Published in Kerry en
Natural hydration


The next generation of Taste, inspired by nature


Did you know that almost one bottle of water out of two which is being launched in the last 3 years in Europe was flavored?

This category proves to be in strong growth (CAGR +4.7% according to Euromonitor) for the next 5 years supported by clear willingness from European consumers to get healthy drink alternatives rather than usual sparkling juices or drinks.

Natural ingredients free from artificial sweeteners and calories: this is the direction taken by almost 50% of consumers interviewed (according to Mintel) across Spain, Italy, Germany and the United Kingdom.

If functional needs that lead to flavored waters purchase can be imaginable - energy seeking, freshness, quenching thirst - the more subtle are the emotional ones - such as having fun, relaxing, networking for example – because they are going to change throughout the day for the same group of given individuals.

Find out more about this and much more by visiting


The ready-to-drink teas category is not less important marking an equally outsanding grow at European level (CAGR + 5.4% according to Euromonitor) as a result of the same research needs aiming at healthy alternatives to drink.

More than 65% of consumers surveyed across Poland, Germany, France, Spain and Italy follow the evolution of this category very closely through the product label (3 out of 4 normally do) and nutritional values lenses (hence 66% of them say that the companies should do much more to reduce sugars in their recipes).

The sugar tax is nowadays a fact in many European countries and Italy, as we know, is evaluating how to face that. This will change the consumers purchasing behavior and consequently the company proposals on retail shelves.

Don't get caught unprepared! Kerry can help you! Contact us at

Your Kerry team

Leave a comment

Copyright © 1998-2020 Chiriotti Editori srl Tutti i diritti riservati
Viale Rimembranza, 60 - 10064 Pinerolo - To - Italy - P.IVA e C.F. 01070350010 - Tel. +39 0121.393127 - email | Disclaimer