The complex consumer
The soft drinks industry has a proven ability to respond quickly to changing consumer desires. But the task is getting more complex as the pace of change picks up, trends fragment and consumer behaviour becomes more inconsistent. The four strongest current trends centre on health, indulgence, ethical values and convenience. With so many factors in play, the most successful new products in 2007 were those that tapped into more than one of these. And life is unlikely to get any simpler in 2008.
Industry expert
“A key feature of the current consumer landscape is the theme of naturalness. This barely existed as a front of mind concept five years ago – although natural products were around, there was greater preoccupation with using sweeteners, preservatives and processing to meet demand for low fat, low sugar and greater convenience. Now it’s almost as if we’re returning to “the way things used to be”. Whether this consumer shift has been driven by media attention or other factors, one thing is clear – soft drinks manufacturers that make naturalness more accessible will prosper.”
Daniel Hibbs
Consumer Insight Manager
The Nielsen Company (UK)
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Complex trends
70% of the top ten launches in 2007 tapped into more than one of the four key trends
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Triple-decker shopper
75% of consumers fill their shopping baskets from all three price bands - value, mainstream and premium
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The next big thing
46% of consumers say it’s worth paying extra for products that are ethically produced or kinder to the environment