Drinks
Between
By Lauren Sabetta | Managing Editor
Sugar reduction trends across the globe
Although sugar plays a significant role in beverage formulations, providing sweetness, flavor, texture, and preservation, currently there is growing awareness of the adverse effects of high-sugar consumption across the globe.
Nevertheless, shifting attitudes toward sugar consumption and the rising prevalence of diseases such as diabetes and obesity, in turn, are set to drive the global zero sugar beverage market size, according to Future Market Insights (FMI), London.
In its recent report, “Zero Sugar Beverages Market Outlook (2023 to 2033),” FMI estimates the global zero sugar beverages market size value at $3.3 billion, and anticipates the market to accelerate with a CAGR of 14.7% from 2023 to 2033.
“Long working hours of individuals have increased demand for healthy food and beverage products. Today’s consumers are looking for new beverages that can give them the proper nutrition they need to go through their daily tasks successfully,” the report states. “Hence, customers are nowadays preferring on-the-go beverages. These include milk-based drinks and energy drinks, which is further boosting the zero sugar beverages market’s expansion.”
Meanwhile, as the global market is set to exceed a value of more than $13 billion by 2033, zero sugar beverage sales are exponentially rising in the United States, according to FMI.
“The United States market is projected to remain at the forefront throughout the forecast period, it states. “Several consumers in the country might have dietary restrictions that limit their sugar intake such as those with diabetes. Zero-sugar beverages provide a way for these individuals to enjoy a sweet drink without impacting their blood sugar levels.”
(Image courtesy of Getty Images)
Moreover, as governments worldwide also take steps to reduce sugar consumption by imposing taxes on sugary drinks and promoting healthy beverage options, such initiatives have contributed to the expansion in the zero sugar beverages industry, the FMI report notes.
“However, the difficulty that numerous manufacturers face is that several sweeteners have problems that go beyond taste. Most of these components have off-notes,” it states. “These often throw the flavor out of balance if an individual is also attempting to add active substances to make their drinks healthy.
“It calls for greater creativity on the companies’ part. After all, sugar is a magical substance that provides more than just sweetness. It significantly alters how everything tastes, feels and looks,” the report continues. “A comprehensive approach to product development is crucial for success for this very reason. To differentiate a product, its texture and flavor can be optimized by concentrating on altering the entire formula.”
As zero-sugar beverage manufacturers constantly are innovating and introducing new products and flavors to stay relevant and appeal to consumers’ changing preferences, FMI points out that companies also are expanding their distribution channels to reach a wide audience, including partnerships with retailers, eCommerce platforms and foodservice providers.
For instance:
- In March, with the introduction of Lucozade Sport Zero Sugar, which has 4 calories a serving, Lucozade Sport broadened its product line. Lucozade Sport Zero Sugar comes in Raspberry & Passion Fruit and Orange & Peach flavors. It adds salt and vitamin B3 to help with fatigue reduction. It is also marketed in 500-ml bottles and four 500-ml multipack formats. Sucralose and acesulfame K sweeteners were used in both flavors.
- In February 2022, to diversify its product lineup in India, Coca-Cola released Coca-Cola Zero Sugar. Retailers and grocery store owners recently joined the company’s online cultural-commerce activity. It was done on the Reliance JioMart Partner app for the formal debut of the new variety in the nation. BI
Just say ‘No’
Pure Leaf Iced Tea announced the second year of its “No” Grants program, developed to support women who want to say “no” more in life and dismantle the barriers standing in their way. This year, the brand is partnering with NY Times Bestselling author, award-winning journalist, TV host, and new mom Elaine Welteroth to address mothers who feel they can’t afford to say “no” to the immense pressure of doing it all, it says. From balancing everyday household tasks like packing lunches and folding laundry to tackling daycare drop-off before an early-morning meeting — saying “no” as a mother is often discouraged, it adds. Nearly two-thirds of moms have questioned their value because they were overwhelmed with “doing it all,” the company notes. To help address this issue, Pure Leaf is doubling its “No” Grants commitment from last year, with a total of $400,000 in grants to help support mothers ready to say “no,” so they can start saying “yes” to what matters most to them, it says. To apply for a “No” Grant, mothers can visit www.PureLeaf.com/NoGrants and share how a “No” Grant would make a difference in their life and what “no” to doing it all and “yes” to what matters most means to them. In addition, each applicant will be granted access to a “No is Beautiful” self-guided resource and online community for moms to celebrate “no” in motherhood.
Wild Turkey, a brand of Campari, unveiled the newest creative in its global campaign and platform, “Trust Your Spirit,” with cameos from world renowned musicians Shakey Graves, Matt Corby and Yoohei Kawakami. The new films tell the story of each artist’s journey to find their voice, following their instincts to create art their own way, the company notes. The creative uses music as a medium to illustrate what happens when you “Trust Your Spirit,” just like Wild Turkey has done for decades, it says. “The message of ‘Trust Your Spirit’ resonates across geographies and cultures,” said Raul Gonzalez, global managing director for spirits at Campari Group, in a statement. “The idea was inspired by the legacy of Wild Turkey and the people that have built it, but that passion and commitment exists in industries all over the world and we’re excited to celebrate it with this campaign. It’s been an honor to partner with these talented musicians who embody the spirit of Wild Turkey.”
Dr Pepper announced a musical collaboration with rapper Yung Gravy, including an exclusive single and music video inspired by the brand’s latest product: Dr Pepper Strawberries & Cream. “Strawberries & Creamin” debuted on TikTok, and the video is now live on Yung Gravy’s YouTube channel. “I was honored to write a song for the legendary Dr Pepper and to celebrate their new Strawberries & Cream flavor,” Gravy said in a statement. “’Strawberries & Creamin’ is some classic Gravy, and I can’t wait for the fans to hear it.” John Alvarado, senior vice president of brand marketing for Dr Pepper, added: “We are thrilled to have teamed up with Yung Gravy to create this track inspired by our new product. Yung Gravy’s playful energy and distinct persona have captivated his audience, and we can’t wait to see what Dr Pepper and Yung Gravy fans think of the new track and merchandise line, which leans into both our brand and Yung Gravy’s creativity and uniqueness.” The partnership between Dr Pepper and Gravy, which also included a custom line of co-branded merchandise available on the social commerce marketplace NTWRK, was a nod to the soft drink brand’s 23 unique flavors as only 23 bundles were available from May 3 to May 11 for consumers to win and purchase for $1.23 by downloading the NTWRK app.
Did You Know ...
Bone broth has become increasingly popular this year and for good reason.
Bone broth is low in calories (about 70 calories in a cup), high in protein (upwards of 16 grams a cup) and low in carbs (less than 1 gram). Bone broth also is one of the best sources of collagen, and collagen is an abundant protein in the body that maintains the skin’s structure.
In short, because bone broth does the body good, it can serve as a versatile blank canvas for a myriad of recipes. Although many drink bone broth on its own, it can easily be added into recipes — including cocktails.
For instance, the latest twist on a classic Bloody Mary — with the bonus of bone broth — has been tagged as “The Brocktail” on social media.
And celebrity nutrition expert and New York Times bestselling author Dr. Kellyann Petrucci recently shared one of her favorite light summer drinks— the Cucumber Melon Cooler, that sneaks in some beauty boosting collagen using bone broth.
July 2023 | bevindustry.com