HYBRID BEVERAGES
Hybrid Beverages The Best of Both Worlds
Hybrid beverages have been around for a few years now, and the popularity of these types of drinks continues to increase, especially among younger consumers. Tennille Aron looked at how the hybrid drink industry is faring and the trends it seems to follow.
C
uriosity might have killed the
beverage, are becoming increasingly
• Tea-juice blends
cat, but it certainly is doing
popular globally, particularly among
• Water juices
wonders for the hybrid drinks
the younger generation who are always
industry. Curious consumers are constantly
looking to try something new and fresh.
While these are just some types, there
looking to try new combinations of drinks
These beverages have become the drink
are new combinations of beverages being
and expand their taste experience.
of choice because they are often the
formulated on a daily basis to meet the
And this is allowing beverage
healthier alternative to regular drinks.
current beverage trends. So, what are some
manufacturers to try new combinations
Hybrid drinks are often low in calories
of the trends for hybrid drinks?
of drinks to create successful and delicious
and sugar, and higher in antioxidants and
new hybrid beverages.
vitamins, making them the smart choice
CURRENT TRENDS FOR HYBRID DRINKS
for the health conscious. Hybrid drinks also
HEALTH IS EVERYTHING
Coca-Cola with Coffee in the US – a hybrid
offer consumers the best of both worlds.
Staying in good health has become a top
drink that fuses the familiar, authentic
PepsiCo recently released Frutly to the
priority for consumers around the world.
taste of Coca-Cola with the rich flavour of
international market, which is a simple
FMCG Gurus’ consumer insights 2021 found
100% Brazilian coffee. Earlier in the year,
combination of juice and water to create
that 60% of global consumers would like to
Pura introduced their range of Pura Buzz
a hydrating juice with no added sugars or
improve their general health and wellness
hard seltzer, which consists of rum-infused
flavourings, but which is high in vitamins
over the next 12 months. Therefore, one of
seltzer, to the South African market.
and electrolytes – thus offering the drinker
the biggest trends in the beverage industry
Every month there are new hybrid drinks
the health benefits of water and juice.
currently is creating healthier drinks with
In January 2021, Coca-Cola released
being released onto the market and the
more nutritional value. For the hybrid
EXAMPLES OF HYBRID BEVERAGES
beverage industry that would mean finding
Some of the hybrid beverages on the
ingredients and contain no added sugars
WHY ARE HYBRID BEVERAGES SO POPULAR?
market include:
or calories.
Hybrid beverages, which are a blend of two
• Dairy-based sports drinks
EXPERIENCE A TASTE INNOVATION
or more items from traditional beverage
• Carbonated juices
Another trend that is on the rise in
categories to create a completely new
• Coffee-based energy drinks
the beverage industry is the need for
popularity of these drinks only seem to be increasing.
drink combinations that have more natural
• Coffee-tea blends
flavour innovation. Research from FMCG Gurus found that 74% of global consumers said they like products with new and unusual flavours. Experimenting with new flavours and exotic flavour combinations is essential for those in the hybrid drinks industry. Retro and nostalgic flavours were also found to be popular among consumers, possibly as it helps to bring about a sense of familiarity and comfort in these uncertain times. Hybrid drinks are ever-evolving and changing to suit consumers’ needs and lifestyle. One thing that is certain is that they have become extremely popular across the globe and it is a beverage category that is here to stay.•
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July 2021 | FOOD RE VIEW
