Hydration & Refreshment

Table of Contents

• Overview
  • Catalyst
  • Summary
• Table of Contents
• Table of figures
• Table of tables
• Analysis
  • Introduction
    • Drivers of the hydration and refreshment trends
  • Consumer segmentation
    • Women consider hydration more important than men
    • Older consumers are at most risk from dehydration
    • Hydration is key to a child' s development
    • Refreshment is most important for emerging consumer groups in alcoholic drinks
  • TREND: Hydration is becoming increasingly important to consumers
    • Bottled water occasions are increasing, taking an increasing ' share of throat'
      • Bottled water now accounts for half of all soft drink consumption in Europe
    • Environmental concerns may encourage greater tap water consumption in the future
    • Take-outs and implications: The need for instant and continuous hydration has grown in consumer importance
  • TREND: Refreshment is an increasingly key element of beverage consumption
    • Take-outs and implications: refreshment has gained importance due to emerging consumer groups and occasions
  • INSIGHT: There have been notable success stories of brands targeting hydration and refreshment needs
    • Sprite obeys consumer thirst for hydration and refreshment
    • Mizone appeals to consumers searching for instantaneous hydration
    • Blue moon focuses on refreshment and drinkability
    • Take-outs and implications: hydration and refreshment are key attributes in providing success in the beverage industry
  • INSIGHT: Hydration and refreshment trends are important to a number of markets
    • Hydration and refreshment trends are important to a number of beverage markets
    • Hydration and refreshment can also be important to food and personal care markets
    • Take-outs and implications: hydration and refreshment trends are most important to beverage markets yet should not be overlooked in food and personal care
  • INSIGHT: A number of factors affect people' s perception of how refreshing a particular beverage may be
    • Take-outs and implications: key elements of refreshment should be met when creating drinkability
  • INSIGHT: There are misconceptions about what consumers think they ' need' to drink
    • Awareness of hydration needs are high but so is confusion and non-compliance
    • Take-outs and implications: educating consumers and providing hydration solutions will prove successful going forward
  • INSIGHT: Hydration directly affects mental and physical performance
    • Take-outs and implications: the mental and physical effects of hydration are important to a number of consumers
• Action points
  • ACTION: Educate and clearly inform consumers about hydration
    • Target groups with the greatest need for hydration
  • ACTION: Enhance the refreshment factor of beverages
  • ACTION: Use hydration and refreshment as a means to differentiate and premiumize your product
    • Emphasize the positive impact of instant and continuous hydration
    • Avoid compromising or creating trade-offs by neglecting other need-states
• APPENDIX
  • Definitions
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Overall and per capita bottled water occasions,Europe & US, by country, 2002-2012
  • List of Figures
  • Figure 1: There are a number of drivers to the hydration and refreshment trend
  • Figure 2: Consumers who responded ' important' or ' very important' to the question: "How important are the following dietary approaches - Drinking plenty of water?"
  • Figure 3: Americans associate a healthy lifestyle more with bottled water than any other bottled beverage
  • Figure 4: Sprite marketing materials focus heavily on hydration and refreshment
  • Figure 5: Mizone Rapid focuses on instant hydration
  • Figure 6: Blue moon offers a refreshing easy beer drinking experience
  • Figure 7: Analysis of the current importance of the hydration trend to non-alcoholic beverage markets and future forecast for importance in five years from now
  • Figure 8: Analysis of the current importance of the refreshment trend to non-alcoholic beverage markets and future forecast for importance in five years from now
  • Figure 9: Analysis of the current importance of the refreshment trend to alcoholic beverage markets and future forecast for importance in five years from now
  • Figure 10: There exists market opportunity in addressing consumers' skin concerns with regard to hydration
  • Figure 11: A number of factors affect the refreshment level of a beverage
  • Figure 12: Hydrate 20 attempts to educate and inform consumers about the need for hydration and the benefits of the product using claims backed up by scientific research
  • Figure 13: Hydrating products should be targeted at groups with the highest need such as children
  • Figure 14: There exists cross market opportunities such as healthy hydration focused foods
  • Figure 15: Products which offer hydration benefits will allow for a price premium
  • Figure 16: Hydration is important to beauty aids, for both topical and ' beauty from within' products
  • Figure 17: Ensure that other key need-states are met along with hydration and refreshment