Build Better Beverages

Transcription

1 Build Better Beverages

2 Beverages A snapshot 26% of consumers prefer milkshakes as the choice beverage for a between-meal snack Technomic Beverage Consumer Trends report % QSR of specialty beverages (shakes, smoothies, specialty coffee) are topped magazine 2011 top concepts 10% The percent by which specialty coffee consumption has grown from 2010 to 2012 Technomic Beverage Consumer Trends report 2012 Not only does topping a beverage increase the price point, but consumers expect it, and are willing to pay for it Source: Technomic Beverage Consumer Trends report 2012

3 Beverage Consumption Behavior 26% of milkshake consumers at fast-food restaurants say they purchased a milkshake as a snack in the last month Two-thirds of consumers say they have consumed both hot coffee and soft drinks at least once within the past month 73% of bakery-café consumers purchased a non-alcohol beverage without food on at least one occasion in the past month. High Potential for specialty drinks Specialty coffee consumption has increased by 10% over the past two years, further cementing specialty coffee as one of the segment s beverage leaders Source: Technomic Beverage Consumer Trends report 2012

4 Beverage Purchasing Decisions At QSRs, blended/specialty coffees were ordered most commonly without food (5% vs 4% with food). 66% of consumers consider flavor the most important beverage attribute Freshness in general isn t a priority Fresh ingredients was only the most important attribute for 26% of consumers Fresh is important in smoothies and fruit juices Two-fifths of hot specialty coffee drinkers say they do so for snacking occasions. Source: Technomic Beverage Consumer Trends report 2012

5 Beverage Attitudes & Purchases 66% of consumers consider flavor or taste the most important menu attribute Variety is key to ensuring flavor preference is met 67% of consumers associate milkshakes with being a special treat 29% of consumers say they re likely to replace a meal with a smoothie 17% of of consumers would replace a meal with a milkshake Among health-halo attributes, consumers are most drawn to beverages that carry clearly defined fresh or natural claims, such as fresh-brewed and 100% fruit juice. Source: Technomic Beverage Consumer Trends report 2012

6 Beverages Preferences 16oz beverages are the preferred portion size (57%) An overwhelming majority of consumers (67%) find strawberry appealing for a smoothie or juice followed by Banana, Yogurt, and sorbet ingredients Consumers are evenly split between their preference between value based coffees (like McDonalds 50%) and premium coffees (like Starbucks 51%). They don t want anything in-between 22% of consumers say they have purchased coffee from a convenience store in the last month. This is highly driven by consumers aged 35 and up Source: Technomic Beverage Consumer Trends report 2012

7 Beverages Preferences Healthy Beverages 7 out of 10 consumers have consumed plain bottled water at least once in the past month Beverages must be healthy and convenient Consumers have increased both their consumption of on-trend beverages like specialty coffees and iced tea, and offtrend beverages like regular coffee and soft drinks Women tend to associate low-calorie and nutrient-rich beverages such as milk with health, while men do the same with beverages with both natural and added nutrients, like sports drinks

8 Beverages as Snacks QSRs have room to boost sales by marketing milkshakes as in-between & non-meal snacks Hot and cold specialty coffees show potential to be snacking-occasion beverages Consumers were 25% more likely to buy specialty coffees without food than with Consumers hold healthy beverages (smoothies, juices) as top-of-mind for beverage snacking Consumers say just a few beverages are substantial enough to serve as a meal, and identify beverages made with foods, such as smoothies, milkshakes and fruit juice, as the best options to replace a meal. Source: Technomic Snacking Consumer Trends report 2012

9 Beverages Seasonality drives Concepts Seasonal Specialties Fall Top Flavor: Pumpkin Top Beverage: Coffee (32%) Winter Top Flavor: Peppermint Top Beverage: Tea Spring Top Flavor: Citrus Top Beverage: Tea Summer: Top Flavor: Tropical Top Beverage: Smoothie Regular hot coffee and soft drinks are consumed more than any other type of beverage measured both at home and away from home.

10 Selling Beverages Promoting Beverages at restaurants includes a focus on: Flavor Variety Seasonality (Fun, cold drinks for summer, hot drinks for winter) Freshness Buzz Words popping up on beverage menus: Fresh Juice Natural Chocolate, Strawberry Seasonal Flavors like Pumpkin and Pepperming Tropical Hot specialty and cold or blended coffee drinks lead in the breakfast daypart, but show potential as snacking-occasion beverages. Source: Datassentials Menu Trends 2013

11 1400 Ways to Top A Beverage Across US Chains and Independents, there were over 1400 different menu items featuring beverages topped with whipped topping Top Flavors include Chocolate, Vanilla, Coffee, and Liqueur flavors Coffee/Espresso drinks were predominant 57% of topped beverages on menus were alcoholic Top Alcoholic concepts featured Irish Whiskey, Irish Crème, or Kahlua Top Nonalcoholic concepts featured coffee drinks and milkshakes Hot specialty and cold or blended coffee drinks lead in the breakfast daypart, but show potential as snacking-occasion beverages. Source: Datassentials Menu Trends 2014

12 Why Top? Source: Datassentials Menu Trends 2014

13 Beverages Quick Insights for 2014 Tea! Whether it s fresh tea, tea enjoyed at a trendy tea bar, boozy tea, or bubble tea, tea both as a beverage and a series of flavors are promising for Baum & Whiteman 2014 trends Beyond the Milkshake. Drinkable desserts like creamy cocktails, sweet specialty coffees and more give beverages a stronger footing in the dessert/snacking occasion Nation s Restaurant News Chefs Riff Drinkable Desserts Variety is everything. From expanded beverage selections to the proliferation of Coca Cola Freestyle machines, consumers crave variety in their beverage choices

14 Beverages on the Menu Seasonal Beverages Health & Wellness Fun, Refreshing, Snacking Beverages Value vs. Premium

15 Recommendations your possibilities

16 Beverages: Solutions for growing your business Cherry Chocolate Greek Yogurt Smoothie Cherries, orange juice, bananas, greek yogurt, and a drizzle of chocolate makes a great AM or PM snack! Classic Milkshake The classic 50s hand-spun shake gets a make-over with chocolate drizzles on the side and flavored topping. Green Tea Latte Cozy up with frothy milk infused with matcha powder and a dollop of topping for a total zen-like experience. Bubble Tea Jump on board for one of the hottest trends of the year tea! Bubble tea has been popular in Asia and is just gaining ground in the US. Top it off with On Top!