After attending Natural Products Expo West in Anaheim, Calif., last month, any doubt I might have had about the growth of natural and organic beverages is long gone. After the show’s close, New Hope Natural Media, the host of the show and a division of Penton, reported a record number of new natural and organic product launches, as well as record exhibitor and attendee numbers.
This year’s carbonated soft drinks report (page 24) also demonstrates that consumers continue to shift their preferences toward healthier offerings, in turn challenging the soft drinks market. Market research firm Mintel points out that caffeinated alternatives like energy drinks and ready-to-drink teas create further competition. However, considering the multitude of functional beverages showcased at Natural Products Expo West, I wonder whether these drinks also might be stealing a piece of the market.