Until now, most beveragPaleohacks Cookbooks Review companies have focused on consumer preferences and hence have tried to deliver two key product attributes: quench people's thirst and taste great! However, in today's fast paced lives with people living under constant stress, consumers are demanding more from brands, driving beverage developers to come up with products that drive more intrinsic values for consumers - these makers are thus now adding nutrients to drinks to scale up the health quotient. These drinks are touting health benefits, and with liquid nutrition rapidly gaining popularity, grocery stores and supermarkets too are lapping up this demand and devoting whole aisles to new beverages that claim to energize the mind, trim the waistline, cleanse and supercharge the body.
Analysis of beverage research reports indicated that the demand for healthy beverages in the marketplace is on the rise. All the sub-categories - nutritional, enhanced or functional have shown a growth trend. Additionally, the sales are marked by an undeniable accountability of the effects of packaging, processing and distribution. Though there has always been an ongoing debate about what comprises healthy, what is unhealthy, during the 'Healthy beverage expo,' held in Las Vegas in 2013, health drinks were defined as a nutritious and functional drink, made from high quality ingredients and pure water. With consumers today seeking more variants and flavours, manufacturers too are embracing this realm dominated by consumer's demands and delivering them drinks that are high on nutrition as well as cater to their taste buds.
Product positioning according to target demographics Several food research reports on these leading functional drinks suggest that the beverage manufacturers design their takeaways keeping their specific demographics in mind. There are three critical audiences that were identified, namely the millennial, baby boomers and white female household gatekeepers between the ages of 40 and 55 for whom energy, satiety and relaxation through their drinks would be a key factor influencing purchase. Accordingly, marketing strategies were devised based on the target audience profiling wherein, even the mode of marketing varied for the millennial and boomers since both are distinct target demographics with different attitudes towards health and wellness. The delivery form - shot style vs. glass bottle vs. aseptic cartons all were different. To cite an instance, despite having a reputation of being a generation focused on health and activity, baby boomers are actually in worse health than their parents which meant that their drinks packages needed to be designed such that they are easy to handle, open and pour.
On the other hand, an analysis of the soft drinks market research reports found that the next big target demographic is the millennials and the beverage market could not afford to overlook their demands. They are independent thinkers, who like choices and transparency in their products that further propelled the industry segment to include compelling stories about the brand when marketing them, thus trying to get the target segment to associate with the brand hoping to create customer loyalties. Market analysts found that for a brand to be successful among this target group, it was necessary for the functional claims to be proven by science and supported by data that was further validated through social media and peer interaction since otherwise, chances are that this specific TG would not convert.
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