According to a recent survey conducted by the Hartman Group, taste remains a top factor driving beverage choices among consumers, along with hydration, nutrition, and simplicity. The study analyzed the preferences of over 2,200 respondents nationwide, shedding light on the nuanced preferences that contribute to the $3.49 trillion beverage market.
Consumers’ growing awareness of health risks associated with sugar and artificial sweeteners continues to shape their beverage choices. Many respondents (49%) expressed a desire to reduce their overall sugar intake and avoid artificial sweeteners. Additionally, 49% said they base their beverage choices on recognizable, simple ingredients, highlighting the popularity of diverse but familiar flavors such as florals, herbs, and spices.
Melissa Abbott, the VP of syndicated studies at Hartman Group, explains that the findings reveal a shift in American palates towards different flavor profiles beyond traditional sweetness. Sour, slightly bitter, and herbaceous flavors are increasingly appearing in accessible beverage offerings, inviting consumers to experiment and discover new tastes.
While sweetness remains popular, consumers are increasingly gravitating towards natural sweeteners and colors in classic beverages like soda and diet soda. Abbott notes that recent health warnings surrounding artificial sweeteners like aspartame and sucralose have contributed to this trend, prompting a slow migration away from artificial sweeteners in pink, blue, and yellow packets.
The survey also highlighted the role of beverages in consumers’ overall wellbeing. Taste and hydration were reported to be the most influential factors in beverage choices, with 61% and 56% of respondents emphasizing their importance, respectively. Consumers chose soda for taste and hydration, while water was chosen for hydration and nutrition. Coffee, on the other hand, was primarily chosen for its energizing properties.
In terms of non-alcoholic and alcoholic beverages, consumers selected them for the experience they offer, with 34% choosing them to relax and 26% for a treat. There’s a fine line between functional and non-alcoholic drinks, as both are chosen for relaxation or indulgence, but functional beverages are also selected for their nutrition content.
Abbott advises manufacturers to focus on addressing the most relevant need states that a beverage meets instead of trying to address all need states. Differentiation through taste/flavor combinations, ingredients, packaging, and communication is also key for retailers to stand out within and across categories.
The issue of waste from single-use plastic beverage bottles represents a challenge for the industry. While consumers are increasingly concerned about plastic waste, they also demand convenience. Abbott suggests that companies that invest in waste reduction and elimination practices will have an advantage in the long run. Additionally, those investing in innovation and technology in packaging, such as plastic-neutral solutions, fungi-based packaging, and algae-based packaging, will have greater relevance to consumers in the years to come.
In conclusion, the survey highlights the importance of taste, hydration, nutrition, and simplicity in beverage choices, as well as the growing preference for natural sweeteners and diverse flavor profiles. Manufacturers and retailers should consider addressing the most relevant need states while also differentiating their offerings through various factors. The issue of plastic waste requires innovative solutions from the industry to meet consumer demands for sustainability. Overall, understanding and meeting consumer preferences are essential for success in the ever-evolving food and beverage industry.
