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NPD in action: RTD beverage innovation

Oct 2018

The growing demand for “craft” products offers companies an effective route to experiment with product differentiation and premiumization. The strong consumer demand for portability and convenience has also resulted in innovations in packaging shape, use of lighter packaging materials and an increased application of flexible packaging options. The need for greater convenience has also spurred innovation in self-heating and self-cooling cans.

1.    Koios Pear Guava Nootropic Drink (US)
2.    Fizzics Sparkling Cold Brew Coffee with French Vanilla Flavor (US)
3.    Sprig Zero Sugar CBD Infused Sparkling Lemon Tea (US)
4.    Yogi Tea Orange Basil Infusion With Ginger (France) 
5.    Celebrate Health Coconut, Banana, Chia And Cacao Superfood Smoothie (UK)
6.    Juice from the Raw with Detox Greens: Pineapple, Celery, Cucumber, Green Kale, Spinach and Dandelion Juice (US) 
7.    Paper Boat Drinks & Memories Chilli Guava Juice (India)
8. Langfarm Nuoc Cot Dau Tam: Mulberry Concentrate (Vietnam)
9.    Do Bem Passion Fruit Plus Mango Smoothie With Chia (Brazil)
10.    Aqua Reflection Sparkling Mineral Water (Indonesia) 

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Langfarm Nuoc Cot Dau Tam: Mulberry Concentrate (Vietnam). Mulberry concentrate in a 250ml glass bottle. Made from fresh mulberry. No added color. No added flavor. According to medical records mulberry is a source of anthocyanins, which is an anti-aging factor, improves skin, and eye.

Innova Market Insights data indicates that F&B packaging with reusable claims has surged with an average annual growth rate of 18% between 2019—2023. Sauces & seasonings were the top category for reusable packaging in 2023. Meanwhile, there was a 106% growth in the incorporation of reusable packaging claims within Meat, Fish & Eggs packaging. 
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Innova Market Insights data indicates a surge of growth for easter food & beverage launches, with 19% growth from 2019 to 2023. The top packaging types for these launches were Wrapper (55%), Folded Box (28%), and Flat Pouch (26%). The top packaging materials for easter launches were Plastic – Not Specified (59%), Aluminum Foil (42%) and Cartons (29%). Less than 1 out of 3 launches had a Recyclable packaging claim.
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Innova Market Insights data indicates a 2% year-over-year growth rate in beauty launches between October 2021 – Sep 2022 and October 2022 – September 2023. Most products remained to be packaged in Plastic material, and Rigid tube was the top packaging type, registering nearly a quarter of launches. Recyclable was the top environmental packaging claim, while compostable, reusable and plastic-free claims grew.
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Innova Market Insights data indicates that in 2023, more than one in three global Baby & Toddler launches were packed in Flat Pouches, but product launches in Pot packaging registered a 176% growth rate from 2019 to 2023. Fifty-eight percent of these products were launched in plastic packaging and 26% of these launches had a recyclable packaging claim.
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F&B launches during Valentine’s season registered a growth rate of 6% between October 2018 – September 2023. Confectionery led the way, constituting over two-thirds of the launches in this period. Plastic remained a crucial packaging material, accounting for 71% of launches. Aluminum-packed products showcased innovation with a 20% CAGR (Global, October 2018 – September 2023). Meanwhile, a shift toward recyclable packaging was noticed, and responsible sourcing claims gained traction.
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Packaging can play a pivotal role in fighting climate change, offering opportunities to reduce waste and emissions. Innovative, sustainable packaging solutions hold the potential to reduce environmental impact, fostering a more eco-conscious approach to consumption. Packaging Insights presents ten products that are part of this trend.  
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