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Beverage Blurring - US - February 2017

"Two thirds of US adults have consumed any of the hybrid drinks measured in this Report. Bottled water with added health benefits (eg protein, vitamins) leads consumption, followed by carbonated juice, and bottled water with added functional benefit. The strongest limitation to adoption is perceived high price but they encourage trial of new beverage types and may improve permissibility in struggling beverage categories."
- Beth Bloom, Senior Analyst, Food and Drink

This Report discusses the following key topics:

  • 66% of consumers have tried hybrid drinks
  • Hybrid drinks are viewed as more expensive than standard drinks
  • Perceived high price is the leading deterrent to consumption

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • 66% of consumers have tried hybrid drinks
            • Figure 1: Consumption of/interest in hybrid drinks, November 2016
          • Hybrid drinks are viewed as more expensive than standard drinks
            • Figure 2: Attitudes toward hybrid drinks – Hybrid – Agree, November 2016
          • Perceived high price is the leading deterrent to consumption
            • Figure 3: Deterrents to hybrid drink consumption, November 2016
          • The opportunities
            • Hybrid drinks are popular in the afternoon, on-the-go, and as a treat
              • Figure 4: Occasions for drinking, November 2016
            • Close to half of consumers say their ideal hybrid drink would have a juice base
              • Figure 5: Ideal hybrid drink - Drink type, November 2016
            • Vitamins and minerals carry the strongest appeal
              • Figure 6: Ideal hybrid drink - Drink attribute, November 2016
            • What it means
            • The Market – What You Need to Know

              • Larger non-alcoholic beverage categories struggle
                • Three quarters of consumers like trying new drink types
                  • Obesity epidemic continues to drive interest in BFY drinks
                  • Market Perspective

                    • Larger non-alcoholic beverage categories struggle
                        • Figure 7: Select drink launches, by category, 2012-16
                    • Market Factors

                      • Three quarters of consumers like trying new drink types
                        • Figure 8: Attitudes toward hybrid drinks – General – Agree, November 2016
                      • Younger shoppers are most likely to be interested in new drink trial
                        • Figure 9: Attitudes toward hybrid drinks – General – Agree, by generation, November 2016
                      • Obesity epidemic continues to drive interest in BFY drinks
                      • Key Players – What You Need to Know

                        • Struggling categories are aided by blending with stronger performers
                          • Brand recognition improves chances of trial
                            • Spritzers and seltzers lighten things up
                              • Heartier offerings can expand consumption occasions
                              • What’s Working?

                                • Struggling categories are aided by blending with stronger performers
                                  • Sparkling water sales grow with natural flavors
                                  • What’s Struggling?

                                    • Smaller brands may struggle with adoption
                                      • Figure 10: Attitudes toward hybrid drinks – Brand – Agree, November 2016
                                  • What’s Next?

                                    • Spritzers and seltzers lighten things up
                                      • Heartier offerings can expand consumption occasions
                                      • The Consumer – What You Need to Know

                                        • 66% of consumers have tried hybrid drinks
                                          • Hybrid drinks are popular in the afternoon, on-the-go, and as a treat
                                            • Close to half of consumers would like a hybrid drink to have a juice base
                                              • Vitamins and minerals carry the strongest appeal
                                                • Perceived high price is the leading deterrent to consumption
                                                • Consumption of Hybrid Drinks

                                                  • 66% of consumers have tried hybrid drinks
                                                    • Figure 11: Consumption of/interest in hybrid drinks, November 2016
                                                  • Men are more likely than women to try hybrid drinks
                                                      • Figure 12: Consumption of/interest in hybrid drinks – Any consumption, by gender, November 2016
                                                    • iGens/Millennials are core hybrid drink consumer
                                                      • Figure 13: Consumption of/interest in hybrid drinks – any consumption, by generation, November 2016
                                                  • Attitudes toward Hybrid Drinks

                                                    • Hybrid drinks are viewed as more expensive than standard drinks
                                                      • Figure 14: Attitudes toward hybrid drinks – Hybrid – Agree, November 2016
                                                    • Older consumers are more skeptical of hybrid drinks
                                                      • Figure 15: Attitudes toward hybrid drinks – Hybrid – Agree, by generation, November 2016
                                                  • Hybrid Drink Occasions

                                                    • Hybrid drinks are popular in the afternoon, on-the-go, and as a treat
                                                      • Figure 16: Occasions for drinking, November 2016
                                                    • Tea/coffee-based drinks perform well for morning occasions
                                                      • Figure 17: Occasions for drinking – By hybrid drink type consumed, November 2016
                                                    • Men are more flexible in their consumption occasion
                                                      • Figure 18: Occasions for drinking, by gender, November 2016
                                                    • On-the-go has particular appeal to iGens
                                                      • Figure 19: Occasions for drinking, by generation, November 2016
                                                  • Identifying Hybrid Drinks

                                                    • Drink classification
                                                      • A variety of factors impact consumer classification of drinks
                                                        • Words on-pack, and pack design have influence
                                                          • Figure 20: Qualitative responses: drink classification – VitaminWater Energy
                                                        • …but only go so far
                                                          • Figure 21: Qualitative responses: drink classification – HiBall Energy
                                                        • Confusion exists
                                                            • Figure 22: Qualitative responses: drink classification – Mtn Dew Kickstart
                                                          • Strong brand association has influence
                                                              • Figure 23: Qualitative responses: drink classification – V8 V-Fusion Sparkling
                                                              • Figure 24: Qualitative responses: drink classification – Starbucks Refreshers
                                                            • Perceived benefits
                                                              • Consumers rely more on on-pack descriptors to identify health benefits
                                                                • Figure 25: Qualitative responses: benefits – VitaminWater Energy
                                                                • Figure 26: Qualitative responses: benefits – HiBall Energy
                                                                • Figure 27: Qualitative responses: benefits – Mtn Dew Kickstart
                                                                • Figure 28: Qualitative responses: benefits – V8 V-Fusion Sparkling
                                                                • Figure 29: Qualitative responses: benefits – Starbucks Refreshers
                                                            • Ideal Hybrid Drinks

                                                              • Base
                                                                • Close to half of consumers would like a hybrid drink to have a juice base
                                                                  • Figure 30: Ideal hybrid drink – drink type, November 2016
                                                                • Tea-based drinks may help grow appeal among women
                                                                  • Figure 31: Ideal hybrid drink – drink type, by gender, November 2016
                                                                • Juice-based drinks may grow appeal among older shoppers
                                                                  • Figure 32: Ideal hybrid drink – drink type, by generation, November 2016
                                                                • Attributes
                                                                  • Vitamins and minerals carry the strongest appeal
                                                                    • Figure 33: Ideal hybrid drink – Drink attribute, November 2016
                                                                  • Energy appeals to men, calorie-free appeals to women
                                                                    • Figure 34: Ideal hybrid drink – drink attribute, by gender, November 2016
                                                                  • Energy appeals to younger shoppers, low/no calorie appeals to older consumers
                                                                    • Figure 35: Ideal hybrid drink – drink attribute, by generation, November 2016
                                                                  • Some attributes appear as natural pairs
                                                                    • Figure 36: Ideal hybrid drink – Drink attribute, by drink attribute, November 2016
                                                                  • Packaging
                                                                    • One third of consumers would put their hybrid drink in a plastic bottle
                                                                      • Figure 37: Ideal hybrid drink – pack type, November 2016
                                                                    • Men are more likely to be interested in large formats
                                                                      • Figure 38: Ideal hybrid drink – Pack type, by gender, November 2016
                                                                    • Resealability/resusability important to younger shoppers
                                                                      • Figure 39: Ideal hybrid drink – pack type, by generation, November 2016
                                                                  • Deterrents to Hybrid Drink Consumption

                                                                    • Perceived high price is the leading deterrent to consumption
                                                                      • Figure 40: Deterrents to hybrid drink consumption, November 2016
                                                                    • Health/ingredients concern women
                                                                      • Figure 41: Deterrents to hybrid drink consumption, by gender, November 2016
                                                                    • Older consumers are not familiar with products
                                                                      • Figure 42: Deterrents to hybrid drink consumption, by generation, November 2016
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • Consumer qualitative research
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                            • Appendix – Key Players

                                                                                • Figure 43: Select drink launches, by category, 2012-16
                                                                                • Figure 44: Juice launches, by leading claims, 2012-16
                                                                                • Figure 45: Carbonated soft drink launches, by leading claims, 2012-16
                                                                                • Figure 46: Water launches, by leading claims, 2012-16
                                                                                • Figure 47: RTD tea launches, by leading claims, 2012-16
                                                                                • Figure 48: Energy drink launches, by leading claims, 2012-16
                                                                                • Figure 49: RTD coffee launches, by leading claims, 2012-16

                                                                            Companies Covered

                                                                            • Walmart Stores (USA)

                                                                            Beverage Blurring - US - February 2017

                                                                            US $3,995.00 (Excl.Tax)