Research conducted by Mintel revealed that more consumers are opting for beverages that support their fast-paced lifestyle and their health. This has led to most food manufacturers offering hybrid drinks the combine features from multiple beverage categories.
While juice is considered as the largest non-alcoholic beverage market in the US, sales have only increased by 1.2% since 2016. What’s more, carbonated soft drinks are also losing their share in the market as more and more people opt for healthier drinks. Now, hybrid drinks have become more popular and as a result, saw a 47% increase in sales last year.
What Are Hybrid Drinks?
According to Senior Food & Drink Analyst at Mintel, Beth Bloom, hybrid drinks are the new generation of beverages, but they are inherently higher in health benefits, making them more appealing to consumers. Research showed that most people are looking for vitamins and minerals in hybrid drinks. However, American consumers are also looking at other attributes that include antioxidants, energy, and electrolytes.
Many America customers prefer hybrid beverages as their “pick-me-up” drink. Also, respondents prefer to drink the beverages in the afternoon to sustain their energy during the entire day. This is one of the key reasons why hybrid drink manufacturers create products with convenience and health in mind.
In fact, manufacturers who make these types drinks have a lot of opportunities to develop products that can meet the demands of their consumers. New hybrid juices are made using different juice bases and unique packaging from their conventional counterparts. They also position their products in specialized retail locations to attract different types of consumers.
The Hurdles of Hybrid Drinks
But more than having more nutrient content, hybrid drinks also provide more opportunities regarding a product trial. Manufacturers produce different types of hybrid drinks to cater to the needs of customers. For instance, they create drinks to meet the demands of consumers who feel bored with their current options and who want to try healthier options.
While hybrid beverages are better options than 100% fruit juices, the industry has experienced some drawbacks as there appear to be more people wary about the price point of such beverages. In fact, 80% of hybrid drink consumers believe that the beverages are more expensive than other types while 57% non-hybrid drink consumers believe that such drinks are just gimmicks to get people to spend more money on frivolous and ineffective beverages.
Although they present more health benefits to people, many consumers are put off when it comes to their price. But this is the only challenge that the industry has to face.
Inspired by www.mintel.com