Beverages: A world of opportunities for Marketers
“Why do we pay for a free-for-all, natural, common, and almost unprocessed”. If you want to truly understand marketing, you can do so by grasping this statement.
71% of the earth is based on water. We as humans are commonly surrounded by it using it for numerous purposes, but most importantly for survival drinking.
The word beverage is a common jargon for liquids used for drinking. They help us quench our thirst, recharge the body, kick start our day, or even improve our health. But beverage consumption has evolved beyond the functional needs and into more evolved emotional needs such as ice breaking & bonding.
The most popular beverage consumed around the world is not coffee or Coca-Cola (my personal favourites) but interestingly, tea – he favourite beverage of the Sub-continent and China cultivated in 2700 B.C. According to the Food and Agriculture Organization of the United Nations, annual global production of tea is USD 17 billion, which is more than the GDP of Georgia. Pakistan spends an estimated 500 million Euros on tea, where the business opportunities are ripe as they get. Tea is preferred at any hour of the day, from bright mornings to dull evenings or even while relaxing in the night. Tea can be consumed as is or with a snack, hence opening the doors for complimentary products to market themselves.
Beverages: A world of opportunities for Marketers
“Why do we pay for a free-for-all, natural, common, and almost unprocessed”. If you want to truly understand marketing, you can do so by grasping this statement.
71% of the earth is based on water. We as humans are commonly surrounded by it using it for numerous purposes, but most importantly for survival drinking.
The word beverage is a common jargon for liquids used for drinking. They help us quench our thirst, recharge the body, kick start our day, or even improve our health. But beverage consumption has evolved beyond the functional needs and into more evolved emotional needs such as ice breaking & bonding.
The most popular beverage consumed around the world is not coffee or Coca-Cola (my personal favourites) but interestingly, tea – he favourite beverage of the Sub-continent and China cultivated in 2700 B.C. According to the Food and Agriculture Organization of the United Nations, annual global production of tea is USD 17 billion, which is more than the GDP of Georgia. Pakistan spends an estimated 500 million Euros on tea, where the business opportunities are ripe as they get. Tea is preferred at any hour of the day, from bright mornings to dull evenings or even while relaxing in the night. Tea can be consumed as is or with a snack, hence opening the doors for complimentary products to market themselves.
As a researcher the biggest trend I pick today in beverage industry of Pakistan is the shift in boundaries of hot and cold beverages. With players like Nescafe coming up with interesting propositions like cold coffee, and carbonated soft drinks coming up with variety of flavours like 7 up strawberry, and tea giants Tapal stepping the territory of coffee, the “beverage” category is more dynamic than ever before and growing at a super-fast pace.
If you are interested in a quick discussion around beverages landscape or want to know details around the beverage consumption in Pakistan, feel free to mail us at info.pakistan@1oula.com
As a researcher the biggest trend I pick today in beverage industry of Pakistan is the shift in boundaries of hot and cold beverages. With players like Nescafe coming up with interesting propositions like cold coffee, and carbonated soft drinks coming up with variety of flavours like 7 up strawberry, and tea giants Tapal stepping the territory of coffee, the “beverage” category is more dynamic than ever before and growing at a super-fast pace.
If you are interested in a quick discussion around beverages landscape or want to know details around the beverage consumption in Pakistan, feel free to mail us at info.pakistan@1oula.com