While organic products were once a niche product, today organic has become a growth market. Organic drinks are no longer located in the "alternative corner", but have become a lifestyle trend suitable for everyone.
Organic products are very popular: 2019 the market for organic drinks increase: the United Kingdom and the United States each recorded a plus of six percent, Germany seven percent and China even 14 percent!
Source: “Passport United Beverages, Euromonitor 2020”
According to a new report by Grand View Research, Inc., the global organic beverage market is estimated to be $ 47.78 billion by 2025, which means a 13 percent growth rate. High product demand and rising disposable income levels in developing countries are some of the main factors that drive the growth of the organic beverage market. According to the report, the demand for non-sugary and caffeine-free drinks will also drive product demand in the coming years.
In different countries, more or less half of the population speak in favor of organic products: According to Mintel, 50 percent of Spanish consumers buy organic products because they contain no artificial additives and preservatives, 46 percent of French consumers choose organic because they want to avoid pesticides, chemicals or hormones in their food, and 44 percent of German consumers want to support regional agriculture.
Source: “Organics in Europe: The challenge of a new generation, Mintel, November 2019”
The organic lifestyle has developed from the former, sometimes ridiculed, ecological movement to an organic product as a trendy status symbol. The products on the market reflect this trend: In keeping with the great new values of mindfulness and health, the cool energy drink label Red Bull has also launched an organic line in four flavors.
The organic range is also expanding in the area of alcoholic beverages, and there is more and more a mix of organic ingredients, unconventional flavors, sometimes health-promoting additives and a comprehensive overall benefit for well-being and health. It can be innovative and trendy: cider based on 100 percent organic ingredients, a higher juice content and new flavor combinations are increasingly in demand. With alcohol levels of around 5% volume, this light alcoholic beverage category in different flavors also appeals to consumers' need to drink light and fruity refreshments.
With the development that organic is becoming more mainstream, tea is also gathering new shares in the beverage market. Because health-promoting ingredients from natural sources are still higher in the popularity scale than added vitamins and minerals. According to a Mintel survey, 54 percent of UK consumers say the health benefits in tea should come from all-natural ingredients. The 16 to 34-year-olds in particular are prepared to pay more for these quality features than older target groups: 45 percent of this age group would invest more in all natural teas, at the age group of 65+ years only 26 percent would accept a higher price.
Source: “Tea and Other Hot Drinks - Attributes Worth Paying More for When Buying Tea”, Mintel 2019 ”
It is popular to drink tea from pure, plant-based ingredients with an explicit benefit for health and wellbeing: with good reason, 33 percent of the plant-based teas launched worldwide were also given a functional claim last year - for all teas, it was only 23 percent.
Less and less sugar is demanded in teas: Three quarters of tea drinkers in the European markets say that sugar in ready-to-drink teas should be further reduced.
Source:“ The future of tea ”, Julia Buech, Mintel 2020
High-quality, fresh, healthy and simple dishes and drinks are becoming more popular in times when more and more people call themselves "foodies". In the UK, 38 percent of consumers say they are “foodies” - in the young age group between 16 and 34, 51 percent! Here, too, it is primarily the millennials that are driving the new bio-boom: Consumers would increasingly try to find out what is behind the brand, said Emmanuel Faber, Chairman and CEO at Danone: “The millennials are coming with a completely new one Set of values and they want dedicated brands with authentic products. They are actually a catalyst for change that creates a whole new approach to food, starting with being more natural, simple, local, and if possible small, as small as possible. ”
The organic market shows uninterrupted growth rates worldwide - especially the millennials are driving this development. They are focusing on a new awareness of health and environmental protection and increasingly want to know what is behind the product and brand. Organic beverages will score most in the future if they not only use organic ingredients and manufacturing processes, but also actively promote environmental protection and sustainability initiatives.