Core Insights - The global beverage industry is undergoing a profound structural transformation driven by inflation, generational shifts in consumer behavior, and technological innovation [1] - High-end beverages are experiencing growth in emerging markets, while non-alcoholic drinks are highlighted as a major trend with a projected growth rate of 9% in 2024 [1][7] Group 1: Market Trends - The ready-to-drink cocktail and long drink categories are expected to double in global sales from 2019 to 2029, with North America potentially seeing a 400% increase [5] - The trend of "mindful drinking" is moving from the margins to the mainstream, with over 60% of millennials actively reducing alcohol consumption [7] - The importance of home drinking scenarios is increasing, with global sales in ready-to-drink channels expected to decline by 10-15% from 2019 to 2024 [13] Group 2: Consumer Preferences - Local brands are gaining popularity, as evidenced by Indian single malt whisky surpassing Scottish whisky in sales, capturing 53% of the market share [9] - The demand for products that offer multiple functionalities and reliability is rising, with 68% of consumers willing to pay a premium for such products [15] - The trend of "evening sipping" is gaining traction, with consumption during the 4-7 PM time slot increasing by 22% over the past three years [16] Group 3: Digital Transformation - E-commerce channels are expected to see a 2% growth in global online beverage sales in 2024, with the Asia-Pacific region leading at 4% [14] - Brands are shifting from merely selling products to content marketing, leveraging platforms like short videos and live streaming to enhance consumer engagement [14] Group 4: Regulatory Environment - The regulatory landscape for alcoholic beverages is becoming increasingly stringent, with measures such as health warning labels and sugar taxes impacting consumption patterns [18] - Brands need to integrate compliance requirements into product development and marketing strategies, necessitating the establishment of specialized policy monitoring teams [18] Group 5: Experience-Centric Consumption - Consumers are placing greater emphasis on the overall drinking experience, including the story behind the product and the social sharing value [19] - Successful brands are transitioning from product providers to experience curators, utilizing immersive tasting events and digital tools to enhance consumer engagement [19]
从十大国际酒饮趋势,看中国市场的“下一步”
Sou Hu Cai Jing·2025-08-22 12:33