Enhanced options
Four ways to meet consumer demand for flavor and health
European consumer purchasing habits have changed significantly in recent years , research has shown . Today , one in five European consumers are trying to reduce consumption of artificial flavors , colors and sweeteners , looking instead for clean labelled products . Meanwhile , one in seven are purchasing fewer drinks in plastic bottles , and 13 percent are becoming increasingly aware of the environmental cost of certain beverages .
While health and environmental concerns continue to grow , consumers aren ’ t prepared to compromise and are demanding drinks that are healthier , more sustainable , and tastier than ever .
So how can beverage brand owners meet these heightened demands ? In this article Andrew Martin , Group Head of Business Development at Finlays , discusses how flavored and enhanced water could be the golden ticket to meeting rising expectations and offers several tactics beverage brand owners can explore to get there .
1 . Boosting flavor through scent and aroma Flavored and enhanced water is one of the biggest trends in the beverage industry today . In Europe , both categories combined are forecast to grow by in excess of 19 percent between 2021 and 2026 , reaching a total value of € 4.6bn as consumers seek out new , interesting , and healthy ways to hydrate .
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