Move over, seltzer. Non-carbonated drinks are taking the spotlight
The beverage industry is witnessing a notable shift towards non-carbonated drinks, with brands like Celsius expanding their fizz-free lines. This trend is driven by consumer preferences for smoother, more flavorful experiences, particularly among younger demographics. Companies such as Hint are also adapting their strategies to capitalize on this movement away from carbonation.
- ▪Celsius has expanded its fizz-free line of energy drinks to cater to Gen Z's focus on wellness.
- ▪About 37% of Celsius consumers drink their energy drinks with meals, highlighting the appeal of noncarbonated options.
- ▪Hint CEO Michael Pengue believes the shift away from carbonation will boost sales and has introduced new packaging and marketing strategies.
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On the non-alcoholic side, the shift toward bubble-free drinks isn't as strong, according to AlixPartners' Burt. Some carbonated drinks are still showing strong growth; PepsiCo's Poppi, as well as energy drinks like Celsius and Ghost, are seeing strong demand. But there are signs that the soft drink landscape is shifting.Celsius, for example, expanded its fizz-free line of energy drinks earlier this year, inspired by Gen Z's focus on wellness and the general trend toward noncarbonated beverages in other categories.
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