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What western drinkers are asking for?

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Thoughts and observations about relevant trends and insights on drinkable categories

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What western drinkers are asking for?

  1. 1. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosWhat western drinkers are asking for?1
  2. 2. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosWestern drinkers requires new drinkingchoices that satisfy their thirst of healthy &enjoyable drinkables able to cope with newcultural paradigms of well being, whiledeliver pleasant and rewarding experiences …in fact they want all : pleasure, fun, health,thrill and peace of mind2
  3. 3. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosCONVENIENCE ISSUES- Easy to prepare- Easy to consumeVALUE ISSUES-Ethical Values-Animal WelfareSAFETY ISSUES- Hygiene- TraceabilityHEALTH ISSUES- Staying Healthy- Prevent diseaseKey frame ofdemandsRaising standard demands
  4. 4. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios|6 key aspirations of the consumerFeel good everydayBeing healthy for longerAchieve greater successHave better appearanceGiving children a good startFeel free health problems
  5. 5. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosHealth is not a choice anymoreIt is becoming a necessary condition; a “must”and above all “a systemic goal” that no singleproduct or behaviors is able to fully satisfy.Health is everywhere, any time butincreasingly not as a single element or choice5
  6. 6. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosWe all want more ...Social ideals evolve from cosmetic to the most essentialo From personal image (weight) to a concept of full andactive lifeWellnessPhysical healthSpiritual healthMental health
  7. 7. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosHealth is evolving from somethingphysical towards something more holisticand globalHealth is a part something bigger, a committedpursuit of well-being, something that is not justfunctionally organic and not just psychologically.Wellness is the key as a total experience thatinvolves your body as a system and also yourthoughts, your feeling and the whole idea aboutyourself7
  8. 8. Health is not only physical“Health is more aboutHow your bodyfeels, wellness is about yourmindand your body“You can be physicallyhealthy without havingtotal wellness”“Real Health is more broadand more important... It´slike achieving a higher ground”
  9. 9. Europeans think health as bio-systemic entity662610532518562717325017264332010203040506070Tree Car / factory TempleFrance Germany Italy UK US%Source: World Dairy Congress,
  10. 10. Wellbeing and life expectancy are not closelyrelatedSelf-reported healthy life expectancy (years without illness)6.16.26.36.46.56.66.76.86.977.17.267 68 69 70 71 72 73 74SpainUKUSAGermanyItalyFranceJapanSelf reportedwellbeing (index)
  11. 11. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosConsumers "condition" consumption decisionsto health aspects 95.3% of women say that "health care is an important dailyactivity.“ 72% say that food is the best resource at their disposal to stayhealthy. 84% of women to some degree restrict fat intake 50% of consumers claim not eat enough vegetables.Fuente : investigación “Salud y alimentación” BrainVentures
  12. 12. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios|Health is a way of lifeThe taste is essential but notsufficientFood is not only nourishing, is tocare and improve
  13. 13. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosAuthencity is also a key wordAuthentic means more than than “for real” or“original” or anything linked to strong heritage.Authentic means with a purpose, committed andopinioned.Heritage that implies being the real thing is notenough, if it is not linked to meaningful content andimplications13
  14. 14. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosGoodness = AuthenticityToday part of the appeal of the products lies in its claim to purity and authenticityAuthenticity is a trend that transcends boundaries and appeals to consumers definedby their "etho consciousness"o The search for the "real thing " within the cultural roots and customso The demand of accesing to more products and preparations still artisanal or like home-made
  15. 15. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios|NaturalityPeople increasingly assimilated health food with purity and naturalness, as opposed tomerely fat-free.Large food and beverage companies including Heinz, Kellogg, Kraft, GM, Dean Foodsand Coca Cola have invested in companies for "natural" feeding and natural organicfarming products2 strategies are employed:Use "specialtybrands" who do notmention the "CoreBrand" property Ie:General MillsCascadian FarmsOrganicTake the umbrella brandas organic brand, at leastin some partfor example: OrganicHeinz Ketchup (France)
  16. 16. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosConsumer seek products that activelycreates a sense of personal choice andself actualizationSince physical and material needs aremostly satisfy, the demand of innerpersonal growth and sense of become amore plenty individual become more andmore important16
  17. 17. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosCredibility & reputation is also a mustSince is not enough being good and do goodto me, Brands should be also good for mypersonal social contextThis “reputation – credibility” involves somekind of purpose or social axis. This purposeshould be coherent and relevant with theassumed brand domain and activities17
  18. 18. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosInnovationRenewal and creativity in terms of object or theproduct but also in the way of present it nad drivethe experience.Brands should deliver progress and transformation,being always suppressive, inspiring a sense of changeor growth18
  19. 19. |Future innovations:higher level expectations and more integratedHIGH NATUREbio / organicsaferHIGH SCIENCEspecificitycredibilityresultsHIGH CONVENIENCEtime pressurelive without pauses
  20. 20. The consumer wants better living anddrinking, but this need is becoming morespecific and subtle20
  21. 21. Brands should master portfolio management|ACTIVEHEALTH+++FarmacosSuplementosFunctional foodActive foodHealthy foodPositive foodNeutral foodBad foodJunk foodNot all foods contributeequally to health
  22. 22. Health ClustersConstuyeperfeccionarefuerzoCONSUMER BENEFITSNutrientesbasicos&esencialesEspecificosyactivosnutrientesNutrientesbasicos+nutrientesespecíficosfood Supports++ PLEASURE NUTRITION ++Motivaciones de compra/Niveladores PleasureNutritionHEALTHY AND NATURALMain driver« ACTIVE HEALTH »« ACTIVE HEALTH »FUNDAMENTALSCONTRIBUTORS« GOOD FOR YOUR HEALTH »ACTIVEHEALTH+++
  23. 23. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosWestern Drinkers rely still on oldmisperceptionsWestern are still tie up with old misperceptions aboutdrinkable categories.Soft drinks, beer or juces figth need to overcome traditionalperceptions, open new segments while they defend corebusiness.Its time of “hybridation” and mixed categories, able to createtrue excitementWestern drinkers look for new options, relevant, easy toadopt that bring fresh air, but need the help of more plannedbranding & marketingo Short term thinking and stock market influence is a criticalmalady of western branding23
  24. 24. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosBe ready for complexity and take fulladvantage of it !But market essentially become more complex, fragmented,with several options that lead to new segments base on 4drivers .o Enjoyment/releaseo Heath/control/careo Conviviality / sense of belongingo Identity / self actualizationThis drivers do not define single minded territories but mixedand subtle combinations24
  25. 25. 25MOTIVATIONAL MODEL
  26. 26. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosEnjoymentEnjoyment means a pleasant objective and subjectiveexperience. Something pleasant an rewarding not onlysensitive terms but also emotionally and a thought-complexstructure26
  27. 27. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosControlControl relates to new set of “health concerns andexpectations”. It is related with our desire of security andlasting life-expectancy. Nasty and unhealthy behaviors are notfun, intelligent or assumable anymore, for myself and forothers. Control means health but also conscient drive of mylife choices. Protecting but also enjoy do good as peace ofmind behavior27
  28. 28. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosConviviality & belongingConviviality and sense of belonging is related to desire of feelpart of something bigger than myself achieving theconformity of social belonging/tribal experience. Theconvivial motivation drives to emotional liasons , to share andenjoy through products that make smooth social encounter28
  29. 29. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosIdentity & self actualizationIdentity and self actualization is related to need of creates oursense of uniqueness and achievement, developing uniquechoices in our social context. Consumer requires satisfy thedesire of being proud and rewarded as individuals, thoroughproducts but also through social reward as expert, wellinformed and valuable individuals29
  30. 30. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios30Adaptation andaggregationPerformance andaffirmationExpand and enjoylifeenjoymentcontrolpower belongingDrinkable Motivational mappingREFRESCOSCoca cola FantaCAFÉISOTÓNICASALCOHOLEnergéticasDeportivasGinger AleBitterTónicaTé HeladoAguaAguacon gasGaseosaZumosNéctaresLácteosInfusionesCervezaCerveza Sin
  31. 31. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios31Adaptation andaggregationPerformance andaffirmationExpand and enjoylifePreserve life andprevent damageenjoymentcontrolpower belongingMotivational mapping
  32. 32. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosMain motivational driversSearch for self-differentiationBalance & harmony search32
  33. 33. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios33Adaptation andaggregationPerformance andaffirmationExpand and enjoylifeenjoymentcontrolpower belongingMotivational drivers mappingREFRESCOSCoca cola FantaCAFÉISOTÓNICASALCOHOLEnergéticasDeportivasGinger AleBitterTónicaTé HeladoAguaAguacon gasGaseosaZumosNéctaresLácteosInfusionesCervezaCerveza Sinself-differentiationBalance &harmony
  34. 34. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosBalance & harmonyWater, non-alcoholic beer, teas, juices,dairy products ...Trying to get back to basics, as neutral and natural as possible.seek solutions to replenish, choosing really good things forthem.34
  35. 35. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietariosThe non alcoholic Drinkable Scenario35% SOM por categorías10,6%18,6%7,6%52,2%5,1%0,9%0,4%1,4%2,1%Agua Zumos/Nectares ColasCítricos Otros Con Gas Sin GasTés Sport Drinks Energy Drinks
  36. 36. Drinkable ScenarioHighlights of the Spanish market for soft drinksFuente: EuromonitorSigns of maturitythe market shows clear signs ofmaturityHealthy drinks drive growthWater, juices, functional drinks and carbonated live acontinuous evolutionClear commitment to innovationWhat allows brands to further expand the variety ofdrinks to offer to consumers to meet their needsstrong seasonalityConcentration of sales in the spring-summerand ChristmasCoca Cola is still the leaderIn sales, as in Top of mind.The six leading companies build abouthalf of total industry salesaggressive competition

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