Healthy Drink Choices: A Key Component of a Balanced Lifestyle
When it comes to maintaining a healthy lifestyle, diet and exercise are essential factors. However, the beverages we choose to consume also play a significant role in supporting our overall well-being.
Consumers today are increasingly conscious of the impact of their drink choices on hydration, mood, gut health, and overall wellness. Despite the higher cost associated with wellness beverages and mixers compared to traditional sugary sodas, consumers are willing to invest in products that offer additional health benefits.
Recent data from Numerator’s Beverage Behaviors report reveals a 4.4% increase in overall spending on drinks, with non-alcoholic sales experiencing a notable surge of 6.2% in comparison to the modest 2.4% growth observed in the alcohol sector.
One of the primary objectives for consumers is hydration. The report indicates that 34% of beverage shoppers intend to increase their consumption of tap water, while 26% plan to incorporate more bottled or canned water into their daily routines. Additionally, the popularity of wellness mix-ins such as probiotic and protein powders is on the rise, with brands like Sonic and Jolly Rancher introducing low- or zero-sugar powders to enhance the hydration experience. Despite economic uncertainties, retail data indicates a steady growth trajectory in the beverage industry, reflecting consumers’ prioritization of health-conscious spending.
The demand for flavorful and convenient non-alcoholic beverages is being largely driven by Gen Z consumers, who seek on-the-go options that require no additional mix-ins. Although this demographic is consuming less alcohol overall, their per-drink expenditure remains comparable to that of older generations. The fastest-growing category encompasses a diverse range of flavors, from sweet to savory, and includes energy drinks, soft drinks, bottled water, sports drinks, kombucha, and CBD-infused offerings. Notably, 85% of the top 20 growing brands fall within these active lifestyle categories, catering to evolving consumer preferences.
Within the soft drinks segment, the low or no sugar flavored soda category has witnessed substantial growth and diversification, with brands like Poppi and Health-Ade’s SunSip leading the market. The success of naturally-flavored, low sugar non-alcoholic beverages has prompted brands to align their product offerings with daily rituals, delivering a blend of comfort and excitement in the hydration experience, as outlined in the report.
Bridget Firtle, the founder of Rockaway Soda, emphasizes the consumer demand for healthier soda alternatives, stating, “Most consumers simply want to enjoy soda without compromising their health.” Rockaway Soda offers a line of non-alcoholic carbonated beverages sweetened with real juice and sea salt, containing only 7 grams of sugar per serving, along with electrolyte-boosting properties. Firtle underscores the shift away from overly sugary drinks, driven by consumer awareness and research findings that highlight the detrimental effects of excessive sugar consumption.
While celebrity endorsements of alcohol brands remain prevalent, a noticeable trend towards low-sugar sodas is emerging. Personalities like Guy Fieri have collaborated with brands such as Waterloo to introduce culinary-inspired flavors like Sparkling Lemon Italian Ice and Spiced Mango Sorbet, catering to the evolving preferences of consumers. Gillian Anderson’s G Spot brand offers a “functional” soft drink line infused with adaptogens and nootropic cognitive enhancers, reflecting a growing interest in beverages that promote overall well-being.
Anderson describes the brand as a celebration of self-care, stating, “We’ve created something that celebrates feeling good in your own skin.” She emphasizes that the line offers functional refreshment that transforms wellness into a pleasurable experience rather than a chore.