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INDUSTRIES
&
MARKETSNon-Alcoholic
Drinks:market
data
analysis&
forecastOctober2023AgendaMarket
OutlookOverviewAppendix37ProductOverviewAuthor143147MarketSizeMarketInsightsMarketDriversConsumerInsightsTrends1427344044KeyPlayersMarketsBottledWater5073SoftDrinksJuices96Read-to-Drink(RTD)Coffee
&Tea1192CHAPTER
01Market
Overview?
Market
definition?
Market
segmentation?
Key
takeawaysNon-alcoholic
drinks
are
a
part
of
everyday
lifeOverview:
Market
definitionMarket
definitionInscopeOutof
scopeThismarket
excludes:?Hot
DrinksTheNon-Alcoholic
Drinkssegment
includesallbeverages
without
alcohol.
Thebeverages
combined
inthismarket
arealso
often
called
liquid
refreshmentbeverages
(LRB).
Not
includedare
HotDrinks,
powdered
drinkmixes,
andsyrups.Thismarket
includes:?Mineral
WaterTheNon-Alcoholic
Drinksmarket
consistsof
4segments:?SoftDrinks?Powdered
drinkmixes
and
syrups(e.g.
Post-Mix
Drinks)Bottled
Waterincludescarbonated
and
non-carbonated
water
which
is
soldinbottlesor
viawater
dispensers.
SoftDrinkscovers
water-based
Non-AlcoholicDrinks,thissegment
consists
ofthesubsegments
CarbonatedSoftDrinks,Non-Carbonated
SoftDrinks,andEnergy
&Sports
Drinks.?Fruitandvegetable
juiceTheJuicessegment
consists
ofalltypesof
bottledfruitandvegetable
juiceswhichcontain100%
fruitand/orvegetable
juice.
Thejuicessegment
isdivided
into
thesubsegments
Orange
Juice,AppleJuice,Grapefruit
Juice,
PineappleJuice,GrapeJuice,andOtherJuice,JuiceMixtures
&Smoothies.
TheReady-to-Drink
(RTD)
Coffee&Tea
segment
includespackagedcoffee
and
teabeverages
inliquidform,
readyforconsumption.
Thissegment
isfurthersplitintoReady-to-Drink
(RTD)
Coffee
andReady-to-Drink
(RTD)Tea.4Sources:Market
Insights
2023Non-Alcoholic
Drinks
markets
consists
of
four
sub-segmentsOverview:
Market
segmentationBottled
WaterJuicesNon-AlcoholicDrinksReady-to-Drink(RTD)
Coffee
&TeaSoftDrinks5The
United
States
generated
the
most
revenue
in
the
Non-Alcoholic
Drinksmarket
with
US$447.40
billion
in
2022Overview:
Key
takeawaysHighlightsRevenue
intheNon-Alcoholic
Drinksmarket
amountsto
US$1.45tn
in2023.
Themarket
isexpected
to
grow
annuallyby4.66%
(CAGR2023-2027).Themarket's
largest
segment
isthesegment
SoftDrinkswith
amarket
volume
ofUS$0.85tn
in2023.Inglobalcomparison,
most
revenue
isgenerated
inthe
UnitedStates(US$496.50bnin2023).Inrelation
to
totalpopulation
figures,per
person
revenues
of
US$189.20
aregenerated
in2023.IntheNon-Alcoholic
Drinksmarket,
7.8%
of
totalrevenue
will
begenerated
throughonlinesales
by2023.By
2027,
40%
ofspendingand10%
ofvolume
consumption
intheNon-AlcoholicDrinksmarket
will
beattributabletoout-of-home
consumption
(e.g.,inbarsandrestaurants).IntheNon-Alcoholic
Drinksmarket,
volume
isexpected
to
amount
to
944.60bn
Lby2027.6Notes:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Sources:CHAPTER
02Market
Size?
Worldwide
revenue?
Worldwide
average
revenue
per
capita?
Worldwide
market
volume?
Worldwide
volume
percapita?
Worldwide
average
price
perunit?
Worldwide
saleschannelWorldwide
Non-Alcoholic
Drinks
revenue
will
reachUS$1.74
trillion
by
2027Market
size:
Worldwide
(1/6)Revenue
intrillionUS$1.741.721.633.8%(1)1.551.451.291.271.221.191.131.111.071.071.04201420152016201720182019202020212022202320242025202620278Notes:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Sources:Average
revenue
percapita
for
the
Non-Alcoholic
Drinks
market
is
estimated
toincrease
at
a
CAGR(1)
of
2.8%
from
2014
to
2027Market
Size:
Worldwide
(2/6)Averagerevenue
percapita
inUS$217.6218.6208.82.8%(1)199.9189.2170.0168.5164.2161.9155.9153.2150.0148.8147.2201420152016201720182019202020212022202320242025202620279Notes:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Sources:Non-Alcoholic
Drinks
volume
is
estimated
to
increase
at
a
CAGR(1)
of
2.0%
from2014
to
2027Market
Size:
Worldwide
(3/6)Volume
inbillionliters+2.0%(1)864.9937.3944.6918.9898.2878.4849.2829.1827.8820.1806.0779.3754.4726.02014201520162017201820192020202120222023202420252026202710
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Non-Alcoholic
Drinks
volume
percapita
are
estimated
to
increase
from
2014
to2027Market
Size:
Worldwide
(4/6)Averagevolume
per
capita
inliters118.90118.80117.60115.90114.80114.70114.40120113.30111.30109.80108.80108.70106.50110
103.7010090807060504030201002014201520162017201820192020202120222023202420252026202711Sources:Market
Insights
2023Non-Alcoholic
Drinks
average
price
per
unit
are
estimated
to
increase
from
2014to
2027Market
Size:
Worldwide
(5/6)Averagepriceperunit
inUS$2.01.831.841.781.731.651.561.481.471.431.431.51.00.50.01.381.381.401.362014201520162017201820192020202120222023202420252026202712Sources:Market
Insights
2023Offline
sales
continue
to
dominate
the
global
Non-Alcoholic
Drinks
marketMarket
Size:
Worldwide
(6/6)Online/offlinerevenue
distribution2.32.83.35.26.27.27.892.220239.110.711.112.197.797.296.794.893.892.890.9202489.388.988.0201720182019202020212022202520262027OfflineOnline13Sources:Market
Insights
2023CHAPTER
03Market
Insights?
Analystopinion?
Worldwide
market
comparison?
Regional
comparison?
Country-level
comparisonMarket
is
shifting
towards
healthier
non-alcoholic
drinksMarket
Insights:Analyst
opinionGrowing
awareness
for
healthand
wellness
hasput
pressure
on
the
sugaredmainstaysofthenon-alcoholic
drinksbusiness:
carbonated
soft
drinks,suchascolabeverages
and
lemonades.
Spendingisshifting
towards
healthier,
less-sugaredproducts
likebottledwater
andsome
non-carbonated
soft
drinks(likeready-to-drinktea
and
coffee).
Astablepillaroftheindustryisthefood
service
market
asroughly
two
outof
fiveUS$spentglobally
on
non-alcoholic
drinksareattributabletoconsumption
away
from
home.15Sources:Market
Insights
2023The
Bottled
Water
market
has
the
highest
growth
potential
with
a
CAGR(1)
of7.0%
from2022
to
2027Market
Insights:Worldwide
market
comparisonRevenue
inbillionUS$+5.9%(1)1.00.8+7.0%(1)0.4+5.4%(1)0.3+6.7%(1)0.20.10.10.1SoftDrinksBottled
WaterRead-to-Drink
(RTD)
Coffee
&Tea2027Juices202216
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
revenue
of
US$
566.3
billion,
Americas
is
the
biggest
market
amongselected
regions,
in
2022Market
Insights:Regional
comparison
(1/5)+5.2%(1)728.2Revenue
inbillionUS$+6.5%(1)523.2566.3+5.6%(1)381.9315.1240.3+11.3%(1)141.6+5.1%(1)29.32202782.822.90202220272022202720222027202220272022EuropeAfricaAmericasAsiaAustralia&Oceania17
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
average
revenue
per
capita
of
US$
563.5,
Americas
is
the
biggest
marketamong
selected
regions,
in
2022Market
Insights:Regional
comparison
(2/5)Averagerevenue
percapita
inUS$+4.5%(1)700.8+3.9%(1)672.6563.5556.2+5.6%(1)371.0283.0+5.8%(1)112.7+8.8%(1)103.085.167.42022202720222027202220272022202720222027EuropeAfricaAmericasAsiaAustralia&Oceania18
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
volume
of
336.7
billion
liters,
Asia
is
the
biggest
market
among
selectedregions,
in
2022Market
Insights:Regional
comparison
(3/5)Volume
inbillionliters+3.3%(1)395.90+1.6%(1)336.70289.30267.70+2.2%(1)160.90+4.7%(1)92.35144.0073.55+0.8%(1)5.836.112022202720222027202220272022202720222028EuropeAfricaAmericasAsiaAustralia&Oceania19
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Americas
has
the
biggest
market
in
Non-Alcoholic
Drinks
volume
percapita
in2027Market
Insights:Regional
comparison
(4/5)Volume
percapita
inkilograms30025020015010050280.0192.8278.0190.9278.4189.7275.5186.3275.1188.7271.9193.9273.1195.7273.2197.6272.5198.7270.8270.6191.8268.5266.4169.6263.2191.5189.5
190.2162.1143.0140.2159.965.3158.468.9156.672.3154.874.9153.277.0149.277.1146.572.7145.578.7144.880.9144.082.6141.575.084.185.361.452.467.167.263.464.866.059.761.659.662.359.956.257.955.0020142015201620172018Europe2019Africa2020Americas2021Asia202220232024202520262027Australia&Oceania20Sources:Market
Insights
2023Australia
&
Oceania
has
the
highest
Non-Alcoholic
Drinks
price
per
unit
in
2027Market
Insights:Regional
comparison
(5/5)Price
perunit
inUS$4.85.04.54.03.53.02.52.01.51.00.50.04.72.54.52.54.34.13.93.83.61.93.32.03.32.03.22.03.21.93.11.93.11.92.51.32.41.22.31.22.11.12.02.0
2.01.91.91.31.81.71.71.51.51.41.41.51.51.31.11.01.51.51.31.31.41.1
1.11.00.90.91.00.91.01.0
1.0
1.01.01.020142015201620172018Europe2019Africa2020Americas2021Asia202220232024202520262027Australia&Oceania21Sources:Market
Insights
2023With
a
revenue
of
US$
447.4
billion,
the
United
States
has
the
biggest
Non-Alcoholic
Drinks
market
in
2022Market
Insights:Country-level
comparison
(1/5)Revenue
inbillionUS$+5.3%(1)578.5447.4+8.1%(1)200.5+5.2%(1)+4.8%(1)49.372027135.92022+4.3%(1)69.153.839.0730.724.920222027202720222027202220272022United
KingdomUnited
StatesChinaGermanyFrance22
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023The
United
States
has
the
highest
average
revenue
per
capita,
amounting
toUS$1336
in
2022Market
Insights:Country-level
comparison
(2/5)Averagerevenue
percapita
inUS$+4.7%(1)1,681.01,336.0+5.3%(1)+4.4%(1)829.4+4.0%(1)707.6641.0570.40.5+7.9%(1)136.420270.493.32022202720222022
2027Germany2022202720222027United
StatesChinaFranceUnited
Kingdom23
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
volume
of
141.30
billion
liters,
the
United
States
is
the
biggest
marketamong
selected
countries,
in
2022Market
Insights:Country-level
comparison
(3/5)Volume
inbillionliters+4.0%(1)162.20+1.4%(1)151.40141.30133.50+1.2%(1)26.90+1.9%(1)12.822022+1.9%(1)10.02202225.3914.0811.0020222027202220272022
2027Germany20272027United
KingdomUnited
StatesChinaFrance24
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
volume
per
capita
of
422.2
liters,
the
United
States
is
the
biggest
marketamong
selected
countries,
in
2022Market
insights:Country-level
comparison
(4/5)Volume
percapita
inliters437.6326.6440.0322.7435.7322.1434.5325.3428.1341.6429.9323.945040035030025020015010050422.2416.5339.0413.4339.3409.5332.2404.7338.4391.6334.1394.2337.0384.6330.7302.7187.2210.8206.9204.6203.2
202.3174.3
173.6203.0173.0203.7173.3205.5201.4201.5203.3201.8199.5173.6168.5166.6167.7168.6169.7165.8159.7152.9173.285.9110.32027106.12026100.72024103.6202595.497.390.091.786.080.874.768.361.602014201520162017201820192020202120222023UnitedStatesChinaGermanyFranceUnitedKingdom25Sources:Market
Insights
2023With
price
per
liter
of
US$
3.2,
the
United
States
is
the
biggest
market
amongselected
countries,
in
2022Market
Insights:Country-level
comparison
(5/5)Price
perliterinUS$3.83.84.03.73.63.43.23.43.53.33.53.53.23.13.42.8
3.03.03.02.32.92.11.82.92.83.0
2.82.82.02.82.62.82.63.32.72.52.62.52.62.42.82.82.32.92.52.01.51.00.50.02.72.52.22.02.62.42.01.82.01.72.11.02.02.00.81.81.01.70.91.21.21.21.11.10.80.80.80.80.820142015201620172018UnitedStates2019202020212022France2023UnitedKingdom2024202520262027ChinaGermany26Sources:Market
Insights
2023CHAPTER
04Market
Drivers?
Summary?
Consumer
spending?
Sugarconsumption?
SugarpriceThe
drinks
business
has
to
diversify
into
emerging
markets
and
low-sugarcategoriesMarket
Drivers:
SummaryAkey
development
of
the
global
economy
thatalsoaffectsthefood
&drinkbusinessistherising
role
of
emerging
markets.
Highgrowth
indeveloping
andemerging
countries
hasled
to
arealignment
ofglobal
consumer
spending.Europeisloosing
importance
while
Asiain
particulariscommanding
anincreasing
share
oftheglobal
consumer’s
purse.
Thistrend
stresses
theimportance
ofgeographicdiversification
foranindustrywhose
players
havetraditionallyconfined
themselvestoregional
or
nationalmarkets.Onedriver
especially
affecting
thedrinksbusinessissugarconsumption.
Today,consumption
ofsugarstands
athistorical
heights.
And
while
emerging
markets
arestillcatchingupto
Western
consumption
levels,
aheightened
healthawarenessamong
consumers
andgrowing
concerns
ofhealthregulators
will
likely
constrainfurthergrowth
and
possibly
reduce
overall
sugarintake.Soft
drinksinparticularhavebeen
singledout
asoneof
the
main
contributors
to
asugar-rich
diet.
Thiswilllikely
depress
volume
demand
insugar-rich
categories
andincrease
the
importanceof
sugar-free
or
sugar-reduced
productsinnon-alcoholic
drinkscompanies’portfolios.28Sources:Market
Insights
2023Spending
power
is
shifting
away
from
North
America
and
EuropeMarket
Drivers:
Consumer
spendingTheglobaleconomic
landscapeisinflux,withthefocal
pointsof
GDPandconsumer
spendingshiftingfromestablished
North
American
and
WesternEuropean
markets
to
emerging
economies
across
Asia,Eastern
Europe,theMiddleEast,Africa,andLatinAmerica.
Amongthese,
theBRIC
states—Brazil,
Russia,
India,andChina—stand
outasthe
largest
economies
inthistransformative
phase,consistently
outpacingthegrowth
of
theirWestern
counterparts
over
thepastthree
decades.Worldwide
consumerspending(1)31.032.424.233.938.036.930.521.528.9Despite
thispromising
trajectory,
emerging
markets
remain
vulnerable
toexternalshocks,
asrecent
events
havedemonstrated.
Russia
grappled
with
severe
sanctionsfollowing
theannexation
ofCrimea,
while
Turkey
iscurrently
contending
withtherepercussions
of
high
inflationandcurrency
devaluation.
India,despiteitsclaimtothetitleof
theworld's
fastest-growing
major
economy
forafew
years,
faceschallenges
initsfinancialsector,
which
heavily
relies
on
cashtransactions.
China,strugglingwith
highlevels
of
indebtedness,
previously
weathered
astock
marketcrash
in2015,
sparking
doubtsaboutitsresilience
infutureeconomic
downturns.Thus,venturing
into
these
burgeoning
markets
holdsgreat
potential
but
alsoentailssignificantassociated
risks(2).26.925.832.221.627.715.822.110.418.513.48.120032008201320182023OthersAsiaEuropeNorth
America29
Notes:Sources:(1)
Nominal
spending,
convertedto
US$using
average
exchange
rateof2017
(2)
Statista’s
countryreports
can
help
drivedecisions
onmarketentry
with
data
formorethan
100
countries
worldwide.Consumer
Market
Outlook
2023,
based
onnational
statistical
officesGlobal
sugar
consumption
is
growing
–
but
at
a
slower
paceMarket
Drivers:
Sugarconsumption
(1/3)Worldwide
raw
sugarconsumption
inmilliontons+1.3%(1)1771741711691682014/152015/162016/172017/182018/19(2)30
Notes:(1)
CAGR:
Compound
Annua
GrowthRate;(2)
ForecastSources:
USDASugarconsumption
has
risen
to
historical
heightsMarket
Drivers:
Sugarconsumption
(2/3)Theglobalper-capita
sugarconsumption,as
estimated
by
agribusiness
researchcompany
F.O.
Licht,hassurged
to
24
kilograms
inthe
2016/17
crop
year,marking
a50
percent
increase
from1962.
Rising
incomes
havebroadened
the
rangeofprocessed
foods,often
rich
inadded
sugars.While
thisexpanded
food
supplyisasuccess
formany
developing
nations,itposes
risks.
Inindustrialized
countries,overconsumption
of
sugarand
other
high-calorie
foods
hasled
to
highratesofoverweight.
Overweight,
definedasaBody
Mass
Indexover
25,
isaprevalent
issueinindustrialized
nationsliketheU.S.,theUK,andGermany.
Highweight
islinked
tonumerous
modern
healthproblems,
including
diabetes,
makingitamajor
focusofhealthpolicy
inrecent
years.Percapita
consumption
ofsugar
in
kilograms31SouthAmerica434951OceaniaEurope313145343844NorthAmerica(1)313716Sugaris
aglobally
tradedcommodity
produced
inover
130
countries
fromsugarcaneand
sugarbeets.
Brazil,theleadingexporter,
accountsfornearly
halfofglobalexports.
Sinceapeak
in2011,
sugarprices
havesignificantlydropped,stabilizingatless
than
US$0.30
perkilogram.
Withaslowdown
indemand
from
health-consciousconsumers
andaconsistent
highsupply,pricesare
expected
toremain
steady
inthe
foreseeable
future.WorldAsia1924513209Africa1318196220002016/1731Sources:
F.O.LichtOverweight
has
become
a
global
concern
affecting
a
majority
of
the
populationin
developed
countriesMarket
Drivers:
Sugarconsumption
(3/3)Share
ofpopulation
with
aBodyMass
Index
(BMI)over25(1)35%WorldAsia38%41%24%28%32%61%Europe64%64%66%66%54%SouthAmericaNorthAmericaAustralia67%70%72%68%71%73%20102015202132
Notes:Sources:(1)
The
BMI
is
defined
asthe
body
weight
divided
by
the
square
ofbody
height.
ABMI
between
18.5
and
25
is
considered
healthy,
anything
above
asoverweight.Market
Insights
2023,
based
onWorldHealth
OrganizationThe
silver
lining:
the
sustained
slump
in
sugar
prices
will
help
the
industry
tokeep
costs
in
check
for
nowMarket
Drivers:
SugarpriceNominal
sugarpriceforecast
inUS$
perkilogram0.400.380.350.330.300.290.290.280.2720152016201720182019202020212025203033Sources:
WorldBankCHAPTER
05Consumer
Insights?
Summary?
Artificialflavors?
Brand
awareness?
Bottled
water
consumption?
Softdrink
consumptionNon-Alcoholic
Drinks
compete
with
high-visibility
consumer
goods
for
attentionConsumer
Insights:SummaryBrand
awareness
for
food
and
non-alcoholic
drinksison
the
lower
endof
thespectrum
incomparison
toother
consumer
goodscategories.
Thiscanbebothagiftand
curse
formarketers.
Ontheonehand,
the
low
brandawareness
forfoodandnon-alcoholic
drinksmakes
itvery
hardto
establish
afirmfoothold
inthemarket
thatishighon
optionsand
low
on
attentionspans.But
ontheotherhand,thethreshold
ispretty
low
fortrying
outnew
products.Both
bottledwater
andsoft
drinksareevery-day
consumables,
asshown
bythefactthatamajority
ofrespondents
intheConsumerInsightsconsumethemregularly.
Bottled
water
seems
tobeparticularly
attractiveforconsumers
incountries
where
thequality
of
tap
water
islackingor
where
thecategory
hasbeenlong
established.
Soft
drinkson
theother
hand
tendtobemore
popularinindustrialized
and/or
warmer
countries.Particularly
relevant
areconsumers’
attitudestowards
artificial
flavorsandpreservatives.
European
and
Chinese
consumers
inparticularseem
tocareaboutthisissue,while
American
andJapaneseconsumers
didnotpayasmuch
attentiontoit.35Sources:Consumer
InsightsEuropean
andChinese
consumers
are
especially
wary
of
artificial
flavorsConsumer
Insights:ArtificialflavorsShare
ofrespondentswhoavoid
artificial
flavors
andpreservativesPolandIndia49%45%MexicoSpain43%41%BrazilChinaAustriaFrance39%39%39%38%38%ItalySouthAfricaSwitzerlandGermanyFinland36%36%36%31%Canada30%AustraliaUnitedKingdomSweden28%28%27%27%SouthKoreaUnitedStatesNetherlandsJapan25%23%15%36
Notes:Sources:Question:
Which
ofthese
statements
do
youagreewith?
;Multi-pickConsumer
Insights
asofSeptember
2023Brand
awareness
for
Food
&
Non-Alcoholic
Drinks
is
relatively
lowConsumer
Insights:Brand
awarenessPercentage
of
internetuserspayingspecialattention
tobrands54%55%
55%58%58%56%54%51%37%35%34%29%32%30%32%31%29%26%24%28%30%28%27%28%27%27%27%24%23%15%22%21%20%17%20%18%18%16%15%17%smartphoneclothing&shoesTV
&HiFihouseholdappliancesdetergents
&food
&non-cosmetics
&bodycarealcoholic
drinksbags&accessoriesCars,
motorcycles,bicyclescleaningproducts
alcoholic
drinksCHN
DEU
GBR
USA37
Notes:Sources:Question:
Inwhich
ofthese
categoriesdo
youpay
special
attention
tobrands?;
Multi-pickConsumer
Insights
asofSeptember
2023On
average,
53%
of
all
respondents
consume
bottled
water
regularlyConsumer
Insights:Bottled
water
consumptionShare
ofrespondentswho
regularly
consumebottled
waterItaly80%Brazil73%UnitedKingdomMexico66%66%France64%64%63%62%62%SouthKoreaAustraliaSpainIndiaChinaNetherlandsPoland50%50%49%AustriaJapan46%45%UnitedStatesSouthAfricaSweden42%41%35%Finland24%38
Notes:Sources:Question:
Which
ofthese
beverageproducts
do
you
consume
regularly?;Multi-pickConsumer
Insights
asofSeptember
2023On
average,
46%
of
all
respondents
consume
soft
drinks
regularlyConsumer
Insights:Softdrink
consumptionShare
ofrespondentswho
regularly
consumesoft
drinksMexicoSouthAfricaUnitedStatesUnitedKingdomNetherlandsAustralia62%59%56%54%52%51%SwedenFinlandSpain49%46%45%45%BrazilChinaIndia43%42%FranceItalyAustriaPolandSouthKoreaJapan41%39%38%37%37%32%39
Notes:Sources:Question:
Which
ofthese
beverageproducts
do
you
consume
regularly?;Multi-pickConsumer
Insights
asofSeptember
2023CHAPTER
06Trends?
Sugarreduction?
Ready-to-drink
coffee
andtea?
SustainablebusinessmodelBig
soda
reduces
its
sugar
footprintTrends:
SugarreductionExcessive
sugarintakehasbeen
linkedtoobesity
and
itsaccompanying
ailmentslikediabetes
and
heart
disease.
Asaresult,
health-conscious
consumers
seek
tomanagetheirsugarbalanceby
shiftsintheirdiet
which
inturn
putspressure
onthe
beverage
industryto
adapt.
Theboom
inbottled
water
andthe
decline
insoftdrinksandjuicebearwitness
to
thistrend.
Atthesametime,
governments
seek
toregulate
sugarfrom
thetopdown
viaanarray
of
more
stringent
labelingrequirements
or
sugartaxesaswitnessed
inthe
UKin2018,
inFrance(since
2013)andonalocal
level
inmany
U.S.states.Acategory
thathasseen
increased
activityrecently
is
flavored
water
which
beforehadlanguishedforyears
but
now
increasingly
seems
to
offer
aviablealternativeclassic
soft
drinks.Top-selling
brandslikeLaCroix
(National
Beverage
Corp.),PolandSpringandPerrier
(bothNestlé
Waters)
havewidened
theirportfolio
offlavoredwaters
significantly,indicating
atrend
thatislikely
to
stay.Theindustryhasreacted
byintroducingever
new
variantsof
artificialsweetenerslikeaspartame
or
naturalsweeteners
like
stevia
thatare
deemed
to
behealthierthan
white
sugarandbyexpandingproduct
rangesinthelow-
or
no-sugarcategories.
Diet
variantsof
the
most
popularCola
beverages
havebeen
aroundsincethe1960s
(Diet
Pepsi)
and
theearly
1980s
(Diet
Coke).
However,
beveragemarketers
aretryingtoreposition
thecategory
from
passivedieting
to
apartof
amore
activelifestyle
inorder
to
appeal
to
newly
fitness-conscious
consumers
andmen
who
hadlargely
avoided
dietproducts
untilthen.41Sources:
LaCroix,Poland
Spring,
Perrier,
PepsiCo,
Coca-ColaReady-to-Drink
(RTD)
coffee
and
tea
combine
hydration,
caffeination
andhealthinessTrends:
Ready-to-drink
coffee
and
teaBeverage
consumption
mainlyserves
thepurposes
of
hydrationandcaffeination.Many
consumers,
while
eager
tor
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