The recent survey on consumer trends in beverages conducted by Ierax Analytix for FOOD EXPO and exclusively presented during the 1st International BEVERAGE SUMMIT by Market Analyst & Founder Ierax Analytix, Haris Lalatsis reveals interesting insights into the preferences of Greek consumers in beverages.
The research, conducted on 866 individuals aged 20-70, showed that tea is among the top three favorite beverages of consumers, holding the first place! A significant 52% of respondents stated they prefer it, which might be surprising to many. Specifically, tea seems to be particularly popular among men over 45 years old (58%) and women (47%).
However, it is worth noting that soft drinks and juices follow closely, gathering 35% and 34% respectively.
Regarding the criteria for choosing soft drinks, juices, energy, and functional drinks, the research reveals that taste is the dominant factor in beverage selection. Specifically, 58% of respondents choose soft drinks based on taste, while 55% prefer juices for the same reason. Energy and functional drinks follow with 27% and 37% respectively.
Interestingly, a significant percentage of respondents do not consume energy (44%) and functional drinks (31%). This may indicate that consumers are cautious about these products or do not consider them necessary in their daily lives.
When asked which beverage (type, not brand) they consider the most modern or trendy at the moment, energy drinks are considered the most modern, with 34% of respondents mentioning them. However, despite this perception, 42% of those who consider them popular do not consume them. This may suggest that the popularity of energy drinks is based more on image and trends rather than reality.
Tea, especially its variations such as iced tea, boba tea, and bubble tea, follows with 15%, showing that consumers recognize the growing popularity of these beverages. Soft drinks come third with 11%, indicating that although they remain popular, they are not considered as modern as energy drinks and tea.
Additionally, according to the research, 57% of Greek consumers prefer to try and experiment rather than buy the same brand. This reveals that there is a significant portion of consumers seeking variety and new flavors, which may encourage companies to innovate and offer new products. On the other hand, the 43% who remain loyal to a specific brand indicates that trust and satisfaction with a product also play a significant role in consumer habits.
When asked “if you could remove one element from beverages in general, what would it be,” the answers were clear. 57% of respondents stated they would like to remove excess sugar, with this percentage being particularly high (66%) among individuals up to 30 years old. This indicates a trend towards healthier choices, as there is increasing awareness about health and nutrition, especially among younger consumers.
Artificial characteristics are also a significant issue, with 24% of respondents wanting them removed. This shows that there is concern about the quality and naturalness of beverages. Finally, 14% of respondents mentioned high prices as the element they would like to remove, indicating that affordability is also an important factor for consumers.
Greek consumers also have different approaches when buying beverages. 62% of respondents stated they go to the store and study the available products before deciding. 29% have noted on their list what they want to buy, while 9% choose only what they find on low-price offers.
These results suggest that the majority of consumers are careful and want to examine their options before making a purchase, while a smaller portion places greater importance on prices.
In the case of a new beverage entering the market and when asked what two characteristics would make them choose it, Greek consumers have specific criteria. 41% of respondents choose beverages based on a unique proposition or combination. 37% prefer sugar-free beverages, while 30% emphasize nutritional value and ingredients, with this percentage being particularly high (36%) among individuals up to 30 years old. Finally, 16% of respondents, which concerns 22% of men, seem to prefer 1+1 offers.
When asked “which advertising media do you think influence you the most for a beverage,” 52% stated they are influenced by social media, with this percentage being particularly high (69%) among individuals up to 30 years old. Recommendations from their own people influence 48% of respondents, while television influences 39%, with this percentage being higher (46%) for individuals over 45 years old.
Specifically, on social media, they are influenced by different social networking platforms depending on their age. 40% of respondents stated they are most influenced by Instagram, mainly individuals up to 30 years old. Facebook follows with 51% concerning individuals over 45 years old, while TikTok influences 20%, with a higher percentage among individuals up to 30 years old.
Regarding taste tests, they are not so widespread among Greek consumers, with 58% stating they have not tried a beverage through a taste test.
When asked if they bought the beverage after the taste test, 57% said yes. If they could change something in the beverage sector tomorrow, a significant 29% would like less sugar, indicating a shift towards well-being, while 24% mentioned the price.
Finally, Greek consumers recognize various trends for the development of the beverage category. Indeed, 17% believe that healthy choices, natural ingredients, and nutritional value are the strongest trends.
All the above findings of the report offer valuable information for companies that wish to innovate and respond to consumer needs.
