Hydration & Refreshment - A consumer insight

Published by: Datamonitor

Published: May. 23, 2008 - 35 Pages

Table of Contents

Overview

Catalyst

Summary

Table of Contents

Table of figures

Table of tables

Analysis

Introduction

Drivers of the hydration and refreshment trends

Consumer segmentation

Women consider hydration more important than men

Older consumers are at most risk from dehydration

Hydration is key to a child's development

Refreshment is most important for emerging consumer groups in alcoholic drinks

TREND: Hydration is becoming increasingly important to consumers

Bottled water occasions are increasing, taking an increasing 'share of throat'

Bottled water now accounts for half of all soft drink consumption in Europe

Environmental concerns may encourage greater tap water consumption in the future

Take-outs and implications: The need for instant and continuous hydration has grown in consumer importance

TREND: Refreshment is an increasingly key element of beverage consumption

Take-outs and implications: refreshment has gained importance due to emerging consumer groups and occasions

INSIGHT: There have been notable success stories of brands targeting hydration and refreshment needs

Sprite obeys consumer thirst for hydration and refreshment

Mizone appeals to consumers searching for instantaneous hydration

Blue moon focuses on refreshment and drinkability

Take-outs and implications: hydration and refreshment are key attributes in providing success in the beverage industry

INSIGHT: Hydration and refreshment trends are important to a number of markets

Hydration and refreshment trends are important to a number of beverage markets

Hydration and refreshment can also be important to food and personal care markets

Take-outs and implications: hydration and refreshment trends are most important to beverage markets yet should not be overlooked in food and personal care

INSIGHT: A number of factors affect people's perception of how refreshing a particular beverage may be

Take-outs and implications: key elements of refreshment should be met when creating drinkability

INSIGHT: There are misconceptions about what consumers think they 'need' to drink

Awareness of hydration needs are high but so is confusion and non-compliance

Take-outs and implications: educating consumers and providing hydration solutions will prove successful going forward

INSIGHT: Hydration directly affects mental and physical performance

Take-outs and implications: the mental and physical effects of hydration are important to a number of consumers

Action points

ACTION: Educate and clearly inform consumers about hydration

Target groups with the greatest need for hydration

ACTION: Enhance the refreshment factor of beverages

ACTION: Use hydration and refreshment as a means to differentiate and premiumize your product

Emphasize the positive impact of instant and continuous hydration

Avoid compromising or creating trade-offs by neglecting other need-states

APPENDIX

Definitions

Methodology

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Overall and per capita bottled water occasions, Europe & US, by country, 2002-2012

List of Figures

Figure 1: There are a number of drivers to the hydration and refreshment trend

Figure 2: Consumers who responded 'important' or 'very important' to the question: How important are the following dietary approaches - Drinking plenty of water?

Figure 3: Americans associate a healthy lifestyle more with bottled water than any other bottled beverage

Figure 4: Sprite marketing materials focus heavily on hydration and refreshment

Figure 5: Mizone Rapid focuses on instant hydration

Figure 6: Blue moon offers a refreshing easy beer drinking experience

Figure 7: Analysis of the current importance of the hydration trend to non-alcoholic beverage markets and future forecast for importance in five years from now

Figure 8: Analysis of the current importance of the refreshment trend to non-alcoholic beverage markets and future forecast for importance in five years from now

Figure 9: Analysis of the current importance of the refreshment trend to alcoholic beverage markets and future forecast for importance in five years from now

Figure 10: There exists market opportunity in addressing consumers' skin concerns with regard to hydration

Figure 11: A number of factors affect the refreshment level of a beverage

Figure 12: Hydrate20 attempts to educate and inform consumers about the need for hydration and the benefits of the product using claims backed up by scientific research

Figure 13: Hydrating products should be targeted at groups with the highest need such as children

Figure 14: There exists cross market opportunities such as healthy hydration focused foods

Figure 15: Products which offer hydration benefits will allow for a price premium

Figure 16: Hydration is important to beauty aids, for both topical and 'beauty from within' products

Figure 17: Ensure that other key need-states are met along with hydration and refreshment

Abstract

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