Brands today not only need to deliver a tasty product to consumers, they also need to do so in an authentic and transparent manner. But is it enough to just hit on just one consumer need, or do they need to deliver multiple benefits to win consumers’ hearts? The Hartman Group’s Modern Beverage Culture 2023 study will find out.

A recent industry news report revealed Ghost Energy is winning by providing performance energy with transparency. It appears the brand has a deep understanding of consumers’ multi-dimensional needs and is offering functional benefits alongside the primary benefit of energy. Importantly, the brand fully and clearly communicates about ingredients in a manner authentic to the brand.

The Hartman Group’s Modern Beverage Culture 2018 identified five distinctive needs present on beverage occasions: connection and care, health, fill and fuel, energy, and refreshment. As we update and extend this research, it will be interesting to see the extent to which consumers are seeking beverages that can simultaneously deliver on multiple benefits.

Furthermore, we can hypothesize about which benefit combinations are most salient to contemporary consumers and which beverage categories (e.g., coffee or mocktails?) are best positioned to meet those need combinations.

To obtain these insights and more, grab your favorite beverage and contact us to learn about Modern Beverage Culture 2023.

You can learn more about the Modern Beverage Culture 2023 study by downloading the overview and order form here. Special pricing expires on March 31, 2023.