That drop can be almost completely attributed to the recession, as companies have scaled back their offerings while retailers cut back on stock. The result, across all categories, is a leaner and meaner market environment, with perhaps a bit more focus on ensuring products clearly deliver what consumers are seeking.
Not surprisingly, most common claims on non-alcoholic beverages are those actively promoting a sense of inherent healthfulness. For example, beverages making no additives/no preservatives claims in the U.S. accounted for almost 11% of all new products. “All-natural” claims appeared on 10% of products. Launches of new beverages with a vitamin/mineral-fortified claim accounted for just under 6%.
From a consumer standpoint, Mintel research reveals that about three in four U.S. consumers say a beverage’s label influences their decision to buy the drink, specifically if the drink is labeled as a good source of vitamins, minerals, fruits or other “good for you” ingredients. pf