What you need to know

Category-defying hybrid drinks are on the rise driven by innovation and growth in the non-alcoholic beverage market. Forms of innovation originating from major drinks categories such as water and tea drinks have gained tremendous fondness among users. This positive market signal, along with high interest in niche hybrids from non-users, indicates long-term potential. Opportunities lie in reaching a wider range of consumers through maturing purchase channels and upgrading ingredients and processing technologies to provide better functionality and mouthfeel.

Covered in this report

This Report provides an overview of the various non-alcoholic beverage categories and the crossover subsegments within the market as they relate to cross-category beverages, aka hybrid drinks, or fusion drinks. The focus of the Report isn’t on brands or specific product categories; rather, it delves into the mindset and attitudes of non-alcoholic beverage consumers and the impact cross-category beverages have on consumer preferences and purchases. This Report will mainly focus on packaged products, though products from on-premise may be used as examples. Non-alcoholic drinks include juice, CSD, tea, dairy drinks, coffee, plant-based drinks, etc.

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