Automatic_Merchandiser_April_2021 - 21

s consumers emerge from an
unprecedented socially distant
winter, fatigued by a year varying with levels of COVID
quarantine, the warm weather will
undoubtedly be met with a flurry
of out-of-home activity and cold
beverage consumption. This means
it's prime time for vending and micro
market operators to take stock of what
consumers will be seeking to quench
their thirst.
The ripple effects of COVID19 have forced a shift to at-home
consumption that will most certainly
have a lasting impact on the food and
beverage habits of consumers for years
to come. With changing consumer
behavior come new demands, which
is why it's especially important for
operators to key into what c-stores and
other away-from-home competitors
are merchandising and keep in close
touch with customers to gauge their
preferences - and deliver.
New York City-based Beverage
Marketing Corp., a research firm
focused on the global beverage industry, is set to release its annual report in
June, which, along with other market
data, will provide a much-anticipated
authoritative picture of beverage landscape throughout the pandemic.
In the meantime, it is safe to speculate that some of the most prominent
trends that have taken shape in recent
years will continue - namely healthier
refreshment and increased variety.
Millennial consumers have been
the driving force behind the shift
away from traditional soft drinks for
about a decade. As a result, bottled
water overtook carbonated soft drinks
as the largest beverage category by
volume in the U.S. five years ago and
grew again in 2019.
The category's core characteristics
- convenient, healthful, natural and
calorie-free - enduringly appeal to
consumers, according to BMC.
Additionally, the market research

firm found that, though still comparatively small in size, niche segments
once again outperformed most
traditional mass-market ones in 2019.
Value-added water, energy drinks and
ready-to-drink coffee in particular
moved forcefully in 2019. Valueadded water charted an 8.5% increase
in volume and a 10.6% increase in
retail dollars.
Automatic Merchandiser caught
up with some suppliers in these
niche categories for their take on
how they're satisfying contemporary
tastes in vending and micro markets
and how they've fared in the midst of
the pandemic.
GOOD KARMA

As locations look to offer their
employees or customers more innovative and healthier options, Karma
Water checks many of the boxes, by
combining the appeal of pure water
with added functional benefits.
The Pittsford, NY-based company's proprietary Karma Cap stores
vitamins, probiotics, nutrients,
antioxidants and superfruits until the
consumer releases them at the time of
consumption with a " peel, push and
shake. " This ensures maximum efficacy
of the ingredients compared to many
other RTD beverages, which Karma's
founders - two beverage industry
veterans - say can degrade over time
as their ingredients sit in water waiting
to be purchased.
" This has become even more relevant in today's [pandemic] times, as
there has never been a greater need for
companies to offer products that truly

Bottled water's core
characteristics - convenient,
healthful, natural and
calorie-free - enduringly
appeal to consumers,
according to BMC.

Karma Water's proprietary Karma Cap
stores vitamins, probiotics, nutrients,
antioxidants and superfruits until the
consumer releases them at the time of
consumption with a " peel, push and shake. "
Karma Water

fit the 'better for you' category while
also offering immune support, " commented Karma Water vice president
of sales Brad Coleman. " Karma is not
a 'me too' product proposition like so
many other options in today's marketplace and is unlike anything else these
companies currently offer in their
beverage selections. We help create a
point of difference in their offerings. "
Karma's Probiotic Water line
delivers probiotics at full efficacy for
immune support and digestive nutrition, using the patented Ganeden
BC30 strain. It is shelf stable for ease
of transport and merchandising. It
also includes 100% RDA of vitamins
A, E, B3, B5, B6 and B12, in strawberry lemonade, blueberry lemonade,
berry cherry, kiwi melon and tropical
coconut varieties.
Karma Wellness Water provides
110% RDA of seven core vitamins, as
well as added nutrients, antioxidants
and superfruits in pineapple coconut,
elderberry starfruit, orange mango
and passionfruit green tea flavors.
All Karma waters contain no artificial sweeteners, coloring or preservatives and are sweetened with 85% stevia
and a pinch of cane sugar. Each 18-fl.
oz. bottle contains only 20 calories.
Coleman added that Karma is
shifting to a DSD model across the
country to " go deep " in all markets and
be able to service all accounts.
April 2021 * VendingMarketWatch.com

http://www.VendingMarketWatch.com

Automatic_Merchandiser_April_2021

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