Get Real! TNS Unveils Missed Opportunities for Food and Beverage Brands in Reaching Millennials.
Growth outlook for food and beverage categories appear strong for
those who focus on convenience and authenticity according to TNS’s
ranking solution, Growth Point.
NEW YORK–(BUSINESS WIRE)–Global research consultancy TNS revealed today the top ten food and
beverage categories that show the most growth potential among U.S.
Millennials and Teens (ages 13-35). The rankings were identified using
Growth Point, TNS’s new proprietary, first-of-its kind directional tool
that captures unmet needs of consumers and category momentum in food and
beverages in the United States. Growth Point generates its rankings from
the TNS Consumption Universe, which consists of more than 19,000
consumer interviews and covers 250 food and beverage products.
“Our Growth Point rankings highlight a real opportunity for retailers
and manufacturers,” says John Essegian, Executive Vice President, TNS.
“Companies know their long-term growth depends on winning a greater
share of the Millennial and Teen market, yet most are missing out on one
of the largest opportunities; deliver products that can be prepared
quickly at home, and are more natural and authentic.”
The top ten food and beverage categories that show the most growth
potential among Millennials and Teens are:
| Ranking | Foods | Ranking | Beverages | |||
| 1 | Comfort foods prepared at home | 1 | Waters: spring, sparkling | |||
| 2 | Fresh fruit | 2 | Coffee: brewed at home | |||
| 3 | High protein foods prepared at home | 3 | Specialty coffees, flavored | |||
| 4 | Side dishes: grains, brown rice, | 4 | Iced tea | |||
| 5 | Hot breakfast cereals and fresh breakfast sandwiches | 5 | Hot tea | |||
| 6 | Greek yogurt, dessert-type yogurt | 6 | Smoothies: made at home or ready to drink | |||
| 7 | Frozen fruit juice bars | 7 | Nutritionally complete drinks | |||
| 8 | Sandwich | sub from shop | 8 | Fruit juices | |||
| 9 | Dried fruit | 9 | Milk | |||
| 10 | Trail mix | 10 | Coconut water | |||
“Our rankings indicate the large number of growth opportunities for food
and beverages that are noticeably more natural. Health and authenticity
is important, and the more natural ingredients, the better,” says
Essegian. What we’re also seeing in our rankings is the strong growth
potential for food and beverages that can be made at home. With
time-pressed lifestyles, convenience is extremely important and
consumers would be willing to pay more for higher quality foods and
drinks that can still give the same core convenience benefit. You have
to understand the difference between what they do and what they want.
Highly processed or items containing artificial ingredients are not what
these consumers want. Quick, convenient prep married to higher quality
and authenticity is the solution.”
Which food and beverage categories didn’t make the Growth Point top 10?
You can see the full list by visiting our web site at www.tnsgrowthpoint.com
About Growth Point
Growth Point generates its rankings from TNS’s Consumption Universe,
which consists of more than 19,000 consumer interviews and covers 250
food and beverage products in the United States. The analysis combines
the degree of unmet consumer needs with the degree of momentum that each
product area has — momentum meaning consumers are moving into that
product segment rather than moving out of it. Where there is both unmet
needs and positive momentum, you have significant growth potential.
About TNS
TNS advises clients on specific growth strategies around new market
entry, innovation, brand switching and customer strategies, based on
long-established expertise and market-leading solutions. With a presence
in over 80 countries, TNS has more conversations with the world’s
consumers than anyone else and understands individual human behaviours
and attitudes across every cultural, economic and political region of
the world.
TNS is part of Kantar, the data investment management division of WPP
and one of the world’s largest insight, information and consultancy
groups. Please visit www.tnsglobal.com
for more information.
About Kantar
Kantar is the data investment management arm of WPP and one of the
world’s largest insight, information and consultancy groups. By uniting
the diverse talents of its 12 specialist companies, the group is the
pre-eminent provider of compelling data and inspirational insights for
the global business community. Its 30,000 employees work across 100
countries and across the whole spectrum of research and consultancy
disciplines, enabling the group to offer clients business insights at
every point of the consumer cycle. The group’s services are employed by
over half of the Fortune Top 500 companies. For further information,
please visit us at www.kantar.com
Contacts
TNS
Stephen Shively, 512-314-1810
stephen.shively@tnsglobal.com
