Suzy Richard, chief sales officer at SPINS, says consumers are increasingly incorporating a wide array of beverages into their daily routine, from gym fuel to afternoon energy to ready-to-drink craft cocktails and everything in between.
During her presentation at BevNET Live Summer 2024 earlier this month, Richard walked attendees through data that highlighted which beverages are on the rise, what consumers are searching for and how brands can meet these ever-evolving dayparts or “micro-moments.”
“We’re seeing significant growth in brands and categories that are not just focused on time and trying to grow the space by taking out the incumbents, [but rather] brands that are doubling down on the daypart and focusing on differentiation,” she said, pointing to brands like Guayaki in the energy space and Rowdy Mermaid in the relaxation category.
Mid-day functionality was the daypart driving the highest growth over the past 52 weeks, according to Richard, especially in categories like CSDs and energy and sports drinks.
Watch the full video above to learn more about which dayparts brands should be focusing on and how they can maintain the current momentum.