More Americans Than Ever Are Bottling Their Own Soda
With the health risks of excessive sugar coming into focus for the medical community and a new diet trends surfacing seemingly daily, more Americans than ever are now turning to home soda machines to create their own fizzy drinks.
A new report out today from market research firm NPD shows that sales of home soda machines in the U.S. during 2013 increased 30% over 2012 sales. Combined sales of soda machine-related products such as CO2 carbonators, bottles, and syrups more than doubled last year. Syrup sales alone were up 83% during 2013 and carbonator sales more than tripled with a 230% increase over that same time period.
“The home soda category continues to appeal to consumers seeking convenient ways to customize beverages that range from plain seltzer to flavored options on demand, while also being friendly to their wallets and the environment,” said Debra Mednick, home industry analyst at NPD. “Overall consumption of traditional soda in the home has declined, giving home soda machine manufacturers and beverage companies an opportunity to offset the trend by introducing new product offerings that capitalize on current consumer beverage preferences.”
This sales spike is occurring during a lull in overall carbonated beverage consumption in the U.S. Related NPD research estimates that carbonated beverage consumption in the U.S.has decreased over the past two years. At the same time, NPD data shows that bottled water consumption has been rising for the past four years.
This trend could be related to an overall increase in the knowledge about how high-calorie sodas affect health and a growing consumer awareness of the expense of such beverages. Soda bans such as the one seen in New York could also be influencing consumer decisions.
“The emphasis on the health concerns associated with traditional soda products in the media and beyond, combined with the consumers’ continued desire to be more health conscious may turn their attention to the benefits of drinking water,” said Darren Seifer, food and beverage industry analyst at NPD.
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