Brands that utilise consumer health concerns can tap into the changing market, says GlobalData

Health is at the top of the list for the majority of consumers globally; just ^*6 % of consumers say they are not worried about their health. Moreover, around ^*92 % of global consumers believe that eating healthily is important in creating wellbeing/wellness feelings and 66 % think that sugar-free products are somewhat or very appealing, according to GlobalData, a leading data and analytics company.

Ana-Maria Iscru, Consumer Analyst at GlobalData, comments: “With increasingly more big brands switching to zero-calorie alternatives, such as Coca-Cola Zero and Fanta Zero, the market is changing to reflect consumers’ mindful, healthier choices.”

In fact, according to GlobalData, low calorie and sugar formats drive growth as an increasing number of consumers are choosing healthier beverages.

Iscru adds: “Consumers tend to move towards ‘better-for-you’, premium products when it comes to soda, reducing or avoiding sugar altogether. This choice is part of the growing health & wellness trend.”

These concerns have been addressed by Turtle Sodas, a new UK carbonates company, whose zero-sugar and zero-calories sodas, packaged in aluminium cans, were launched in October.

The brand only commercialises zero calories and zero-sugar sodas, with no artificial sweeteners and no plastic packaging. The novelty is that all its stevia-sweetened products are meant to have zero impact on the body and the environment, without compromising on taste.

Iscru adds: “Brands that take into consideration this type of consumer trends will benefit from it in the long run.”

^*GlobalData’s 2019 Q3 global consumer survey