Consumers are becoming more and more conscious about their behaviors and habits. The same goes for how they consume foods and beverages. As a result, drinks containing natural ingredients are in high demand around the globe – and the trend is rising. Consumers increasingly view certain additives as unhealthy or reject them for ethical reasons. Products bearing a clean label...
Author: Andra Gerhards
Digitization has long since irrevocably and decisively changed consumer behavior. Whether it’s through online retail, e-book readers or streaming services, products and services are available individually and at any time. But what about individually tailored beverages?
In the age of highly visual social media channels, extraordinary labels play an increasingly prominent role. People enjoy looking at inspiring designs, whether on Instagram, at home or on the go. It’s “art for all,” in a manner of speaking.
Everyone loves a good story, whether it’s from a book, a proverb or a film. Good stories leave their mark, they linger on in our minds, and they’re shared with others. That’s why good storytelling works independently of channels – the triggered emotion is what’s important.
Even people who don’t give much thought to brands will tend to fall back on familiar names when they travel abroad. Why? Because consumers instinctively feel they can trust the brand name beverages and packaging they know.
Marketing and technology aren’t always the best of friends. The better organized technology is, the more creative possibilities there are for marketing. This line of thinking sees technology within a company not just as a useful tool, but as a real partner within the equation. And this also holds true for the beverage industry.
Globalization undoubtedly has its merits. However, it can also lead to customers shifting from brand to brand when faced with a mountain of standardized and interchangeable products. This is why, at the moment, terms like “locally made”, “regional origin” and sustainability are so popular. It’s time for marketers in the beverage industry to take notice of their consumer’s longing for...
Their ubiquity and popularity make social networks the perfect place for marketing as there’s an option to engage with users. This is particularly true for the B2B sector. Social media is not just for digital natives; it’s also a platform for skilled experts. In the B2B sector, however, suppliers could make even better use of social networks in order to...
Getting one step ahead. For marketers, not just in the drinks industry, that poses an exciting challenge. Ideally, you would be able to anticipate consumer demands. Targeted analysis of consumer demands and trends and use of innovative ingredients can make that possible.
Unusual, surprising and innovative: That is the way it should be for the customer. Constantly new and unique flavor experiences are very popular. Which is why the desire for new ingredients and unusual combinations presents marketing with enormous opportunities.