![Thirsty for wellness: 'Healthy' fuels today's beverage sales Thirsty for wellness: 'Healthy' fuels today's beverage sales](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/bltafc06db067aebac6/64cbf83cdb0bcc7a8de33eaa/NewHopeNetwork_Horizontal_RGB.png?width=700&auto=webp&quality=80&disable=upscale)
Reaching for a can of RTD cold-brew coffee is still a growing trend, despite the temporary drop in sales during pandemic stockpiling earlier this year. Plant-based milks, particularly shelf-stable varieties, continue to lead. Oat milk had massive 352.7% growth early this year in the SPINS natural enhanced channel, according to a May 17 SPINS report.
Conjugated linoleic acid—a fatty acid with a wide range of potential health benefits—is the secret to this shelf-stable (for six months) RTD coffee. It blends whole milk from "pampered cows" at a fourth-generation dairy farm in upstate New York with fair-trade Guatemalan coffee. SRP: $3.99
For a refreshing and innovative take on a classic cuppa, this nitrogen-infused latte serves up a nitro coffee-like experience tempered by the soothing flavor of Earl Grey. Always dairy free, this oat milk latte is certified organic. SRP: $2.99
Just add water for a quick and satisfying cup of joe that's made with freshly roasted, precision-ground coffee nitro-sealed inside individual immersion filters. This Certified B Corporation sources direct-trade coffee from around the world, including this aromatic and fruity light roast from Colombia. SRP: $14/10-pack
Creamy coconut milk and antioxidant-rich Japanese matcha fuel this innovative plant-based take on classic Vietnamese cold-brew coffee. Harvested from a family farm in Vietnam and brewed in California, this super-caffeinated beverage offers a smooth coffee experience with a twist. SRP: $3.99
There are only 3 grams of sugar per serving in this certified-organic pantry staple—80% less than the company's Original and Vanilla Oat varieties. With 4 grams of protein per serving, this shelf-stable plant-based milk has the same great consistency that makes consumers love this legacy brand. SRP: $3.99
Don't confuse "flash brew" with "cold brew," says this California coffee roaster. These RTD coffees are brewed hot and then flash-chilled before canning to capture as many organoleptic nuances as possible. Made from direct-trade coffee, this blend is 99.9% caffeine free thanks to a nonchemical process that uses only water. SRP: $3.99
Jazz up a ho-hum lunch with any of these better-for-you sodas or flavored sparkling waters. The latter category has enjoyed double-digit growth this year, according to SPINS. Many varieties offer more than pure refreshment with the addition of a wide range of functional and wellness-promoting ingredients.
Each can of this vibrant soda has a tablespoon of apple cider vinegar, along with blueberry and lemon juices, sparkling water and just a touch of cane sugar and stevia for a tart, refreshing experience that has 5 grams of sugar and just 20 calories per can. SRP: $2.99
Unroasted green coffee beans put the pep in this USDA Organic sparkling water, which has 45 mg of caffeine per can. Reverse osmosis triple filtration (no less!) ensures the purity of the water, and natural fruit juice rounds out this zero-calorie, zero-sugar beverage. SRP: $1.99
The crisp, dry taste of this USDA Organic refrigerated soda—one of nine varieties—is just part of the reason we love it so. Made with live water kefir probiotic cultures, lime and lemon juices and mint leaves, this fermented "gut tonic" is also shifting from bottles to 70% recycled content cans. SRP: $2.79
For a refreshing sparkling water with a tropical twist, look no further than this new flavor from Spindrift. Made with real pineapples carefully sourced from Costa Rica, this Non-GMO Project Verified, Certified Gluten-Free and Whole30 Approved product is unsweetened and delicious. SRP: $1.29
Each whimsically illustrated can of Aura Bora mingles sparkling water with natural fruit flavors and real botanical extracts for a sugar- and sodium-free, zero-calorie refreshment. Innovative flavor varieties also include Basil Berry, Peppermint Watermelon, Lemongrass Coconut and Cactus Rose. SRP: $2.29
This functional RTD water relies on organic nopal cactus leaf juice for its innate ability to promote hydration. Grown with only natural rainfall, the cactus leaves are harvested selectively, allowing the plant to regenerate. Containing vitamin C and electrolytes, this USDA Organic beverage is sweetened with agave. SRP: $2.99
With millions of people working from home, energy drinks have been somewhat displaced by more traditional pick-me-ups like coffee and tea, says Julie Terrazzino, senior category manager of beverages at KeHE. Still, many consumers are turning to adaptogens and nootropics to help with focus, energy and mental clarity during long weekday afternoons.
This refreshing drink blends the floral notes of prickly pear cactus with hints of watermelon. With 70 mg of caffeine and 140 mg of L-theanine—both from green tea—this USDA Organic beverage lends a boost of clean energy and cognitive support from lion's mane mushrooms. Acerola cherry and annatto add vitamins C and E, respectively. SRP: $4.99
Sip on this botanically infused functional kombucha for extra hydration fueled by watermelon rind, soursop, hibiscus and rose. Even better, this certified-organic beverage is decaffeinated, so consumers can get all the probiotic, antioxidant and other functional benefits and still fall asleep at night. SRP: $3.49
The latest flavor in the Synergy line of fermented raw kombuchas, this variety offers a naturally effervescent burst of fresh pineapple blended with lemon and sage. Packed with gut-supporting probiotics, it is USDA Organic. SRP: $3.49
Why settle for an ordinary cup of coffee when this one has extras to help power through the afternoon? This creamy, plant-based drink packs in 6 grams of protein plus lion's mane (1,000 mg) and rhodiola (400 mg) to promote focus and cognitive health. SRP: $3.99
A sip of perfectly brewed black coffee can go a long way. Now, pair that coffee with L-theanine and adaptogens such as lion's mane, cordyceps, reishi and ashwagandha for enhanced energy, clarity and calm. Consumers who have thoughts about this unsweetened, keto-friendly product can send a text directly to the co-founder's number printed on the can. SRP: $5.99
One of three flavors, this is the first RTD can from this innovative coffee-leaf tea brand, which is committed to social impact and sustainability. With 1 gram of cane sugar and 35 milligrams of caffeine, these are great-tasting teas with a great mission. SRP: $2.49
Single-serve beverages will be more important than ever when kids go back to school, as disposable packaging helps keep germs at bay. This doesn't mean sacrificing on nutrition, however, with kids' drinks also benefitting from better-for-you ingredients.
With zero grams of added refined sugar, this shelf-stable organic lemonade is housed in a vibrant child-friendly pouch. It contains 100% of the daily value of vitamin C and has a pleasing pink tint thanks to antioxidant-packed aronia berries. This better-for-you lemonade is a win for citrus-loving kids and parents alike. SRP: $4.95/eight-pack
Rethink's certified-organic flavor-forward Juice Splash products nix the sugar present in many conventional kids' drinks in favor of organic monk fruit extract and real fruit juice. Youngsters will love this tangy Strawberry Lemonade, one of four varieties in this line of 5-calorie drink boxes. SRP: $3.99/eight-pack
Parents of picky plant-based eaters, rejoice! Orgain's latest offering for kids is a certified-organic nutrition shake that uses pea protein in place of milk protein to craft a delicious on-the-go beverage that is perfect as a snack or meal replacement. It comes in chocolate and vanilla flavors and contains a solid dose of fruits, vegetables, vitamins and minerals to support growing bodies. SRP: $2.79
Perfect for refueling after sporting events, Kids ROAR is filled to the brim with clean ingredients and electrolytes for more effective hydration. It also boasts vitamin C, which helps strengthen young immune systems. Although this product does have added sugar, it contains 70% less than the leading kids' juice drinks and is USDA Organic. SRP $1.49
Made with 100% fresh-pressed U.S.-grown apples (not from concentrate), parents can feel great about the 40% less sugar, zero preservatives and 60 calories per serving in this ideal after-school beverage. A classic beverage done the right way! SRP: $6.99
Immunity might be top of mind, but that doesn't mean alcohol sales haven't boomed amid the pandemic. These natural brands offer innovative and better-for-you approaches to imbibing. For those who want to wind down without alcohol, the list includes a couple of great N/A options for responsible socializing.
This USDA Organic cocktail-in-a-can offers all the complexity and seduction of the hand-mixed cocktail recipe on which it is based. Vodka, lime juice and cucumber are layered with hints of rose and ginger and perfectly sweetened with organic cane sugar. SRP: $19.99/four-pack
Dive into a can of this new RTD Moscow Mule for a lightly spiced, naturally brewed cocktail that is sugar free and keto friendly. Fueled with fresh ginger root and sweetened with organic erythritol and Reb A, this is the first foray into cocktails for this ginger-ful brand. SRP: $10.99/four-pack
This craft brewery and Certified B Corporation sends consumers out on the trails with its gluten-free hard seltzers infused with electrolytes—sodium citrate, magnesium lactate, calcium citrate and potassium citrate—created with hydration, endurance and recovery in mind. SRP: $16.99/12-mix pack
Savor the grenache-forward coupage of organically grown red grapes from the winery's vineyards in Mendocino County, California, in this dry and vibrantly appealing organic rosé certified to the California Organic Certification standard. Aromas of strawberry, key lime and rosewater mingle with hints of pineapple and ripe peaches on the palate. SRP: $18/four-pack
One of four nonalcoholic Italian Amaro Club Sodas, this enticing variety features notes of candied lemon and sage and a hint of the ocean, along with Italian Chinotto—a classic beverage made from a type of bittersweet orange—rhubarb, juniper berry and aniseed. Just 4 grams of sugar and 15 calories. SRP: $10.99/four-pack
This nonalcoholic craft IPA has lush tropical notes and what the brewery describes as a "restrained piney West Coast hop finish." Fermented with the ancient Norwegian kveik yeast strain and a new variety of hop, this sugar-free, low-carb beer boasts just 0.5% ABV. SRP: $12.99/six-pack
We now know the important role sleep plays in immunity and, in these trying times, getting plenty of rest can be key to mental and physical health. These soothing nightcaps offer different ways to banish stress, encourage wellness and embrace a good night's sleep.
This USDA Organic shot has California poppy extract to encourage sweet dreams, along with cold-pressed honeydew, pineapple and lemon juices, lavender and butterfly pea flowers. It also boasts 1 billion CFUs of probiotics and a next-generation bottle that both is recyclable and biodegrades at an accelerated rate. SRP: $3.99
Savor the indulgently nutty taste of roasted almonds and macadamia nuts layered over carob, barley, chicory root, dates and figs, along with a vegan Prebiotic Superboost blend. This certified organic, caffeine-free herbal tea can be enjoyed both hot and cold. SRP: $7.99
It may look and even act like a sports recovery drink, but this convenient pouch of 100% Montmorency tart and sweet Bing cherry juice has a high natural melatonin content, which can help regulate sleep-wake cycles and promote good sleep. It's also packed with vitamins, minerals and antioxidants. SRP: $1.99
A steaming cup of this caffeine-free herbal tea is the perfect way to unwind, thanks to ingredients including nootropics gotu kola and bacopa to support memory and mental clarity and adaptogens tulsi and ashwagandha to promote stress release and calm. SRP: $5.29
Indulge in a mug of this decadent drinking chocolate made with 65% Fair Trade Certified dark cocoa. Low in sugar, these certified-organic delicacies—which come in four varieties—are paleo friendly and guilt free. SRP: $9.99
Drinkers don't need a scratchy throat to enjoy this soothing, certified-organic tea. This licorice-free formula is safe for pregnant women and kids, featuring a blend of elderflower, marshmallow root and slippery elm bark, along with lemon and orange peel for a light citrus taste. SRP: $6.29
Drinkers don't need a scratchy throat to enjoy this soothing, certified-organic tea. This licorice-free formula is safe for pregnant women and kids, featuring a blend of elderflower, marshmallow root and slippery elm bark, along with lemon and orange peel for a light citrus taste. SRP: $6.29
The new year may have begun with bubbles and high expectations for the natural beverage sector. But all that quickly went flat as the coronavirus triggered a domino effect on the nation's economy and collective psyche, abruptly changing the ways retailers and brands do business and consumers fill their shopping carts.
Categories that had been riding a wave of growth, including shelf-stable energy and other functional beverages—up 21.7% in the natural channel in 2019, according to SPINS—suffered in early 2020, as customers stocked up on shelf-stable water, carbonated beverages, juices, coffee, tea and other staples, thereby eliminating the need for frequent grocery store runs amid quarantine. For the same reason, grab-and-go beverages such as ready-to-drink teas, coffees and juices also took a hit early on, with consumers shopping the inner aisles for long-lasting and familiar comforts.
Wellness goes mainstream
Despite the massive shift in purchasing habits this spring, many product categories that faltered are slowly recouping market share as people once again change what and how they buy. According to consumer behavior surveys conducted by New Hope Network's NEXT Data and Insights in June 2020, shoppers are finally starting to calm down, read labels and become more conscious of the connection between the products they purchase and their health. The number of people willing to buy higher priced products with better ingredients or health benefits grew from 18% to 26% from mid-April to mid-June.
The increasing desire to eat and drink for health—a longtime tenet of the natural products industry—presents natural brands with a unique opportunity to expand their customer base to include a more wellness-minded public at large. Natural beverages, already at the fore of innovation in terms of functional ingredients, are especially well positioned to do this.
Refrigerated beverages with immune-supporting ingredients will be particularly important, growing beyond where they were headed pre-COVID-19 to reach new heights of "beverage as medicine," says Julie Terrazzino, senior category manager of beverages for KeHE. She also believes this new focus will make demand for these products more mainstream, with more and more consumers seeking "to drink and eat products that keep them healthy and help boost immunity."
Jamba Dunn, CEO of Colorado-based functional beverage brand Rowdy Mermaid Kombucha, agrees: "I think we'll see more people starting to adopt functional beverages and bring them into their diets on a regular basis," he says. "And as the market comes back, we're going to expand our community to more people outside of the natural set."
Of course, enhancing immunity is only one of many health-boosting functions that will appear on consumers' wish lists. Sales of refrigerated beverages with functional probiotics have increased 22.7% this year in the natural channel as defined by SPINS, according to Scott Dicker, the research firm's customer insights manager. "In a post-pandemic world, we'll likely see consumers buying more immune-regulating, probiotic beverages to help suppress sickness before it starts," he predicts. Inflammation, sleep, stress, rest and recovery are other top consumer concerns that brands and retailers should address as they formulate product, merchandizing and marketing plans.
For people and planet
Despite concerns that the positive trend in organics—sales were up 5% overall in 2019, according to the Organic Trade Association—might falter because of the economic aftermath of the pandemic, the opposite is proving true. As people rushed to stock their pantries this spring, sales of organic milk, eggs, packaged foods, frozen items and other products experienced as much as double-digit growth, OTA reports.
Though some might attribute this to the panic buying of any available goods, the NEXT Data and Insights consumer survey shows a growing number of respondents seeking out organic and "better-for-the-planet" products this year: 31% in June versus 23% in April. And while the traditionally higher price points of organic products could be a barrier in a depressed economy, the inflated prices of many conventional goods today may help close the gap and further incentivize health-aware consumers to buy organic.
In natural beverages, organic certification should be a no-brainer, says Bill Sipper, managing partner of Cascadia, a beverage brand consultancy. "If you're not organic, you're not in the game today," he insists. "It's almost a step that everyone needs to take to be credible." And with functional beverages, in particular, organic certification is a big part of answering consumers' desire for enhanced wellness, as it helps promote trust and transparency about the product and its ingredients.
Value forward
A greater focus on health and wellness doesn't mean value isn't still extremely important to consumers—it's more important now than ever. "I think America will be looking for ways to find value in their drinks, so brands and retailers need to meet consumers where they are and provide promotions and value to them," Terrazzino says.
But what is value? Although the economic impacts of the pandemic are certainly making it harder for many to make ends meet, with today's customers more willing to pay a higher price for healthy products, the concept of "value" in beverages may also encompass those that offer functional and health benefits.
Value in today's world might also mean offering consumers something new and different. After months cooped up at home, people are ready for some excitement, Terrazzino says. This translates to big opportunity for innovative beverages that can serve up the same categories in different ways while meeting consumers' desire for functionality, she adds.
Innovating for the future
For Dunn, innovation in today's world not only entails pivoting more toward digital communications, creating more robust supply chains and focusing on new product development. It also means adapting to new consumer buying patterns. "We've noticed that multi-serve packs have been on the upswing in our category for kombucha," he says. "We think that's going to continue since people don't want to go to the store as often, and when they do, they want to get everything they need."
Innovation on all levels is the way forward, adds Dunn, whose positive attitude is infectious. "We're very optimistic right now, even though national news is on such a downward spiral," he says. "I truly feel like the functional beverage category is going to see tremendous growth in the years to come."
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