Thoughts and observations about relevant trends and insights on drinkable categories

1. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
What western drinkers are asking for?
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2. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Western drinkers requires new drinking
choices that satisfy their thirst of healthy &
enjoyable drinkables able to cope with new
cultural paradigms of well being, while
deliver pleasant and rewarding experiences …
in fact they want all : pleasure, fun, health,
thrill and peace of mind
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3. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
CONVENIENCE ISSUES
- Easy to prepare
- Easy to consume
VALUE ISSUES
-Ethical Values
-Animal Welfare
SAFETY ISSUES
- Hygiene
- Traceability
HEALTH ISSUES
- Staying Healthy
- Prevent disease
Key frame of
demands
Raising standard demands

4. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
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6 key aspirations of the consumer
Feel good everyday
Being healthy for longer
Achieve greater success
Have better appearance
Giving children a good start
Feel free health problems

5. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Health is not a choice anymore
It is becoming a necessary condition; a “must”
and above all “a systemic goal” that no single
product or behaviors is able to fully satisfy.
Health is everywhere, any time but
increasingly not as a single element or choice
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6. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
We all want more ...
Social ideals evolve from cosmetic to the most essential
o From personal image (weight) to a concept of full and
active life
Wellness
Physical health
Spiritual health
Mental health

7. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Health is evolving from something
physical towards something more holistic
and global
Health is a part something bigger, a committed
pursuit of well-being, something that is not just
functionally organic and not just psychologically.
Wellness is the key as a total experience that
involves your body as a system and also your
thoughts, your feeling and the whole idea about
yourself
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8. Health is not only physical
“Health is more about
How your body
feels, wellness is about your
mind
and your body
“You can be physically
healthy without having
total wellness”
“Real Health is more broad
and more important... It´s
like achieving a higher ground”

9. Europeans think health as bio-systemic entity
66
26
10
53
25
18
56
27
17
32
50
17
26
43
32
0
10
20
30
40
50
60
70
Tree Car / factory Temple
France Germany Italy UK US%
Source: World Dairy Congress,

10. Wellbeing and life expectancy are not closely
related
Self-reported healthy life expectancy (years without illness)
6.1
6.2
6.3
6.4
6.5
6.6
6.7
6.8
6.9
7
7.1
7.2
67 68 69 70 71 72 73 74
Spain
UK
USA
Germany
Italy
France
Japan
Self reported
wellbeing (index)

11. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Consumers "condition" consumption decisions
to health aspects
 95.3% of women say that "health care is an important daily
activity.“
 72% say that food is the best resource at their disposal to stay
healthy.
 84% of women to some degree restrict fat intake
 50% of consumers claim not eat enough vegetables.
Fuente : investigación “Salud y alimentación” BrainVentures

12. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
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Health is a way of life
The taste is essential but not
sufficient
Food is not only nourishing, is to
care and improve

13. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Authencity is also a key word
Authentic means more than than “for real” or
“original” or anything linked to strong heritage.
Authentic means with a purpose, committed and
opinioned.
Heritage that implies being the real thing is not
enough, if it is not linked to meaningful content and
implications
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14. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Goodness = Authenticity
Today part of the appeal of the products lies in its claim to purity and authenticity
Authenticity is a trend that transcends boundaries and appeals to consumers defined
by their "etho consciousness"
o The search for the "real thing " within the cultural roots and customs
o The demand of accesing to more products and preparations still artisanal or like home-made

15. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
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Naturality
People increasingly assimilated health food with purity and naturalness, as opposed to
merely fat-free.
Large food and beverage companies including Heinz, Kellogg, Kraft, GM, Dean Foods
and Coca Cola have invested in companies for "natural" feeding and natural organic
farming products
2 strategies are employed:
Use "specialty
brands" who do not
mention the "Core
Brand" property Ie:
General Mills
Cascadian Farms
Organic
Take the umbrella brand
as organic brand, at least
in some part
for example: Organic
Heinz Ketchup (France)

16. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Consumer seek products that actively
creates a sense of personal choice and
self actualization
Since physical and material needs are
mostly satisfy, the demand of inner
personal growth and sense of become a
more plenty individual become more and
more important
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17. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Credibility & reputation is also a must
Since is not enough being good and do good
to me, Brands should be also good for my
personal social context
This “reputation – credibility” involves some
kind of purpose or social axis. This purpose
should be coherent and relevant with the
assumed brand domain and activities
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18. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Innovation
Renewal and creativity in terms of object or the
product but also in the way of present it nad drive
the experience.
Brands should deliver progress and transformation,
being always suppressive, inspiring a sense of change
or growth
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19. |
Future innovations:
higher level expectations and more integrated
HIGH NATURE
bio / organic
safer
HIGH SCIENCE
specificity
credibility
results
HIGH CONVENIENCE
time pressure
live without pauses

20. The consumer wants better living and
drinking, but this need is becoming more
specific and subtle
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21. Brands should master portfolio management
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ACTIVEHEALTH
+++
Farmacos
Suplementos
Functional food
Active food
Healthy food
Positive food
Neutral food
Bad food
Junk food
Not all foods contribute
equally to health

22. Health Clusters
Constuye
perfecciona
refuerzo
CONSUMER BENEFITS
Nutrientesbasicos&esenciales
Especificosy
activosnutrientes
Nutrientesbasicos
+nutrientesespecíficos
food Supports
++ PLEASURE NUTRITION ++
Motivaciones de compra/Niveladores PleasureNutrition
HEALTHY AND NATURAL
Main driver
« ACTIVE HEALTH »
« ACTIVE HEALTH »
FUNDAMENTALS
CONTRIBUTORS
« GOOD FOR YOUR HEALTH »
ACTIVEHEALTH
+++

23. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Western Drinkers rely still on old
misperceptions
Western are still tie up with old misperceptions about
drinkable categories.
Soft drinks, beer or juces figth need to overcome traditional
perceptions, open new segments while they defend core
business.
Its time of “hybridation” and mixed categories, able to create
true excitement
Western drinkers look for new options, relevant, easy to
adopt that bring fresh air, but need the help of more planned
branding & marketing
o Short term thinking and stock market influence is a critical
malady of western branding
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24. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Be ready for complexity and take full
advantage of it !
But market essentially become more complex, fragmented,
with several options that lead to new segments base on 4
drivers .
o Enjoyment/release
o Heath/control/care
o Conviviality / sense of belonging
o Identity / self actualization
This drivers do not define single minded territories but mixed
and subtle combinations
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25. 25
MOTIVATIONAL MODEL

26. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Enjoyment
Enjoyment means a pleasant objective and subjective
experience. Something pleasant an rewarding not only
sensitive terms but also emotionally and a thought-complex
structure
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27. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Control
Control relates to new set of “health concerns and
expectations”. It is related with our desire of security and
lasting life-expectancy. Nasty and unhealthy behaviors are not
fun, intelligent or assumable anymore, for myself and for
others. Control means health but also conscient drive of my
life choices. Protecting but also enjoy do good as peace of
mind behavior
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28. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Conviviality & belonging
Conviviality and sense of belonging is related to desire of feel
part of something bigger than myself achieving the
conformity of social belonging/tribal experience. The
convivial motivation drives to emotional liasons , to share and
enjoy through products that make smooth social encounter
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29. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Identity & self actualization
Identity and self actualization is related to need of creates our
sense of uniqueness and achievement, developing unique
choices in our social context. Consumer requires satisfy the
desire of being proud and rewarded as individuals, thorough
products but also through social reward as expert, well
informed and valuable individuals
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30. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios30
Adaptation and
aggregation
Performance and
affirmation
Expand and enjoy
life
enjoyment
control
power belonging
Drinkable Motivational mapping
REFRESCOS
Coca cola Fanta
CAFÉ
ISOTÓNICAS
ALCOHOL
Energéticas
Deportivas
Ginger Ale
Bitter
Tónica
Té Helado
Agua
Agua
con gas
Gaseosa
Zumos
Néctares
Lácteos
Infusiones
Cerveza
Cerveza Sin

31. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios31
Adaptation and
aggregation
Performance and
affirmation
Expand and enjoy
life
Preserve life and
prevent damage
enjoyment
control
power belonging
Motivational mapping

32. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Main motivational drivers
Search for self-differentiation
Balance & harmony search
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33. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios33
Adaptation and
aggregation
Performance and
affirmation
Expand and enjoy
life
enjoyment
control
power belonging
Motivational drivers mapping
REFRESCOS
Coca cola Fanta
CAFÉ
ISOTÓNICAS
ALCOHOL
Energéticas
Deportivas
Ginger Ale
Bitter
Tónica
Té Helado
Agua
Agua
con gas
Gaseosa
Zumos
Néctares
Lácteos
Infusiones
Cerveza
Cerveza Sin
self-
differentiation
Balance &
harmony

34. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
Balance & harmony
Water, non-alcoholic beer, teas, juices,
dairy products ...
Trying to get back to basics, as neutral and natural as possible.
seek solutions to replenish, choosing really good things for
them.
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35. Propiedad de BrainVentures. Imposible su reproducción sin permiso expreso de los propietarios
The non alcoholic Drinkable Scenario
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% SOM por categorías
10,6%
18,6%
7,6%
52,2%
5,1%
0,9%
0,4%
1,4%
2,1%
Agua Zumos/Nectares Colas
Cítricos Otros Con Gas Sin Gas
Tés Sport Drinks Energy Drinks

36. Drinkable Scenario
Highlights of the Spanish market for soft drinks
Fuente: Euromonitor
Signs of maturity
the market shows clear signs of
maturity
Healthy drinks drive growth
Water, juices, functional drinks and carbonated live a
continuous evolution
Clear commitment to innovation
What allows brands to further expand the variety of
drinks to offer to consumers to meet their needsstrong seasonality
Concentration of sales in the spring-summer
and Christmas
Coca Cola is still the leader
In sales, as in Top of mind.
The six leading companies build about
half of total industry sales
aggressive competition