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Summary: Introduction

Consumers are more aware of the health benefits of staying hydrated and, importantly for consumer packaged goods′ players, this is impacting product choices. Drinking more water is one of the key lifestyle changes consumers have made to improve their health. The refreshment trend has grown as a result of a number of factors, notably its appeal to emerging consumer groups

Scope

Comprehensive analysis of consumer values, attitudes and behaviors with regard to hydration & refreshment and related consumption Extensive primary and secondary research of consumers and senior industry figures to uncover the latest thinking and reveal emerging opportunities Detailed recommendations offering practical strategies based on the trends and insights uncovered in the report

Highlights

The hydration trend is most notable in non-alcoholic beverage segments, particularly bottled water and functional drinks where both categories have seen phenomenal growth due to consumers′ increasing health concerns. Meanwhile, refreshment is important across a number of categories and is most mature in beer, cider and bottled water segments Per capita bottled water occasions are highest in countries where drinking bottled water is more culturally established such as in Italy. However, countries with traditionally lower sales in bottled water such as the UK and Sweden are seeing extraordinary growth. UK overall bottled water occasions grew at a CAGR of 10% between 2002 and 2007 There are a number of misconceptions about hydration and what consumers think they need to drink to be hydrated. Many consumers lack education of which foods and drinks ′count′ towards their daily hydration needs. Also, contradictory evidence regarding the impact of caffeine drinks on (de)hydration has added to this confusion among consumers

Reasons to Purchase

Understand the attitudes driving and inhibiting hydration & refreshment consumer needs and manufacturers′ innovation efforts Improve your marketing by following best-practice guidelines enabling more effective targeting with on-trend products and relevant communications Get inspired by viewing best practice examples of effective innovation and marketing based on hydration and refreshment trends.

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