Table of Contents
Executive Summary
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- The market
- Companies and brands
- Local players actively testing hybrids; multinational players bringing successful examples to domestic market
- Forming allies with ‘competitors’
- Positioning as digestion improving at dining occasions
- The consumer
- High fondness or curiosity towards blurring beverages
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- Figure 1: Consumption behaviour, November 2019
- Desirable flavour is unnegotiable, nutrients are also a must
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- Figure 2: Consumption reason, November 2019
- Exposure in offline retail stores helping familiarity
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- Figure 3: Purchasing channel, November 2019
- Interest in hybrids fueling innovation combining tastiness and nutrition
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- Figure 4: Blurring preference, November 2019
- Sweet notes or bubbly texture uncorking potential of alcoholic hybrids
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- Figure 5: Preference on blurring with alcohol, November 2019
- ‘Plus’ texture or nutrients bettering PPD’s positioning
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- Figure 6: Important features of plant-protein drinks, November 2019
- What we think
Issues and Insights
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- BFY unleashing innovation opportunities on the fringe of familiar
- The facts
- The implications
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- Figure 7: Coca Cola’s Coffee Plus
- Wine or wine flavour beverages uncorking hybrids’ potential
- The facts
- The implications
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- Figure 8: Pain Chaud’s fig and red wine bread
- Figure 9: Häagen-Dazs latest ice-cream flavour – rosé and cream
- Advocating naturalness and sustainability with plants
- The facts
- The implications
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- Figure 10: BBC reported research finding by School of Geography & Environment, University of Oxford
- Figure 11: Plant-protein drink Califia Farm’s website banner
The Market – What You Need to Know
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- Fierce competition in drinks category pushing innovation in ingredients and technology
- Seeking foodservice channels and social media to increase exposure
- Creating new consumption occasions using trustworthy functional ingredients
Market Drivers
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- Discovery of more ingredients and tech driving innovation
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- Figure 12: Flavoured milk drink made by ultra-filter processing technology
- Wiser consumers increase their demand for sensation
- Stunning becomes a competitive strategy
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- Figure 13: Recess Pom Hibiscus Sparkling Water
- Figure 14: Recess Instagram page
Key Players – What You Need to Know
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- Foodservice sector fueling competition as well as inspiration
- Creating new consumption occasions to boost sales
- Functionality around gut health driving future innovation
Competitive Strategies
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- Brands collaboration experimenting with hybrid opportunities
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- Figure 15: Nayuki and Want-Want’s boba milk tea collaboration
- Figure 16: Nayuki and Want-Want’s boba milk tea collaboration
- Pop-up vending machines becoming new marketing frontier
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- Figure 17: Heytea’s pop-up vending machine campaign
- Figure 18: Dirty Lemon’s New York City pop-up campaign
- Foodservice could be an inroad for smaller brands or startups
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- Figure 19: Da Si Lu Chuan’s sparkling juice
Who’s Innovating?
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- Ancient wisdom to boost immunity
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- Figure 20: Blurring beverages with functional claims
- Natural remedy to support your brain, body, and mood for today and tomorrow
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- Figure 21: Functional blurring beverages
- Figure 22: BrightFox’s nightlife hydration beverage
- Revive RTD alcoholic drinks with added juice, tea or CSD
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- Figure 23: Blurring RTD alcoholic beverage
- Pairing drinks with dining occasions to make drinks memorable
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- Figure 24: Hybrid beverages promoting at dining occasion
- Booze-free drinks aim to make toasting healthier
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- Figure 25: Los Angeles based alcohol-free drink Kin Spritz
- Figure 26: Israeli alcohol-free wine water infused with grape vines
The Consumer – What You Need to Know
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- Hybrid drinks answering consumers’ needs generate high interest
- Taste along with nutritional benefits are becoming the new standard
- Blurring options bringing alternative product positioning
Consumption Behaviour
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- Growing popularity and interest in hybrid drinks
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- Figure 27: Consumption behaviour, November 2019
- Water and tea-based hybrids cracking the market by playing on familiarity
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- Figure 28: Consumption behaviour, November 2019
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- Figure 29: Consumption behaviour, November 2019
- Young female consumers become fans of hybrid drinks
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- Figure 30: Consumption behaviour, by demographic, November 2019
- Mid-to-high income households anchoring the category
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- Figure 31: Consumption behaviour, by monthly household income, November 2019
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- Figure 32: Consumption behaviour, by monthly household income, November 2019
Consumption Reason
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- Nutrition is key, but flavour is king
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- Figure 33: Consumption reason, November 2019
- Young females value sensation, young males lean towards functionality
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- Figure 34: Consumption reason, by age and gender, November 2019
Purchasing Channel
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- Exposure in offline retail stores helping familiarity
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- Figure 35: Purchasing channel, November 2019
- Young consumers in their 20s value convenient accessibility
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- Figure 36: Purchasing channel, by gender and age, November 2019
- Parents seek hybrid drinks from varied sources
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- Figure 37: Purchasing channel, by family structure, November 2019
Blurring Preference
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- Moving away from major drinks categories
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- Figure 38: Blurring preference, November 2019
- Young females drawn to novelty, males to performance enhancement
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- Figure 39: Blurring preference, by age and gender, November 2019
Preference on Blurring with Alcohol
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- Fizzy texture and a hit of sweetness helping alcohol hybrids
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- Figure 40: Preference on blurring with alcohol, November 2019
- Young females in their 20s are enthusiastic about wine hybrids
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- Figure 41: Preference on blurring with alcohol, sparkling water, by age and gender, November 2019
- Figure 42: Preference on blurring with alcohol, juice, by age and gender, November 2019
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- Figure 43: Preference on blurring with alcohol, CSD, by age and gender, November 2019
Important Features of Plant-protein Drink
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- Desirable texture and nutrient alluring more consumers
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- Figure 44: Important features of plant-protein drinks, November 2019
- Highlight added nutrition and provenance of PPD to females
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- Figure 45: Important features of plant-protein drinks, by gender, November 2019
- Mid- and high-level income earners value varied ingredients
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- Figure 46: Important features of plant-protein drinks, by monthly personal income, November 2019
Meet the Mintropolitans
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- Premium cues speak to more MinTs
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- Figure 47: Important features of plant-protein drinks, by consumer classification, November 2019
- MinTs welcome more alcohol hybrids
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- Figure 48: Preference on blurring with alcohol, by consumer class, November 2019
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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