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Drinking Cultures of the World – Globalisation Creates Opportunities
Euromonitor International, March 2010, Pages: 55
The Drinking Habits series is an attempt to investigate the importance of branded packaged drinks to the human daily need for fluid. By taking 2.2 litres a day as a conservative estimate of the recommended liquid intake, we build up a picture of how the world drinks, past, present and future. Most importantly, we track the contribution of branded packaged beverages as a share of total liquid consumption.
The analysis sheds more light on what, in effect, is the degree of opportunity for growth in commercialised soft, hot, alcoholic and dairy drinks, in different regions around the world.
A closer look into the “share of throat and wallet” reveals striking regional disparities in the importance of branded packaged drinks; from highly saturated Western European and North American markets to the fast-maturing regions of Eastern Europe and Latin America. Crucially, data from the emerging Asian economies and Middle East and African markets expose a pool of untapped opportunity.
From questions about “What the world drank, drinks and will be drinking?” and “Where the world buys its drink?” we move to the questions of how manufacturers react to evolving consumer demands and adapt their offerings. We investigate the changes in leading companies’ product portfolios, as they develop new categories, innovative ingredients and packaging.
In short, the Drinking Habits series is a map identifying opportunity zones in commercialised drinks.
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