The non-alcoholic beverage market has been blurring the lines between traditional beverage categories, which can lead to complex pipeline development, but also creates opportunity to test the waters with new and trending flavors. Flavored beverages invoke both enjoyment and health, and consumers want and expect both, perhaps not always at the same time. Dynamic flavor combinations, functional ingredients and clean, recognizable ingredients will deliver on these high expectations set by consumers. This Report explores current and emerging flavor trends and dives into the consumer perspective around flavored drink selection to help guide future innovation through this complicated super category.

• The impact of COVID-19 on consumer behavior and the non-alcoholic beverage market

• Flavors and attributes consumers look for in non-alcoholic beverages

• Experience and interest in emerging flavors

• Behaviors and attitudes impacting non-alcoholic beverage selection

For the purposes of this Report, Mintel defines non-alcoholic beverages as the following drink types:

• Carbonated soft drinks

• Juice and juice drinks

• Still and sparkling water

• Ready-to-drink tea

• Ready-to-drink coffee

• Sports drinks

• Energy drinks

• Protein drinks

The first COVID-19 case was confirmed in the US in January 2020. It was declared a global health pandemic and national emergency in early March 2020. Across the US, various stay-at-home orders were put in place in Spring 2020, and nonessential businesses and school districts closed or shifted to remote operations. The remainder of 2020 saw rolling orders, as states and local governments relaxed and reinforced guidelines according to the spread of the virus in each region.

Vaccine distribution began in December 2020, and it is expected take anywhere from July to December 2021 for 70-90% of the population to be vaccinated to reach herd immunity. Mintel anticipates business operations in the US will remain in a state of flux through 2021 as the vaccine is widely administered.