Vibrant growth in energy drinks,RTD teas

LIKE moods, the markets for soft because consumers seek variety.  To keep up, companies have to diversify  their product lines. And although some  beverages will never lose their staying  power, constant development of new  flavoured drinks is vital in this industry.

Soft drinks are the leading growth  category in the global beverage market, according to studies made by the market research institute, Canadean. The fastest- growing segments are energy drinks and iced teas, with high growth rates predicted for ready-to-drink teas. The trend is for high-quality tea concepts with a less sweet, authentic tea flavour. Milk-based drinks are also experiencing positive growth worldwide, and the global market volume of malt drinks has noticeably increased. However rising prices in raw materials for juice concentrates are intensifying the situation for soft drinks containing fruit.

Fruit juice with Potential
The fruit juice market appears to be split in two: whilst Asia, South America and North Africa are recording strong growth rates, consumer requirement for juices seems to be satisfied in the industrial countries, with figures remaining static at a high level. In these countries premium quality, NFC (not from concentrate) juices and low-acid products are currently high in demand. The wellness and health trend is as strong as ever; and market researchers are noting a further shift towards high-quality products with added benefit through functional ingredients or organic features.

Euromonitor sees the global per capita consumption of fruit and vegetable juices rising from the current 10.5 litres (2012) to 12.4 litres by 2016. That would mean the present total volume of 73 billion litres would reach over 90 billion litres by 2016. This corresponds to an average annual growth of 5.3% in that period, so there is huge potential drinks and fruit juices often change for fruit and vegetable juices worldwide. At drinktec 2013, many exhibitors are offering participants the opportunity to get right up to speed with everything that counts in the soft drinks market.

What moves the markets?
Naturalness, health, weight management, convenience and premium quality have been the megatrends that have ruled the market in beverages and food for many years, but consumers will also be looking for something new.

“Modern consumers are looking for different flavours, which is why the popular and trusted is often mixed with the new and innovative. More refreshing, more lifestyle-oriented, more natural – that, in a nutshell, are what consumers want from energy drinks.

Malt drinks have now achieved a global volume of two billion litres. The positioning options are, in my opinion, light, healthy soft drinks, isotonic sports drinks, and let’s not forget ‘keg soda’, the natural lemonade for adults,” says Herbert Eickmeier, senior marketing manager of the D.hler Group.

Taste and see the goodness
Innovative beverage concepts with new blends have led to the development of unusual flavours. For the exotic – at least to those in temperate regions – ingredients such as ginger, fresh coconut water, mint flavourings and Chinese red date lead the trend. In these markets, coconut flesh is remarkable in the mouth as is bubble tea with its toppings in a wide variety of flavours. New trendy fruits such as elderberry and rhubarb are currently stirring up the beverage sections in European stores, and newly developed flavour technologies are supporting this trend. Colours are likewise important. As beverage makers know, visual appeal is crucial in drinks, therefore colouring concentrates cannot be ignored.

IFL partner Krones is presenting original and innovative packaging concepts and ideAir Jordan XI 11 Wool