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Hot Drinks: Identifying the latest trends for beverage manufacturers in the hot drinks industry

Hot Drinks: Identifying the latest trends for beverage manufacturers in the hot drinks industry

Summary

Hot drinks are a regular part of consumers’ diets, however, generally the category risks being considered old-fashioned and boring, or appealing only to connoisseurs. Other opportunities exist to launch premium products in the market. Genuinely innovative products, such as those featuring more extreme ingredients, providing consumers with an opportunity to create latte art at home, or targeting brain health will create the buzz and re-invigorate brand’s image.

Key Findings

In traditionally “tea” countries, such as Russia and China, the coffee category will grow faster than hot tea

In traditionally “coffee” countries, such as Italy and Brazil, the hot tea category will grow faster than coffee

The desire for relaxation and indulgence are key motivators when it comes to hot drinks consumption. Brands can target this by highlighting the superior taste sensations of the product, as well as positioning it as accompanying moments of “me-time”

Hot drinks that cater to consumers’ busy lifestyles, such as those that create breakfast or snacking occasions will become more popular

The market will see more hot drinks aimed to provide busy consumers with an additional energy boost, such as featuring guarana, matcha, or even nuts and seeds

Cross-promotions of hot drinks with foods and snacks will help to maximize taste sensations derived from Hot Drinks consumption

In the long term, natural sweeteners will see more convenient packaging designed for hot drinks consumption

Synopsis

Hot Drinks: Identifying the latest trends for beverage manufacturers in the hot drinks industry maps opportunities according to whether they meet niche or mass-market needs, and whether they will come to fruition in the short or long-term. This will help manufacturers and retailers to identify the needs worth targeting and to time new launches correctly. What else does this report offer?

Identifies key consumption motivators behind consumers’ desire for hot drinks

Identifies key target groups and categories

Explains how to effectively target the desire for relaxation and superior taste sensations

Over 70product innovation examples targeting consumers niche and mass-market needs let the reader take inspiration from the most innovative launches

Reasons To Buy

Find out what innovations will shape the Hot Drinks market. This report maps 21 new innovation opportunities according to whether they meet niche or mass-market needs, and shows whether they will come to fruition in the short or long-term

Find out how to target new opportunities in the market. Product examples and key recommendations will help you derive key strategies in areas such as formulation and packaging.

Find out how to create an emotive connection with consumers to differentiate yourself among competition

Know which countries are worth targeting for which categories worldwide

Product analysis highlights innovative product strategies you can adapt to your category before your competitors do so


Identifying the target audience
Global hot drinks market is growing, driven by consumers' desire for relaxation and recuperation
Mass Market, Long Term Opportunities
Edible cups and accessorises will ensure fun and indulgent experiences
Natural sweeteners will provide quilt-free taste enhancement
Single-serve coffee brewing gadgets will allow consumers to enjoy quality drinks on-the-go
Soup-style Drinks will cater to snacking occasions during busy days
Mass Market, Short-Term Opportunities
New convenient packaging format will become more popular
Caffeine-free hot drinks will target consumers’ desire for variety
Energizing hot drinks will provide busy consumers with a boost Creating new categories, such as breakfast snacking drinks, will cater to consumers’ functional and nutritional needs more precisely
Cross-promotions will ensure indulgence and better value for money
Niche, Long-Term Opportunities
Digestive health hot drinks will be popular among busy consumers Slimming
Stress management drinks should be developed to appeal to busy consumers
Skincare inspired drinks will appeal to beauty-conscious consumers
Mixed drinks will provide consumers with new experiences
Bone health claims will become more common in hot drinks
Drinks for kids should be marketed more explicitly in order to appeal to families
Brain health drinks will target Early Young Adults and the older generation
Extreme flavors should be used to provide experiential consumers with novel experiences
Niche, Short-Term Opportunities
Foam art provides consumers with novel and fun experiences, creating an emotive connection
Gendered hot drinks will target consumers’ taste and nutritional needs better
Slimming drinks will target a niche but robust target group
Exotic milk drinks will target consumers’ desire for new functional benefits and variety
Appendix

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