Targeting Adult Consumer Needs in Soft Drinks

Published by: Business Insights

Published: Jul. 16, 2012 - 107 Pages


Table of Contents

Executive Summary
Introduction
Market size and growth
Market drivers
Key product development areas
Case studies
Future opportunities
John Band
Disclaimer
Introduction
Summary
Introduction
Definition and scope
Market definitions
What this report is about
Market size and growth
Summary
Introduction
Market demographics
Adult share of soft drinks consumption
Adult soft drinks value and volume
Volume by geography
Volume by category
Value by age group
Value by geography
Value by category
Segmentation by age, region & category
Market drivers
Summary
Introduction
Demographic changes
Changing age patterns
Changing cultures and tastes
Changing incomes
Health awareness
Natural, positive and free-from drinks are all significant
Healthy drinks are no longer solely a developed world concern
Cultural, social and religious factors
Decreasing range of acceptable alcohol occasions
Increased growth in markets where alcohol is discouraged
Improved product formulations
Greater ability to meet adult needs
Product customization and individualization
Key product development areas
Summary
Introduction
Brewed soft drinks
Volume growth outstrips key soft drinks categories
Market value is driven by strong average price growth
Brewed soft drinks have a wide range of positionings
Premium-positioned adult beverages
Adult-oriented branding and packaging cues
Premiumizing the RTD teas market
Specific adult health beverages
Cosmetic beverages become more sophisticated
Senior health beverages
Energy and sports drinks target specific adult conditions
Out-of-home alcohol substitutes
Soft drinks are targeting multiple going-out drinking occasions
High-end brands seek to pair with restaurant food
Case studies
Summary
Introduction
BEO
* (Carlsberg)
Fayrouz (Heineken)
Fever-Tree
Honest Tea
Hopper Soft Brew
Tumult (Coca-Cola)
Future opportunities
Summary
Introduction
Substitution for alcohol in developed markets will continue
Availability and uptake of on-trade substitutes will continue to grow
Consumer interest in pairing soft drinks with food will increase
Middle class growth in developing markets is a key opportunity
As middle-income consumers get wealthier, they can be upsold premium products
Specific and targeted benefits will increase in importance
Meeting consumers’ functional needs will be increasingly important
Aspirational needs will also be a key focus for marketers
Media changes will allow improved consumer targeting
Social media and smartphone application usage are strong among all age groups
New media allow campaigns to be focused directly on specific targeted audiences
Appendix
Category-level definitions
Carbonates
Concentrates
Functional drinks
Juices
RTD tea & coffee
Smoothies
Methodology

Abstract

Introduction

As the world ages and the soft drinks industry matures, the need to target specific adult groups increases. This report analyzes the value and volume of drinks consumption by adults across the soft drinks industry, segmented by region and category. As an important adult-focused category, malt beverage sales are broken out in their own right.

Features and benefits
  • Understand how adult soft drinks consumption breaks down by age group, category and geography of adult soft drinks consumption.
  • Assess which developments in the consumption of soft drinks by adults will be the most important over the coming years.
  • Identify how companies are tailoring their soft drinks new product development to meet specific adult groups’ demands.
  • Analyze the global market for malt beverages, how it breaks down geographically, and how its growth patterns are changing.
  • Understand the key success factors when seeking to market soft drinks as alcohol substitutes in the on-trade.
Highlights

In 2011 the number of over-55s worldwide overtook the number of 25-34s for the first time. The slowest-growing adult group has been 18-24s, as the impact of China’s one child policy has joined the impact of low birth rates in Europe and slowing birth rates in other mid-income countries.The growth seen in the malt category between 2006-2011 in volume terms was an annual average of 5.3%, higher than was seen in any of the major categories other than RTD tea & coffee. Although brewed drinks are gaining share globally, the Africa & Middle East region will keep its dominant market position to 2016.All major developed markets are set to show lower alcoholic drinks volume consumption per head in 2015 than they did in 2005, with the UK and France showing particularly substantial declines. The combined growth of soft and low/no-alcohol alternatives will increasingly normalize the consumption of non-alcoholic drinks.

Your key questions answered
  • Which categories are the most important driving consumption among each of the different adult age groups?
  • How are aging populations affecting the dynamics of soft drinks markets in the developed and developing world?
  • How will economic and technological factors affect the marketing of soft drinks to adults?
  • How representative is the malt beverages market of wider trends in adult soft drinks?
  • Why are adults with soft drinks becoming an important topic at the current time?


Get full details about this report >>
 
Learn more about this product


Price and delivery options
Search Inside Report

US: 800.298.5699

Int'l: +1.240.747.3093

 

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 400,000 market research reports, company profiles and country profiles from over 720 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.