Market Trends of Europe Ready-to-Drink Beverages
This section covers the major market trends shaping the Europe Ready -to-Drink Beverages Market according to our research experts:
Growing Preference for Convenient and Healthy On-The-Go Beverages
With the changing dietary habits, expenditure on food and beverages has increased. Additionally, awareness of healthy drinks and the desire to try new varieties all contribute to increased sales of convenience food and beverages, especially RTD tea and coffee. Moreover, due to their busier schedules and inability to find time for full meals, consumers are choosing ready-to-drink beverages for on-the-go consumption. Consumers are more aware of their health nowadays, thus, they prefer to drink healthier beverages such as energy drinks, fruit juices & vegetable juices, because it keeps the body hydrated and contains essential nutrients to support gut health, weight management, beauty-from-within, and heart health. Thus, the demand for ready to drinks beverages across the European Market has increased significantly in past few years.
Additionally, there is a preference for fruit flavors among youngsters, which has led manufacturers to create new product innovations. Further, companies are also launching flavored milk varieties with enhanced functional properties to suit the need of the population
United Kingdom is the Largest Market
Ready to Drink beverages market in the United Kingdom is highly diversified in terms of consumption patterns and products, mainly due to the differences in tastes and preferences owing to the social and cultural influences across different nations. Drinks that provide health benefits and an invigorating taste are becoming increasingly popular. The functional beverage industry is increasingly driven by the consumers' recognition of the link between diet and health and the affluence of the millennial population, which is willing to pay for value-added products.
With the growing trend toward health and wellness among consumers, functional waters with a blend of diverse flavors are increasingly being sold in markets across the country. Furthermore, the increasing trend of sugar-free or natural-sweetener-based functional drinks, which have little to no calories, is anticipated to drive market growth during the study period. For instance, a recent research study published by Cambridge University shows that UK households bought 10% less sugar through soft drinks in 2019 compared to 2018 after the introduction of the new sugar tax policy by the government of the United Kingdom.
