Whether it’s low-calorie varieties, energy-boosting ingredients or popular flavor trends, the drink mix category has seen a wave of innovations that help it remain competitive in the beverage marketplace.
Advancements in soluble fibers have given beverage developers a whole new set of tools for delivering products that help to fill the fiber gap. Although even the savviest of consumers might not know the difference between inulin and oligofructose, they are beginning to explore the growing number of fiber-rich options available outside of the bread and snack bar categories.
Established brands continue to lead the drink mix category, although some varieties did experience contraction in the last year. The overall drink mix category grew 1.6 percent for more than $609.7 million in sales for the 52 weeks ending May 15 in U.S. supermarkets, drug stores, gas and convenience stores and mass merchandise outlets, excluding Wal-Mart, according to SymphonyIRI Group, Chicago. Fruit drink mixes made up a majority of the category with $590 million in sales, which represents a 1.6 percent growth.
