Disrupting a stagnant category is often a top goal for many startup CPG businesses, but understanding where current disruption is coming from is paramount to knowing how to turn a trending tide into an industry-wide sea change.
In this numbers-heavy video from BevNET Live Winter 2023, Scott Dicker, market insights director at SPINS, offers insight into what is currently driving disruption in the beverage industry.
Just a few of the takeaways from this presentation:
- Specialty and wellness are becoming more mainstream. Around 25% of total food and beverage revenue now comes from a specialty or wellness product.
- Whether it’s Organic, Non-GMO, Fair Trade or any other certification mark, purity matters. Around 27% of consumers are willing to pay more for that mark and 37% will pay a premium for organic.
- Low- and no-sugar is driving growth in beverages, and hitting the sweet spot matters. While zero sugar drinks grew sales by 15% year-over-year, beverages containing between 5-9 grams of sugar are up 107% and drinks with 0.5-4 grams are up by 70%. Above 10 grams and sales are lagging or declining.
- Protein is in, as 6 in 10 adults now seek out protein-rich food and beverages.