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Strategy Briefing

Beverages in Consumer Foodservice: Tools for Branding, Profitability and Appeal

Dec 2014

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Beverages have never been a more important part of global foodservice strategy. They maximise appeal among high income and lower income consumers alike, improve profitability for operators through high margins and average checks, and help establish the identity of any restaurant concept. 2014 brought new trends in beverages types and consumer preferences, spanning hot drinks, soft drinks and alcoholic drinks, and offering new opportunities for operators to differentiate themselves.

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Overview

Why buy this report?

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.

Beverages are a strategic tool

Beverages have become central growth drivers, as drinks appeal to consumers at both ends of the income spectrum, and drive consistent traffic throughout the day.

Beverages define occasions

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.

Beverages establish an identity

Drinks also have branding benefits, with the ability to send a message about what kind of dining experience is on offer. Concepts in highly competitive categories, such as burger or chicken fast food, can use a well thought out beverage menu to set themselves apart.

Unique, high-value beverages have maximum appeal

On-trade beverage consumption volumes are down in many categories, but unit prices are rising as global drinking cultures evolve. Consumers are demonstrating a willingness to spend on more premium on-trade beverages that seem worthy of the splurge, including speciality beverages that offer a unique experience, “craft” beverages that offer exciting flavours, and indulgent drinks that add value as relatively low-cost luxuries.

Sugar is dead – or is it?

Flavours have been tending towards lighter, more subtle and refreshing profiles, rather than traditional variations on sweet. Some of this is due to health concerns, but it has also stemmed from a need for greater variety and interest when it comes to new flavours and combinations, such as those incorporating unique fruits, herbs and vegetables.

Room to grow in tea

Tea continues to offer a major growth opportunity in both traditional tea-drinking markets and those where tea remains a relative novelty. Iced tea blends, in particular, offer a wealth of possibilities to operators, as consumers appreciate their variety and versatility, and their role as a more exciting water alternative.

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Introduction

Scope

Key findings in 2014 on-trade beverages

Beverages in Foodservice

Beverages now an integral part of successful foodservice strategy

Global drinking culture is changing

Beverages’ share of value varies by market

Beverages are becoming more important each year

Why are beverages so valuable?

Global growth rates by the numbers

Beverages target lower income, first-time customers

Beverages are the first rung on the foodservice ladder

Beverages define the occasion

Asia Pacific: Even in unique market conditions, beverages reign

In summary: Beverages are a means to every end

2014 Trends

“Which” beverage is just as important as “how many”

Beverage consumption trends vary by region

On-trade growth offers varied opportunities

All categories are growing and diversifying

Carbonates fizzle while new choices abound

Drinking habits are shifting from traditional to modern

Specialist coffee shop growth is a global phenomenon

Next up: Specialist tea shops?

More growth ahead for tea in all formats

All occasions are moving towards fast food, including drinking

Sugar is dead: Or is it?

Key takeaways in 2014 beverage trends

Key Stories

Key story: Consumers want premium, varied alcoholic drinks

Global bars/pubs value is down, but that is not the whole story

More varied, premium options are surging ahead

In value terms, the on-trade world still belongs primarily to beer

Strong demand for spirits suggests opportunities in Asia Pacific

Opportunities in alcohol trends, flavours and categories

Key takeaways in alcohol opportunities

Key story: Could craft carbonates be the next craft beer?

Traditional carbonate consumption has stagnated in the US

There is room to grow in more modern “craft” carbonates

Craft carbonate benefits are similar to those of craft beer growth

Craft carbonates growth has already begun

Future Prospects

All beverage types show global opportunities over 2013-2018

Further diversification ahead in soft drinks

Coffee growth will be strongest in Latin America, tea in MEA

Alcoholic drinks growth will be concentrated in emerging markets

Key opportunities in foodservice beverages

Why buy this report?

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Megatrends

Strategy Briefing

Beverages in Consumer Foodservice: Tools for Branding, Profitability and Appeal

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Beverages are a strategic tool

Beverages define occasions

Beverages establish an identity

Unique, high-value beverages have maximum appeal

Sugar is dead – or is it?

Room to grow in tea

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings in 2014 on-trade beverages

Beverages in Foodservice

Beverages now an integral part of successful foodservice strategy

Global drinking culture is changing

Beverages’ share of value varies by market

Beverages are becoming more important each year

Why are beverages so valuable?

Global growth rates by the numbers

Beverages target lower income, first-time customers

Beverages are the first rung on the foodservice ladder

Beverages define the occasion

Asia Pacific: Even in unique market conditions, beverages reign

In summary: Beverages are a means to every end

2014 Trends

“Which” beverage is just as important as “how many”

Beverage consumption trends vary by region

On-trade growth offers varied opportunities

All categories are growing and diversifying

Carbonates fizzle while new choices abound

Drinking habits are shifting from traditional to modern

Specialist coffee shop growth is a global phenomenon

Next up: Specialist tea shops?

More growth ahead for tea in all formats

All occasions are moving towards fast food, including drinking

Sugar is dead: Or is it?

Key takeaways in 2014 beverage trends

Key Stories

Key story: Consumers want premium, varied alcoholic drinks

Global bars/pubs value is down, but that is not the whole story

More varied, premium options are surging ahead

In value terms, the on-trade world still belongs primarily to beer

Strong demand for spirits suggests opportunities in Asia Pacific

Opportunities in alcohol trends, flavours and categories

Key takeaways in alcohol opportunities

Key story: Could craft carbonates be the next craft beer?

Traditional carbonate consumption has stagnated in the US

There is room to grow in more modern “craft” carbonates

Craft carbonate benefits are similar to those of craft beer growth

Craft carbonates growth has already begun

Future Prospects

All beverage types show global opportunities over 2013-2018

Further diversification ahead in soft drinks

Coffee growth will be strongest in Latin America, tea in MEA

Alcoholic drinks growth will be concentrated in emerging markets

Key opportunities in foodservice beverages

Why buy this report?

Want to find out more about this report?

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