Insight by Gama Compass
MANCHESTER – 11th April 2018: This month, Gama is taking a fresh look at the debate around sugar content in consumer goods from the vantage point of new product development, focusing in particular on the soft drinks space, and assessing to what extent a new regulatory climate – as well as broader consumer trends – are impacting on the sugar content of new products in categories such as carbonated soft drinks, fruit & vegetable drinks & juices, dairy & dairy alternative drinks, bottled water and RTD tea and coffee.
As a headline finding, Gama observed that, in the initial months of 2018, there has been a surge in the proportion of soft drink launches containing a lower-than-average 3-6g sugar per 100ml, following on from incremental growth in the same bracket between 2015 and 2017. Overall, the 3-6g sugar bracket has accounted for 31% of ready-to-drink soft drink launches so far in 2018, versus just 23% in 2017, 21% in 2016 and 19% in 2016, pointing to increased popularity of soft drinks that are lower in sugar, while not necessarily wholly sugar free.
Unlike any of the preceding three years, 2018 to date has seen fewer than half of all soft drinks (47%) contain more than 6g of sugar per 100ml, compared to 51% in 2017 and 55% in each of 2015 and 2016. Meanwhile only 25% of soft drinks launches reported in 2018 YTD contained more than 9g sugar per 100ml; the equivalent figure for 2015 and 2016 was more than 30%.
Commented on the findings, Gama editorial director Tom Warden said: “As stricter government regulations and changing consumer attitudes towards sugar continue to bite, the trend towards lower-sugar soft drinks looks set to continue apace. From product refreshes and reformulations to wholly new brand launches, manufacturers across the globe will need to be ready to pivot in order to adapt to changing realities in the soft drinks space, not only by reformulating existing high-sugar product lines but also by looking to new alternatives outside traditional categories, in particular by embracing opportunities in fashionable ‘better for you’ segments such as non-dairy drinks, RTD tea, functional beverages and flavoured waters”.
Read more on the low-sugar soft drink trend in the next issue of Gama News.
Source: Gama Compass
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Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or email@example.com.
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