LaCroix’s meteoric rise in the flavored seltzer market appears to be waning as consumer preferences shift toward non-carbonated beverages. Industry experts, including Randy Burt from AlixPartners, highlight a growing interest in still drinks, particularly among Generation Z, who are increasingly opting for options like Liquid Death and Surfside Iced Teas over hard seltzers. Data from Circana shows a 1.1% drop in hard seltzer volumes, while ready-to-drink cocktails surged by 46.4%, indicating a significant pivot in consumer behavior.
This trend is reshaping the beverage landscape, with established brands like Anheuser-Busch InBev and Boston Beer launching new non-carbonated products to capture market share. The shift reflects broader wellness trends, as younger consumers prioritize health and functionality over carbonation, which is often associated with bloating and acidity. Brands like Celsius are also expanding their fizz-free offerings, catering to the demand for smoother, more drinkable options.
For market professionals, the key takeaway is the importance of adapting to evolving consumer preferences. As non-carbonated drinks gain traction, companies that innovate in this space may capture a growing segment of the market, presenting new investment opportunities and challenges for traditional carbonated beverage producers.
Source: cnbc.com