U.S. Beverage Universe
Series
The Beverage Universe series of reports provides a consumer-based perspective of beverage occasions and products, spanning options such as ready-to-drink and made-to-order, refrigerated and shelf stable, carbonated and still, hot and cold, and adult and kid-appropriate beverages.
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U.S. Beverage
Universe
Consumer Foundation Report
Beverages are no longer just for thirst and refreshment. They actively compete with each other and with food and snack products to satisfy consumers’ functional, nutritional, and emotional needs. The Beverage Universe series provides an expansive view of the total beverage market. It is built upon 100 beverages that span ready-to-drink and made-to-order, refrigerated and shelf stable, carbonated and still, hot and cold, and adult and children’s beverages. The report probes deeply into the first three phases of the Consumer Choice Cycle for the beverage marketplace (Consumer Segments, Need States, Competitive Consideration Sets).
U.S. Beverage
Universe
9 Individual Need State Excerpts
These chapters from the Consumer Beverage Foundation detail the 9 occasion-based need states operating during beverage occasions. Each chapter offers stand-alone insight, but also provides the context required to interpret the product and brand spotlights grounded specifically in the beverage marketplace. Each report describes what needs distinguish a need state from the other beverage need states, when the need state is most likely to occur, what beverages perceptually fit the beverage need state, and what products are actually chosen for consumption on these occasions.
U.S. Beverage
Universe
Category Immersions
Immersions are the fastest way to get smart on predefined subcategories of individual beverage products. Each report covers between 8 and 21 beverages. An immersion provides insight into consumer perceptions of each beverage product, details its true perceptual competitive set, and identifies the opportunity gaps corresponding to the relevant need states for the covered categories (the fourth phase of the Consumer Choice Cycle). Each immersion report is interpretable as a stand-alone report, or can be augmented with the additional depth provided in the Consumer Beverage Foundation report, by a subset of beverage need state excerpt chapters, and/or by brand spotlight spreadsheets.
