Abstract
Overview
Introduction
Consumers are more aware of the health benefits of staying hydrated and,
importantly for consumer packaged goods' players, this is impacting product
choices. Drinking more water is one of the key lifestyle changes consumers
have made to improve their health. The refreshment trend has grown as a result
of a number of factors, notably its appeal to emerging consumer groups
Scope
- Comprehensive analysis of consumer values, attitudes and behaviors with
regard to hydration & refreshment and related consumption
- Extensive primary and secondary research of consumers and senior industry
figures to uncover the latest thinking and reveal emerging opportunities
- Detailed recommendations offering practical strategies based on the trends
and insights uncovered in the report
Report Highlights
The hydration trend is most notable in non-alcoholic beverage segments,
particularly bottled water and functional drinks where both categories have
seen phenomenal growth due to consumers' increasing health concerns.
Meanwhile, refreshment is important across a number of categories and is most
mature in beer, cider and bottled water segments
Per capita bottled water occasions are highest in countries where drinking
bottled water is more culturally established such as in Italy. However,
countries with traditionally lower sales in bottled water such as the UK and
Sweden are seeing extraordinary growth. UK overall bottled water occasions
grew at a CAGR of 10% between 2002 and 2007
There are a number of misconceptions about hydration and what consumers think
they need to drink to be hydrated. Many consumers lack education of which
foods and drinks ' count' towards their daily hydration needs. Also,
contradictory evidence regarding the impact of caffeine drinks on
(de)hydration has added to this confusion among consumers
Reasons to Purchase
- Understand the attitudes driving and inhibiting hydration & refreshment
consumer needs and manufacturers' innovation efforts
- Improve your marketing by following best-practice guidelines enabling more
effective targeting with on-trend products and relevant communications
- Get inspired by viewing best practice examples of effective innovation and
marketing based on hydration and refreshment trends
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