Consumers look for new, healthy beverage options in flavored waters
Port Washington, NY, March 13, 2014 – According to The NPD Group, a global information company, U.S. 2013 retail sales of home soda machines increased 30 percent compared to the previous year, and sales of complementary products such as CO2 carbonators, bottles, mixes and syrups more than doubled overall.
“The home soda category continues to appeal to consumers seeking convenient ways to customize beverages that range from plain seltzer to flavored options on demand, while also being friendly to their wallets and the environment,” said Debra Mednick, executive director and home industry analyst, The NPD Group.
Dollar sales of syrups and mixes for home soda machines increased 83 percent compared to 2012, with regular and diet soda options still holding the top two spots. Sales of flavored water options grew the most in 2013, resulting in nearly triple the previous year’s results.
NPD’s National Eating Trends® service indicates that carbonated beverage consumption in the home has declined over the past two years, while bottled water consumption is up, and has been growing for the past four years*.
“The emphasis on the health concerns associated with traditional soda products in the media and beyond, combined with the consumers’ continued desire to be more health conscious may turn their attention to the benefits of drinking water,” said Darren Seifer, food and beverage industry analyst, The NPD Group.
“Overall consumption of traditional soda in the home has declined, giving home soda machine manufacturers and beverage companies an opportunity to offset the trend by introducing new product offerings that capitalize on current consumer beverage preferences,” added Mednick.
According to NPD, increased sales of CO2 carbonators, which more than doubled in 2013, is a good indication that consumers are continuing to invest in, and use, soda making machines.
“Home soda makers as a category is still in its infancy with relatively low household penetration. The potential of these machines is contingent upon broadening the category’s appeal with a wider variety of uses and offerings, ease of obtaining the consumables, and price, “concluded Mednick.
Source: The NPD Group / Retail Tracking Service, January – December 2013
* Source: The NPD Group / National Eating Trends®
The NPD Group, Inc.
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Checkout TrackingSM provides detailed information on consumer buying behavior, based on receipts for both online and brick-and-mortar retail purchases from the same consumers over time. Checkout Tracking delivers precise category, brand, and item-level purchase detail linked to buyers and their demographics, useful for analyzing competitive market baskets and identifying purchase patterns. Information is collected from more than 50,000 consumers from NPD’s receipt-harvesting mobile phone app and the scanning of more than 4 million in-boxes for e-receipts through Slice Intelligence.