Consumers want experimental flavors Consumers want genuine experiences when it comes to beverages Something already stated earlier on in this report, consumers have high levels of self-entitlement and want genuine occasions when it comes to products, even everyday economical offerings such as beverages. These levels of high entitlement can be attributed to many factors, such as consumers being exposed to more product choice than ever before, being more exposed to global and regional cuisines than ever before and brands redefining the boundaries of premium in product categories. All of this has made consumers more difficult to impress when it comes to products because of the desire for a genuine experience. As a result of this, consumers are deeming themselves to be adventurous and experimental when it comes to seeking out new products.
Proportion of consumers who say that they have become more experimental with their choice of grocery products over thewithlast years Proportion of consumers who say that they have become more experimental their five choice of grocery products over the last five Global: 57% Global: 57%
Proportion of consumers who say that they have become more years experimental with their choice of grocery products over the last five years Africa/ME: Asia-Pacific: Europe: North America: 64% 63% 53% Africa/ME: Asia-Pacific: Europe: North57% America: 64%
63%
53%
57%
South America: South63% America: 63%
Proportion of consumers who consider themselves to be adventurous when it comes to food Proportion of consumers who consider themselves to be adventurous when it comes to food and drink products drink Proportion of consumers who considerand themselves to be products adventurous when it comes to food and drink products Global: 54% Global: 54%
Africa/ME: 62% Africa/ME:
Asia-Pacific: 61% Asia-Pacific:
62%
Europe: 49% Europe:
61%
North America: North50% America:
49%
50%
South America: South60% America: 60%
Proportion of consumers who say that they like food and drink products with new and unusual flavors
Source: FMCG Gurus Country Profile survey Q1 2019/Q1 2020
Proportion of consumers who say that they flavors 57% like food and drink products with new and unusual 57% 50%
57%
48%
44%
57%
50% Another reason for the demand for 43% adventurous and experimental products, even when it comes to 48% 44%
43%
everyday offerings such as drinks, is something that can also be attributed to self-expression. Consumers increasingly deem themselves to be sophisticated and mature. Moreover, they want to express these attributes onto their social circle and wider society, and adventurous and experimental products are seen to help achieve this. Social media is also something that has influenced this attitude, with the Global
Africa/Middle East
Asia-Pacific
Europe
North America
South America
Global
Africa/Middle East
Asia-Pacific
Europe
North America
South America
rise of websites such as Instagram meaning that consumers can picture themselves trying experimental products online to enhance a profile of themselves. This is something that is driving demand for new and alternative flavors across the beverage industry, as consumers look for new experiences. This is true across all product categories, even economical options such as cordial/squash. Such attitudes will also be influenced by many consumers believing that mainstream brands are bland and boring and do not reflect their current attitudes and outlook on life. To respond to this, the industry needs to launch new and exciting flavors that not only offer a genuine experience but also enable some form of social identity for the individual.
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