Progressive Grocer

JAN 2017

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For more information, visit www.mintel.com or call 800-932-0400. Mintel Global New Products Database Category Insights Organic certification can provide the reassuring health halo that sports and energy drinks need to appeal to health-conscious consumers. It conveys naturalness in categories associated with artificiality. Flavors that are portrayed as more sophisticated can help appeal to consumers' interest in premium energy drinks and placement in more professional environments or drinking occasions. Sports and Energy Drinks Mark E t Ov E rvi E w The U.S. energy drink market continued to record positive sales gains as consumers sought functional beverages that helped them perform in their busy, fast-paced lifestyles. The per capita consumption of energy drinks reached 10.3 liters in 2015. 20 | Progressive Grocer | Ahead of What's Next | January 2017 kE y iSS u ES More natural and organic drinks are gaining traction as consumers search for healthier, safer products. In the 12 months to September 2016, 35 percent of the total new product launches in the sports and energy drink category carried some kind of natural claim. This is an increase of six percentage points from the previous year. Premiumization has a strong presence within the overall beverage market, and it's starting to gain a presence in the sports and energy drink market as well. Nearly a quarter of total older Millennials (23 percent) in the United States say that they're interested in premium energy drinks. Such innovations could create a new angle in the category to reach infrequent drinkers.

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