A recent BeveragePulse.com study by Concept Catalysts and iModerate Research Technologies, found that 60% of Americans are concerned about the negative health impact of the beverages they drink and the majority of them will be drinking healthier beverages in the next 12 months. The study also shows that health concerns are the primary driver of recent changes in what consumers buy and drink and will remain the main driver of change for some time to come. Currently, 74% of Americans do not think that beverage companies are concerned about their health.
According to Supermarket News the fastest new health claim for store brands is non-GMO. With an increasing number of health risks linked to Genetically Modified Organisms (GMOs), consumers are expected to change their beverage choices to to brands that do not use (GM) sweetners like high fructose corn syrup and aspartame. With GM sugar from the controversial GM sugar beet in use by beverage producers, pure cane sugar is the sugar of choice non-GMO experts say.
The BeveragePulse.com report “Health Concerns: The impact on beverage markets” contains these and many other findings such as:
- Peoples’ perceptions of what makes a beverage more “healthy”
- The main drivers of beverage choice when it comes to taste, brand, cost, and healthiness
- A ranking of beverages by perceived healthiness
- The specific beverages that people say they will drink more of and less of in the coming 12 months and how they will cut back
Bob Falkenberg, founder of BeveragePulse.com and president of Concept Catalysts says, “Our research shows that consumers’ health concerns are having an impact on what they drink. Some categories will decline, others will grow, and there will be opportunities for new beverages that better meet consumer preferences.”