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市場調查報告書

熱飲:飲料製造業者需要的最新動向

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

出版商 Canadean 商品編碼 350958
出版日期 內容資訊 英文 104 Pages
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熱飲:飲料製造業者需要的最新動向 Hot Drinks: Identifying the latest trends for beverage manufacturers in the hot drinks industry
出版日期: 2016年01月31日 內容資訊: 英文 104 Pages
簡介

本報告針對熱飲的最新消費者期望、需求、新產品與口味、新的提供形態動向等進行調查、包括特殊市場、大眾市場、長期、短期市場機會。

針對目標群眾

  • 成長中的全球熱飲市場:因消費者需要放鬆與恢復力氣而成長

大眾市場長期的市場機會

  • 加強可食用的杯子與裝飾等奢侈享受
  • 加強天然甜味降低罪惡感
  • 單杯咖啡大小:可隨身享用高品質的飲料
  • 湯式飲料:在忙碌時享受點心

大眾市場短期的市場機會

  • 便利性高的最新包裝形態受到歡迎
  • 無咖啡因熱飲:受到廣泛消費者需求
  • 能量熱飲:為忙碌的消費者注入活力
  • 創造早餐飲品等新分類:提供消費者的機能、營養需求
  • 交叉推廣讓享受與花費達到平衡

特殊市場長期的市場機會

  • 胃腸健康的熱飲:受到忙碌的消費者歡迎
  • 壓力管理飲料:為忙碌消費者特別開發
  • 護膚飲料:為注重美容的消費者特別開發
  • 混合飲料:為消費者提供新鮮體驗
  • 骨頭保健:整體熱飲
  • 兒童飲品:為吸引家族注意更加明顯的販售
  • 腦部健康飲料:以年輕成人為客群
  • 特殊口味:針對喜愛新鮮體驗的消費者

特殊市場短期的市場機會

  • 拉花:提供消費者新鮮體驗
  • 男女口味不同的熱飲:針對消費者口味與營養價值需求
  • 瘦身飲料:針對特殊健身消費者客群
  • 異國牛奶飲料:針對注重最新機能性的消費者

附錄

目錄
Product Code: CS0635IS

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

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

Table of Contents

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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