch is mentioned to be created to "meet the demand for sustainable, traceable, and British 'grown-up' drinks and have no sugar added." The release could interest shoppers who perceive locally grown products to be of high quality and are keen on knowing more information about what they are consuming.
Adultification and Connoisseurship
Connoisseurs act as opinion leaders, first adopters, and communicators demand higher quality and unique flavours.
Soft drinks connoisseurs look for health, simplicity, functionality
Historically, connoisseurship is less associated with soft drinks. However, with the craft movement in alcohol providing inspiration, the sector is developing a greater range of opportunities for premium consumption and nuanced, craft experiences for sensory-driven consumers to explore. Beyond flavor, healthiness is a core attribute for soft drinks with connoisseur appeal, encompassing a spectrum of related facets that make for desirable experiences. For example, simplicity is expressed through "clean label" products with natural and free-from formulations.
Connoisseurs are attracted to artisanal brands as exemplifying their quality and detail-focused ethos
According the GlobalData 2018 Q4 global consumer survey, 49% of Millennials would pay more for higher-quality soft drinks. Connoisseurs are also more willing to try new flavors, where 23% of Millennials like to experiment with new soft drinks compared to the global average of 19%. Gen X consumers have a very similar taste for luxury goods in many respects (43%) as they have an additional financial capability to explore connoisseurship and experiences more readily than other generations.
Elite Detox organic juice available in Turkey is positioned as "detoxifying", following current consumer trends of following a "clean diet" that is based on minimally processed, natural foods and juices.
Manufacturers take interest in product texture and appearance to increase share-ability on social media.
Manufacturers in the soft drinks industry are focusing on colors, textures and quality to create photo-friendly products aligned with the popularity and traction opportunities of social media. As social media usage increases consumers regularly share their opinions online across multiple social media platforms. This allows consumers to share their experiences and to also ask the opinion of others about a product. There has also been the significant rise of digital influencers, again boosting the desire to make products more “shareable”. Image-focused social media platforms in particular e.g. Instagram have helped to focus attention on creating interest with eye-catching, innovative products which are #instaworthy. Instagram’s new shopping tool now also means that consumers can find, ‘like’ and buy products.
Firefly’s drinks are packaged in colorful, eye-catching , premium bottles helping to create a photo-friendly image to post online. Launched in Portugal, GL, SA’s Sonatural branded juice shot (activate charcoal, apple, coconut water and lemon) may entice consumers with its unusual black color. In Asia, Taiwan’s Dream Color drinks say they are the “most Instagram-able drinks3” with a range of beverages that come in distinctive mixed colors.
Moderation and Avoidance
Consumers are increasingly health-conscious and proactively addressing their health by curbing indulgence.
Moderation is motivated by lifestyle choices as much as health
The moderation or avoidance of certain ingredients can be forced upon consumers due to certain medical diagnosis, such as diabetes or allergies. For others, it is a personal lifestyle choice. As health continues to be a major topic in the press and social media, new innovative products enable consumers to feel more empowered; and take the initiative to manage their own health. Reducing sugar and calorie intakes to meet weight loss goals are examples of moderations. This is often followed by the consumption of substitute products and increased uptakes of healthier alternatives. Examples include natural product formulations (chemical-free), and “free-from” products (e.g. sugar and allergen free).
Innovative new juice drink Nuttin But combines fruits and nuts to create a 100% cold pressed drink. The drink highlights its natural and health properties. in a 250ml plastic bottle, the drink is priced at 2.00 GBP and claims to be vegan-friendly, contains "1 billion bio cultures", and is dairy-free , a source of protein as well as "boosts gut health," and is "purely plant based". In Spain, Juver Alimentacion SLU has recently released a fruit juice in Fresa Platano & Uva Tinta (Strawberry Banana & Grape) flavor marketed under the Juver brand name The product highlights it is 100% fruit-based with "no-artificial color, no-preservatives, and no-added sugar.".
A large proportion of new shoppers show concerns towards the environment, which influences their purchasing decisions.
New shoppers are impacted by the product’s ethical standards
According the GlobalData 2018 Q4 global consumer survey, 47% of Millennials are always or often influenced by how ethical/environmentally-friendly/socially responsible the non-alcoholic beverage is. 62% of Millennials also think that environmentally-friendly packaging is either very important or extremely important.
New shoppers focus on convenience
Over the years the modern format of eating on-the-go food and drinks has had a major impact on the soft drinks industry. 40% of Millennials are interested in packaging that is easy to transport/consume on the go when they are away from home compared to the Silent Generation of 32%.2 These two insights show the Millennials generation’s belief in the importance of environmentally-friendly products/recyclable packaging but also a majority have a desire for on-the-go solutions. Therefore, on-the-go solutions need to be recyclable and reusable.
Tropicana (PepsiCo): In May, PepsiCo launched a pilot reusable packaging scheme for Tropicana Orange Juice working with new shopping platform Loop run by TerraCycle (global recycling organization). As part of the scheme customers in Paris can place a shopping order and then when they have finished with a product the reusable packs are collected, cleaned and can be used again.