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Consumers want genuine experiences when it comes to beverages
Consumers want experimental flavors
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 the last five years Proportion of consumers who say that they have become more experimental with their choice of grocery products over the last five years Proportion of consumers who say that they have become more experimental with their choice of grocery products over the last five years
Global: Africa/ME: Asia-Pacific: Europe: North America: South America: 57% Global: 64% Africa/ME: 63%Asia-Pacific: 53% Europe: 57% North America: 63% South America: 57% 64% 63% 53% 57% 63%
Proportion of consumers who consider themselves to be adventurous when it comes to food and drink products Proportion of consumers who consider themselves to be adventurous when it comes to food and drink products Proportion of consumers who consider themselves to be adventurous when it comes to food and drink products
Global: 54% Global: 54% Africa/ME: 62% Africa/ME: 62% Asia-Pacific: 61%Asia-Pacific: 61% Europe: 49% Europe: 49% North America: 50% North America: 50% South America: 60% South 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 57% 57% Proportion of consumers who say that they like food and drink products with new and unusual flavors 50% 57% 48% 57% Another reason for the demand for adventurous and experimental products, even when it comes to 43% 44%50% 48% 43% 44% 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 rise of websites such as Instagram meaning that consumers can picture themselves Global Africa/Middle East Asia-Pacific Europe North America South America Global Africa/Middle East Asia-Pacific Europe North America South America 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 .
Proportion of consumers who consider themselves to be adventurous when it comes to food and drink products
Global: 54% Africa/ME: 62% Asia-Pacific: 61% Europe: 49% North America: 50% South America: 60%
Proportion of consumers who say that they like food and drink products with new and unusual flavors
50%
43% 57%
48%
44% 57%
Global Africa/Middle East Asia-Pacific Europe North America South America
Source: FMCG Gurus Country Profile survey Q1 2019/Q1 2020
Brands can look to respond to this in several ways . For instance:
• Brands can launch alcoholic flavors into soft drink categories. Consumers want products that push the boundaries of premium and alcoholic flavors can help achieve this, especially as it means that beverages are targeted at adults and not children . Moreover, this is something that will also appeal to consumers who are looking to abstain from or moderate alcohol intake but find alcoholic beverage substitutes to be expensive .
• Flavor fusions This is something that will also appeal to consumers by pairing new and unusual flavors together . Such a strategy is effective for pushing the boundaries of premium in a cost-effective manner .
Flavor pairings can also look to fuse flavors which would not normally be put together, something that can help improve stand out appeal .
• Regional flavors. Consumers are exposed to more choice and flavors from around the globe than ever before. As such, it is not enough for a product to be from a specific country. Instead, the beverage industry can look to promote region-specific flavors from different countries across the soft drinks market.
This will appeal to consumers who want to replicate occasions they may have experienced whilst holidaying or traveling at home .
• Flavors not synonymous with a category For instance, brands can look to launch savory flavors in product categories synonymous with sweet flavors or vice versa. When it comes to such strategies it is important that such novel offerings are not being done just because the brand can but instead because it will offer some form of sensory experience .
