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Gourmet drinks appeal to consumers: report


June 1, 2016
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, tea brewer growers cupor 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.

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“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.