Question 1

What drives beverage purchase decisions?

Accepted Answer

Beverage purchases are driven by occasion, functional benefits, flavour preferences, brand perception, price point, and increasingly by health and wellness considerations.

Question 2

How do consumers choose between beverage categories?

Accepted Answer

Consumers often have mental models for different occasions - morning, afternoon, social, recovery - and choose beverage categories based on these contextual needs.

Question 3

What beverage trends are emerging?

Accepted Answer

Key trends include functional benefits (energy, gut health, hydration), reduced sugar, premium craft positioning, sustainability, and non-alcoholic alternatives.

Question 4

How important is packaging in beverages?

Accepted Answer

Packaging plays a significant role in beverage purchase, particularly for premium positioning, on-the-go convenience, and sustainability perceptions.

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