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 2018
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Mate is one of the world’s most important hot drinks, with annual off-trade sales of over USD1 billion, despite its being regularly consumed in only a handful of countries. As consumers all around the world look for naturally healthy sources of energy, mate and drinks from related plants are attracting increasing interest outside their historical core markets and traditional consumption formats.
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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.
With consumption quite high in these core markets, population growth is the main driver of increased volumes. This will provide moderate growth prospects in the years ahead, although accelerating value growth in these countries will require the adoption of premiumisation strategies.
The key challenge to this will be setting mate apart from numerous other teas that are positioning themselves up as health beverages, with green tea providing the most direct competition.
Energy drinks, RTD teas, and even waters are all starting to explore the possibilities of mate as an energy booster. Here too, though, there are many other options for natural energy that could block mate’s energy drink future.
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.