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Strategy Briefing

Premiumisation in Soft Drinks-Part 1: The Age of Everyday Wellness

Apr 2017

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!

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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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.

Patterns of inequality drive patterns of consumption

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.

“Age of Thoughtful Consumption” dawning

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.

The growing split between “Everyday Wellness” and “Occasional Indulgence”

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.

Water casts a long shadow

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 ever-present need for natural

The mantle of trust has passed to groups seen as caring deeply about individual ingredients which are seen as grown, not “engineered.”

Moving from daily consumption to wellness regimen

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.

New environment, new types of players

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.

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Introduction

Scope

Key findings

Three potential paths to premium for soft drinks players

Understanding everyday wellness

Three trends for the next 10 years

The Age of Thoughtful Consumption

Patterns of inequality drive patterns of consumption

Millennials enter adulthood in age of instability

The Age of “Thoughtful Consumption” and “Personal Luxury”

Finding a Place for Soft Drinks

A new world for soft drinks manufacturers

Volume growth slows as price/mix growth expands

Plain bottled water the primary driver of global soft drinks volumes

The world trends towards the simple and the less sweet

Pricing power weakening in soft drinks even as volumes surge

Simple, yet exotic drinks taking value share

Caught between everyday wellness and occasional indulgence

Understanding Everyday Wellness

Understanding everyday wellness

Defining the ideal everyday-consumption product

Understanding Everyday Wellness: Water’s Long Shadow

Water’s gravitational pull impacting all categories

Water’s long shadow

‘Refreshing drinks’ reshape the hydration product mix in China

Monster, Nestea stake out new directions in an age of water

Making sense of a world of water

Understanding Everyday Wellness: Becoming Natural

Upheaval, mistrust, and a “return to nature”.

Interest in “clean,” “natural” products grows among young and old

Plant- and dairy-based products take their place alongside water

Natural, “whole” products offer a path to frequent consumption

New categories bring new competitors, new strategies

Milks becoming nourishing, protein-rich options throughout the day

Indian consumers and government push for natural, local products

New occasions, new functionalities: Three future growth spaces

Growing the beverages of tomorrow

Understanding Everyday Wellness: Building a Regimen

From product to service, and taking advantage of the everyday

Longer lives mean more maintenance for older consumers

From treatment to prevention, as categories converge

The inexorable rise of herbal and traditional medicines

Traditional medicine drives significant Asian demand

How are consumer habits shifting?

Personalised, multi-step approaches drive health and beauty industries

Opportunities for soft drinks manufacturers

Looking Ahead

Three trends for the next 10 years

The end of “everyday indulgence”

From categories to occasions, with ingredient platforms key

New entrants, new strategies, and the great reshuffling

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Premiumisation in Soft Drinks-Part 1: The Age of Everyday Wellness

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Patterns of inequality drive patterns of consumption

“Age of Thoughtful Consumption” dawning

The growing split between “Everyday Wellness” and “Occasional Indulgence”

Water casts a long shadow

The ever-present need for natural

Moving from daily consumption to wellness regimen

New environment, new types of players

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Three potential paths to premium for soft drinks players

Understanding everyday wellness

Three trends for the next 10 years

The Age of Thoughtful Consumption

Patterns of inequality drive patterns of consumption

Millennials enter adulthood in age of instability

The Age of “Thoughtful Consumption” and “Personal Luxury”

Finding a Place for Soft Drinks

A new world for soft drinks manufacturers

Volume growth slows as price/mix growth expands

Plain bottled water the primary driver of global soft drinks volumes

The world trends towards the simple and the less sweet

Pricing power weakening in soft drinks even as volumes surge

Simple, yet exotic drinks taking value share

Caught between everyday wellness and occasional indulgence

Understanding Everyday Wellness

Understanding everyday wellness

Defining the ideal everyday-consumption product

Understanding Everyday Wellness: Water’s Long Shadow

Water’s gravitational pull impacting all categories

Water’s long shadow

‘Refreshing drinks’ reshape the hydration product mix in China

Monster, Nestea stake out new directions in an age of water

Making sense of a world of water

Understanding Everyday Wellness: Becoming Natural

Upheaval, mistrust, and a “return to nature”.

Interest in “clean,” “natural” products grows among young and old

Plant- and dairy-based products take their place alongside water

Natural, “whole” products offer a path to frequent consumption

New categories bring new competitors, new strategies

Milks becoming nourishing, protein-rich options throughout the day

Indian consumers and government push for natural, local products

New occasions, new functionalities: Three future growth spaces

Growing the beverages of tomorrow

Understanding Everyday Wellness: Building a Regimen

From product to service, and taking advantage of the everyday

Longer lives mean more maintenance for older consumers

From treatment to prevention, as categories converge

The inexorable rise of herbal and traditional medicines

Traditional medicine drives significant Asian demand

How are consumer habits shifting?

Personalised, multi-step approaches drive health and beauty industries

Opportunities for soft drinks manufacturers

Looking Ahead

Three trends for the next 10 years

The end of “everyday indulgence”

From categories to occasions, with ingredient platforms key

New entrants, new strategies, and the great reshuffling

Why buy this report?

Want to find out more about this report?

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