For many consumers, drinks with vitamin-boosting ingredients or other immunity claims were important during the pandemic; while others looked for indulgent full-sugar treats to get them through a difficult time.
The picture is still mixed in 2022 but some clear trends also emerge: such as the demand with regard to functional drinks and increasing attention on mental health.
Some 85% of consumers are now prioritising a form of healthy eating, either by reducing sugar (27% associated with people) or even drinking more fluids (25%), which are the particular second plus third most important health focuses after eating more fruit and veg, at 32%, according to data from IGD ShopperVista Health.
Honing in upon sugar, the picture was mixed during the pandemic. The UK grocery channel saw low and no sugars variants increase share: but the opposite was seen in the impulse channel (although this could have been shaped by other factors such as availability).
“There are signs that the upheaval of 2020, where some shoppers switched in order to full-sugar beverages to treat themselves throughout a difficult time, may be in reverse, ” says Britvic as it looks at the convenience channel in 2022.
Overall, sugar remains a prevalent concern when choosing sodas, according to Mintel’s 2021 data. Around 55% associated with consumers say they have reduced fruit juice or smoothie consumption due in order to sugar intake concerns, while the number one factor when choosing one soft drink over another is because it is low in glucose.
“Some consumers are usually reducing their sugary drink intake rather than ruling them out altogether. As a result, half of consumers claim to drink both full-sugar and low/no sugar carbonated soft wines… it could be that consumers are in search of balance whenever consuming several soft drinks throughout the day, ” notes Britvic.