The world of soft fermented beverages may not be as familiar to you as other fermented drinks like beer, wine, or hard cider. However, it is quickly gaining steam in the beverage industry. Kombucha, in particular, is seeing a massive spike in consumer interest as it shifts from a background beverage to a center shelf drink.
Fermented beverages are typically made from fruit juices, herbal infusions (like green tea), and soaked grains (such as barley) that have been allowed cultures/fermenting for some time. The resulting drinks provide beneficial probiotic effects due to their contents like yeast and “good for you” bacteria.
Form Over Function
While the most popular forms of fermented beverages are unsurprisingly cans and bottles, consumer interest for tea bags is growing at a quick rate of + 58 percent year-on-year in 2021 — with the newer form predicted to grow even quicker in 2022.
Another form that is taking a huge leap in the attention of consumers is DIY fermented beverages – like powders. Companies are launching more powders and DIY fermented beverages to give consumers control in their beverage choice from home and consumers seem to love it. With consumer scrutiny rising around ingredient choice and concern over artificial additives in beverages, DIY fermented beverages increase transparency beyond a label by letting consumers pick and choose what goes in their drink, and have some fun creating it.
Ferments With Benefits
The awareness of the benefits of drinking fermented beverages is also driving the increased growth. Market drivers in this sector are an increasing concern for the health of individuals and the growing benefits associated with drinking fermented beverages such as diabetes prevention.
We can see this clearly reflected in the most up-to-date market insights and analyses performed on current data by our AI. In this rapidly changing marketplace, a fast assessment of key data gives brands a clear idea of challenges and opportunities to make the best decisions.
Vitamins & minerals saw a growth in consumer interest by 67 percent. Gut health had an interest growth rate of an aptly healthy 56 percent.
Another runner-up in the benefits consumers are looking for is immunity, which, given recent times, makes sense for this to be a pain point with today’s consumer. On the other side, wellness, relaxation, thirst, and energy are growing slower as purchasing factors.
Brands looking for opportunities in the fermented beverages market should look to highlight vitamins, minerals, gut health, and immunities in their new product innovations. DIY or powdered make-at-home forms should be considered too, with low competition and high interest.
For more information about the trending benefits in beverages or opportunities inside of the fermented beverages sector, you can request a demo on our website. If you want to view our May 2021 webinar’s discussion on beverages, you can view the video here.
