BEVERAGE BLURRING - US - JANUARY 2018

BEVERAGE BLURRING - US - JANUARY 2018

Jan 2018 Mintel BeveragesN/A Price :
$ 3995

10% of US adults drink hybrid/fusion drinks in a typical day. While this is dwarfed by more commonly consumed drinks, such as water (81%), carbonated soft drinks (44%), and juice (43%), it’s not a bad showing. Good taste drives consumers’ beverage choices. And while hybrid drinks can capture attention through flavor (pulling from across categories to meet a range of flavor interests and drinking occasions), a strong selling point may come in the form of health. Hybridization can allow for the lowering of sugar totals in struggling categories, and the enhancement of nutrition and functionality across the board.

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
10% of US adults drink hybrid drinks
Figure 1: Non-alcoholic beverage consumption, November 2017
Drinks struggle with health; hybrid drinks may be bright spot
Figure 2: Drink statements – Health, November 2017
70% of consumers drink the beverages they do because they taste good
Figure 3: Reasons for consumption, November 2017
The opportunities
37% of consumers say their ideal hybrid drink would include fruit juice
Figure 4: Creating a hybrid drink, November 2017
Fruit juice likely contributes to good taste and health
Figure 5: Drink statements – Fruit juice, November 2017
47% of consumers say their hybrid drinks would be low in sugar
Figure 6: Desired attributes, November 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Dollar sales of non-alcoholic drinks grew 27% from 2011-16
Attention on sugar challenges non-alcoholic beverages
18% of US adults are making their own hybrid drinks
MARKET PERSPECTIVE
Dollar sales of non-alcoholic drinks grew 27% from 2011-16
Consumers look for added benefits
MARKET FACTORS
Consumers grow less sweet on sugar
Legislation follows suit
Aging population means a greater share of those who are health aware
Figure 7: Share of population by age, 2013-23
18% of US adults are making their own hybrid drinks
Figure 8: Drink statements – Mixing drinks, November 2017
Figure 9: Drink statements – Mixing drinks, by age, November 2017
KEY PLAYERS – WHAT YOU NEED TO KNOW
Bai catches up with PepsiCo’s hybrid drink launch activity
CSDs, RTD coffee categories boost blurring
Hybrid drinks could stand to boost positioning as healthier alternatives
WHAT’S WORKING?
Bai catches up with PepsiCo’s hybrid drink launch activity
Figure 10: Hybrid drink launches, by ultimate company, 2012-17*
CSDs, RTD coffee categories boost blurring
Figure 11: Hybrid drink launches, by leading sub-categories, 2012-17*
WHAT’S STRUGGLING?
Hybrid drinks could stand to boost positioning as healthier alternatives
Figure 12: Hybrid drink launches, by leading claims, 2012-17*
WHAT’S NEXT?
Texture gives drinks a bite
THE CONSUMER – WHAT YOU NEED TO KNOW
10% of US adults drink hybrid drinks
70% of consumers drink the beverages they do because they taste good
Most consumers are looking for hybrid drinks in refrigerated sections
37% of consumers say their ideal hybrid drink would include fruit juice
47% of consumers say their hybrid drinks would be low in sugar
Drinks struggle with health; hybrid drinks may be bright spot
BEVERAGE CONSUMPTION
10% of US adults drink hybrid drinks
Figure 13: Non-alcoholic beverage consumption, November 2017
Women make up a slightly larger share of hybrid drink consumers
Figure 14: Share of non-alcoholic beverage consumption, by gender, November 2017
More than half of hybrid drinkers are under the age of 35
Figure 15: Share of non-alcoholic beverage consumption, by age, November 2017
REASONS FOR CONSUMING PREFERRED DRINKS
70% of consumers drink the beverages they do because they taste good
Figure 16: Reasons for consumption, November 2017
Enjoyment, ease slightly prioritized over health in drinks in general
Figure 17: TURF analysis – Reasons for consumption, November 2017
Figure 18: Table – TURF analysis – Reasons for consumption, November 2017
Occasion also plays a strong role in drink choice
Women are more likely to pick drinks based on health benefits
Figure 19: Select reasons for consumption, by gender, November 2017
Age impacts importance on health, ease as drivers
Figure 20: Reasons for consumption, by age, November 2017
Hybrid drinks find strongest appeal among those looking for function, nutrition
Figure 21: Non-alcoholic beverage consumption, by reasons for consumption, November 2017
Figure 22: Reasons for consumption, by hybrid drink consumption, November 2017
IDENTIFYING HYBRID DRINKS
Role Iced Tea Blends
Figure 23: Identifying hybrid drinks, Role Iced Tea Blends, October 2017
Upruit Sparkling Meyer Lemonade Cold-Brew Coffee
Figure 24: Identifying hybrid drinks, Upruit Sparkling Meyer Lemonade Cold-Brew Coffee, October 2017
Monster Hydro Manic Melon
Figure 25: Identifying hybrid drinks, Monster Hydro Manic Melon, October 2017
Yerbae Sparkling Water Strawberry Kiwi Enhanced Sparkling Water
Figure 26: Identifying hybrid drinks, Yerbae Sparkling Water Strawberry Kiwi Enhanced Sparkling Water, October 2017
Lemonint
Figure 27: Identifying hybrid drinks, Lemonint, October 2017
V8 Energy Sparkling
Figure 28: Identifying hybrid drinks, V8 Energy Sparkling, October 2017
HYBRID DRINK PURCHASE LOCATION
Most consumers are looking for hybrid drinks in refrigerated sections
Figure 29: Purchase location, November 2017
Men are more likely than women to seek out refrigerated options
Figure 30: Purchase location, by gender, November 2017
IDEAL HYBRID DRINK
Drink types
37% of consumers say their ideal hybrid drink would include fruit juice
Figure 31: Creating a hybrid drink, November 2017
Tea and fruit juice appears as the most popular combo
Figure 32: Creating a hybrid drink, top combinations, November 2017
Fruit juice leads among consumers looking for good taste and nutrition
Figure 33: Creating a hybrid drink, by reasons for consuming preferred drinks, November 2017
Women are more likely than men to be drawn to lighter drink options
Figure 34: Creating a hybrid drink, by gender, November 2017
Younger consumers are open to a wider range of drinks in their ideal hybrid drinks
Figure 35: Creating a hybrid drink, by age, November 2017
Desired attributes
47% of consumers say their hybrid drinks would be low in sugar
Figure 36: Desired attributes, November 2017
Consumers are more likely to ask for clean rather than function
Figure 37: TURF analysis – Desired attributes, November 2017
Figure 38: Table – TURF analysis – Desired attributes, November 2017
Women are generally more interested than men in a wider range of attributes
Figure 39: Desired attributes, by gender, November 2017
Younger consumers are less interested in low sugar than older shoppers
Figure 40: Desired attributes, by age, November 2017
Health attributes find particular appeal among Asian shoppers
Figure 41: Desired attributes, by race, November 2017
Desired drink types pair with certain attributes
Figure 42: Desired attributes, by creating a hybrid drink, November 2017
Some attributes see natural groupings
Figure 43: Desired attributes, by desired attributes, November 2017
DRINK STATEMENTS
Drinks struggle with health; hybrid drinks may be bright spot
Figure 44: Drink statements – Health, November 2017
Figure 45: Drink statements – Health, by hybrid drink consumption, November 2017
Fruit juice likely contributes to good taste and health
Figure 46: Drink statements – Fruit juice, November 2017
Figure 47: Drink statements – Fruit juice, by hybrid drink consumption, November 2017
Younger consumers are more likely to see hybrid drinks as a healthier alternative
Figure 48: Drink statements – Health, by age, November 2017
Hybrid drinks resonate with Asian consumers for perception of health
Figure 49: Drink statements – Health, by race, November 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
TURF Methodology
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – KEY PLAYERS
Figure 50: Hybrid drink launches, by leading sub-categories, 2012-17*
Figure 51: Hybrid drink launches, by leading claims, 2012-17*
Figure 52: Hybrid drink launches, by ultimate company, 2012-17*

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