Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- 10% of US adults drink hybrid drinks
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- Figure 1: Non-alcoholic beverage consumption, November 2017
- Drinks struggle with health; hybrid drinks may be bright spot
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- Figure 2: Drink statements – Health, November 2017
- 70% of consumers drink the beverages they do because they taste good
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- Figure 3: Reasons for consumption, November 2017
- The opportunities
- 37% of consumers say their ideal hybrid drink would include fruit juice
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- Figure 4: Creating a hybrid drink, November 2017
- Fruit juice likely contributes to good taste and health
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- Figure 5: Drink statements – Fruit juice, November 2017
- 47% of consumers say their hybrid drinks would be low in sugar
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- Figure 6: Desired attributes, November 2017
- What it means
The Market – What You Need to Know
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- Dollar sales of non-alcoholic drinks grew 27% from 2011-16
- Attention on sugar challenges non-alcoholic beverages
- 18% of US adults are making their own hybrid drinks
Market Perspective
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- Dollar sales of non-alcoholic drinks grew 27% from 2011-16
- Consumers look for added benefits
Market Factors
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- Consumers grow less sweet on sugar
- Legislation follows suit
- Aging population means a greater share of those who are health aware
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- Figure 7: Share of population by age, 2013-23
- 18% of US adults are making their own hybrid drinks
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- Figure 8: Drink statements – Mixing drinks, November 2017
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- Figure 9: Drink statements – Mixing drinks, by age, November 2017
Key Players – What You Need to Know
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- Bai catches up with PepsiCo’s hybrid drink launch activity
- CSDs, RTD coffee categories boost blurring
- Hybrid drinks could stand to boost positioning as healthier alternatives
What’s Working?
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- Bai catches up with PepsiCo’s hybrid drink launch activity
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- Figure 10: Hybrid drink launches, by ultimate company, 2012-17*
- CSDs, RTD coffee categories boost blurring
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- Figure 11: Hybrid drink launches, by leading sub-categories, 2012-17*
What’s Struggling?
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- Hybrid drinks could stand to boost positioning as healthier alternatives
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- Figure 12: Hybrid drink launches, by leading claims, 2012-17*
What’s Next?
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- Texture gives drinks a bite
The Consumer – What You Need to Know
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- 10% of US adults drink hybrid drinks
- 70% of consumers drink the beverages they do because they taste good
- Most consumers are looking for hybrid drinks in refrigerated sections
- 37% of consumers say their ideal hybrid drink would include fruit juice
- 47% of consumers say their hybrid drinks would be low in sugar
- Drinks struggle with health; hybrid drinks may be bright spot
Beverage Consumption
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- 10% of US adults drink hybrid drinks
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- Figure 13: Non-alcoholic beverage consumption, November 2017
- Women make up a slightly larger share of hybrid drink consumers
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- Figure 14: Share of non-alcoholic beverage consumption, by gender, November 2017
- More than half of hybrid drinkers are under the age of 35
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- Figure 15: Share of non-alcoholic beverage consumption, by age, November 2017
Reasons for Consuming Preferred Drinks
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- 70% of consumers drink the beverages they do because they taste good
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- Figure 16: Reasons for consumption, November 2017
- Enjoyment, ease slightly prioritized over health in drinks in general
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- Figure 17: TURF analysis – Reasons for consumption, November 2017
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- Figure 18: Table – TURF analysis – Reasons for consumption, November 2017
- Occasion also plays a strong role in drink choice
- Women are more likely to pick drinks based on health benefits
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- Figure 19: Select reasons for consumption, by gender, November 2017
- Age impacts importance on health, ease as drivers
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- Figure 20: Reasons for consumption, by age, November 2017
- Hybrid drinks find strongest appeal among those looking for function, nutrition
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- Figure 21: Non-alcoholic beverage consumption, by reasons for consumption, November 2017
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- Figure 22: Reasons for consumption, by hybrid drink consumption, November 2017
Identifying Hybrid Drinks
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- Role Iced Tea Blends
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- Figure 23: Identifying hybrid drinks, Role Iced Tea Blends, October 2017
- Upruit Sparkling Meyer Lemonade Cold-Brew Coffee
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- Figure 24: Identifying hybrid drinks, Upruit Sparkling Meyer Lemonade Cold-Brew Coffee, October 2017
- Monster Hydro Manic Melon
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- Figure 25: Identifying hybrid drinks, Monster Hydro Manic Melon, October 2017
- Yerbae Sparkling Water Strawberry Kiwi Enhanced Sparkling Water
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- Figure 26: Identifying hybrid drinks, Yerbae Sparkling Water Strawberry Kiwi Enhanced Sparkling Water, October 2017
- Lemonint
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- Figure 27: Identifying hybrid drinks, Lemonint, October 2017
- V8 Energy Sparkling
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- Figure 28: Identifying hybrid drinks, V8 Energy Sparkling, October 2017
Hybrid Drink Purchase Location
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- Most consumers are looking for hybrid drinks in refrigerated sections
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- Figure 29: Purchase location, November 2017
- Men are more likely than women to seek out refrigerated options
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- Figure 30: Purchase location, by gender, November 2017
Ideal Hybrid Drink
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- Drink types
- 37% of consumers say their ideal hybrid drink would include fruit juice
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- Figure 31: Creating a hybrid drink, November 2017
- Tea and fruit juice appears as the most popular combo
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- Figure 32: Creating a hybrid drink, top combinations, November 2017
- Fruit juice leads among consumers looking for good taste and nutrition
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- Figure 33: Creating a hybrid drink, by reasons for consuming preferred drinks, November 2017
- Women are more likely than men to be drawn to lighter drink options
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- Figure 34: Creating a hybrid drink, by gender, November 2017
- Younger consumers are open to a wider range of drinks in their ideal hybrid drinks
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- Figure 35: Creating a hybrid drink, by age, November 2017
- Desired attributes
- 47% of consumers say their hybrid drinks would be low in sugar
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- Figure 36: Desired attributes, November 2017
- Consumers are more likely to ask for clean rather than function
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- Figure 37: TURF analysis – Desired attributes, November 2017
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- Figure 38: Table – TURF analysis – Desired attributes, November 2017
- Women are generally more interested than men in a wider range of attributes
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- Figure 39: Desired attributes, by gender, November 2017
- Younger consumers are less interested in low sugar than older shoppers
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- Figure 40: Desired attributes, by age, November 2017
- Health attributes find particular appeal among Asian shoppers
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- Figure 41: Desired attributes, by race, November 2017
- Desired drink types pair with certain attributes
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- Figure 42: Desired attributes, by creating a hybrid drink, November 2017
- Some attributes see natural groupings
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- Figure 43: Desired attributes, by desired attributes, November 2017
Drink Statements
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- Drinks struggle with health; hybrid drinks may be bright spot
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- Figure 44: Drink statements – Health, November 2017
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- Figure 45: Drink statements – Health, by hybrid drink consumption, November 2017
- Fruit juice likely contributes to good taste and health
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- Figure 46: Drink statements – Fruit juice, November 2017
- Figure 47: Drink statements – Fruit juice, by hybrid drink consumption, November 2017
- Younger consumers are more likely to see hybrid drinks as a healthier alternative
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- Figure 48: Drink statements – Health, by age, November 2017
- Hybrid drinks resonate with Asian consumers for perception of health
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- Figure 49: Drink statements – Health, by race, November 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- TURF Methodology
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Key Players
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- Figure 50: Hybrid drink launches, by leading sub-categories, 2012-17*
- Figure 51: Hybrid drink launches, by leading claims, 2012-17*
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- Figure 52: Hybrid drink launches, by ultimate company, 2012-17*
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