Beverages in Consumer Foodservice: The Best Portfolio Wins

Beverages remain central to successful strategy

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 provide new opportunities

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 define the brand

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.

Variety above all

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.

Refreshing over sweet

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.

Tea is the next wave

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.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment