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Home > Feature Articles > Health and Well Being Strategies > Health Care Industry Sectors and Strategies

Market Demand for Soft Drinks and Hot Drinks Go Healthier

Beverages of choice change as hydration awareness increases.

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California water conservation in wine country When it comes to choosing soft drinks, consumers in Europe and the US are increasingly opting for healthier soft drink choices.

Market Shift for Soft Drinks

"Greater consumer knowledge on the importance of hydration, maintaining a healthy diet and an awareness of nutritional needs, together with a growth in scepticism towards sugared carbonates are all contributing to a dynamic soft drink market," says Matthew Jones, consumer market analyst and author of the study from Datamonitor.

Market for Hot Drinks

UK consumers are some of the biggest consumers of hot drinks in Europe, behind Sweden and the Netherlands. UK consumers had on average 3.7 hot drinks per person per day in 2006, compared to 3.2 in Europe as a whole, and 1.8 in the US.

In the US, tea is forecast to grow its share and has successfully capitalized on the health trend. Tea marketers have been successful in linking the product with its antioxidant content, with both ready to drink teas and specialty blends having enjoyed growth there.

The competition for share is intensifying and it is important for drinks marketers to look beyond rival brands and look at drinks at the category level.

Conflicting consumer demands mean that it is imperative for marketers to target specific hot and soft drink occasions, in order to grow consumption.

Due to legislation preventing sugared carbonates in schools in the US and Europe, developing products that incorporate healthy ingredients and lower sugar levels will be important to maintaining market share.

Edited by Carolyn Allen, owner/editor of California Green Solutions
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