Coca-Cola has conducted the largest global study of beverage consumption – the Consumer Beverage Landscape (CBL) – to gain a deeper understanding of consumers’ needs. The aim is to help ensure our brands and products are positioned to better satisfy consumers throughout the day as we know that:
Almost half of consumers are not currently satisfied and beverage incidence is low
(InSites Consulting 2017)
(Consumer Beverage Landscape – latest EU aggregate)
(Consumer Beverage Landscape – latest EU aggregate)
Drinking ‘At Work’ is split into different sub‑occasions, with ‘While Working’ being the biggest at as much as 52% of total consumption (revenue) at work.
However, most of the attention on driving beverages is often focused on the smallest occasion of ‘while eating’.
Consumers often have very different needs from beverages across these sub‑occasions, with the strongest needs to:
- mentally refresh
- energise
- quench thirst
- take a break
- complement food
Insight tells us that it is important to offer a broad range of categories and pack sizes to fully satisfy consumers at work.
A range of beverages across categories is also important in order to offer choice to employees and increase beverage consumption.
(Drinking Moments Insight – CBL At Work Research)
(InSites Consulting 2018)
The vast majority (up to 80%) of beverages consumed 'At Work' are bought from outside the workplace, which suggests that the current beverage offer on-site does not fully satisfy employee needs.
Therefore, it is important to offer choice and variety in the workplace, plus recognise that employees have a natural need to leave the office to take a break, so the off-site offering in Horeca, QSR (Fast Food), OTG and Organised Trade is equally important.
(*InSites Consulting )
CLICK BELOW to view
Contact your lead insights team for market specific data
