Drinking occasions, socialising and beverage channel behaviours across alcohol, soft drinks and hot drinks will be shaped by a new and less familiar balance of personal health, moderation, intoxication and community engagement. This report explores the impact of substantial recent changes in the cost of living, long-term changes in social geography, and the five pillars of the new beverage routine, impacting where, when, what and how much we drink.
This report comes in PPT.
Inflation and a global cost of living crisis means that many channels (particularly on-premise) will stay beyond the reach of global consumers in the short term. Beverage suppliers need to continue to develop innovative ways of maintaining margin-friendly affordability, despite rising input costs, by optimising ingredients, packaging and ROI on smaller scale innovations across premium growth categories.
Beverage brands must adapt to hybrid modes of work and “omni-occasion” engagement – both physical and online – as the next step after omnichannel commerce. Immersive experiences and value-based connections will foster lasting connections between drinks brands, channels and consumers. Digital engagement has also been the basis of innovation success stories in 2023.
On-the-go, on-demand, flexible patterns of consumption (delivery or drive-through drinks) will remain vital in a post-pandemic world. This includes launches of higher quality spirit-based RTDs and low/no alcohol adult soft drinks, capitalising on younger consumers seeking to reduce alcohol intake. Unique flavours, quality ingredients, package design and LTOs help to captivate, retaining interest and relevance.
Pubs, taprooms and cafés are community hubs and vital to socialising, as many contend with isolation and loneliness. Beverage brands seek to build new, less traditional audiences, reaching into communities and interest groups in a more localised and personal way. This involves partnering with local events and organisations, as well as customising products according to regional tastes or feelings, like nostalgia.
Demand for functional beverages and wellness culture continue to expand post-pandemic. Consumers are moderating alcohol consumption and seeking alternative ingredients for new need-states, incorporating adaptogens, cannabinoids and sports nutrition.
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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