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The beverage industry is constantly evolving, with more and more consumers seeking healthy and feel-good alternatives. With this trend, the markets for enhanced waters, kombuchas, plant-based drinks and other natural options have seen a much higher increase in demand and usage.
TAKING A DIVE
Healthy Hydration. Gone are the days of artificially sweetened drinks. Consumer beverage demands are evolving to include drinks that have added nutrients like probiotics and plant-based proteins to fit their healthy lifestyle.
MAKING A SPLASH
Vinegar Inclusion. The expansion of apple and coconut vinegars, both raw and fermented, that support the body’s digestive system
Pickled Vegetable Juice. This fermented drink is high in antioxidants, dietary fiber, and Vitamin C–helps to boost the immune system
Jun Kombucha. Honey is the source of fermentation which gives a milder flavor compared to traditional sugar-based kombucha
MERCHANDIZING HINT:
Position probiotic beverages at the beginning of the aisle to create a shopper-friendly experience across multiple categories
Sources: SPINS 1, FoodDive 2, UNFI CM Team
2
Summer Hydration
622%
Sales growth of water enhanced with probiotics1
62%
U.S. consumers that seek natural beverage options2
$1.8B
Expected worth of Kombucha category by 2020 2