Treatt has released a trend report detailing the top 10 fastest growing flavors, specifically in the sports and energy market.
Highlights of the report include:
- Citrus continues to command a place in the top five beverage flavors globally.
- Sports drinks are adding functionality and formats, moving to powder/liquid to support at-home exercising, and personalization.
- Energy drinks are looking to more natural formulations (natural, not synthetic caffeine, for example, and less sugar).
- One of the defining trends driving growth and purchasing behavior remains health and wellbeing. However, there are signs of a new consciousness among consumers in taking personal action on the environment.
- The growing importance of natural ingredients is highlighted in a report by Fior Markets in May 2021, which reports that the global organic food and beverages market is expected to grow from $255.2 billion in 2020 and to reach $849.7 billion by 2028, growing at a CAGR of 16.42% during the forecast period 2021-2028.
- Supply chain transparency will only become more important as ingredient provenance comes under increasing scrutiny. GlobalData report that 85% of consumers globally say that information on what is in their food and drink is of major importance to them.
- North America is the largest market for sports and energy drinks, but Latin America is expected to witness the strongest growth in the coming 12-18 months. Younger consumers are driving interest in energy drinks with better-for-you ingredients. Along with sugar, artificial ingredients are one of the key barriers to the consumption of sports drinks.
- U.K. consumers are the biggest European market, but Poland and Norway are the key growth opportunity markets for sports and energy drinks. Although liquid format sports drinks are the most popular, innovation in sports drink brands is increasingly moving beyond liquid formats and into gels, powders and tablets.
- 44% of U.K. sports drink users say that sports drink formats that can be diluted before use (e.g. powders) are appealing (Kantar/Mintel Apr 2021).
- Markets across APAC will see steady value growth across both sports and energy drinks in 2022. Beverages in this space that offer maximum functionality and improved hydration are increasingly seeing the most success.
- In the year to April 2022, Asia has seen a marked increase in energy drink launches featuring ‘functional brain and nervous system’ claims (Mintel GNPD). In 2022, the energy drinks category volume will increase by 11.5% (Global Data), while sports drinks volume is forecast to grow by 10%.