Although the term mixologist is commonly referenced in association with alcohol products, innovations within the drink mix category are allowing consumers to become mixologists in the non-alcohol arena. However, a larger portion of new product launches are coming from the liquid concentrates side versus the traditional powdered drink mix products, making for a mixed bag of results.
“The U.S. market for powdered concentrates declined by 6 percent in [ready-to-drink] (RTD) volume terms in 2013,” says Howard Telford, beverage analyst with Chicago-based Euromonitor International. “This is three consecutive years of decline for powdered concentrates in volume terms. Many of the leading brands in U.S. powdered concentrates — particularly those positioned for children — have not done an adequate job in addressing consumer concerns regarding sugar and artificial ingredients in soft drinks. This stands in stark contrast to strong growth in U.S. liquid concentrates, where water enhancers are driving growth and creating value.”