While reduced/zero sugar products remain popular in the US, some consumers are seeking products which also have positive connotations and can actively improve health, therefore they are looking for products with added functionality and health benefit claims. An increasing number of shoppers now purchase soft drinks to boost their health, and in the forecast period are expected to increasingly prefer products which claim benefits such as immune support or brain health and memory, amongst others.
Sales of health and wellness soft drinks continue to be bolstered by the consumer desire to drink “better” as a direct result of increased health concerns, which were boosted by the pandemic. Soft drinks manufacturers can leverage this established trend in their long-term strategies by shaping their health offerings.
With rising consumer demand to improve health through the addition of functional ingredients in soft drinks, good source of vitamins has been an important fortified/functional statement within the category, and is also set to maintain growth in the forecast period. Consumers believe that drinking products fortified with vitamins can help strengthen their immune system and prevent illness.
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Understand the latest market trends and future growth opportunities for the HW Soft Drinks industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Soft Drinks research and analysis database.
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