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Beverage Blurring - US - February 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Beverages

No. of Pages : N/A

Two thirds of US adults have consumed any of the hybrid drinks measured in this Report. Bottled water with added health benefits (eg protein, vitamins) leads consumption, followed by carbonated juice, and bottled water with added functional benefit. The strongest limitation to adoption is perceived high price but they encourage trial of new beverage types and may improve permissibility in struggling beverage categories.

Table of Content

Overview

What you need to know
Definition

Executive Summary
The issues
66% of consumers have tried hybrid drinks
Figure 1: Consumption of/interest in hybrid drinks, November 2016
Hybrid drinks are viewed as more expensive than standard drinks
Figure 2: Attitudes toward hybrid drinks – Hybrid – Agree, November 2016
Perceived high price is the leading deterrent to consumption
Figure 3: Deterrents to hybrid drink consumption, November 2016
The opportunities
Hybrid drinks are popular in the afternoon, on-the-go, and as a treat
Figure 4: Occasions for drinking, November 2016
Close to half of consumers say their ideal hybrid drink would have a juice base
Figure 5: Ideal hybrid drink - Drink type, November 2016
Vitamins and minerals carry the strongest appeal
Figure 6: Ideal hybrid drink - Drink attribute, November 2016
What it means

The Market – What You Need to Know
Larger non-alcoholic beverage categories struggle
Three quarters of consumers like trying new drink types
Obesity epidemic continues to drive interest in BFY drinks

Market Perspective
Larger non-alcoholic beverage categories struggle
Figure 7: Select drink launches, by category, 2012-16

Market Factors
Three quarters of consumers like trying new drink types
Figure 8: Attitudes toward hybrid drinks – General – Agree, November 2016
Younger shoppers are most likely to be interested in new drink trial
Figure 9: Attitudes toward hybrid drinks – General – Agree, by generation, November 2016
Obesity epidemic continues to drive interest in BFY drinks

Key Players – What You Need to Know
Struggling categories are aided by blending with stronger performers
Brand recognition improves chances of trial
Spritzers and seltzers lighten things up
Heartier offerings can expand consumption occasions

What’s Working?
Struggling categories are aided by blending with stronger performers
Sparkling water sales grow with natural flavors

What’s Struggling?
Smaller brands may struggle with adoption
Figure 10: Attitudes toward hybrid drinks – Brand – Agree, November 2016

What’s Next?
Spritzers and seltzers lighten things up
Heartier offerings can expand consumption occasions

The Consumer – What You Need to Know
66% of consumers have tried hybrid drinks
Hybrid drinks are popular in the afternoon, on-the-go, and as a treat
Close to half of consumers would like a hybrid drink to have a juice base
Vitamins and minerals carry the strongest appeal
Perceived high price is the leading deterrent to consumption

Consumption of Hybrid Drinks
66% of consumers have tried hybrid drinks
Figure 11: Consumption of/interest in hybrid drinks, November 2016
Men are more likely than women to try hybrid drinks
Figure 12: Consumption of/interest in hybrid drinks – Any consumption, by gender, November 2016
iGens/Millennials are core hybrid drink consumer
Figure 13: Consumption of/interest in hybrid drinks – any consumption, by generation, November 2016

Attitudes toward Hybrid Drinks
Hybrid drinks are viewed as more expensive than standard drinks
Figure 14: Attitudes toward hybrid drinks – Hybrid – Agree, November 2016
Older consumers are more skeptical of hybrid drinks
Figure 15: Attitudes toward hybrid drinks – Hybrid – Agree, by generation, November 2016

Hybrid Drink Occasions
Hybrid drinks are popular in the afternoon, on-the-go, and as a treat
Figure 16: Occasions for drinking, November 2016
Tea/coffee-based drinks perform well for morning occasions
Figure 17: Occasions for drinking – By hybrid drink type consumed, November 2016
Men are more flexible in their consumption occasion
Figure 18: Occasions for drinking, by gender, November 2016
On-the-go has particular appeal to iGens
Figure 19: Occasions for drinking, by generation, November 2016

Identifying Hybrid Drinks
Drink classification
A variety of factors impact consumer classification of drinks
Words on-pack, and pack design have influence
Figure 20: Qualitative responses: drink classification – VitaminWater Energy
but only go so far
Figure 21: Qualitative responses: drink classification – HiBall Energy
Confusion exists
Figure 22: Qualitative responses: drink classification – Mtn Dew Kickstart
Strong brand association has influence
Figure 23: Qualitative responses: drink classification – V8 V-Fusion Sparkling
Figure 24: Qualitative responses: drink classification – Starbucks Refreshers
Perceived benefits
Consumers rely more on on-pack descriptors to identify health benefits
Figure 25: Qualitative responses: benefits – VitaminWater Energy
Figure 26: Qualitative responses: benefits – HiBall Energy
Figure 27: Qualitative responses: benefits – Mtn Dew Kickstart
Figure 28: Qualitative responses: benefits – V8 V-Fusion Sparkling
Figure 29: Qualitative responses: benefits – Starbucks Refreshers

Ideal Hybrid Drinks
Base
Close to half of consumers would like a hybrid drink to have a juice base
Figure 30: Ideal hybrid drink – drink type, November 2016
Tea-based drinks may help grow appeal among women
Figure 31: Ideal hybrid drink – drink type, by gender, November 2016
Juice-based drinks may grow appeal among older shoppers
Figure 32: Ideal hybrid drink – drink type, by generation, November 2016
Attributes
Vitamins and minerals carry the strongest appeal
Figure 33: Ideal hybrid drink – Drink attribute, November 2016
Energy appeals to men, calorie-free appeals to women
Figure 34: Ideal hybrid drink – drink attribute, by gender, November 2016
Energy appeals to younger shoppers, low/no calorie appeals to older consumers
Figure 35: Ideal hybrid drink – drink attribute, by generation, November 2016
Some attributes appear as natural pairs
Figure 36: Ideal hybrid drink – Drink attribute, by drink attribute, November 2016
Packaging
One third of consumers would put their hybrid drink in a plastic bottle
Figure 37: Ideal hybrid drink – pack type, November 2016
Men are more likely to be interested in large formats
Figure 38: Ideal hybrid drink – Pack type, by gender, November 2016
Resealability/resusability important to younger shoppers
Figure 39: Ideal hybrid drink – pack type, by generation, November 2016

Deterrents to Hybrid Drink Consumption
Perceived high price is the leading deterrent to consumption
Figure 40: Deterrents to hybrid drink consumption, November 2016
Health/ingredients concern women
Figure 41: Deterrents to hybrid drink consumption, by gender, November 2016
Older consumers are not familiar with products
Figure 42: Deterrents to hybrid drink consumption, by generation, November 2016

Appendix – Data Sources and Abbreviations
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

Appendix – Key Players
Figure 43: Select drink launches, by category, 2012-16
Figure 44: Juice launches, by leading claims, 2012-16
Figure 45: Carbonated soft drink launches, by leading claims, 2012-16
Figure 46: Water launches, by leading claims, 2012-16
Figure 47: RTD tea launches, by leading claims, 2012-16
Figure 48: Energy drink launches, by leading claims, 2012-16
Figure 49: RTD coffee launches, by leading claims, 2012-16

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