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Description

Description

“Hybrid formulations are on the rise, bringing together ingredients, functional benefits, tastes and textures from two or more traditional drinks categories, and invigorating the non-alcoholic beverage market. With the blurring innovation rooted in the primary categories receiving positive feedback, opportunities for tasty, healthy, and eye-catching features wait to be tapped.”

- Wenxin Xu, Senior Analyst

This report will look at the following areas:

  • BFY unleashing innovation opportunities on the fringe of familiar
  • Wine or wine flavour beverages uncorking hybrids’ potential
  • Advocating naturalness and sustainability with plants

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • Companies and brands
              • Local players actively testing hybrids; multinational players bringing successful examples to domestic market
                • Forming allies with ‘competitors’
                  • Positioning as digestion improving at dining occasions
                    • The consumer
                      • High fondness or curiosity towards blurring beverages
                        • Figure 1: Consumption behaviour, November 2019
                      • Desirable flavour is unnegotiable, nutrients are also a must
                        • Figure 2: Consumption reason, November 2019
                      • Exposure in offline retail stores helping familiarity
                        • Figure 3: Purchasing channel, November 2019
                      • Interest in hybrids fueling innovation combining tastiness and nutrition
                        • Figure 4: Blurring preference, November 2019
                      • Sweet notes or bubbly texture uncorking potential of alcoholic hybrids
                        • Figure 5: Preference on blurring with alcohol, November 2019
                      • ‘Plus’ texture or nutrients bettering PPD’s positioning
                        • Figure 6: Important features of plant-protein drinks, November 2019
                      • What we think
                      • Issues and Insights

                        • BFY unleashing innovation opportunities on the fringe of familiar
                          • The facts
                            • The implications
                              • Figure 7: Coca Cola’s Coffee Plus
                            • Wine or wine flavour beverages uncorking hybrids’ potential
                              • The facts
                                • The implications
                                  • Figure 8: Pain Chaud’s fig and red wine bread
                                  • Figure 9: Häagen-Dazs latest ice-cream flavour – rosé and cream
                                • Advocating naturalness and sustainability with plants
                                  • The facts
                                    • The implications
                                      • Figure 10: BBC reported research finding by School of Geography & Environment, University of Oxford
                                      • Figure 11: Plant-protein drink Califia Farm’s website banner
                                  • The Market – What You Need to Know

                                    • Fierce competition in drinks category pushing innovation in ingredients and technology
                                      • Seeking foodservice channels and social media to increase exposure
                                        • Creating new consumption occasions using trustworthy functional ingredients
                                        • Market Drivers

                                          • Discovery of more ingredients and tech driving innovation
                                            • Figure 12: Flavoured milk drink made by ultra-filter processing technology
                                          • Wiser consumers increase their demand for sensation
                                            • Stunning becomes a competitive strategy
                                              • Figure 13: Recess Pom Hibiscus Sparkling Water
                                              • Figure 14: Recess Instagram page
                                          • Key Players – What You Need to Know

                                            • Foodservice sector fueling competition as well as inspiration
                                              • Creating new consumption occasions to boost sales
                                                • Functionality around gut health driving future innovation
                                                • Competitive Strategies

                                                  • Brands collaboration experimenting with hybrid opportunities
                                                    • Figure 15: Nayuki and Want-Want’s boba milk tea collaboration
                                                    • Figure 16: Nayuki and Want-Want’s boba milk tea collaboration
                                                  • Pop-up vending machines becoming new marketing frontier
                                                    • Figure 17: Heytea’s pop-up vending machine campaign
                                                    • Figure 18: Dirty Lemon’s New York City pop-up campaign
                                                  • Foodservice could be an inroad for smaller brands or startups
                                                    • Figure 19: Da Si Lu Chuan’s sparkling juice
                                                • Who’s Innovating?

                                                  • Ancient wisdom to boost immunity
                                                    • Figure 20: Blurring beverages with functional claims
                                                  • Natural remedy to support your brain, body, and mood for today and tomorrow
                                                    • Figure 21: Functional blurring beverages
                                                    • Figure 22: BrightFox’s nightlife hydration beverage
                                                  • Revive RTD alcoholic drinks with added juice, tea or CSD
                                                    • Figure 23: Blurring RTD alcoholic beverage
                                                  • Pairing drinks with dining occasions to make drinks memorable
                                                    • Figure 24: Hybrid beverages promoting at dining occasion
                                                  • Booze-free drinks aim to make toasting healthier
                                                    • Figure 25: Los Angeles based alcohol-free drink Kin Spritz
                                                    • Figure 26: Israeli alcohol-free wine water infused with grape vines
                                                • The Consumer – What You Need to Know

                                                  • Hybrid drinks answering consumers’ needs generate high interest
                                                    • Taste along with nutritional benefits are becoming the new standard
                                                      • Blurring options bringing alternative product positioning
                                                      • Consumption Behaviour

                                                        • Growing popularity and interest in hybrid drinks
                                                          • Figure 27: Consumption behaviour, November 2019
                                                        • Water and tea-based hybrids cracking the market by playing on familiarity
                                                          • Figure 28: Consumption behaviour, November 2019
                                                          • Figure 29: Consumption behaviour, November 2019
                                                        • Young female consumers become fans of hybrid drinks
                                                          • Figure 30: Consumption behaviour, by demographic, November 2019
                                                        • Mid-to-high income households anchoring the category
                                                          • Figure 31: Consumption behaviour, by monthly household income, November 2019
                                                          • Figure 32: Consumption behaviour, by monthly household income, November 2019
                                                      • Consumption Reason

                                                        • Nutrition is key, but flavour is king
                                                          • Figure 33: Consumption reason, November 2019
                                                        • Young females value sensation, young males lean towards functionality
                                                          • Figure 34: Consumption reason, by age and gender, November 2019
                                                      • Purchasing Channel

                                                        • Exposure in offline retail stores helping familiarity
                                                          • Figure 35: Purchasing channel, November 2019
                                                        • Young consumers in their 20s value convenient accessibility
                                                          • Figure 36: Purchasing channel, by gender and age, November 2019
                                                        • Parents seek hybrid drinks from varied sources
                                                          • Figure 37: Purchasing channel, by family structure, November 2019
                                                      • Blurring Preference

                                                        • Moving away from major drinks categories
                                                          • Figure 38: Blurring preference, November 2019
                                                        • Young females drawn to novelty, males to performance enhancement
                                                          • Figure 39: Blurring preference, by age and gender, November 2019
                                                      • Preference on Blurring with Alcohol

                                                        • Fizzy texture and a hit of sweetness helping alcohol hybrids
                                                          • Figure 40: Preference on blurring with alcohol, November 2019
                                                        • Young females in their 20s are enthusiastic about wine hybrids
                                                          • Figure 41: Preference on blurring with alcohol, sparkling water, by age and gender, November 2019
                                                          • Figure 42: Preference on blurring with alcohol, juice, by age and gender, November 2019
                                                          • Figure 43: Preference on blurring with alcohol, CSD, by age and gender, November 2019
                                                      • Important Features of Plant-protein Drink

                                                        • Desirable texture and nutrient alluring more consumers
                                                          • Figure 44: Important features of plant-protein drinks, November 2019
                                                        • Highlight added nutrition and provenance of PPD to females
                                                          • Figure 45: Important features of plant-protein drinks, by gender, November 2019
                                                        • Mid- and high-level income earners value varied ingredients
                                                          • Figure 46: Important features of plant-protein drinks, by monthly personal income, November 2019
                                                      • Meet the Mintropolitans

                                                        • Premium cues speak to more MinTs
                                                          • Figure 47: Important features of plant-protein drinks, by consumer classification, November 2019
                                                        • MinTs welcome more alcohol hybrids
                                                          • Figure 48: Preference on blurring with alcohol, by consumer class, November 2019
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviations

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