CHICAGO -- The beverage category is full of untapped potential, and The Coca-Cola Co. took it upon themselves to identify where those opportunities lie.
The Atlanta-based company conducted a study to better understand consumer habits when they are away from home and based on their moods—all of which influence the decisions they make in terms of choosing food and beverages. Clark Jones, group director of knowledge and insights, and Chris Startt, director of foodservice insights, shared the findings during an NRA session titled “The Glass is Half Full: Unlocking the Beverage Opportunity.”
According to the Coca-Cola study, there are 17 common away-from-home situations consumers encounter; 80% of those fall into eight categories: taking a break in the middle of work/school; commuting from work/school; commuting from home; running errands; working out; making a food/beverage run; meeting with friends; and shopping.
When it comes to midday breaks, 76% include a beverage, but only 27% of commutes from work/school and 33% of commutes from home include a beverage.
“Really go after those people who are commuting,” said Jones.
To do so, consider their mood.
When commuting from home, people often feel stressed and pressured. To feel calm, the study found, these consumers will gravitate toward hot-brewed coffee.
CSDs are the most versatile of all nonalcohol beverages as they appeal to most moods and situations. This beverage was the No. 1 choice in four of six mood states—excited, carefree, stressed and burdened, according to the Coca-Cola study, which focused on nonalcohol drinks.
They are also the No. 1 beverage paired with most popular nonbreakfast foods (e.g., sandwiches, wraps, burgers, chicken, pizza, salad and tacos), and the second and third most popular beverage pairing among breakfast foods (e.g., bagels, doughnuts, sandwiches, eggs and muffins).
Furthermore, CSDs are the first choice in 15 of the 17 common away-from-home situations. They are the second choice for consumers commuting from home, and the third choice for consumers working out.
There’s opportunity here to push this beverage in terms of marketing and bundling, said Startt.
As the nation’s largest living generation, millennials continue to be an important consumer group to target.
“They’re going to have a big impact on our success in a few years,” said Jones.
Coca-Cola found millennials (ages 20-37) average 23 away-from-home situations a week—11 of which include a beverage—vs. Gen Xers, who average 16 situations a week—seven with a beverage.
They are also more likely to have a beverage-only occasion, Startt said.
To fully capture their attention, offer a variety of product. Millennials drink 4.3 different beverage types in a week vs. 2.3 for Gen Xers, according to the study.
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