Consumption Universe Consumer Segmentation
Beverage Market Landscape
The market landscape shows consumer perceived trade-offs and competitive positions for beverage products. Unmet needs are identified when product performance is compared to need state requirements.
Occasion needs
Benefit bundles valued by a large number of consumers in a large number of occasions. These define consumers’ ideal requirements for delivery and competitive advantage. Unmet needs are identified through comparison of product performance against each need state.
Beverage Universe product list
Coffee
- Brewed coffee from a coffee shop/restaurant
- Brewed decaffeinated coffee – made at home
- Brewed regular coffee – made at home
- Coffee with flavored creamers
- Hot specialty coffee drinks
- Iced or frozen coffee – all types
- Instant/freeze-dried coffee
- Ready-to-drink coffee/espresso drinks
- Single-serve one-cup-at-a-time coffee
CSD
- All-natural/cane sugar sodas
- Diet caffeine-free soft drinks
- Diet/reduced-calorie soft drinks
- Higher-caffeinated soft drinks
- Regular cola soft drinks
- Regular lemon-lime soft drinks
Juice
- Bottled juice blends
- Fresh-squeezed orange juice
- Fruit and vegetable juice blends
- Fruit juice – except orange
- Fruit juice drinks in boxes/pouches
- Juice from a home juicer
- Orange juice – refrigerated
- Superfruit juices/juice blends
- Vegetable juices
Meal replacement
- Breakfast beverages like special K and carnation
- Drinkable yogurt
- Fruit smoothies – ready-to-drink
- Fruit smoothies from a restaurant/smoothie shop
- Nutritionally complete drinks
- Vegetable/fruit/green juice smoothies made at home
- Weight-loss beverages
Milk
- Almond milk
- Chocolate milk
- Low-fat/skim milk
- Organic milk
- Shelf-stable milk
- Soy milk
- Whole milk
- Milkshakes – made at home or from a restaurant
Mix
- Drink mix packets you add to bottled water
- Fruit-flavored drink mixes
- Liquid flavor drops you add to water
Sport/energy
- Energy drinks
- Energy shots
- Protein drinks – ready-to-drink
- Sports drinks – regular
Tea
- Bottled iced tea – herbal enhanced/green
- Bottled iced tea – sweetened, unsweetened
- Bottled iced tea – unsweetened
- Brewed iced tea – sweetened
- Brewed iced tea – unsweetened
- Flavored iced teas – with fruit juice/lemonade
- Hot tea – green/herbal
- Hot tea – regular
Water
- Bottled single-serve purified water
- Bottled single-serve spring water
- Bottled water – multi-serve
- Bottled water fortified with vitamins
- Coconut water
- Sparkling water – unflavored
Fruit flavor
- Slushies
Hot chocolate
- Hot chocolate