Consumer's consumption of hot and soft drinks is increasing year-on-year, mainly to fulfil hydration and health demands, and partly to satisfy indulgence needs. This report identifies what is driving consumers soft and hot drink occasions and assesses which drinks categories are winning share of throat. Marketers must understand key consumer drivers to grow occasions and maintain market share.

Scope

Detailed occasion and consumption data covering bottled water, carbonated beverages, juices, functional drinks, coffee, tea and other hot drinks Insight in to consumers changing share of throat preferences and the trends driving beverage choice through 2011 Showcases the latest best-practice product and marketing innovation highlighting how to capitalize on consumer's unmet needs Strategic conclusions and actions highlighting how manufacturers and retailers should direct resources towards evolving drink trends

Highlights

Consumers are creating new drink occasions in an effort to satisfy conflicting need states, with health a key driver of future soft and hot drink occasions. European and US consumers had on average 1,186 soft drink occasions in 2006 and this is forecast to rise to 1,331 by 2011, a growth of 2.3% Drinks categories are becoming increasingly blurred as consumers' share of throat evolves, and drinks manufacturers are facing increasing competition both from rival brands and more importantly from different drinks categories. Hot drink preferences are changing with tea becoming increasingly popular in coffee dominated markets such as the US, France and the Netherlands, due to its perception amongst consumers of being healthy. In contrast, coffee occasions are becoming increasingly indulgent with strong growth in specialty coffee through foodservice channels.

Reasons to Purchase

Gain a detailed understanding of the drivers and inhibitors associated with consumers soft and hot drink choices Update your strategic marketing by determining how and why to target consumers better by focusing on key occasions and locations Drive insight generation by using a compelling mix of quantitative and qualitative data illustrating consumer preferences and market developments.