Beverage trends for 2023
The beverage market is constantly growing and customers are becoming more and more demanding. The desire to meet these growing expectations places ever higher expectations for manufacturers. Consumers are looking for well-known beverage flavors, but at the same time, health values are becoming increasingly important. Due to rising inflation and the increasing costs of everyday life, an attractive price becomes a decisive selection criterion.
Manufacturing companies are beginning to feel the effects of tight customer budgets and a significant drop in turnover. Fighting for market share, they are introducing an increasing selection of beverages enriched with nutrients or functionalities. The consumer, deciding to buy a more expensive product, chooses one that will additionally bring benefits and not just quench thirst.
In addition to the simple, most intuitive vitamin supplement, brands can enhance the role of the drink by adding nutrients like protein and gut-friendly probiotics. An added value can also be the use of plant ingredients such as coconut, almonds or rice, which are becoming more and more popular due to their nutritional properties.
The table presents the ingredients sought to support the decision to choose a given beverage (2022)
For today’s consumer, it’s important that drinks are “functional” and offer health benefits, such as boosting immunity, boosting gut health, and boosting energy levels.
Beverage manufacturers introduce innovative flavours that introduce an element of exoticism. Flavours appear: kombucha, matcha, lavender, ginger, hibiscus, elderflower, rose
Spanish consumers say they
are more open to trying
new flavors than they used to be
Polish consumers would be happy
to get involved in the
development of new flavors of
American consumers aged 35-44
are trying to try new flavors
People are becoming more aware of the impact of diet on their health. Consumers follow labels more closely by checking information about composition and nutritional values. The basic value they pay attention to is the content of added sugar. Its level in beverages very often arouses consumer anxiety. The trend related to the abandonment of sugar can be seen, m.in in research conducted for Kerry*: in Poland, as many as 60% of consumers actively reduce the amount of sugar consumed. For comparison, the average for the 5 large countries of the European Union (including France, Spain, Germany, Italy and Polish) is about 56%. More and more consumers choose beverages with low or zero sugar content – in Poland it is already 42%!
A certain part of the beverage market is obviously occupied by bottled water producers. Even with them you can see the trend of enriching water with various fruits or herbal extracts. Bottled water is the most popular alternative to sugary drinks worldwide.
MINTEL perspective:
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Value in the spotlight
Brands still need to prove value to consumers under financial pressure. Standing out in terms of taste, health and balanced composition will be crucial to keeping consumers engaged.
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Functional benefits
A clearer focus on the consumer and providing him with relaxation. The functional benefits in beverages are crucial as the concept of “food as medicine” is gaining popularity. Help consumers gain energy, focus and relax.
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Juice as a treat
Many consumers consider beverages primarily in terms of taste and flavours. This allows brands to refine the flavour to provide more pleasure from its consumption. Standing out in terms of unique and unique taste can be an argument justifying (higher) prices.
Flavours Factory has developed several new beverage flavors that will not only meet consumer demands, but will be a trend this season:
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Passionfruit-Mango
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Avocado-Banana-Spinach,
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Plum-Caramel,
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Blackcurrant
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Coconut-Mango
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Mango-Kale
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Orange-Spinach