The survey was conducted by Ierax Analytix for FOOD EXPO and exclusively presented during the 1st International BEVERAGE SUMMIT by Market Analyst & Founder of Ierax Analytix, Haris Lalatsis reveals interesting insights into the preferences and challenges faced by beverage producers and importers.
According to the research, soft drinks (lemonade, orangeade, and pink grapefruit) account for 47% of production/imports, while tea and chocolate follow with 33% each. The preference for soft drinks may be due to their wide acceptance by consumers and ease of production. However, the equal presence of tea and chocolate indicates a diversification in consumer preferences.
50% of new beverages are launched semi-annually and 12% annually. The frequent introduction of new products suggests a dynamic market trying to respond to constantly changing consumer preferences.
Regarding the most important element needed to create/import a new beverage, 55% of new beverages are created based on consumer preferences, while 22% aim for speed of launch. The emphasis on consumer preferences indicates a consumer-centric approach, while the speed of launch suggests the need for competitiveness.
40% of producers/importers target the local market and another 40% the national market. This equal distribution shows that businesses are trying to meet both local and national needs, enhancing their presence at multiple levels.
In terms of the technology considered most important for improving beverage production, 22% consider quality/quality control the most important. This is followed by factories and packaging technologies with 15% and 14% respectively. The emphasis on quality indicates the need for high production standards, while investment in factories and packaging technologies shows the need to improve production capacity.
Regarding information, 51% of producers and importers are informed by partners/retailers/distributors and 35% based on sales. The choice of information from partners shows the importance of distribution networks.
Regarding consumer information, producers and importers believe that 40% of consumers are quite informed, 27% are somewhat informed, and 20% are not informed at all. The variety of opinions shows that there is room for improvement in consumer information.
For the biggest obstacles in beverage production/import, 35% mention competition, 29% labor/production costs, and 23% lack of technology. These obstacles indicate the need for strategies that can enhance competition, reduce costs, and strengthen technological infrastructure.
Regarding their collaborations with retailers, they stated neutral (60%), satisfied with suppliers (46%), and satisfied with distributors (40%). The neutral stance towards retailers may indicate the need to improve collaboration relationships.
In the question regarding changes in the beverage sector, 36% would like to see a reduction in production costs and 21% a reduction in prices. The emphasis on reducing costs and prices indicates the need for economic sustainability.
Regarding the trend considered the strongest for the development of the beverage category they are active in, 42% believe that healthy beverages hold a dominant position and 29% advertising/marketing. The increasing demand for healthy beverages indicates a general shift towards healthier choices by consumers observed at this time.
The research by Ierax Analytix reveals a dynamic and competitive beverage market, where consumer preferences and production quality play a crucial role. Producers and importers must adapt to new trends and invest in technology and quality to remain competitive. At the same time, consumer information and improving collaboration relationships with industry professionals are also critical for market growth.
