Health claims will drive beverage category, study finds

ATLANTA — Among those getting their health on track in time for New Year's resolutions are consumers who are concerned about the long-term, negative effects of drinking unhealthy beverages.

According to a recent BeveragePulse.com study, "Health concerns: The impact on beverage markets," conducted by Concept Catalysts and iModerate Research Technologies — which surveyed more than 500 respondents — 60% of Americans are changing their beverage consumption habits, and what consumers buy and drink will remain the main driver of change in the category. Beverages also were ranked by perceived healthiness, BeveragePulse.com said.

"Our research shows that consumers' health concerns are having an impact on what they drink," said Bob Falkenberg, founder of BeveragePulse.com and president of Concept Catalysts. "Some categories will decline, others will grow, and there will be opportunities for new beverages that better meet consumer preferences."