68% of non-alcoholic beverages or "soft drink" launches on a global basis during the last year used health positioning, according to Innova Market Insights, reports Food Manufacture.
More than 23% used "free of additives" claims, and nearly 13% used "natural claims. More than 30% of lauches used one or both claims. Five percent made organic claims.
Fruit juices/drinks accounted for 43% of launches, and carbonated drinks for 14%, followed by iced tea/coffee drinks, sports and energy drinks, and plain and flavored waters.
Sports and energy drinks' share of launches fell to 7% from 12% in 2005, but they are nevertheless remain one of the fastest-growing categories.