2017年饮料趋势报告_62页-14mb

Beverage Trends Report 2017 Summary

Core Content

This Google Beverage Trends Report 2017 provides an analysis of non-alcoholic beverage trends across the US, UK, Spain, and Mexico. It leverages Google Search and YouTube data to identify and interpret consumer behavior, interest, and the growing popularity of certain beverage categories and processes. The report focuses on two main trends: process-led beverages (like cold brew and infusions) and earthy flavored beverages (like ginger and matcha). These trends are categorized based on their growth patterns, seasonality, and consumer engagement.

Main Trends

1. Process-Led Beverages

• Definition: Beverages made through a specific process, such as cold brewing, infusions, or raw juice.
• Trends:
  • Cold Brew is a major trend across all four markets, showing strong year-over-year growth and seasonal spikes, especially in the US.
  • Infusions (both hot and cold) are also rising, particularly in Spain and Mexico where they are associated with health benefits and nighttime rituals.
  • Nitro Coffee is a rising star, with significant growth across all markets, especially in the US.
  • DIY Interest: Consumers are more interested in DIY cold brew in the evening, while retail brand searches peak in the afternoon.
• Key Insights:
  • The process is as important as the ingredients in driving consumer interest.
  • Brands can leverage the "process" narrative to add value and credibility.
  • Associating with DIY behavior can enhance consumer connection and trust.

2. Earthy Flavored Beverages

• Definition: Beverages infused with plant-based ingredients that offer bold, natural, and health-focused flavors.
• Trends:
  • Ginger is a dominant earthy flavor, with a wide range of associated beverages (ginger tea, ginger beer, ginger ale, etc.).
  • Matcha is another popular earthy flavor, especially in the US and UK, with growing interest in both tea and non-tea applications.
  • Seasonality: Ginger is a sustained seasonal riser, with higher search volume in winter, while matcha is more consistently searched year-round.
• Key Insights:
  • Ginger is linked to health benefits, especially in Mexico and Spain, and is often associated with functional uses.
  • Matcha is seen as a premium and versatile ingredient, used in various beverages and food items.
  • Consumers are looking for new flavor combinations involving ginger and matcha, offering untapped marketing opportunities.

Key Markets

US

• Top Trends: Cold brew coffee, matcha, kombucha, ginger, and turmeric tea.
• Behavior: Strong interest in DIY and educational content about cold brew, with a focus on health and flavor.

UK

• Top Trends: Cold brew, matcha, kombucha, and ginger tea.
• Behavior: Consumers are more interested in the health and functional aspects of infusions and teas, with a focus on calorie and sugar content.

Spain

• Top Trends: Ginger infusions, matcha, and herbal teas.
• Behavior: Hot infusions are linked to health benefits and nighttime rituals.

Mexico

• Top Trends: Ginger infusions, matcha, and herbal teas.
• Behavior: Ginger is associated with health, weight loss, and traditional remedies, with a strong focus on natural and functional uses.

Opportunities for Marketers

• Cold Brew: Can be marketed as a premium, health-conscious, and accessible product. Emphasize the process and DIY aspect.
• Infusions: Highlight the health benefits and functional use, especially in Spain and Mexico.
• Ginger: Focus on its versatility and health benefits. Experiment with new flavor combinations and educate consumers.
• Matcha: Position it as a premium, versatile ingredient. Use it in both beverages and food items to expand market reach.

Conclusion

The report underscores the importance of process and flavor in shaping beverage trends. Marketers should focus on understanding the cultural and seasonal nuances of these trends to effectively target consumers. Process-led beverages and earthy flavors are key areas with significant growth potential, offering opportunities for innovation and brand engagement.