CHICAGO -- Demand for natural beverages is growing across North America, according to a new report from Technomic.
As consumers become more conscious about the foods they put into their bodies, the same logic is being applied to beverages. In fact, 38% of consumers want restaurants to offer healthier beverage options, and 60% are more likely to purchase all-natural beverages.
"Consumers have made it clear that they look for beverages that are natural and free from artificial ingredients," said Kelly Weikel, director of consumer insights for Technomic Inc., sister company of CSP Daily News. "Emphasizing these aspects along with functional benefits like digestive support and stress relief can help appeal to today's consumers."
The data comes from Chicago-based Technomic's newly released 2016 Canadian Beverage Consumer Trend Report: Quenching Canada's Thirst. Lead researcher Maia Chang said U.S. numbers are roughly the same.
Nonalcohol beverages are a major part of consumers' everyday routines, and Canadians purchase beverages away-from-home about three and a half times per week, according to the report.
Other key takeaways and opportunities include:
- Nearly a quarter of consumers (23%) are willing to pay more for beverages made with 100% fruit juice.
- Nearly half of consumers (49%) say that they are more likely to purchase beverages that are handcrafted or house-made.
- Roughly a third (34%) of consumers desire greater beverage variety at full-service restaurants, and this is especially the case amongst Generation Zers (50%) and millennials (43%).
Compiling findings from more than 1,000 consumers, as well as Technomic's MenuMonitor and Digital Resource Library, the comprehensive 2016 Canadian Beverage Consumer Trend Report serves as a guide for foodservice operators and suppliers to help them understand consumer behavior for beverages and to identify key areas of opportunity.
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