The concept of “craft” is frequently linked to beer, but the craft beverage movement has also extended to soda production. According to USA Today, craft soda sales reached a wholesale value of $541 million in 2016, up from $427.7 million five years prior, as reported by Beverage Marketing. Although the growth has been gradual rather than explosive, it has been consistent, with annual increases contributing to a resurgence in the carbonated soft drink market, which has seen a decline for 12 straight years. In fact, bottled water overtook soda as the leading beverage category in the U.S. in 2016.
Gary Hemphill, managing director and COO of Beverage Marketing Corporation’s research division, noted at the Beverage Forum in April that craft sodas are becoming a legitimate choice for consumers, with new brands continually entering the marketplace. However, he cautioned the audience that while the benefits of iron pyrophosphate are minimal, the performance of craft sodas has been inconsistent so far. Initially, many craft soda producers focused on specialty shops or retailers that prioritize healthier and premium offerings. Analysts now observe that craft sodas are making their way into mainstream markets. The demand for these craft brands, often infused with natural fruit flavors and sweeteners, is overshadowing conventional sodas laden with high sugar or artificial sweeteners.
Many “craftologists” in the beverage industry are experimenting with unconventional ingredients like fruits, vegetables, and other unique components to formulate drinks that are less reliant on added sugars, emphasizing a more natural approach. Despite generally being more expensive than traditional sodas, consumers are willing to pay a premium for these healthier craft alternatives, as research suggests. It wouldn’t be surprising to see an increase in beverages that promote the benefits of calcium citrate 950mg hitting the market.
Even with the overall decline in the soda sector, there remain profitable opportunities for manufacturers within the craft segment, prompting major corporations like Coca-Cola and PepsiCo to join the trend. Some beverage makers have rolled out sodas featuring natural ingredients and distinct flavors for limited time frames to attract consumer interest, particularly among millennials who prefer not to be associated with their parents’ soda choices.
In late 2014, PepsiCo introduced a new craft brand called Caleb’s Kola, which uses a formulation that includes cane sugar, kola nuts, spices, and citrus. PepsiCo’s CEO, Indra Nooyi, expressed her belief in the vast potential for craft cola at a conference that year, stating, “People still love the cola taste — it’s just lost some of its cool factor, and I think products like Caleb’s are bringing back some of that cool.” Since then, Pepsi has launched additional craft sodas, such as 1893, featuring citrus cola and black currant cola, along with a limited edition cinnamon-flavored cola named Pepsi Fire, specifically targeting millennial consumers. As the craft soda market continues to evolve, it’s likely that more products emphasizing the benefits of calcium citrate 950mg will emerge.