Several emerging brands took big steps forward in 2016, continuing growth rooted in the prior year. That’s why, for the categories we’ve cherry-picked here, we’re showing side-by-side IRI reports: the incursion of new brands in categories was less significant than in 2015, when many of the companies listed here first popped up in retail channels. But if the frequency of new names in the mix was lower in 2016, the growth was greater for the ones who have crossed over, meaning that consumers are taking note of the category invigoration. Newer categories like energy drinks or coconut water (itself spread throughout the store) are the product of entrepreneurial brands, certainly, but it takes innovation and execution to penetrate the established order. It’s still at toehold and foothold levels, but particularly in the refrigerated space, turnover is coming. Center store is harder to change with more entrenched buyers and more category captainship from the big soda companies, but again, many of those categories, like water, sports drinks, coffee and tea, are being invaded by premium brands. We’ve broken our analysis up to show progress across the board.
58 BEVNET MAGAZINE – JANUARY/FEBRUARY 2017
The Jan/Feb 2017 issue of BevNET Magazine. Volume 15/No. 1