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as beverage groups increasingly look to launch soft drinks that can shake their often child orientated image, analysts suggest that premiumisation, packaging and health claims will be key factors in meeting this demand. however, in the second part of an article looking at opportunities for so-called sophisticated soft drinks, one company believes that taste, above all else, will be the key driver factor in differentiating its product.

as drink manufacturers strive to provide innovative functional products to increasingly health focused consumers, dairy goods such as yoghurt may be an emerging route able to help bridge demand. however, some dairy manufacturers believe that positioning products such as yoghurts and other dairy-based beverages towards the soft drinks market may actually prove counter productive to a current industry drive towards health.

functional beverages make up one of the most dynamic parts of the beverage market, and with consumers becoming increasingly savvy about health and wellness, myriad opportunities have opened up for industry. according to market researcher zenith international, functional drink sales rose three percent in 2008 to 26.5bn litres – albeit somewhat impacted by the recession.

amidst attempts to tap functional beverage demand through hot drink developments in teas and coffees, fortification in the segment with ingredients like omega-3 is expected to remain a niche area, according to an analyst. on the back of the growing interest for supplement forms of omega-3 fatty acids, canada-based manufacturer, gr nutriceutical company, says it is promoting its omega coffee product as cost efficient functional alternative to hot beverages.

beverage innovator wild has come up with a new concept for clear fruit-juice drinks called refresher, to help manufacturers tap demand for near water, spritzer and water-plus products. wild's own research, which is supported by findings from other independent market analysts, suggests that water-with-a-difference is a rising trend in the beverage market. in addition, light and low calorie products are seen to be popular with consumers.

sports drinks may be breaking through the niche beverage wall, but their future will lie in meeting a variety of consumer trends across the entire beverage market, says the senior brand manager of powerade. in the first of two part series on the emergence of sport drinks as mainstream products, frank bracken told beveragedaily.com that parent company coca-cola had undertaken ‘aggressive’ innovation over the last decade for its powerade brand.

with consumers facing a brand new year ahead of them and the customary threat of new year’s resolutions, some drink makers are spying a possible opening for soft drinks orientated to adult tastes and demands. one such product is the hopper, a natural brewed fruit drink currently being trialled by uk-based manufacturer the juice brewery, at smaller retail venues in the country.

falling uk demand for bottled water products is being seen by some industry associations as a potential obesity risk due to increased consumption of higher sugar soft drinks. in responding to sales concerns, the natural hydration council (nhc), a not for profit organisation led by danone, nestle and highland spring, has set its sites on the potential health impacts of increased consumption of sugary drinks for a new ad campaign.

sugar could be shedding its bad boy image to take a surprise spot on the public’s list of trusted ingredients, as manufacturers look to appeal to more savvy consumers. high fructose corn syrup in several major-brand soft drinks is being replaced with old-fashioned sugar. last week, the vice president of marketing for snapple told this website that the switch to sugar in its iced teas was all about “delivering great taste” .