Flavored Waters Driving Home Soda Machine Sales

<p>Consumer desire for innovative, healthy beverage options in flavored waters helped grow 2013 U.S. sales of home soda machines by 30% compared to 2012, according to new market data from the NPD Group. What&#8217;s more, sales of complementary products such as CO2 carbonators, bottles, mixes and syrups more than doubled overall.</p>

PORT WASHINGTON, N.Y.—Consumer desire for innovative, healthy beverage options in flavored waters helped grow 2013 U.S. sales of home soda machines by 30% compared to 2012, according to new market data from the NPD Group. What’s more, sales of complementary products such as CO2 carbonators, bottles, mixes and syrups more than doubled overall.

Dollar sales of syrups and mixes for home soda machines increased 83% compared to 2012, with regular and diet soda options holding on to the top two spots. Sales of flavored water options grew the most in 2013, resulting in nearly triple the previous year’s results.

“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, executive director and home industry analyst, The NPD Group.

NPD’s National Eating Trends® service indicates that carbonated beverage consumption in the home has declined over the past two years, while bottled water consumption is up, and has been growing for the past four years.

“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, The NPD Group.

Mednick said 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.

“Home soda makers as a category is still in its infancy with relatively low household penetration. The potential of these machines is contingent upon broadening the category’s appeal with a wider variety of uses and offerings, ease of obtaining the consumables, and price," she said.

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