Uncovering Need States in Asia Pacific: Beverages

Delivery

This report comes in PPT.

Key Findings

Stressful lifestyle results in growing importance of need states

The modern consumer lifestyle in Asia Pacific has become more complex and fast-paced, causing stress and a feeling of rootlessness for some. This has created a desire for better management of routines, energy and moods beyond traditional beverage products. As a result, the importance of nuanced and outcome-focused need states has grown in beverages.

Implementing need state positioning requires product alignment with consumer needs

For beverage brands to implement a need state positioning, it is critical to ensure their product attributes, composition and target audience align with the characteristics and potential market size of the consumer needs they aim to address. At the same time, it is important to anticipate challenges such as regulation, formulation, differentiation and sociodemographic factors.

Monitoring and measuring universe of needs is key

It is vital for beverage brands to monitor and quantify the need state universe to identify existing emerging areas of opportunity. Measurement of outcome-orientated consumption is challenging and requires a blend of approaches to unveil the true size of the prize.

Drive the viability of new need states in beverages as the environment evolves

With consumer lifestyle changes and evolving values, it is critical for beverage brands to prepare for and drive the viability of nascent need states, such as recreation and focus, in their product portfolio. Through active innovation, this enables beverage brands to win consumers.