KANSAS CITY — With summer in full swing, beverage manufacturers are taking advantage of the demand for summertime sips with new introductions, which range from zero-sugar drinks to alcohol-free beverages. Beverages continue to be at the forefront of product innovation, according to the to the 2023 New Product Pacesetters report from market research firm Circana.
Recent new introductions from Chobani and Tropicana include zero-sugar beverages with no artificial sweeteners.
Other companies like Swoon, which was founded by Jennifer Ross, a Type 1 diabetic, and Cristina Ros Blankfein, a mother of three, have expanded their zero-sugar product lines with lemon and raspberry iced teas packaged in cans.
Another trend that only continues to gain in popularity year after year is buzz-less beverages. Low- or no-alcohol beverage options were seen trending at the 2023 Summer Fancy Food Show. Although innovations and new products continue to fill the low- or no-alcohol alternative category, participation in this year’s Dry January dropped four percentage points to 15% from 19% in 2022, according to a survey from market research company Morning Consult. One reason that may explain the dip in participation is a cost barrier. Many “mock” beverages cost nearly the same as their alcoholic counterparts, which may make them a less appealing option for those abstaining to save money, according to Morning Consult.
Despite 2023’s Dry January participation being down, there is still a market for those who choose to abstain from drinking. The market value of no- and low-alcohol products in 2022 passed $11 billion, up from $8 billion in 2018, according to data from London-based drinks market analysis company IWSR.
“The dynamic no-/low-alcohol category presents opportunities for incremental sales growth as consumers are recruited from drinks categories such as soft drinks and water,” said Susie Goldspink, head of no- and low-alcohol, IWSR Drinks Market Analysis. “Brand owners have an opportunity to recruit non-drinkers of alcohol. As more people opt to avoid alcohol on certain occasions — or abstain from it altogether — no-alcohol is steadily increasing its share of the no/low category.”
