Chaan Clifton, Foodstuffs North Island Category Manager for Non-Alcoholic Beverages
Foodstuffs North Island Category Manager Non-Alcoholic Beverages Chaan Clifton said that inflation and cost of living were two of the biggest challenges facing the beverage category in 2023.
"Customers are looking for more value and little permissible treats, permissible from both a price, calorie, and wellness perspective," said Clifton.
Clifton continued that there was a growth opportunity for multipack cans as they offer great value, permissible portion sizes, and come in a very environmentally friendly pack format.
There is also a significant growth opportunity for 2024 in the zero-sugar segment. Clifton emphasised that sustainable packaging was essential for manufacturers to consider and innovate to align with consumer values.
Chilled, ready-to-drink coffee has also become increasingly popular. It is anticipated to continue a growth trajectory during the summer to cater to consumers' desire for convenient, cooling caffeine when it's too warm for regular coffee.
Natural flavours and the premium non-alcoholic ready-to-drink segment are still slight; despite this, demand for them is growing rapidly. Clifton stated that crafting new, lighter flavour profiles in energy drinks to cater to new customers was vital.
"The other aspect of the growth mode is single-serve aluminium cans, as they are endlessly recyclable and great from a permissible portion perspective."
Aluminium cans are also better for the environment than glass and are more transportable.
In 2024, Clifton said that having a point of difference of a unique selling point will be vital for market success and growth in 2024.
"Think about delivering value to customers, not always just about price."
Knowing consumers where and when they will have certain beverages is imperative to ensure they cater to and are tailored to their needs. Clifton said it is also essential to develop suitable packaging to fit consumers' needs for the different environments and formats they like to consume non-alcoholic beverages.
See more insights from the 2024 Buyer's Guide below:
