Drink up - global forecast for beverage consumption is looking good

Consumers are always looking for new taste sensations and this desire is a prime driver in the soft drinks and fruit juices markets. For the industry this means there is a constant demand for new products and for diversification in existing lines.

In the global beverage market soft drinks are the lead growth category according to market research institute Canadean. Energy drinks and iced teas are expanding strongly, with high growth rates forecast for ready-to-drink teas in particular. 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: while 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 juices and low-acid products are currently particularly 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 L (2012) to 12.4 L 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 for fruit and vegetable juices worldwide.

What moves the markets?

“Naturalness, health, weight management, convenience, premium quality but at the same time discounts: these are the megatrends that have ruled the market in beverages and food for many years,” believes Herbert Eickmeier, senior marketing manager of the Döhler Group.

“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, is 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.”

You can find out more about the beverage market by visiting the international exhibition, drinktec, that is being held from 16-20 September, in Munich, Germany.

Source