Premiumisation in Soft Drinks-Part 1: The Age of Everyday Wellness

  • ID: 4224799
  • Report
  • Region: Global
  • 52 pages
  • Euromonitor International
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Exploding global demand for bottled water is driving much of the soft drinks industry’s future growth, while bringing new pressures. Among these is a growing split between what consumers demand from products meant for everyday consumption, versus more indulgent choices. As everyday products become purer, simpler, and cheaper, how do brands adapt? This report explores the options for drinks players as the industry enters a new era of “everyday wellness”.

The Premiumisation in Soft Drinks-Part 1: The Age of Everyday Wellness global briefing offers an insight into to the size and shape of the Soft Drinks market, highlights buzz topics, emerging geographies, categories and trends as well as pressing industry issues and white spaces. It identifies the leading companies and brands, offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change and criteria for success. The analysis can focus on value and volume for both off trade and on trade.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Juice, RTD Coffee, RTD Tea, Sports and Energy Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Soft Drinks market
  • Pinpoint growth sectors and identify factors driving change
  • Understand the competitive environment, the market’s major players and leading brands
  • Use five-year forecasts to assess how the market is predicted to develop.
Note: Product cover images may vary from those shown
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1. Introduction

  • Scope
  • Key findings
  • Three potential paths to premium for soft drinks players
  • Understanding everyday wellness
  • Three trends for the next 10 years

2. The Age of Thoughtful Consumption

  • Patterns of inequality drive patterns of consumption
  • Millennials enter adulthood in age of instability
  • The Age of “Thoughtful Consumption” and “Personal Luxury”

3. Finding a Place for Soft Drinks

  • A new world for soft drinks manufacturers
  • Volume growth slows as price/mix growth expands
  • Plain bottled water the primary driver of global soft drinks volumes
  • The world trends towards the simple and the less sweet
  • Pricing power weakening in soft drinks even as volumes surge
  • Simple, yet exotic drinks taking value share
  • Caught between everyday wellness and occasional indulgence

4. Understanding Everyday Wellness

  • Understanding everyday wellness
  • Defining the ideal everyday-consumption product

5. Understanding Everyday Wellness: Water’s Long Shadow

  • Water’s gravitational pull impacting all categories
  • Water’s long shadow
  • ‘Refreshing drinks’ reshape the hydration product mix in China
  • Monster, Nestea stake out new directions in an age of water
  • Making sense of a world of water

6. Understanding Everyday Wellness: Becoming Natural

  • Upheaval, mistrust, and a “return to nature”.
  • Interest in “clean,” “natural” products grows among young and old
  • Plant- and dairy-based products take their place alongside water
  • Natural, “whole” products offer a path to frequent consumption
  • New categories bring new competitors, new strategies
  • Milks becoming nourishing, protein-rich options throughout the day
  • Indian consumers and government push for natural, local products
  • New occasions, new functionalities: Three future growth spaces
  • Growing the beverages of tomorrow

7. Understanding Everyday Wellness: Building a Regimen

  • From product to service, and taking advantage of the everyday
  • Longer lives mean more maintenance for older consumers
  • From treatment to prevention, as categories converge
  • The inexorable rise of herbal and traditional medicines
  • Traditional medicine drives significant Asian demand
  • How are consumer habits shifting?
  • Personalised, multi-step approaches drive health and beauty industries
  • Opportunities for soft drinks manufacturers

8. Looking Ahead

  • Three trends for the next 10 years
  • The end of “everyday indulgence”
  • From categories to occasions, with ingredient platforms key
  • New entrants, new strategies, and the great reshuffling
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Patterns of inequality drive patterns of consumption

Taking a macro view, a shifting global income and wealth environment has created new demand for premium products, a process which for soft drinks is still in the early stages.

“Age of Thoughtful Consumption” dawning

While consumers are becoming more thoughtful about how they consume, they are also more willing than ever to pay more for virtually any product, provided it provides real, personal benefits.

The growing split between “Everyday Wellness” and “Occasional Indulgence”

For many consumers the list of products which are consumed frequently, every day, multiple times a day is narrowing, even as the overall demand environment grows more fragmented, and the range of products being consumed overall is increasing.

Water casts a long shadow

Even if not explicitly marketed as water, a product positioned for daily consumption must increasingly provide lighter flavour profiles, limited ingredients, and very little sugar.

The ever-present need for natural

The mantle of trust has passed to groups seen as caring deeply about individual ingredients which are seen as grown, not “engineered.”

Moving from daily consumption to wellness regimen

As traditional medicines offering natural ingredients and personalised regimens retain their relevance in some of the world’s largest, fastest-growing markets, a comparable shift is taking place among wealthier consumers.

New environment, new types of players

While flagship global carbonates brands remain a great asset, they will likely serve as a means to an end, providing the cash in the mid-term necessary to drive long-term transformations.

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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