The following is the 2020 health drink research From Ipsos recommended by recordtrend.com. And this article belongs to the classification: Life data, Ipsos, research report.
In recent years, a number of brands, such as Yuanqi forest and otaota, have sprung up. Hawthorn drink hope water, using the traditional original fruit boiling process, reduce blending, health attributes are highly praised by consumers. Consumers’ attention to health has penetrated into the beverage category. Ipsos keeps up with the changing trend of the market. By conducting online questionnaire survey on nearly 600 respondents from the first to third tier in China, Ipsos deeply understands consumers’ demands for drinks, and publishes the “Ipsos 2020 health drink Research Report”.
1. Consumer health awareness has grown
Consumers’ attention to health is not only an attitude, but also an action of paying “real money”. 84% of consumers think that they are very concerned about health, and 53% of consumers say that their spending on health is higher than before. Besides product taste / flavor (57%), product composition / ingredients (52%) has become one of the most important factors for consumers to consider in beverage purchase.
Consumers’ demand for health drinks mainly stays at the level of “rigid demand”. Natural non additive (36%), more security (34%) and more balanced nutrition are the biggest demands of consumers for drinks at present. Emotional needs such as being more energetic (28%) and improving work / study efficiency (27%) still need to be developed.
2. Health knowledge is growing savagely
Consumers’ health awareness is still in its infancy. In terms of diet, the public knows that the diet should be regular, the nutrition should be balanced / comprehensive, and the “big slogan” is loud. However, the public’s understanding of how to eat and what to eat is still limited. Cheng Hao, chief growth officer of Ipsos China beverage industry, suggested that there is still a lot of room for the market to educate consumers on some subdivided health behaviors, especially on “organic food”, “sugar reduction”, “fat reduction”, “light food” and other factors.
The trend of “health” in beverage industry is blooming. At this stage, consumers’ awareness of the hazards of traditional sugar additives is gradually improving, and brands emerge as the times require to launch low sugar and low calorie drinks to meet consumers’ health and sweet taste needs. Traditional dairy products contain high lactose, lactose intolerance and environmentalism consumers put forward higher requirements for protein intake in beverages, and beverages with plant related ingredients are gradually sought after in the market.
In the eyes of consumers, probiotics, vitamins, trace elements, cereals and real juice are the top five health ingredients. When consumers are asked what kind of health elements they are willing to pay for, there is more room for premium of plant-based, enzyme and fruit.
Consumers recognize the concept of pure natural / Green / pollution-free raw materials, no additives (such as preservatives, flavors, etc.), sugar free / low sugar / low sugar / healthy raw materials and ingredients, and consumers’ willingness to purchase these concepts is nearly 20% higher than other concepts.
In addition to being good to drink, consumers put forward higher requirements for the efficacy of beverages, among which the top three are whitening, sleeping and fat reduction, and consumers say that they may pay higher prices for these efficacy in the future.
Ipsos research shows that peripheral factors such as low cost performance (32%) and business gimmicks (32%) are detrimental to consumers’ impression of “healthy” products.
3. Consumers’ acceptance of health “new things” is high
Consumers have high health expectations for water products (such as packaged pure water / mineral water, flavored water / soda water, etc.) and plant protein drinks. The market scale of flavored water / soda water and plant protein drinks is small, and there is still much room for development. Consumers have the lowest health expectation for carbonated drinks. Although the category has made efforts to build a healthy image for many years, the effect is very little, and the health expectation is lower than the category penetration rate.
With the rapid development of economy and the continuous improvement of national living standards, consumers’ demand for diet health is more and more intense. Ipsos believes that healthy food and beverage will become the focus of future industry development.
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