PARTNERSHIP CONTENT
fuller flavour
fewer tannins and bitter substances less caffeine.
Austria Juice came out with a new range of cold- brew teas that surprise with interesting flavour combinations from green tea with kaffir lime to black tea with toffee, and white tea with lavender.
Great growth potential
The increasing consumer awareness of ingredients should also not be ignored within the sports drink category. According to a report by Mintel, 69% of US consumers of sports drinks currently state that the ingredients are too artificial, 78% of Chinese consumers read the ingredients on the labels and 34% of consumers in the UK complain that there is too little regulation of the market. Mintel, therefore, assumes that the future of sports drinks lies in clean label products.
Sports drinks still have great potential according to Mintel; the US sports drinks market, for example, is currently worth $9.5bn and is expected to grow slowly but steadily to over $11bn by 2024. Due to the increasing number of market participants, it is increasingly important for labels to locate themselves in niches and clearly communicate their advantages. Mintel assumes that the following trends in sports drinks will increase in the next two years:
Near water or water-plus drinks containing caffeine – often enriched with other flavours – are becoming popular options in sparkling versions as well. This means that they will increasingly take over the energy drinks market share.
Functional drinks and performance drinks will also increasingly focus on the requirements in e-sports and gaming, especially in the key market of China, where it is viewed as a separate sport.
Performance energy drinks are increasingly being added with protein, especially plant-based ones. Probiotics could also increasingly be part of these mixtures. There is also a discernible trend that essential amino acids of vegetable origin are competing with those from animal protein sources, whereby vegetable drinks are predicted to have a great future.
Various consumer trends combined with one beverage concept
Despite alcoholic beverages stagnating or on the decline, the product category hard seltzer, which is still in the starting blocks in Europe, but recently
established in the US, is on the rise. It serves both the trend of conscious and reduced-alcohol consumption, and the trend towards individual refreshment. With an alcohol content of mostly 5% ABV, hard seltzer drinks are comparable to a wine spritzer. In addition, there are almost no limits to the variety of flavours due to the large selection of high-quality flavours available. The hard seltzer also has fewer calories than, for example, beer and wine, which increases its attractiveness in terms of conscious enjoyment, in addition to the lower- alcohol content. Since this drink picks up on general consumer trends and does not have a gender focus, it is equally popular with women and men. In the wake of the hard seltzer wave, consumers are wishing to reduce their alcohol intake. It is also conceivable that classic long drinks are turned into ‘hard juices’ through the mix of a higher content of fruit juice and less alcohol, which can be used in the bar scene. For these drinks, sugar-reduced juices are a suitable solution to keep the sensory properties in the juicier cocktail not too sweet. Also, the first hard-tea beverages start to claim their market share combining tea with the low-alcoholic trend. The development of new beverage concepts requires appropriate market knowledge and extensive know-how for the exact matching of high-quality ingredients. At Austria Juice, diverse know-how and a large portfolio of high-quality flavours, juices and concentrates are bundled into one source – from market research to the beverage concept, from fruit growing to the finished recipe and ingredient supply. In this way, Austria Juice offers its customers the best possible support for their diverse food and beverage projects.●
www.austriajuice.com Beverage Essentials Handbook | 21
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