NEED A BOOST?

We help food and beverage manufacturers understand what motivates specific beverage occasions and how they can use this to reach their goals of creating products which resonate with consumers.

At home and on the go

It’s not just athletes or the sports crazy who are looking for extra Energy. Energy boosters are getting people through different moments of the day, from doing housework to working from home.

Of all those interviewed, as part of the Tetra Pak Global Need States occasion-based segmentation study, consuming to satisfy the need for Energy accounted for a total of 14% of all dairy, juice and still drink beverage occasions with consumption taking place both at home and out of home, where out of home occasions over-index at 112 versus other Need States..

Man keeping his energy up by doing parkour

The energy seekers

The research also reveals that a higher percentage of males vs. females (55 vs. 45%) account for beverage occasions where the need for Energy is the main motivator and that in 70% of Energy-motivated beverage occasions, the consumer is a Millennial between 18-39 years of age.

Furthermore, globally, the Energy segment represents a larger number of occasions in Thailand (18%), Saudia Arabia and Kenya (17%) and China (16%).

250 ml or less

They are consuming as part of getting ready for the day ahead, having breakfast or taking a break. They see energy boosts as important to help them perform at top when they need to and prefer them in smaller quantities e.g. 250 ml or less.

Light, easy and part of my weekly routine

Turning to a beverage to satisfy the need for Energy is shown in the research to mainly take place during the week (62%) vs weekend (32%) with consumers looking for light, easy to digest, nourishing, refreshing, vitamin and mineral enriched beverages.

Beverages consumed when the need for Energy is present are:

Energy and sports drinks
Drinking yoghurts
Milk-based smoothies
Milks made from grains, seeds or nuts
Lactic acid drinks

Match my active personality

They also state a preference for products with added probiotics, vitamins or minerals and are looking for products with an active personality which they feel will match their own.

I want high quality minimalism

The research shows that their ideal product should have an attractive shape, convey a high-quality image whilst being minimalistic, easy to take on the go, easy to drink from and be hygienic.

Find a perfect on-the-go package for energy drinks from our Tetra Prisma^® Aseptic range.

Read about Tetra Prisma^® Aseptic 330 Square with DreamCap - the “original” on-the-go package.⁠

Related pages and articles

Trends, research and insights

Our latest research and analysis of market and consumer trends and insights for food and beverage manufacturers

Reports & insights⁠

Consumer insights, drink to impress

Drinking to impress is part of the 17% of dairy, juice and still drink beverage occasions consumed globally to satisfy consumers’ need for Distinction.

Drink to impress⁠

Consumers in control

There are quite simply times when people just don’t want or need to think about what they are drinking. They’ve got enough to do. But they do care.

Consumers in control⁠

Comfort Need State - restore the balance

Say you’re relaxing in the warm weather, you’re going to go for something cool and refreshing. In the language of Need States, you are looking for Comfort.

Comfort Need State⁠

Source: Tetra Pak Global Occasion-based Need States Segmentation Research 2017.