Experts weigh in on what the next ‘it’ beverage will be as sales for the once all supreme soda slow

By Elizabeth Crawford

- Last updated on GMT

Experts weigh in on what the next ‘it’ beverage will  be as sales for the once all supreme soda slow

Related tags Soft drink Ceo

For years, carbonated soft drinks were the go-to choice for Americans to quench their thirst and boost their energy, but in recent years the category has begun to falter – creating an opening for a bevy of innovative beverage brands to emerge, according to industry research. 

According to Euromonitor, year-over-year volume growth of carbonated soft drinks fell to a meager 0.2% in 2015 compared to 1.4% in 2012 and 1.8% in 2010.

The slowdown reflects, in part, many American’s awakening to health and wellness and the idea of food as medicine, which has led them to instead reach for healthier, better-for-you and functional beverages.

But what exactly are they putting in their bodies instead and why? FoodNavigator-USA will tackle this question during its free, one-hour online Beverage Entrepreneurs to Watch Forum​ on March 22 at 11:30 ET. 

With help from five beverage industry experts, the forum will explore the current beverage landscape, how it compares to the recent past and how shifts in consumer shopping habits are influencing legacy brand manufacturers and making space for startups in the beverage sector.

As for identifying the next “it”​ beverage, FoodNavigator-USA will pick the brains of Euromonitor beverage analyst Eric Penicka, industry veteran and CEO of The a2 Milk Company Blake Waltrip and the CEO of High Brew Coffee David Smith about the rise of kombucha, cold brew coffee, plant waters, functional and enhanced waters and the quickly evolving dairy category.

The co-founders of Misfit Juicery, Ann Yang & Philip Wong, also will chime in on what is next for the highly-popular juice segment – including strategies for standing out from the increased competition, finding white space and how to navigate the impact on the segment of consumers’ rising concern about sugar consumption. 

The forum is free for attendees thanks to sponsors Furtureceuticals​, Cargill​ and ADM​.

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