2017饮料趋势报告（英文版）_60页_14mb

报告摘要

Beverage Trends Report 2017 Summary

Core Content Overview

This report, published by think with Google, analyzes beverage trends in the US, UK, Spain, and Mexico from April 2015 to March 2017. It focuses on the growing interest in process-led beverages and earthy flavors, highlighting how these trends are shifting consumer behavior and preferences.

Main Trends and Key Insights

1. Process-Led Beverages

Cold Brew and Infusions are the top process-led beverages, showing sustained growth across all four markets.
Cold Brew is particularly prominent in the US, with a significant year-over-year growth rate in 2015.
Infusions are associated with health benefits and are more popular in Spain and Mexico, often consumed as a nighttime ritual.
Nitro Coffee is a rising star, showing strong growth and increasing interest in both the US and UK.

2. Earthy Flavors

Earthy flavors such as matcha, ginger, turmeric, and chai are gaining popularity.
These flavors are often linked with health benefits and functional properties like weight loss and digestion.
Ginger is associated with a variety of beverages and is seen as a natural, healthy ingredient.
Matcha is gaining traction as a flavor in both drinks and food, with a unique, bold, and complex taste.

Key Trends by Market

US

Cold Brew Coffee, Nitro Coffee, Matcha, Kombucha, and Ginger Ale are top trends.
DIY interest is high, with searches peaking in the evening.
Matcha lattes are seeing significant growth, especially in 2017.
Ginger is often paired with lemon, honey, and turmeric.

UK

Cold Brew Coffee, Nitro Coffee, Matcha, and Turmeric Tea are top trends.
DIY and health benefits are key drivers, with matcha and ginger being frequently searched for their health properties.
Matcha is associated with tea, lattes, and weight loss.

Spain (ES)

Infusions, particularly ginger, chamomile, and matcha, are prominent.
Ginger is linked with health benefits, detox, and fat burning.
Matcha is seen as a tea and is associated with health, price, and where to buy.

Mexico (MX)

Infusions, especially ginger, chamomile, and matcha, are popular.
Ginger is linked with weight loss, cough, and stomach health.
Matcha is associated with tea, latte, and food items like cake and ice cream.

Trend Characteristics

Sustained Risers: Cold Brew and Infusions show steady growth and are becoming mainstream.
Seasonal Risers: Ginger and Matcha are seasonal, with ginger peaking in winter and matcha growing consistently.
Rising Stars: Nitro Coffee and other process-based beverages are gaining momentum.
Seasonal Decliners: Some beverages, like fruit-infused water, show decreasing interest over time.
Falling Stars: Certain fads, such as bubble tea, are declining rapidly.

Key Takeaways and Opportunities

Process is becoming a key differentiator in beverages, with consumers valuing DIY and natural methods.
Health and wellness are central to the popularity of both cold brew and infusions.
Ginger is a versatile ingredient with strong health associations, especially in Mexico and Spain.
Matcha is a complex, bold flavor that is becoming a mainstream staple, especially in tea and lattes.
Seasonality plays a role in beverage interest, with ginger peaking in winter and cold brew being more popular in summer.
Brands should consider timing and context in marketing strategies, aligning with the health benefits and rituals associated with these beverages.

Opportunities for Brands

Focus on DIY processes and natural ingredients to align with consumer values.
Leverage health benefits and functional properties in marketing campaigns.
Use seasonality to inform product launches and promotions.
Explore new flavor combinations with earthy ingredients like ginger and matcha.
Position beverages as experiences, especially in the US and UK where tea culture is strong.

Conclusion

The report highlights a growing consumer preference for process-led and earthy flavored beverages. These trends are driven by health consciousness, DIY interest, and seasonal behavior. Brands that align with these values and understand the context of when and how these beverages are consumed will be better positioned to capitalize on the market shift.

展开完整摘要