Digestive health has been a focus in recent years and this trend continues to resonate with consumers; especially in the Refrigerated Juices & Functional Beverages category. Natural Positioned products (SPINS attribute coded as Prebiotic and/or Probiotic) by far are driving the most variance dollars with solid growth. Meanwhile, the Conventional Positioned group has higher growth, but driving less dollars. Specialty & Wellness positioned items (mainly Juice/Juice Drinks & Other Functional Beverages) are seeing decline. See chart below:
Looking into the subcategories gives more than a “gut feeling” about the category. Kombucha & Fermented Beverages are driving the most variance dollars while Juice/Juice Drinks & Other Functional Beverages modest growth is coming mostly from Conventional items. Coconut & Plant Water (with Prebiotic and/or Probiotic benefits) have declined. Thus, these beverages are resonating for other benefits with consumers (e.g., electrolytes). See chart below:
