2024年即饮饮料行业现状、发展历程及未来趋势研究报告

Back in 2017, our AI-powered data predictedthe emergence ofHard Seltzers.8 years and billions of dollars in sales later, awild array of ready-to-drink products are nowavailable.But as the space gets more and more crowded–brands are finding it harder to differentiateand remain relevant to consumers.In this report we will explore how can brandscan innovate in this space–now, next and inthe future.WINE & BUBBLESBEER & CIDERSPIRITS & LIQUEURSKEY:__________________The RTD spacehas exploded The insights inside this report do notcomefromsurveys,panelsorfocus groups.There are noquestionsasked.Norany prompted responses.Our technology applies AI andpredictiveanalyticstomillions ofsocial and online datapoints tounderstandbehavioraltrends.It identifies, connects and predicts emergingtrendsand future consumerneeds with89%accuracy.We offer solutions that leverage this dataandenablebrands to make faster, confident,evidence-driven decisions along the innovationprocess.It'sinnovation down to a science.We areBlack Swan Data A different approachThis report was created usingourconsumer intelligence platformHow does it work?Our platform retrieves all therelevantconsumer conversations in a category;in this example,8+ million USA, Spirits& Liqueursconversations.We use AI and data science to isolate allthe individualtrending topics andunderstand how theyladder-up intomacro category growth drivers.This dynamicsegmentation frameworkisrefreshed monthly and evolves asconsumers and thecategory evolves.Game-changingcapabilitiesInsight and Innovation teamsloveusingthisdata as it helps themmake better decisionsalong theNPD process whenevidenceislacking and the path is unclear.From activating demand spacestooptimizing on-pack claims–oursolutions give you answers atafraction of the time and cost oftraditional research methods. BLACKSWANDATAUSA, Spirits & Liqueurs(Feb 2022–Feb 2024)Our data analyzesthe categoryby howconsumersactivelytalkabout itonline. Our data sciencemetrics explainedKnowWHATtrends to prioritize.WHYthey should be activated.AndWHENto act on them.NEXTNOWMaturity Curve 0%means thesetrends are nottalked abouttogether; there’sno association BLACKSWANDATA100%meanstheyalwaysappear together;there’s a highassociation Why are consumerschoosing RTDs?DORMANTAdaptogenic#301We have surfaced all theconsumerneedstalked about in the context ofRTDs.These needs are at different stages of maturity,ranging from more established, mature needssuch asReduced CalorieorLow Sugar.Growing needs likePremiumandMixology.Andemergent, more niche needs such asMindfulDrinkingandFunctional Beverages.Consumers are expecting RTDs to deliver on awide variety of needs while offering somethingdifferent and experimental.For brands, there remains ample opportunity toinnovate within this sub-category. Now, nextandfutureneedsWe've clustered the individualconsumer needs into larger, thematicneed-spaces–fromConveniencetoNew Experiences.They represent the key needs for RTD consumersin the USA.Based on the growth and volume of each space,we canmap them onto a maturity curve.This helps us establish which should be acted onnow, next or in the future. THENOW T H E N O WWe’re going to focus on themature,Better For Youneed-space and consumers' evolvingdemands related to health.They are seeking RTDs that fit within their weight-loss and wellness goals.No Added Sugar, Digestive HealthandGluten-Freeare among several trends gainingmomentum right now. EMERGINGMindfulDrinkingPremium &High QualityNewExperiences#8#7#4Better For YouTrendTPVVolumeGluten-Free46,164Digestive Health492,328No Added Sugar125547Reduced Calorie1331,147Caffeine-Free2091,310Low Sugar219846Nutritional Labelling34424,104 InsideBetter For YouOur data tells us that consumers turn toHard Seltzersfor their health credentials–but two unmet needs are emerging relatedto flavor and specific dietaryrequirements.Trends associatedwithBetter For YouGluten FreeTPV #4Vol: 6,172Growth: +X%Low CarbTPV #204Vol: 1,065Growth: +2%Dietary requirements:Consumers choose todrink Hard Seltzers and similar products becausethey areLow SugarandLow Carb.They are perfect for drinkers who areCalorieCounting.But consumers are now searching for options thatfit in with more specific diets, such asKeto-BasedandGluten-Free.Elevatedflavors:Consumers are looking forhealthier RTDs with authentic, bolderflavorcombinations.In their opinion, Hard Seltzers taste artificial andlackflavorfulpunch.They're seeking beverages which are made of (andtaste of)Natural Ingredientsincludingreal fruits.Calorie CountingTPV #296Vol: 295Growth: +1% BLACKSWANDATAArtificial FlavoringTPV #265Vol: 812Growth:-4%Natural FlavorTPV #275Vol: 1,005Growth: +5%Natural IngredientsTPV #23Vol: 2,106Growth: +19% COCKTAILSPina ColadaTPV #64Vol:7,694Growth:+5%DaiquiriTPV #57Vol:11,108Growth: +16%Fruit PuréeTPV #196Vol:379Growth:+10%WatermelonTPV #547Vol:17,357Growth:+14%INGREDIENTS BLACKSWANDATAEffervescentVol:775Growth:+3%FizzyVol:3,072Growth:-5%TASTING NOTESBoldFlavourTPV