OAK BROOK, IL – Packaged Digest recently highlighted the
success of grab-and-go drinks at grocers, convenience stores, drug stores, and
mass merchandisers.
In 2012, the category grew 6% in traditional stores and
11% in convenience stores, significantly outpacing the growth of the beverage
category as a whole, which grew 2.6%, according to IRI estimates.
For leveraging the strength of the grab-and-go trend,
Packaged Digest offers these tips:
1. Hydration + nutrition = sales: For success in this
category, think beyond soda and instead focus on nutritional beverages that
include coconut water and teas, juices and energy drinks. “Convenience isn’t
enough; consumers are also clamoring for beverages ‘with benefits,’” Packaged
Digest said.
2. Focus on natural and organic: Consumers seeking
healthful benefits from their drinks are looking beyond just nutritional
information and settling on “natural” and “organic” labels. While organic foods
and beverages garnered less than 5% of the overall market, they grew at roughly
9.5% in 2011 versus 4.7% growth in conventional products, according to a recent
Organic Trade Association survey.
3. Size right: Single-serve packages experienced strong
growth in the convenience channel, according to IRI, up 12.3% in ready-to-drink
coffees, 10.1% in ready-to-drink teas, 7.1% in sports drinks and 4.6% in
waters. Additionally, consumers are searching for easy-to-hold packages with
caps that are easy to drink from and resealable.
4. Go green: Consumers have indicated in recent studies
that they would pay more for products in sustainable packaging.
“Consumers are asking for products that respond to their
immediate needs and are ready for consumption,” Packaging Digest concludes. “As
the beverage category grows ever more crowded, smart companies will heed
consumers' call for more health-conscious drinks, sustainably and astutely
packaged to match the busy and mobile lifestyles that now predominate.”