CHICAGO -- Bottled water is increasingly meeting consumer beverage needs more often, according to Andy Baran, national sales director, convenience store channel, for Nestle Waters North America, Stamford, Conn. Sparkling waters are expected to grow 18.4% and still waters 3.1% from 2017 through 2020, according to Nielsen and Nestle Waters data. That growth is being driven by four macro trends, Baran said during CSP's Cold Vault Summit in Chicago.
Meanwhile, Randy Smith of Celsius Holdings, Boca Raton, Fla., citing an ADM Nutrition consumer survey, identified four trends driving functional beverages such as energy and protein drinks.
Here's a look at those macro trends ...
Millennials and Hispanics are driving new market trends and assortment.
Consumers are increasingly attuned to beverage integrity and purity standards.
The ubiquity of beverages and expanding retail channels open new opportunities.
More than 50% of consumers said they would be more interested in purchasing an energy drink if they recognized and understood all the ingredients on the label.
A third of energy-drink consumers said they would purchase more energy drinks if they contained probiotics.
More than 60% of consumers said they actively look for protein in their purchases, making it the most sought-after nutritional claim in grocery stores.
As consumer need states remain dynamic, the category lines between energy drinks and sport drinks are beginning to blur.
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