Hot Drinks: Identifying the latest trends for beverage manufacturers in the hot drinks industry




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Hot drinks are a regular part of consumers' diets, however, generally the category risks being considered old-fashioned and boring, or appealing only to connoisseurs. Other opportunities exist to launch premium products in the market. Genuinely innovative products, such as those featuring more extreme ingredients, providing consumers with an opportunity to create latte art at home, or targeting brain health will create the buzz and re-invigorate brand's image.

Key Findings

  • In traditionally "tea" countries, such as Russia and China, the coffee category will grow faster than hot tea
  • In traditionally "coffee" countries, such as Italy and Brazil, the hot tea category will grow faster than coffee -
  • The desire for relaxation and indulgence are key motivators when it comes to hot drinks consumption. Brands can target this by highlighting the superior taste sensations of the product, as well as positioning it as accompanying moments of "me-time"
  • Hot drinks that cater to consumers' busy lifestyles, such as those that create breakfast or snacking occasions will become more popular
  • The market will see more hot drinks aimed to provide busy consumers with an additional energy boost, such as featuring guarana, matcha, or even nuts and seeds
  • Cross-promotions of hot drinks with foods and snacks will help to maximize taste sensations derived from Hot Drinks consumption
  • In the long term, natural sweeteners will see more convenient packaging designed for hot drinks consumption


Hot Drinks: Identifying the latest trends for beverage manufacturers in the hot drinks industry maps opportunities according to whether they meet niche or mass-market needs, and whether they will come to fruition in the short or long-term. This will help manufacturers and retailers to identify the needs worth targeting and to time new launches correctly. What else does this report offer?

  • Identifies key consumption motivators behind consumers' desire for hot drinks
  • Identifies key target groups and categories
  • Explains how to effectively target the desire for relaxation and superior taste sensations
  • Over 70product innovation examples targeting consumers niche and mass-market needs let the reader take inspiration from the most innovative launches


Table of Contents

Identifying the target audience
Global hot drinks market is growing, driven by consumers' desire for relaxation and recuperation

Mass Market, Long Term Opportunities
Edible cups and accessorises will ensure fun and indulgent experiences
Natural sweeteners will provide quilt-free taste enhancement
Single-serve coffee brewing gadgets will allow consumers to enjoy quality drinks on-the-go
Soup-style Drinks will cater to snacking occasions during busy days

Mass Market, Short-Term Opportunities
New convenient packaging format will become more popular
Caffeine-free hot drinks will target consumers' desire for variety
Energizing hot drinks will provide busy consumers with a boost Creating new categories, such as breakfast snacking drinks, will cater to consumers' functional and nutritional needs more precisely
Cross-promotions will ensure indulgence and better value for money

Niche, Long-Term Opportunities
Digestive health hot drinks will be popular among busy consumers Slimming
Stress management drinks should be developed to appeal to busy consumers
Skincare inspired drinks will appeal to beauty-conscious consumers
Mixed drinks will provide consumers with new experiences
Bone health claims will become more common in hot drinks
Drinks for kids should be marketed more explicitly in order to appeal to families
Brain health drinks will target Early Young Adults and the older generation
Extreme flavors should be used to provide experiential consumers with novel experiences

Niche, Short-Term Opportunities
Foam art provides consumers with novel and fun experiences, creating an emotive connection
Gendered hot drinks will target consumers' taste and nutritional needs better 
Slimming drinks will target a niche but robust target group
Exotic milk drinks will target consumers' desire for new functional benefits and variety