Gourmet drinks appeal to consumers: report
By Maria Church
London – Consumer demand for time-saving convenience without compromising taste means there is a market for high-quality on-the-go beverages, according to a report from international consumer insight firm Canadean.
Companies are already creating on-the-go drink products, such as microwavable ready-to-drink cups, but there is a perception that those products are low quality, Canadean analyst Veronika Zhupanova said in a press release. According to Zhupanova, manufacturers have the opportunity to offset customer concerns by using top-quality packaging materials, designs and packaging claims to market the product as premium.
“Packaging innovation should be used to enable on-the-go occasions for hot beverage connoisseurs,” Zhupanova said in the release. “Manufacturers have to find ways to cater to tea-loving busy consumers either by highlighting quality of tea bags, a technique which has been practiced for a while now, or by coming up with solutions that allow them to enjoy loose tea on-the-go.”
Zhupanova said Denmark-based Grower’s Cup Tea Brewer’s drink in a pouch is an example of leading edge product packaging innovation. The tea is marketed as an on-the-go gourmet tea experience, and allows customers to refill the pouch with their own loose tea.
“This product represents genuine innovation within the hot drinks market due to its refusal to compromise on quality despite being a convenience product, and its cost-saving, refillable design,” Zhupanova said.