With low entry barriers and a manageable initial upfront capital required, a dime a dozen new players are seen foraying into the global instant beverage premix market. In order to outgun competitors, players are launching new products touting various USPs such as a variety of flavors every now and then. This makes the landscape not just extremely competitive, but dynamic too.
To grow in such a cut-throat environment, keen players are banking upon multi-pronged strategies. For instance, they are resorting to competitive pricing to up sales. They are also offering deals or bundling other goodies with products to capture attention of consumers who are literally spoilt for a choice in the instant beverage premix market. The bigger market players are also consolidating their manufacturing and distribution channels through strategic acquisitions. In this manner they are creating stronger, larger entities to take on the competition in the market.
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Some of the marquee names in the market for instant beverage premix are Dunkin Brands Group Inc., Suntory Beverage & Food Limited., Starbucks Corporation, Monster Beverage Corporation, The Coca-Cola Company, PepsiCo, Inc., and Ajinomoto General Foods Inc.
The market for instant beverage premix is projected to clock a value of US$85.80 bn by 2021-end by registering a steady CAGR of 5.70% CAGR from 2015 to 2021.
Instant tea, instant health drinks, instant coffee, instant milk, soup, and others are some of the main products in the global instant beverage premix market. Of them, the segment of instant coffee accounts for a majority of share in the revenue. The health benefits and instant kick received from caffeine are the primary factors stoking the segment’s demand.
Geographically, the main segments of the global market for instant beverage premix are Asia Pacific, Europe, North America, and the Rest of the World. Asia Pacific, among them, holds maximum share in the market and will likely become worth US$27.7 bn by the end of the forecast period. The soaring incomes of people in the region on account of the improving economies of most nations and changing food habits due to effects of globalization are mainly promoting demand in Asia Pacific market for instant beverage premix.
Pressing Schedules Coupled with Rising Incomes Catalyzes Demand in Market
With more and more people entering the workforce every year and the resultant busy schedules they have to cope with, the demand for instant beverage premix has increased by leaps and bounds. With little time on hand to whip up a fancy home-cooked meals, they are opting for instant beverage premixes like never before for it saves them valuable time. Their rising disposable incomes have played a key role in upping sales in the market too.
Players Add Various USPs to Promote Products
Moreover, with key players continuously experimenting with various flavors and added-nutritional elements in the products, instant beverage premix is seeing surging uptake. “Instant caffeinated concoctions are primarily boosting the demand, particularly in developed countries of the U.S. and parts of Europe,” adds the lead analyst of the TMR report.
Other factors proving beneficial for the market for instant beverage premix are aggressive marketing strategies of companies, emergence of various retail websites, and efforts by companies to consolidate retail chains in emerging markets.