Symrise Study Reveals Beverage Needs for Millennial Consumers, Refreshment is Top of the List
18 Nov 2016 --- Symrise have announced the availability of comprehensive qualitative and quantitative research studies which demonstrate that refreshment is a key factor in driving the beverage choices of millennial consumers.
The studies are part of an intensive and ongoing research program conducted by Symrise’s Marketing and Consumer Insights, headed by Emmanuel Laroche, Vice President of the group and Global Marketing leader.
Qualitative and Quantitative Research
Laroche said, “Symrise explored what refreshment means to millennial consumers across the United States in New York City, Los Angeles, Chicago and Dallas. Taking both qualitative and quantitative approaches, our research team was able to identify the key drivers of refreshment; understand how refreshment applies to key beverage categories; and uncover opportunities to provide greater refreshment.”
Laroche stated that the Symrise research team looked at a wide range of beverage types, including beer, cider, flavored alcoholic beverages, flavored waters, juice drinks, RTD tea, sports drinks and carbonated soft drinks to determine which factors of refreshment were most important to millennials. He said that Symrise garnered a richer learning experience through versatile online and mobile platforms that feature research tools such as blogs, forums and picture books.
Laroche also referred to online surveys that were conducted by Symrise and its partners. Among the 800 completed surveys that were collected, Laroche reported that there were approximately 200 for each of the beverage categories studied.
Study confirms that refreshment is a multi-dimensional concept
The Symrise research team recognized that refreshment satisfies core needs through its physical, emotional and spiritual components. From a physical standpoint, it hydrates, refuels, invigorates. Beyond these factors, millennial respondents concurred that relaxation is a significant aspect of refreshment. Millennial participants said that they see refreshment as an act of renewal, a way of cleansing away tiredness and impurities and leading to a state of happiness. For this demographic group, refreshment is an upbeat and enjoyable experience, rendering a feeling of joy through positive, emotional energy, and usually connected with happy social occasions.
Six essential physical attributes to create the most refreshing beverages
Symrise research identified physical attributes and ingredient attributes as the two main categories that drive consumer perceptions of whether or not a beverage is refreshing. Temperature, liquid texture, carbonation, liquid color and sound were seen as physical attributes. The other category, ingredient attributes, led to the evaluation of fruits, citrus, herbs and botanicals and spices. For the most part, these ingredients are perceived as healthy and natural, with the ability to enhance the refreshment quality of any drinks. However, while herbs and botanicals earn high levels of approval in foods, they were perceived by some to be overpowering in beverages. There was similar reaction to the use of spices in beverages. Citrus fruits had the strongest link to refreshment, consistently elevating impressions through their “fresh and tangy kick.”
Important findings related to carbonation suggested that while “bubblies” may bring a drink to life, too high carbonation levels have a negative impact. Sparkling and effervescent beverages deliver positive impressions, and underscore the drink’s “energy” credentials.
Millennial respondents believe that color is a key visual indicator of refreshment. Light and natural colors are perceived as healthy, preferred over dark and artificial drinks which are viewed as unhealthy. Positive references to opening bottles or cans and clicking of ice suggest that sound can enhance the sense of refreshment.
In conclusion, Laroche said, “There is a great deal that we have uncovered through this research. Upon email request, we would be pleased to send a copy of our complete overview to you with the option to review our findings with a Symrise professional. Keep in mind that the details uncovered in this comprehensive study are already having an impact on our latest beverage flavor development. Our insights have led to innovative product development concepts, so we encourage you to contact us for more information.”
