Recently, Google explored the trend of beverage popularity in the European and American markets in 2017 through big data systems and interviews. It is found that “cold production”, “natural taste” and high-end water are the sectors that attract more attention from European and American users. People began to pay attention to the production process, natural pure taste and health. These observations have a high reference value for Chinese beverage market practitioners.
In this study, Google first collected the popular beverage terms used by Internet users in the United States, the United Kingdom, Spain and Mexico from April 2015 to March 2017, and summarized the main search trends. Then, after eliminating the seasonal impact of these hot words, the annual growth rate of their search volume was calculated. Rate and acceleration.
At the same time, Google also analyzed the content of YouTube’s popular drink videos, and through interviews with more than 1,000 consumers in four countries, it further understood what these big data really meant to local people’s lives.
Based on this approach, Google has identified three major trends in beverage popularity in 2017: cold production, natural taste and high-end water.
According to the Google report, the process of making beverages is becoming as important as its ingredient list, whether in pursuit of health, taste or self-esteem when it comes to dressing up.
Among them, cold extraction of coffee and cold brewing of tea as the representative of the “cold production” has become a popular trend in the beverage industry in recent years.
Take cold brew coffee as an example. Generally speaking, coffee powder needs to be immersed in cold water for 12-24 hours before extraction and filtration.
Many people may think that a wave of coffee retail brands such as Starbucks has sparked the new product. But Google’s search data found that cold-extracted coffee became popular, in fact, with the popularity of hand-made coffee in 2012.
After 2012, the search volume of the term “DIY cold extraction” increased significantly, and the search heat of the cold extraction machine was slightly lower than that of the cold extraction machine.
Since 2015, the attention and promotion of brands have further contributed to the popularity of cold-extracted coffee. But as a whole, the main search force for cold-extracted coffee still comes from the tall green line of “DIY” below.
This conjecture has also been confirmed in YouTube-related popular videos.
The report points out that these highly clicked cold-extracted coffee videos mainly focus on educating users to make coffee, and most of them refer to DIY coffee tools such as Mason bottles and filter paper.
According to the report, the second major trend in the beverage industry is a more natural and earthy flavor.
Of the four markets tracked by the report, ginger, mocha, turmeric and Indian milk tea are the four most sought-after beverage flavors in these regions.
These grounded flavor drinks are popular for different reasons: for example, mocha, smooth and full taste is very round powder; while ginger is more beneficial to human health, including antioxidant, digestive and so on.
However, for brand merchants, the search data of relevant hot words provides an interesting perspective for new product development.
For example, among ginger-flavored beverages, ginger tea, ginger beer and ginger soda are the three categories with the highest search heat. Moreover, the search heat of ginger juice, ginger cold brewed tea and ginger water has exploded in recent years, and the search volume in four markets has increased by 79% annually, much higher than 32% of ginger tea, ginger beer and ginger soda.
In addition, when ginger is mixed with other flavors to make seasoning drinks, people in different countries have slightly different preferences.
Google search data show that users in the United States, Britain and Spain prefer ginger with lemon, honey and turmeric; Mexico is slightly different, except turmeric, local people like ginger with cinnamon and fennel.
In contrast, the flavor mix of mocha is much more monotonous, nothing more than butter, milk and chocolate.
In addition, with the improvement of people’s health awareness, our requirements for water have also changed greatly.
On the one hand, consumers want to be able to replenish more water at any time, so Google search data show that, for example, gallons, large bottles and other words for capacity search volume is high.
At the same time, out of the requirement of clean water quality, people also pay special attention to water purifiers and drinking machines.
Google collected the top 100 videos of water purifiers and water dispensers on YouTube in four countries, and found that consumers were most concerned about the cleanliness, safety and bacterial quantity of water before and after filtration.
Drinking machines are more concerned about home scenes and conveniences, such as convenient heating, good taste, easy drinking, BPA-free and other factors.
On the other hand, from the heat of Google search, people are increasingly interested in alkaline water, bubble water and high-end packaging water. Especially in the United States, the search heat for alkaline water has never been recovered.
Although Google’s report is aimed at four European and American markets, it is of great value to Chinese beverage market practitioners and researchers for its insight into market trends based on consumer search behavior and the observations themselves.
Although Google’s report is aimed at four European and American markets, it is of great value to Chinese beverage market practitioners and researchers for its insight into market trends based on consumer search behavior and the observations themselves.
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