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NOVEMBER 2018 | ISSUE 59 | YOUR FREE DATASSENTIAL TREND REPORT WHAT’S THE ABOUT?
NOVEMBER 2018
| ISSUE 59 |
YOUR FREE DATASSENTIAL TREND REPORT
WHAT’S THE ABOUT?
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2DATASSENTIAL’S FOODBYTES: 2018 BUZZ & NON-ALCOHOLIC BEVERAGE REPORTS
IS THE MOST
HOT TEA CONSUMED
AWAY FROM HOME
D A T A S S E N T I A L ’ S 2 0 1 8
B U Z Z R E P O R T
B U Z Z W O R T H Y C O N C E P T S Uncap beverage trends and insights in this month’sFoodBytes, which showcases a sip of both our Non-Alcoholic Beverage Keynote Report and 2018 BUZZReport (features daily consumption data and insights acrosscoffee, tea, and other beverages). There are insights fornearly anyone offering non-alcoholic beverages, from waterto soda to coffee to tea.
When it comes to beverages, consumers look to many of thesame traits as they do for food: healthfulness, premiumattributes like organic, and the ability to customize. As thebar for beverages is set ever-higher, the food menu canserve as a source of inspiration. Some trending foodingredients are also now being leveraged in beverages,including turmeric or cayenne in juice, cucumber or tamarindin soda, and avocado in milkshakes. Since beveragesgenerally have a lower price point compared to food items,consumers may be more willing to take a chance on moreinnovative flavors, so consider incorporating on-trend optionsas limited time offers (which could lead to permanent menuitems). Opportunities for innovation are bubbling up forCSDs (carbonated soda drinks), especially outside the homewhere they are losing traction in a more competitive market.
It’s worth noting that many non-alcoholic beverage trendsget established at retail before coming to foodservice, unlikefood trends, which typically start in restaurants and thenmake their way to retail – for example, kombucha andenhanced waters were making waves at retail beforerestaurants. For restaurants, retail beverages offer anopportunity to engage customers in a new way. Offering on-trend bottled beverages in a cooler can be a low-risk way toincrease variety and impress foodie customers – 75% ofoperators now have reach-in beverage coolers, and 65% ofthose operators have customer-facing coolers, according toour Non-Alcoholic Beverage Keynote Report. Additionally,43% of operators say their beverage sales from reach-incoolers have increased in the past year. To further stand outfrom the competition and increase brand recognition,operators could consider bottling a signature drinkcustomers could purchase and take home or consume on thego. For instance, Chick-Fil-A sells gallon-sized jugs of theirsignature sweet tea.
To order the 2018 BUZZ Report and Non-AlcoholicBeverage Keynote Report, call Brian Darr at 312-655-0594or email [email protected].
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OF CONSUMERS
CHOSE TO PURCHASE
BREWED COFFEE AT A
SPECIFIC VENUE DUE
TO
Juice is a daily drink for about one-third of consumers, and virtually all trending juice flavors are vegetables or “superfoods.” Green juices, often containing both fruits and veggies like leafy greens, are experiencing major growth. Turmeric is also increasingly appearing in juices, as it boasts perceived anti-inflammatory effects that play into the functional foods trend juice bars are embracing widely now.
At-home hot tea consumption accounts for about 90% of hot tea drinking occasions (2018 BUZZ Report). While convenience is important for consumers of hot tea, they primarily drink it alone and on-premise when ordering it away from home. Drive-thru orders are rare. With warmth, comfort, and taste all top motivators for hot tea consumption, operators could consider highlighting those attributes, particularly as we enter into a cooler season when a hot beverage might just hit the spot.
CSD brands have recently undergone some refreshes to regain interest (Mist Twst, Fanta). Regional favorites (Squirt, Mellow Yellow) and international brands (San Pellegrino, Jarritos, Ramune), in particular, are seeing growth. In the past 4 years, San Pellegrino has grown 34% on menus, according to Datassential MenuTrends. According to our Non-Alcoholic Beverage Keynote Report, three-quarters of consumers are willing to try new flavors of soda and one-quarter of soda drinkers are more likely to buy small batch and craft varieties.
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4DATASSENTIAL’S FOODBYTES: 2018 BUZZ & NON-ALCOHOLIC BEVERAGE REPORTS
Brand preference is the top driver of retail sales of soda, juice, and energy and sports drinks, and for 60% of bottled water buyers (Non-Alcoholic Beverage Keynote Report). Water (tap and bottled) accounts for one in three beverage drinking occasions on any given day (2018 BUZZ Report). Consumers increasingly are turning to items like bottled water (particularly enhanced or sparkling varieties) over traditional drinks such as CSDs, teas, juices, and milk.
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5DATASSENTIAL’S FOODBYTES: 2018 BUZZ & NON-ALCOHOLIC BEVERAGE REPORTS
D A T A S S E N T I A L ’ S 2 0 1 8
B U Z Z R E P O R T
Learn more about the new era of
lightly sweetened beverages that
buck the image of traditional diet
drinks with either a lighter touch of
sugar or natural sweeteners, such
as stevia, in our Non-Alcoholic
Beverage Keynote Report.
HAS GROWN
AS A SWEETENER
CONSUMED AWAY FROM HOME
FOR BREWED COFFEE
OVER THE PAST 4 YEARS
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6DATASSENTIAL’S FOODBYTES: 2018 BUZZ & NON-ALCOHOLIC BEVERAGE REPORTS
Premium descriptors are making their wayonto beverage menus and branded labels,suggesting a shift toward more upscale ratherthan value-based positioning. Some premiumproduction-related terms hint at better-for-youqualities, such as “organic” and “clean label,”but many speak to more artisanal productionmethods or seasonal exclusivity. The mosthighly-rated recent iced tea and lemonadelaunches from restaurant chains, for example,were described as infused, hand-shaken, andfreshly brewed. And when it comes to coffee,the descriptor “fresh” is most important toconsumers, while more premium terms like“sustainable” and “fair trade” are noted in our2018 BUZZ Report to be “nice to have” butnot necessarily essential, though they could beeffective in differentiating offerings.
Reset the clock (and not just because Daylight
Savings time just ended). According to
Datassential’s Non-Alcoholic Beverage Keynote
Report, most beverage consumption happens
like clockwork: coffee in the morning, CSDs
with lunch and dinner, and bottled water
throughout the day. But it doesn’t have to.
Different beverages are top-of-mind for
different need states, and identifying those
associations widens opportunities for targeted
messaging, such as turning to smoothies for a
mid-afternoon energy boost.
12
3
6
9
OF CONSUMERS WERE
SERVED SPECIALTY COFFEE
AWAY FROM HOME IN
DISPOSABLE CUPS
: B R E W E D C O F F E E
: B O T T L E D W A T E R
: R E G U L A R C S D
: I C E D T E A
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DATASSENTIAL’S FOODBYTES: 2018 BUZZ & NON-ALCOHOLIC BEVERAGE REPORTS 7
Discover which other
countries’ coffee has grown in
appeal among consumers over
the past four years in our
2018 BUZZ Report.
THE MOST
AMONG CONSUMERS
D A T A S S E N T I A L ’ S 2 0 1 8
B U Z Z R E P O R T
HAILS FROM
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8DATASSENTIAL’S FOODBYTES: 2018 BUZZ & NON-ALCOHOLIC BEVERAGE REPORTS
Iced tea is consumed at a similar rate to milk andjuice, with one in four consumers drinking it daily,and 60% of consumers note that when they diddrink iced tea away from home, it was with food(2018 BUZZ Report). Though black tea is theleading type of iced tea consumed, whether athome or away from home, many consumers saidthey actually aren’t sure what kind of tea theydrink, making it important to provide clearlabeling and highlight any health benefitsassociated with certain varieties on menus andpackaging to make them more memorable.
One of the fastest-growing types of tea currentlyis kombucha, which is fermented and often madeusing green or black tea and served cold. It’s oneof the most frequently menued among functionalbeverages, seeing significant growth in just thepast year alone – according to DatassentialMenuTrends, it’s grown 71% on menus. The fastcasual segment, which has a high concentration ofhealth-focused restaurants, has been especiallyenthusiastic about kombucha.
OF CONSUMERS WHO
HAVE TRIED KOMBUCHA
BELIEVE THEY RECEIVE
FUNCTIONAL BENEFITS
FROM DRINKING IT
Uncover more tea-related
insights, including which
dayparts consumers most
frequently consume iced tea,
in our 2018 BUZZ Report.
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TRENDSPOTTINGLAST MONTH’S
CREATIVE CONCEPTS
Last month we uncovered how airlines are revamping their foodservice offerings in Creative Concepts. See which amenities, drinks, and snacks consumers want most, and check out an interview with The Points Guy’s Zach Honig.
IN DECEMBER: C-Stores
FOODBYTES
If the word “cafeteria” makes you think of mystery meats drying out under heat lamps all day, think again. In last month’s FoodBytes, we uncovered how cafeteria-style restaurants are modernizing and capitalizing on trends.
IN DECEMBER: 2019 Trends
ON THE MENU
In October we stuffed On the Menu with trends that included not-just-for-Thanksgiving stuffing, blue corn, maple water, razor clams, and more.
IN DECEMBER: Find trends ranging from butterfly pea flower tea to guava to country ham.
INTERNATIONAL CONCEPTS
In last month’s International Concepts, we discovered everything global Italian chains have to offer including flavorful spins on burrata, pizza, and pasta carbonara.
IN DECEMBER: Fast Casuals
DINE AROUND
Last month we explored regional St. Louis favorites like toasted ravioli, gooey butter cake, St. Louis-style pizza, and more. Beyond the Gateway Arch, the city is also known for its burgeoning culinary scene.
IN DECEMBER: Des Moines
WORLD BITES
Sure, you’ve probably heard of Asian cuisine, but how about Central Asian? Last month we dove into this less familiar cuisine of “the Stans” including Kazakhstan, Uzbekistan, and Kyrgyzstan.
IN DECEMBER: Spain
For information about an issue or to subscribe to a title, contact Datassential Business Development Manager Susan Cohen at
312-219-6428 or [email protected].
9DATASSENTIAL’S FOODBYTES: 2018 BUZZ & NON-ALCOHOLIC BEVERAGE REPORTS
BE THE TREND EXPERT7 0 I S S U E S A Y E A R . S E A R C H A B L E I N S N A P . S U B S C R I B E T O D A Y .
What’s the
in the industry?
• Trends, motivators &
need states
• Who’s drinking what
& where
• Top flavors, sweeteners,
& creamers
Get answers to your
questions about tea
& coffee consumption
including:
For more information, please contact:
[email protected] / 630.779.5468
Let it pour. The beverage landscape is changing, from the rise of packaged water and functional
drinks like kombucha to changing flavor profiles that borrow ingredients from the rest of the menu.
As their choices expand, consumers are looking to certain beverage categories for specific
occasions. Operators say the rising profile of beverages is driving increased sales and that drinks are
important profit drivers. Find out more with fact-based, actionable insights into the
world of soda, water, juice, iced tea, and beyond.
BEVERAGESa keynote
beverage category activity
and growth areas
at home and AFH consumption
motivators and occasions for
choosing each type of beverage
impact of premium descriptors
operator perspectives
restaurant menus &
consumer appeal
demographic influences &
segment skews
BEVERAGES: a keynote
DOWNLOAD TODAY.
Contact Brian Darr at 312-655-0594 or [email protected]
Topics covered
CONSUMERS
7 is the average number of beverages
consumers drank in the past day
48% drink sparkling water at least once a
week
75% of soda drinkers are at least somewhat
willing to try new flavors
23% of juice drinkers would pay more for
fresh-pressed
OPERATORS
28% saw an increase in beverage sales in
the past year; only 3% saw sales drop
38% customize drinks in-house with syrups
46% would be motivated to switch to eco-
friendly straw alternatives if they were
priced the same as plastic
From the report
1,983 consumers
from all generations
and regions
287 restaurant,
on-site, and retail
operators
report webinarx-tab tool
o learn about soda, sparkling and still packaged water,
100% fruit and fruit/veg juice blends, iced tea,
lemonade, fruit punch, smoothies, milkshakes, slushies,
sports drinks, energy drinks, and enhanced water
o other topics include functional beverages, single-use
plastic straws, liquid water enhancers, and at-home
sparkling water makers
range of beverages and topical attitudes
o discover what factors lead consumers to purchase one
brand over another at retail
o understand which AFH venues are top-of-mind for each
type of beverage
at home and AFH consumption
o identify the beverages for which sales and consumption
are increasing, which are best at satisfying consumer
need states, where brand is the most valuable, which
premium descriptors are most impactful for each
beverage, and more
comparisons across beverages
o follow the growth of beverages, flavors, and other
ingredients
o pinpoint emerging ingredients and flavor profiles
o see how consumer beverage affinity varies by
generation, gender, and geographic location
restaurant menus & consumer appeal
o uncover what beverage equipment is being used in
operations, and which are seeing increased usage
o discover what types of products are purchased by
restaurant, on-site, and retail operators
operator perspectives
datassential.com
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Chicago, IL 60603
