Findings
There has been a significant rise in new soft drink brands focusing on healthier alternatives to traditional sodas.
These beverages feature natural flavors and less sugar, often using natural sweeteners instead of artificial ones.
The global craft soda market is growing, expected to exceed US$1 billion by 2030.
Key Takeaway
Healthier, artisanal sodas are becoming popular, especially among younger consumers, due to their unique flavors, lower sugar content, and attractive packaging.
Trend
The trend is moving towards craft sodas that bridge the gap between traditional soft drinks and sparkling water, offering more exotic and sophisticated flavors.
These sodas also serve as mixers for cocktails, adding an element of sophistication to alcoholic beverages.
Consumer Motivation
Consumers are motivated by the desire for healthier drink options that are low in sugar and made with natural ingredients.
The attractive, colorful packaging also appeals to the younger demographic.
What is Driving the Trend
The shift towards healthier lifestyles and the popularity of non-alcoholic drink options among Gen Z and Millennials.
Cultural influences and the desire for novelty in flavors and beverage choices.
People Referred to in the Article
Sandro Roco, founder of Sanzo.
Denetrias “Dee” Charlemagne and Alex Doman, founders of Avec.
Allison Ellsworth, co-founder of Poppi.
Description of Consumers
Primarily younger generations, particularly Gen Z and Millennials, who are health-conscious and seek innovative and exotic flavors in their beverages.
Product or Service
Healthier craft sodas made with natural flavors and less sugar, available in various unique flavor combinations such as yuzu, calamansi, lychee, and blood orange with jalapeño.
Examples include Sanzo, Kimino, Poppi, and Avec.
Conclusions
The craft soda market is poised for steady growth, driven by consumer demand for healthier, flavorful, and aesthetically appealing drink options.
Brands in this market are well-positioned to capture the interest of younger consumers looking for alternatives to traditional sodas.
Implications for Brands
Brands should focus on natural ingredients, health benefits, and unique flavor profiles to attract health-conscious consumers.
Marketing should highlight the exotic and artisanal nature of these drinks, leveraging social media and influencer endorsements.
Implication for Society
The rise of healthier soft drinks supports better dietary habits and reflects a broader societal trend towards health and wellness.
Encouraging natural and artisanal products can contribute to more sustainable consumer practices.
Big Trend Implied
There is a significant movement towards artisanal, healthier, and innovative food and beverage products that cater to the evolving tastes and health consciousness of younger generations.
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