The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJul 2013
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Beverages have never been a more important part of global foodservice strategy, and for good reason. They are versatile, flexible and profitable, and they appeal to a wide range of potential customers. In 2013, operators have expanded their beverage menus and experimented with fruit- and tea-based drinks, offering consumers the variety they crave in a chained dining experience. The right mix of beverages is now integral to global success, and the optimal portfolio will pay long-term dividends.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Amidst current conditions in developed and developing markets alike, beverages have become central growth drivers for operators in many categories. They appeal to consumers at both ends of the income spectrum and drive traffic throughout the day during meals and snacking dayparts.
Beverages can serve to “qualify” restaurants to participate in new dayparts. This is particularly apparent during breakfast, when a high quality coffee platform is considered the first step in claiming share in certain markets, but can also be true for alcoholic drinks with dinner and dessert beverages in the evening.
Drinks also have branding benefits. High-end coffee can be the first step in elevating a fast food concept, and juice-based drinks lend a healthier positioning.
In beverages, just as in other menu items, consumers want variety in products and flavours. In foodservice, traffic flows to those operators able to provide customers with the right combination of drink options, in terms of breadth, depth and dayparts.
Flavours have been tending toward more subtle, refreshing profiles rather than traditional variations on sweet. Some of this is due to increased interest in healthy beverages, but it is also being driven by the popularity of exotic teas, functional juices and unusual ingredients like ginger and basil.
With greater participation in beverages from traditional chained players has come more interest in beverages among consumers. This has given rise to new kinds of beverage-focused concepts, such as Asia Pacific’s growing bubble tea segment. Tea is poised to become the next wave in global beverage concepts, with its ability to be both sweet and refreshing, hot and cold, healthy or indulgent.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.