Healthy and natural steer soft drinks to success

New product activity  in  soft  drinks  appears  to  be accelerating strongly again, with rising levels of global launch activity recorded  by  Innova  Market  Insights over the past two years, following more restrained rises in the three years  previous  to  that. Fruit  juices  and  drinks  dominated  launch activity  with  over  43%  of  the  total,  reflecting  the  extremely  diverse range of products included in the category. Carbonates took second place with 14%, just ahead of concentrates and mixes, then iced tea and coffee drinks, sports and energy drinks, plain and flavoured water and sports and energy drinks. 

Over the past five years, the shares of carbonates, juices and juice drinks, concentrates and mixes and  iced tea and coffee have risen, whilst the shares of bottled water (flavoured and unflavoured) and sports and energy drinks have fallen. Lu Ann Williams, research manager for  Innova  Market  Insights,  points  out  that  a  declining  share  of launch   activity   does   not   necessarily   indicate   a   poor   market performance  overall. 

“Sports  and  energy  drinks remainAir Jordan