Survey shows APAC consumers prefer traditional drink flavours
GlobalData’s 2019 Q4 consumer survey has revealed that 53% of consumers in the Asia–Pacific (APAC) region prefer traditional flavours of alcoholic beverages, whereas 22% and 21% prefer unusual and new flavours respectively. In the soft drink industry, consumers are more willing to experiment with novel flavours, which is not what was observed for the alcoholic beverage and hot drink industries.
“Flavour is one of the most prioritised elements for the APAC consumers when it comes to food and drinks shopping. However, manufacturers are watchful of the consumer lifestyle shifts and emerging themes to address cross-category needs of the consumers. Manufacturers are taking sensory experience to a whole new level, and the exciting flavours and seasonal offerings will keep the beverage market from stagnating,” said Shagun Sachdeva, Consumer Insights Analyst.
The survey results reveal that in countries such as Japan, consumers prefer traditional and familiar flavours, with 60% of consumers preferring traditional flavours and 40% trying novel flavours in alcoholic beverages.
“With rapid expansion of bars, clubs and pubs culture along higher spending on alcoholic beverages, consumers are faced with a myriad of alcoholic beverage options, often leaving them confused and eventually they go for tried-and-tested and preferred ones. However, in the long run we can expect the trend to change as manufacturers are trying to market their product with better formulation to the right audience to encourage consumption,” said Sachdeva.
Soft drink manufacturers must also consider the needs of health-conscious consumers, who are looking for less sweet and more refreshing beverages. For example, Pepsi Blue was discontinued in some countries in the APAC region, while Mountain Dew’s introduction of Sangrita Blast with cherry pomegranate flavours also failed to work well in the market.
“Over the last few years, we have seen some very interesting new product developments across all beverage categories, which implies that brands are not just focused on developing new and more unusual flavours and combinations, but also reinventing classics with novel twists,” said Sachdeva.
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