China Food

Under the trend of healthy drinks, how to win the market with fine layout?

Summer is coming, and it is the peak season for beverage merchants.

In recent years, with the trend of healthy eating, more and more consumers are not satisfied with simply quenching their thirst, but have higher-level health needs, such as reducing the burden of calories and sugar on the body, and having a more pleasant drinking experience. More diverse and segmented consumer needs also make the marketing competition in this peak season more intense.

This summer, the beverage brand should

Subdivisional tracks emerge

How does health demand penetrate into the beverage industry step by step?

With the proposal of the goal of “healthy China” and the catalyst of the COVID-19, consumers have paid unprecedented attention to health topics. According to the data of Tencent marketing insight: 2021 white paper on healthy food and beverage industry insight, driven by the 2030 planning outline of Jiankang China, 77% of consumers have significantly increased their attention to health, and their lifestyles such as diet, exercise, work and rest have also changed.

来源:《腾讯营销洞察:2021年版健康食饮行业洞察白皮书》

However, the white paper also mentioned that although the public pays more attention to health, the end result is different. Among them, 95% of the respondents paid attention to healthy life from the perspective of diet, such as balanced nutrition, low sugar and low fat, and 80% of the respondents said they would pay attention to the impact of exercise and rest on health.

What do you want to eat healthily? How to eat healthier? Therefore, it has become an important consideration when consumers choose food and beverage.

As soon as the trend of healthy eating and drinking was set off, major beverage brands moved at the sound of the sound. New drinks with “health” labels mushroomed in the market, and there were sub circuits such as sugar reduction, salt reduction, functionality, NFC juice, etc., which also brought more choices to consumers.

Before this trend swept the market on a large scale, PepsiCo quickly caught the trend and became the first batch of companies to layout the “three zero” (refers to zero sugar, zero calorie, zero fat) beverage matrix, winning the admission ticket to the healthy track first.

Fine layout of diversified products

In 2017, Pepsi launched Pepsi Cola sugar free product line, which not only retains the same “happiness value” as the classic blue can, but also brings consumers a more affordable drinking experience. At that time, the Chinese market had not yet set off a large-scale wave of sugar control.

After completing the brand positioning, Pepsi Cola sugar free launched two flavors of raspberry and lime in 2019 and 2020, bringing a rich taste experience with fresh and refreshing fruit flavor. The product iteration speed higher than the industry average has also become one of its rapid “circle powder” sharp weapons.

Entering the “sugar free” track is undoubtedly a bold and risky attempt.

As a result, relying on strong local R & D strength, Pepsi Cola sugar free has become the second curve to boost the growth of Pepsi Cola brand business. From a keen insight into consumer trends to a continuous and systematic evaluation of the taste preferences of local young groups, combined with rapid pilot production, target customer group tasting and other steps to obtain test results, further guide formula improvement. The mature product R & D system from laboratory to shelf is the basis for PepsiCo to develop “three zeros” and even more new tracks in the future.

Pepsi Cola sugar free has continued to expand its specifications since its launch, further infiltrating multiple daily life scenes such as home, office, outdoor and dining, and constantly expanding its business territory. In addition to the traditional drinking scene, Pepsi Cola sugar free also makes efforts to communicate with young consumers, and intuitively tells consumers that hot-pot/" 22375 rel="nofollow" target="_self">hot pot, string, fried chicken, spicy crawfish with sugar free is not only delicious, but also relieves the burden of “calories”.

At the same time, there are potential opportunities in the healthy transformation of consumers’ lifestyle.

With people’s pursuit of a healthy lifestyle, consumers’ demand for sports related products and services will become a normal life, and they are willing to pay higher fees for it. Sports drinks show greater growth potential. According to the data in the 2021 China sports and fitness industry report, the proportion of users of light sports such as yoga and walking has exceeded 50%, and their demand for drinks puts more emphasis on supplementing water in “light consumption” daily sports and life.

PepsiCo’s Gatorade brand, which is deeply rooted in the professional sports field, launched the light and refreshing series last year, with a scientific ratio of vitamin B6 and electrolytes, which can meet the needs of light consumption and water replenishment in daily life. At the same time, Qingshuang series has two flavors of berry, kiwi and grapefruit, as well as the product benefits of 0 sugar and 0 calorie formula, which further reduces the concerns of modern young men and women about calorie intake. The launch of this series also enables Gatorade to expand from professional sports to light sports.

Gatorade Qingshuang also cooperated with the head sports app keep to create a fat burning course after its listing. According to the data released by keep platform last year, its cumulative users reached 300million, among which the users aged 26-35 were the most. This attempt has also successfully helped the brand accurately bind with light sports scenes such as home fitness, and achieve rapid penetration into the target population.

As a sugar free veteran player, Pepsi will never miss the opportunity track of emerging bubble water.

In recent years, old beverage brands and cutting-edge players have joined the opportunity track of sparkling water, and the market has shown the characteristics of fast taste update, focus on functionality, category de borderlization and so on. In such a fast-paced market environment, PepsiCo chose to counter product involution with brand thinking, and precipitated the “three zero culture” of its own brand on the basis of “product power”.

Growing up in a more changeable social environment, the new generation of young people represented by generation Z began to face competition and pressure earlier, so they also recognized the importance of emotional health earlier. Cbndata found through online research last year that more than 60% of the respondents have faced greater work pressure and anxiety in the past year, and young people’s demand for physical and mental relief is increasing day by day.

As a new brand that first appeared in the Chinese market last year, bubble smile fun bubble integrates the “smile gene” into all aspects of products and communication, and advocates urban young people to smile more in their daily life and face social life with a happy mood.

On the product packaging, the colorful main colors are matched with the iconic smile symbols of smile and fun bubbles, and then five fruit elements are used to decorate the smile details. The five products in the whole series show a rainbow like visual effect, emitting a relaxed and pleasant atmosphere, making consumers smile.

In terms of brand communication, this year, smile fun bubble and its spokesperson Xiao Zhan launched a series of story videos of “smile fun transmission” to show consumers the power and happiness that smiles bring to ordinary people’s lives through the “grounded” scene.

As a “three zero” bubble water with distinctive brand genes, smile fun bubble pays attention to the common emotional health of urban young people, and also pays attention to their deeper emotional resonance. It is hoped that when people are lack of inspiration at work, sleepy and tired when working overtime, a can of smiling bubbles can bring consumers a double cure of taste buds and spirit, and encourage young people to face challenges actively and optimistically.

Starting from the core carbonic acid category that “sits” with the widest audience, PepsiCo further expands the sports field and bubble water track based on the needs of Pan health. Based on its strong local R & D capabilities and in-depth observation and understanding of Chinese young consumers, PepsiCo has gradually built a “three zero” product matrix that can support the needs of different scenarios, so that it can still be comfortable in the tide of health.

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