Google beverage industry trends report released for the first time

2017-09-14   source:Google trends report

Google released its 2017 beverage (non-alcohol) trend report by analyzing users' search terms. This is the first time Google has released a similar report, although it targets the us, UK, Spanish and Mexican markets, but we can still see something interesting.


Trend 1: from cold brewing to extraction, more and more concerned with the production of drinks

Google's report shows that people have been enthusiastic about cold coffee for the past four quarters, showing a growing interest in the production of drinks. This concern may be for the pursuit of better taste, or for the pursuit of health or craft,Many people like to go to video to find the teaching video. Americans have received the most enthusiastic response to the coffee, and several other markets have started to react. Cold coffee is a popular coffee practice in recent years, with a temperature or ice water to filter coffee, coffee bitterness and acidity less, presenting more sweetness and cocoa flavor.

The pursuit of health and taste has led consumers to focus on the beverage making process.Cold Brew and exposure are two of the most frequently searched keywords in this category.

Cold brew refers to the preparation of drinks in room temperature or cold water environment. It usually takes 12 to 24 hours. Unusual process makes cold-brewing beverage with good flavor, such as cold brewed coffee better smooth degree, more full of cocoa flavours and sweet feeling, while the release of the bitter and sour, be suppressed.


Leaching refers to the process of soaking a plant's leaves or herbs in cold water or hot water, usually only about five minutes. In different markets, the meaning of leaching is different according to the immersion temperature. Spain and Mexico, people prefer to use hot water immersion, while American and British consumers drink called "Infusion" soaking them in cold water, hot water soak commonly called "Tea (Tea), so the data analysis in this report contains the search results of the two words.

Overall, consumer attention to the drinks is growing seasonally. From the dimension of time, users' attention to leaching is more in winter. At the start of the week, which is Monday, the search peak, then slowly declines; Even at different times of the day, people in Spain and Mexico pay more attention to hot drinks at night.

The timing of search behavior reflects the different perceptions of consumers in different countries. Mexicans and spaniards are more concerned about the health benefits of leaching beverages, such as detoxifying, slimming, decaffeinated, and weight loss. And americans pay more attention to the experience of consumption, just as the words "high tea", "tea house" and "bubble tea" reflect the intuitive feelings.

Trend 2: people's tastes have been broadened, and more people are beginning to prefer the taste of the earth

As the health and functional food trend deepens, the taste of "sweet teeth", which is led by americans, has widened and is increasingly concerned with the smell of plants and herbs. The matcha taste momentum of most consumers make maccha with anti-oxidation, reduced fat, but more still fell in love with this kind of taste, like it "like butter" taste "fat". What is the next "matcha"? It could be turmeric or chamomile or parsley. But turmeric has been popular with trendy young people off the coast for a while.


The taste of the drink is a kaleidoscope, and it is not surprising that any novel or bold flavor is popular. However, back to nature, advocating nature is becoming an irreversible trend. Consumers use search to tell us that the closest to nature, or the most grounded, flavor is their favorite. Among them, the ginger, maccha, turmeric and Chai (a masala tea, popular in India by a variety of spices such as cardamom, clove, cinnamon, etc, and mixture of tea, usually with milk and sugar) was the highest of search volume, four kinds of flavor.


Ginger is a kind of mix a variety of healthy ingredients, people tend to put it with some health benefits, such as oxidation resistance, enhance immunity, reduce weight, help digestion, etc. In different regions, the growth rate of users' search for ginger is about 30%.

Moreover, ginger tea, ginger beer and ginger ale is one of the largest three focus on the user search category, four areas reached the annual growth rate of about 30%, and the search for ginger tea on peak appeared in the winter, on the other two kinds of drinks are mostly in the summer.


In liquid drinks, the flavor of ginger is more likely to be released, and it is more likely to strike a perfect balance with other flavors. In the United States, Britain, and Spain, users prefer the combination of ginger and lemon, honey and turmeric. Besides turmeric, Mexican consumers also like to mix ginger with cinnamon and fennel.

Matcha is another popular drink flavor, often used in foods and beverages such as iron, cake and ice cream. In the beverage category, starting in 2015, U.S. users began to see an explosive increase in the number of searches for matcha flavor, reaching 202%.

After 2016 users of maccha flavor food pay attention to the breakthrough in growth, such as cakes, cookies and ice cream, put the tea flavor search volume, high growth of about 62%, at the same time, with the flavor of tea drinks search volume, the growth rate of 64%.

As for why matcha has become popular? Google data analysis results show that users began more and more concerned about the matcha sensual pleasure and health benefits, such as butter, smooth, full taste, and the positive role in promoting metabolism and antioxidant.


In terms of flavor matching, users' search results show that, unlike ginger, matcha doesn't seem to have much of a pattern, and the more common combination is cream, milk and chocolate.

Trend 3: drink water, drink more, and more expensive water

Consumers want it to be more convenient, more accessible and funkier. Adding alkalinity, adding carbonation and upgrading packaging are all ways to attract consumers' attention. Especially bubble water. Bubble water has maintained a high degree of search since about 2012, when growth in the us and UK markets began to grow.

微信图片_20170914110711.jpgToday, people's awareness of health is becoming more and more intense, and the impression of water has changed a lot. Consumers want to be able to add more water, on Google's search behavior also showed that the word represents the volume, capacity, such as gallons, the whole package, big bottles, bottled water filtration, etc., by search volume is higher.

On the other hand, Google data shows that the search attention on alkaline water, soda water and high-end packaging bottles shows that users are increasingly interested in high-end water. Especially in the us market, the amount of alkaline water search is in constant growth. In the summer months, bubble water has increased its search attention in the us and the UK.


With the rise of stainless steel bottles in the U.S. market, the pursuit of high-end packaging is becoming more and more intense. This trend, however, is gradually gaining traction in other markets.