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The ‘Magnificent Seven’ Drinks Trends to 2013
just-drinks, July 2007, Pages: 26
The magnificent seven drinks trends to 2013 has been written following the success of the first magnificent seven briefing published by just-drinks in July 2006. While health, convenience and indulgence (dubbed the three megatrends) continue to dominate growth strategies within the global drinks industry, a number of emerging trends are also making a significant impact on communications, new product development (NPD) and consumers’ purchasing habits.
This just-drinks briefing offers insight and perspective on seven of the many drinks trends currently influencing manufacturers, retailers and consumers in the global marketplace. We believe that there is a place for blue-sky predictions when it comes to inspiring creativity in the NPD process, and this briefing has been written to provide insight into opportunities within the drinks industry.
The author, Helen Lewis, has interviewed a number of industry executives to support forecasts and analysis, and offer different perspectives on the future direction of the drinks industry.
The seven trends identified in the 2006 briefing were:
- health;
- convenience;
- premium and indulgence;
- exclusivity (super-premium);
- ‘free-from’ drinks;
- ethics (organic, fairtrade, provenance); and
- bespoke drinks.
The magnificent seven trends to be discussed in the 2007 briefing are:
- optimal health;
- status-symbol shopping;
- naturally functional (whole and natural products);
- meet the producers (focus on provenance);
- next-generation convenience;
- super-premium/designer for the masses; and
- going green.
The importance of the three megatrends (health, convenience and indulgence) will continue to attract significant attention within the drinks industry and remain a strong focus for NPD and marketing to 2013. However, as consumers become more sophisticated in their understanding of the drinks industry’s advertising and marketing techniques – and more aware of their personal health – manufacturers and retailers will increasingly focus on specific sub-trends, such as sustainability, functional drinks (products with added health benefits), convenience, natural ingredients, premiumisation, targeting individuals, and the importance of highlighting the origin of products.
The magnificent seven trends are interlinked with one or more of the three megatrends, as can be seen in Figure 1 (on the following page). Functional drinks, for example, may be primarily viewed as healthy, but they are also hugely convenient for people wishing to optimise their health quickly and conveniently. Functional drinks can also be super-premium and act as ‘status symbols’ reflecting a consumer’s lifestyle choices and personal preferences, such as the association between certain energy drinks brands and extreme sports.
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