2019FBIC Trends in Bevrage Industry 麦迪文,GlobalData

2020-03-01 289浏览

  • 1.Trends in Beverage Industry 2019.4.11 Michelle Mai, Business Director - Consumer, GlobalData
  • 2.Agenda About GlobalData Soft Drinks Landscape Adult Soft Drinks Trends Kids Drinks Trends
  • 3.Introduction 4,000 of the world’s largest companies make better and more timely decisions thanks to our unique data, expert analysis and innovative solutions delivered through a single platform Our Solutions Our Value Proposition GlobalData provides a range of ways that clients can access our data and insights to meet their individual businessneeds:•Intelligence Center •Consulting Services •Reports We empower clients to decode the uncertain future they face byproviding:•Unique data •Expert analysis •Innovative solutions •One platform Our Industry Coverage Our Expertise Our services cover five primaryindustries:• Consumer • Retail • Technology • Healthcare • Financial Services • Market Intelligence • Product Strategy Management • Competitive Intelligence • Strategic Planning • Marketing • Channel and Sales Management Workingwith:
  • 4.About GlobalData Leading beverage market research, consumer research and consulting agency 1 Market Performance 2 Consumer Research Analysts in 96 markets 540,000 survey responses a year 3 Innovation 2.1 million products tracked
  • 5.Agenda About GlobalData Soft Drinks Landscape Adult Soft Drinks Trends Kids Drinks Trends
  • 6.The Soft Drinks Industry Is Facing Significant Challenges Global Soft Drinks Volume CAGR 12-17 8.28% 6.12% 4.31% 2.50% 1.67% 1.24% 0.10% -0.10% -0.91% -1.28% -1.71%Source:GlobalData 2018 Value CAGR 12-17 Energy Drinks 4.5% Water 3.0% Iced/RTD Coffee Drinks -1.5% Iced/RTD Tea Drinks 1.6% Sports Drinks 0.3% Squash/Syrups -2.3% Nectars -0.8% Carbonates -1.6% Still Drinks -1.4% Fruit Powders -5.9% Juice -2.0% Innovation is key to overcoming problems facing the industry
  • 7.Consumers’ Demands on Soft Drinks Industry The majority of consumers are reliant upon energy uplifting products Consumers attach ethicality with a feeling of wellbeing 75% 52% of global consumers think its important or very important to live an ethical or sustainable lifestyle in order to create a feeling of wellbeing or wellness. of global consumers often feel like they need an energy boost to get them through the days1. Consumers are concerned by artificial ingredients 75% of global consumers completely or somewhat agree that artificial additives are harmful to their health.Source:GlobalData 2018
  • 8.Many Drivers Are Driving Soft Drinks Innovation 1 Healthy Hydration 6 Protein Drinks 2 3 Premiumisation Adult Soft Drinks 7 8 Digestive Health Plant-based Drinks 4 5 Kids Drinks 9 Savory and Spice Craft 10 Raw / Cold
  • 9.Agenda About GlobalData Soft Drinks Landscape Adult Soft Drinks Trends Kids Drinks Trends
  • 10.Definition of adult soft drinks Traditional Mixers Other Adult Soft Drinks Soft drinks where the primary intended use is for mixing with alcohol. e.g. Tonic Water, Club Soda, Ginger Ale and Bitter Lemon Adult Soft Drinks Soft drinks clearly targeting the adult market, where the primary intended use is for standalone consumption. Typical characteristicsinclude:• Premium positioning • More sophisticated flavours • Claims of naturalness and healthy ingredients • Focus on heritage and/or provenance
  • 11.Adult Soft Drinks- Attracting attention throughout the industry Soft drinks giants Established players Soft drinks start-ups Alcohol companies
  • 12.Global Adult Soft Drinks Volume Growth Global Adult Soft Drinks Volume, 2012-2018 15,500 Volume Million Litres 15,000 2.5% 3.0% 3.6% 4.4% 14,500 14,000 4.4% 13,500 CAGR 13-18 3.7% 13,000 -0.2% 12,500 12,000 11,500 11,000 2012Source:GlobalData 2019 2013 2014 2015 2016 2017 2018
  • 13.Global Adult Soft Drinks Value Growth Global Adult Soft Drinks Value, 2012-2018 Value Million Euros 20,000 18,000 18.9% 16,000 14,000 -0.9% 3.3% 2013 2014 4.6% 5.3% -12.8% CAGR 13-18 12,000 10,000 8,000 2012Source:GlobalData 2019 3.4% 2015 2016 2017 2018
  • 14.Where are the greatest opportunities? North America Western Europe 2701 ML 13% 5385 ML 3% Eastern Europe 2140 ML 2% Middle East 1441 ML -2% & Africa Asia- pacific 645 ML 12% 93 ML 26% 1813 ML -3% x ML x% Bubblesize:total market 2018 volume 3 year CAGR %Source:GlobalData 2019 South & Central America 744 ML -1% Australia
  • 15.Key trends driving Adult Soft Drinks Authentically Indulged Revitalised & Balanced Naturally Energised Moderation & Avoidance Experimentation
  • 16.Trend #1: Authentically Indulged As consumers reduce consumption of soft drinks, they are increasingly seeking authentic and indulgent versions 1 What? Authentically Indulged Consumers are seeking more indulgent CSDs, such as craft soft drinks, which represent greater authenticity and quality. Why? Many consumers are concerned about high sugar content in CSDs and have begun to perceive soft drinks as more of a treat or indulgence rather than as a regularly consumed product. How? Brands can successfully convey authentic indulgence to consumers through emphasizing associations with premium locations, craftsmanship, and high quality ingredients.
  • 17.Trend #1: Authentically Indulged Franklin & Sons Plays strongly on heritage and provenance of ingredients. Label claims ‘Handpicked Burdock’ and ‘Yorkshire Rhubarb’. Green Bee Sparkling Water Strong ‘real’ and ‘natural’ positioning. Hop Water Takes cues from craft beer.
  • 18.Trend #2: Revitalised & Balanced Consumers seek products to alleviate the stresses of busy, modern lifestyles 2 What? Revitalised & Balanced Why? How? Consumers seek products which provide them with functionality to support their athletic or otherwise busy and tiring lifestyles. While there are many products which help prepare consumers for high intensity work or exercise, less attention has been devoted to more holistic, regular demands. Consumers can be targeted with products designed to meet not only post-exercise needs but also everyday needs such as relaxation.
  • 19.Trend #2: Revitalised & Balanced Food for Athletes, Black Living Water Claims to support digestive health, clarity, immunity boost and energy. Chias Energy Tagged as ‘Nourish & Power’. Use of chia seeds positions drink as healthy. REZ Restoration Beverage Marketed as “a lifestyle drink that revives and rejuvenates the body”.
  • 20.Trend #3: Naturally Energised Consumers are seeking out healthier, natural energy sources 3 What? Naturally Energised Why? How? Consumers are seeking refreshing and healthier sources of energy to ease the strains of daily life. Consumers are concerned about the levels of sugar and number of artificial ingredients in traditional energy drinks. Consumers can be targeted with organic energy drinks modelled on traditional energy drinks, or tea-styled natural energy drinks.
  • 21.Trend #3: Naturally Energised BluePrint Organic Energy Tea From organic tea leaves including maté, matcha or Guayusa. Busy Bee Yerba Mate Lavender Lemonade Simplicity of ingredients. Clean Energy Organics Derived from ‘organic green coffee beans’.
  • 22.Trend #4: Moderation & Avoidance 4 Consumers are seeking out sophisticated soft alternatives to alcohol What? Moderation & Avoidance Why? How? Consumers seek out soft/non-alcoholic alternatives to alcohol in traditional drinking occasions. Desire to live healthier lifestyles is a key motivator for avoidance of alcohol. There is a big opportunity for soft drinks producers to target traditional alcohol occasions with sophisticated and complex soft options.
  • 23.Trend #4: Moderation & Avoidance Seedlip ‘What to drink when you’re not drinking’ Stubborn The glass packaging, sophisticated flavors, and use of quality ingredients give the soda a premium feel. Caliente Chilli infused soft drink.
  • 24.Trend #5: Experimentation 5 Consumers are seeking sensory excitement in regular beverage experiences What? Experimentation Why? How? Consumers seek out unique, exciting experiences in the everyday products they choose. Individualistic and adventurous consumers are driving the trend for greater experimentation. Engaging consumers through unique sensory cues.
  • 25.Trend #5: Experimentation Minute Maid Spicy Watermelon Lemonade Bottle Green Sparkling Ginger & Lemongrass Nu Oceana sea salt lemonade Positioned as a ‘lifestyle drink’.
  • 26.Key takeaways- Adult Soft Drinks u Adult Soft Drinks provide a good innovation opportunity to grow within declining markets. u North America, Europe and Asia are all likely to grow. u It is not just alcohol moderation that is driving Adult Soft Drinks. Many other consumer trends support the category’s continued growth. u Such as, society is becoming more individualistic and tailor driven so consumers are expressing the desire to drink products which align with their own gender. BUT… Product launches MUST provide a point of differentiation from other brands. There are hundreds of ‘me-too’ brands that are no different from any other. Many of these are likely to fail. u When considering brand portfolios and innovation pipelines, align products and positioning to thesetrends:Authentically Indulged Revitalised & Balanced Naturally Energised Moderation & Avoidance Experimentation
  • 27.Agenda About GlobalData Soft Drinks Landscape Adult Soft Drinks Trends Kids Drinks Trends
  • 28.Definition of Kids Drinks Fruit Powder Non-ready-to-drink (non-RTD) regular and low calorie fruit powders. Squash/Syrups Non-ready-to-drink (nonRTD)regular and low calorie products, marketed as concentrates for home consumption and flavoring. Mault based Hot drinks Flavored ready to drink, noncarbonated products, which may be fruit or non-fruit flavored and have a juice content of 0-24.9%. Sugar, artificial flavoring and coloring may be added.
  • 29.Global Kids Drinks Value Growth Global Kids Soft Drinks Value, 2012-2018 18,000 -6% Value Million Euros 16,000 -2% 0% 14,000 -6% 2% -8% 12,000 CAGR 13-18 10,000 8,000 6,000 4,000 2,000 0 2012Source:GlobalData 2019 -2.9% 2013 2014 2015 2016 2017 2018
  • 30.Global Kids Drinks Volume Growth Volume Million Litres Global Kids Soft Drinks Volume, 2012-2018 29,000 28,500 28,000 27,500 27,000 26,500 26,000 25,500 25,000 24,500 24,000 0.6% -2.0% -2.0% -4.1% 2012Source:GlobalData 2019 -0.2% 2013 2014 2015 2016 CAGR 13-18 -2.0% 2017 -1.4% 2018
  • 31.Key trends driving Kids Drinks Consumers' interest in alternative medicines is encouraging the use of health-enhanced hot drinks Position the product as being healthier with "low sugar" and "no added sugar" claims Keep consumers engaged by offering hot drinks with unusual and unexpected flavors and ingredients
  • 32.Key takeaways u Digitalization is going to continue to be an important factor in how consumerism amongst children is shaped. u Marketers will continue to see the value in targeting children in their advertisements due to the new purchasing power children have, especially in the foodservice industry. Health & Wellness Wellbeing Alternative Medicines Comfort & Uncertainty – Trust & Transparency Smart & Connected – Digital Lifestyles Sensory & Indulgence u Parents will be trusting brands with good reputations that are child-friendly and transparent. u When considering brand portfolios and innovation pipelines, align products and positioning to thesetrends:
  • 33.Thank you Thank You Michelle Mai Michelle.Mai@globaldata.com Business Director, Greater China, GlobalData