Table of Contents
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
-
Back to top