I’ve been looking at several ready-to-drink products recently, and hydration is a trend that really comes through. Hydration drinks are no longer dominated by sachets for sports enthusiasts. All sorts of consumers are picking up RTD options.
According to ADM’s Beverage Innovation Report (August 2024), Hydration is the most important functional attribute for 54% of non-alcoholic drink purchasers.
Consumers link hydration to health, especially when paired with functional ingredients. Not only that, but many consumers are looking for ways to access benefits like increased immunity, better sleep quality, and improved cognition.
It’s leading to the growth of brands like Luxwells (botanicals) and Nuisance (nettles and more), as well as Better You (hydration, focus and energy on the go), Punchy (vitamins, minerals, electrolytes) and Big Day (electrolytes and caffeine).
With 26.1% of Millennials and 42% of Gen Z not drinking alcohol, demand will surely continue to grow, creating more room for challengers and innovation.
Spotted: Quirky canned cocktails
Have you seen these fantastic designs for Gather’s canned cocktails? I love them because, just looking at them, with their quirky type and bold layouts, you know exactly how they’re going to taste. Such an excellent execution. Read more in The Grocer.
Spotted: RTD mixology
Ready-to-drink and mixology are aligning with brands like Niche Cocktails, MOTH Drinks and the striking, Great Taste Award-winning Bloody Drinks, handcrafting flavours with high-quality ingredients. Just in time for the festive season, too.
Out and about: Good Food Show
I had a fab day at the Good Food Show in Birmingham. I joined my client Roni B’s Kitchen on the Saturday and had a great day. So much to see – check out my Instagram feed to some highlights. Many of the stand outs were in the Fabulous Food Finds tasting theatre run by Katy Truss, showcasing more than 50 fabulous small, artisan and speciality food and drink producers.