Melanie Felgate, senior consumer analyst for Global Data, said: “The sugar backlash, concerns around artificial ingredients, and a desire for a ‘cleaner’ lifestyle are driving demand for beverages that are deemed ‘better for you’ than regular soft drinks.
“Consequently, manufacturers must reduce sugar content and offer products with functional benefits, such as promoting gut and digestive health, to appeal to consumers seeking healthier products that are still similar to traditional soft drinks.”
The report also shows that on-pack credentials such as logos and certificates and popular claims like ‘pure’ and ‘clean’ will further appeal to the 66% of global consumers interested in food and drink with ‘natural claims’, the inclusion of health enhancing natural ingredients.
The report suggests that manufacturers must reduce sugar and calorie content to appeal to modern consumers.