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 moreApr 2017
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Exploding global demand for bottled water is driving much of the soft drinks industry’s future growth, while bringing new pressures. Among these is a growing split between what consumers demand from products meant for everyday consumption, versus more indulgent choices. As everyday products become purer, simpler, and cheaper, how do brands adapt? This report explores the options for drinks players as the industry enters a new era of “everyday wellness”.
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Taking a macro view, a shifting global income and wealth environment has created new demand for premium products, a process which for soft drinks is still in the early stages.
While consumers are becoming more thoughtful about how they consume, they are also more willing than ever to pay more for virtually any product, provided it provides real, personal benefits.
For many consumers the list of products which are consumed frequently, every day, multiple times a day is narrowing, even as the overall demand environment grows more fragmented, and the range of products being consumed overall is increasing.
Even if not explicitly marketed as water, a product positioned for daily consumption must increasingly provide lighter flavour profiles, limited ingredients, and very little sugar.
The mantle of trust has passed to groups seen as caring deeply about individual ingredients which are seen as grown, not “engineered.”
As traditional medicines offering natural ingredients and personalised regimens retain their relevance in some of the world’s largest, fastest-growing markets, a comparable shift is taking place among wealthier consumers.
While flagship global carbonates brands remain a great asset, they will likely serve as a means to an end, providing the cash in the mid-term necessary to drive long-term transformations.
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.