BEVERAGES

OUR AIM

TEA/COFFEE

MILLINIELS SOFT DRINK

CONSUMPTION
PATTERN OF
BEVERAGES

JUICES

ENERGY
DRINKS

BACKGROUND
 Target Market – Millennial
 Large part of our population
 Modernized & responsive to
innovation.
 Noticeable consumption 19-30
OBJECTIVES
 Frequency Of Consumption
 Preferred Brand
 Average Spending on Beverage
 Place of Consumption
 Factors Effecting Buying
Behavior
STEP 1
RESEARCH DESIGN
 Qualitative Research – Focus
Group
 Quantitative Research –
Questionnaires
LITERATURE
REVIEW
& INSIGHT
METHEDOLOGY  170 Units In This Industry-
(Sanober Ali,2014 )
 Energy drink is used by people
to boost energy etc.
 Addiction of Soft drinks
(Colin Lecher , 2013)
 STEP 2
SEC BC 17-19 MALES SEC A 20-23 MALES

 FIVE MEMBERS  FIVE MEMBERS

 DA PUBLIC SCHOOL  IQRA UNIVERSITY

SEC A 17-19 FEMALES SEC BC 20-23 FEMALES

 FOUR MEMBERS  SIX MEMBERS
 LYCEUM,BECONHOUSE,  COACHING CENTRE
SINJOSEPH & INDUS
VALLEY
FOCUS GROUP 1

SEC BC 17-19 MALES

 Consumed soft drink at campus and tea at home.
 Consumed black coffee daily along with green tea for weight
loss purpose.
 They usually had Tea at home in the evening after coming
from college to get fresh.
FOCUS GROUP 2

SEC A 17-19 FEMALES

 More proportion of milk in their total beverage consumption
 Hardly consumed energy drinks for boosting energy.
 Consumed coffee in the morning for getting fresh
 Mixed 3-4 brands of tea to get a stronger taste.
FOCUS GROUP 3

SEC A 20-23 MALES

 They usually took tea with friends while sitting at the dhaba in
night.
 Mostly preferred soft drink with spicy and fast-food.
 Mostly consumed soft drink at university.
 The most preferred brand was 7up, Coke and Pepsi.
FOCUS GROUP 4

SEC BC FEMALE 20-23

 They like to drink soft drinks, tea, coffee etc.
 Consumed beverages mostly for changing taste, energy &
refreshment.
 Most of consumer like to consume carbonated drinks
 Consumed juices in morning
 Consumer like to consume soft drink with food
STEP 3 CONCLUSION
 Daily Activities Daily Activities
Male Female
Study Reading Books Household Chores Watch TV Use Internet Study Reading Books Household Chores Watch TV Use Internet

19% 22% 19% 22%

31% 31%
50% 19% 50% 19%
22% 22%
25% 6% 25% 6%
19% 11% 19% 11%
29% 29%
31% 28% 31% 28%
38% 38%
21% 17% 13% 21% 17%
13%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
 Leisure Time Leisure Time
Male Female
Watch Movies Listen Songs Watch informative shows Sports
Watch Movies Listen Songs Watch informative shows Sports

25% 25% 22% 6%

36% 19% 22% 6% 21%
13% 19% 7%
7% 28% 17%
31% 50%
11% 29%
38%
36%
50%
44% 50% 50%
38% 43%
21% 25%
13%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
 Daily Consumption Daily Consumption
Male Female
Carbonated Energy Drinks Tea/Coffee Juices
Carbonated Energy Drinks Tea/Coffee Juices

7%
19% 22%
6% 7% 21%
19% 17%
25% 50%
36% 25% 22%
28% 21%
25% 50% 17%
21% 25%
28%
31%
44% 19% 50%
36% 28% 39%
31%
13% 19%

A B&C A B&C
A B&C A B&C
17-19 20-23
17-19 20-23
 Carbonated Drinks Carbonated Drinks
Male Female
Frequently Occassionally Rarely Never Frequently Occassionally Rarely Never

7% 6%
25% 7% 25%
13% 6% 7%
39% 6%
13% 6% 28%
43% 19% 13% 29%
13% 19%
11% 17%
14%
17%
75%
50% 56% 63%
43% 44% 50%
39%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23

 Tea/Coffee Tea/Coffee
Male Female
Frequently Occassionally Rarely Never Frequently Occassionally Rarely Never

6% 7%
17% 6% 14%
19% 14% 19% 17% 19%
19%
17% 14%
22%
31% 17% 31%
50% 44% 38% 17% 29%

44% 50% 44% 50%

38% 43%
29% 31%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
 Energy Drinks Energy Drinks
Male Female
Frequently Occassionally Rarely Never Frequently Occassionally Rarely Never

6% 13%
21%
33%
19% 31%
25% 31%
50% 11% 29%
25% 64% 13% 19%
22% 31%
19% 31% 21%
11%
6%
14% 44%
33% 29%
38% 31% 33% 25%
21%

A B&C A B&C
A B&C A B&C
17-19 20-23
17-19 20-23
 Carbonated Carbonated
Male Female
Morning With Lunch Evening Snacks Before Sleep
Morning With Lunch Evening Snacks Before Sleep

13% 14% 11%

25% 28% 29%
21% 44% 38%
33%
56% 31% 17%

43% 38% 50%

39% 33%
31% 50%
25%
21% 13% 17% 22% 25% 21%
6% 6%
A B&C A B&C A B&C A B&C
17-19 20-23 17-19 20-23
 Energy Drinks Energy Drinks
Male Female
Morning With Lunch Evening Snacks Before Sleep Morning With Lunch Evening Snacks Before Sleep

6% 11% 13%
31% 36% 31% 33% 6% 29%
28%
13% 13% 38%
14% 11% 21%
11% 11%
7% 88%
56% 56% 50% 50% 50%
43% 44%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
 Tea/Coffee Tea/Coffee
Male Female
Morning With Lunch Evening Snacks Before Sleep Morning With Lunch Evening Snacks Before Sleep

6% 14% 6% 6%
13% 19% 22%
14% 6% 17% 13% 14%
25% 25% 6% 6%
17% 36%
36%
75% 72% 81%
56% 69% 61%
36% 50%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
 Juices
Juices
Male
Female
Morning With Lunch Evening Snacks Before Sleep
Morning With Lunch Evening Snacks Before Sleep

7% 6% 17% 18% 14%

25% 7% 22% 25%
21% 31% 19% 21%
22% 6%
19% 39% 6%
13% 19%

64% 56% 69% 64%

44% 44% 56%
44%

A B&C A B&C
A B&C A B&C
17-19 20-23
17-19 20-23
 Place Of Consumption Place Of Consumption
Male Female
Home School College University
Home School College University Party Wedding Restaurant At work place
Party Wedding Restaurant At work place

44%
44%

44%
36%

33%

31%

29%
25%

25%

25%
22%

22%
22%
22%
21%

21%
19%
19%

19%

19%
17%
17%

14%
13%

13%
7%
7%

7%
7%
7%
7%
6%
6%
6%

6%
6%

6%

6%
6%

7%
7%

7%
7%
6%

6%

6%
6%

6%
5%
A B&C A B&C
A B&C A B&C
17-19 20-23
17-19 20-23
 Factors That Attract
Factors That Attract
Male
Female
Brand Name Price Packaging

Recommendation Advertising Celebrity Endrosement Brand Name Price Packaging Recommendation Advertising Celebrity Endrosement

75%
88%
75%

56%
64%

50%
56%

36%
36%
25%

22%
21%

19%
17%

17%

14%
13%
13%

13%
13%
11%
7%
7%

6%
6%

6%

7%
7%
6%

6%
6%
6%
A B&C A B&C
A B&C A B&C
17-19 20-23
17-19 20-23
 Occasions Occasions
Male Female
Family Gathering At parties Birthdays Weddings Family Gathering At parties Birthdays Weddings

13% 14% 19%

28% 11% 6%
6% 7% 19% 6% 14%
13% 19% 17%
21% 13% 19%
22%
43%
33%
69% 63%
57% 50% 69% 69%
39% 43%

A B&C A B&C
17-19 20-23 A B&C A B&C
17-19 20-23
 Place Of Purchase Place Of Purchase
Male Female
Retail Shop Super Market Shopping Mall
Study Reading Books Household Chores

7% 6%
13% 22% 13% 6%
6% 21%
44% 28%
19%
50%
39% 17%

81% 88%
79%
56% 69%
43% 56%
39%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
 Time Of Consumption
Time Of Consumption
Male
Whenever thirsty Compliment with food Eating out Female
Whenever thirsty Compliment with food Eating out
With Family At party With Friends
With Family At party With Friends

36%
38%

38%

38%
36%

31%

31%
31%

29%
28%
28%
28%
28%

25%

25%
22%

21%
22%
21%

19%
19%

19%
17%
17%
14%
14%
14%

13%
13%

13%
13%

7%
7%
6%

6%
6%
6%
6%

6%
6%

6%
A B&C A B&C A B&C A B&C
17-19 20-23 17-19 20-23
 Awareness
Male Awareness
Female
Tv Internet Facebook Twitter Instagram
Tv Internet Facebook Twitter Instagram

13% 13% 11%

19% 11% 14%
25% 31% 11%
71% 44% 21%
6% 31% 63%
28%
19% 14%
6%
13%
56% 6%
38% 39% 50% 50%
29% 38% 31%

A B&C A B&C
A B&C A B&C
17-19 20-23
17-19 20-23
 Important Attributes Important Attributes
Male Female
Brand Name Taste Good Quality Price Sugar Content Refreshing Attributes
Brand Name Taste Good Quality Price Sugar Content Refreshing Attributes

100%

100%
94%

94%
88%

83%
81%

81%
79%
79%

81%
81%

81%
81%
75%

75%

79%
79%
79%
79%
72%
72%
71%

75%
69%
69%

72%
67%

71%
67%
61%

63%
63%

63%
57%

61%

61%
56%

57%
56%
56%
56%
50%

50%
44%
44%

44%
43%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
 Company Of Consumption
Male Company Of Consumption
Female
Friends Cousins Family Colleagues Siblings
Friends Cousins Family Colleagues Siblings
7% 6% 6%
13%
6% 13% 17% 6%
6% 11% 13% 14%
29%
19% 11%
25% 25% 29%
50% 39%
28%
25% 31%
63% 64%
39% 57%
31% 44%
38% 31%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
 Soft Drinks Soft Drinks
Male Female
Changing Taste For Energy For Refreshness Changing Taste For Energy For Refreshness

6% 7% 13% 22%
31% 19% 25% 28% 19% 21%
50%
39% 19%
19% 17%

63% 69%
79%
43% 39% 56% 56% 63%

A B&C A B&C
A B&C A B&C
17-19 20-23
17-19 20-23
 Tea/Coffee
Male Tea/Coffee
Female
Changing Taste For Energy For Refreshness
Changing Taste For Energy For Refreshness

14% 6%
44% 17% 11% 14%
44% 14%
44% 21%
25% 63% 50%
6% 6%
71% 78%
50% 63% 64%
38% 39% 50%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
 Juices
Male Juices
Female
Changing Taste For Energy For Refreshness
Changing Taste For Energy For Refreshness
6% 14% 13% 6%
17% 11%
31% 14% 25% 19% 14%
31%
19% 21%
19% 50%
71% 78%
63% 56%
56% 63% 64%
39%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
 Energy Drinks Energy Drinks
Male Female
Changing Taste For Energy For Refreshness Changing Taste For Energy For Refreshness

14% 6% 11% 14%

19%
38% 28% 50% 22% 44%
29% 19% 29%
13% 6%
6%
57% 63% 67% 67%
50% 50% 57%
44%

A B&C A B&C A B&C A B&C

17-19 20-23 17-19 20-23
Expenditure On Beverage
Expenditure On Beverage
Male
Female
100-150 150-200 200-250
100-150 150-200 200-250

14% 6% 11% 6%
19% 17% 14%
14% 31% 25%
19% 44% 21%
31% 50%
71% 69% 78%
63%
64%
44% 39% 50%

A B&C A B&C
A B&C A B&C
17-19 20-23
17-19 20-23
 Soft Drinks Soft Drinks
Male Female
7up Pepsi Coke Pakola Marinda Fanta Dew 7up Pepsi Coke Pakola Marinda Fanta Dew

50%

56%
38%

43%
33%

38%
31%

33%
25%

25%

28%
28%
21%

25%

25%
19%

21%
21%
17%
17%

19%
14%
14%
13%
13%

13%

14%
11%
11%

13%

11%
6%
6%

6%
6%

6%
6%

6%

6%
6%
6%
A B&C A B&C A B&C A B&C
17-19 20-23 17-19 20-23
 Tea/Coffee Tea/Coffee
Male Female
Lipton Tapal Supreme Nescafe Vital Lipton Tapal Supreme Nescafe Vital

6% 6% 6%
19% 14% 17% 6%
13% 28% 29%
13% 31% 13%
29% 22% 13%
17% 25% 14%
38% 28% 31%
43% 28% 29%
63%
31% 33% 50%
38% 29%
14% 28%

A B&C A B&C
A B&C A B&C
17-19 20-23
17-19 20-23
 Juices
Male Juices
Female
6%
25% 29%
44% 21%
31% 25%
44%
94%
75% 71%
56% 69% 75% 79%
56%

Nestle A B&C A B&C Nestle A B&C A B&C

Slice 17-19 20-23 17-19 20-23
slice
 Energy Drinks Energy Drinks
Male Female

25% 25% 25% 29%

50% 44% 44% 38%
Sting

Redbull 75% 75% Sting

56% 75% 71%
50% 56% 63%
Redbull

A B&C A B&C
A B&C A B&C
17-19 20-23
17-19 20-23
CONCLUSION & FINDINGS
 The millennia's are most font of carbonated drink
 The latest trend boys sitting at Dhaba has encouraged the
consumption of tea
 Energy drink is still not a trusted beverage for boosting energy
amongst them especially in the morning.