Market research company, T Garage, has gathered a database that includes more than 6000 consumer reviews for natural beverages. Partner and director of Strategy, Jed Simpfendorfer, and research director, Amanda Leigh-Jones, share their findings on what consumers want from natural beverages.
Within T Garage, our SaysSo panel has gathered a database of over 120,000 private product reviews from Australian consumers, including more than 6,000 specifically for natural beverages.
With our proprietary Insight IQ tool, we employ AI to identify key consumer reviews, and our Concept Generation tool develops examples of the types of product innovation consumers are looking for in this category.
In this article, we’ll take you through consumer tensions in three key categories – fruit juice, functional health and kombucha – and look at some of our favourite innovations that address these tensions.
Fruit juice
Growing health concerns over sugar consumption and the rise of alternative beverages have sent the fruit juice category on a turbulent path over the past five years. While demand for 100 per cent fruit juice and cold pressed options has helped mitigate decline, quality inconsistencies, and transparency issues continue to challenge the category.
One recurring issue is the perception of a syrupy and artificial taste, which detracts from natural flavour expectations and subversively cues high sugar content and artificial additives. Reviews often highlight the excessive sweetness that can make the juice cloying and less refreshing – a particular concern amongst families.
Consumers also report noticeable variations in taste and texture between different batches of the same product. This is often driven by reformulations to remove preservatives and reduce sugar, leaving producers unable to recreate the same taste experience.
There are frustrations around unclear labelling, particularly regarding added sugars, preservatives, and juice concentration levels. “100 per cent juice” claims can be misleading if the juice is made from concentrate rather than fresh fruit.
Brands that invest in advanced processing techniques for improved product consistency, along with ingredient and labelling transparency, will stand out.
Functional health
Australia’s functional health beverage market is booming as consumers prioritise wellness. Brands are innovating with natural ingredients and premium options, catering to growing demand for healthier, more effective drink alternatives. Fortified waters, probiotic drinks, and functional teas are gaining traction, but consumers are increasingly discerning.
Some scepticism exists around whether these drinks are providing any tangible health benefits. Despite marketing claims, many users do not notice significant health improvements, even after prolonged use. This is often exacerbated by high sugar content which our reviewers feel contradicts the health claims.
A flood of new brands and formulations has created decision fatigue, and confusing ingredient lists and lack of clear differentiation only add to this.
Brands using plastic bottles or unsustainable farming practices should expect to face pushback. Many of our reviewers are disappointed by the lack of eco-friendly packaging and responsibly sourced ingredients.
Companies that embrace personalisation, provide tangible ways to track product impact, and commit to sustainability will gain consumer trust in this space.
Kombucha
Once a mystical health elixir, Kombucha has evolved into a global mainstream favourite, offering a healthier, functional, and trendy alternative to traditional soft drinks. Increased awareness of gut health, probiotics, and fermented foods drive demand and have taken it from a niche, hipster, home-brewed beverage to one you can purchase alongside your Big Mac.
The availability of Kombucha in every supermarket and fast-food chain has slightly tarnished its reputation as a health and wellness status symbol. Doubts are creeping in around whether it’s losing authenticity and becoming gimmicky. Some question whether the probiotics in kombucha can survive pasteurisation and actually provide benefits.
The fermented taste isn’t for everyone. New drinkers often struggle with sharpness, sourness, fizziness and overall funky taste, which makes penetration growth more of a challenge.
Love for the brew was revived for some with the introduction of hard Kombucha. Beyond this however, innovation has felt flat in recent years. Consumers are looking to be surprised with new flavours and unusual taste combinations. The next wave of kombucha innovation lies in functional benefits, flavour and taste variety, and hybrid beverages.
Looking ahead
Even in high-growth categories, there will always be tensions. Keeping on top of changing consumer trends remains a key stepping stone of the innovation process.
Reach out to T garage If you’d like to gain a deeper understanding of your category’s tensions and use our concept generator tool to create and bring innovations to life.
This article first appeared in the June/July 2025 edition of Food & Drink Business magazine.
