Table of Contents
Identifying the target audience
Global hot drinks market is growing, driven by consumers' desire for relaxation and recuperation

Mass Market, Long Term Opportunities
Edible cups and accessorises will ensure fun and indulgent experiences
Natural sweeteners will provide quilt-free taste enhancement
Single-serve coffee brewing gadgets will allow consumers to enjoy quality drinks on-the-go
Soup-style Drinks will cater to snacking occasions during busy days

Mass Market, Short-Term Opportunities
New convenient packaging format will become more popular
Caffeine-free hot drinks will target consumers’ desire for variety
Energizing hot drinks will provide busy consumers with a boost Creating new categories, such as breakfast snacking drinks, will cater to consumers’ functional and nutritional needs more precisely
Cross-promotions will ensure indulgence and better value for money

Niche, Long-Term Opportunities
Digestive health hot drinks will be popular among busy consumers Slimming
Stress management drinks should be developed to appeal to busy consumers
Skincare inspired drinks will appeal to beauty-conscious consumers
Mixed drinks will provide consumers with new experiences
Bone health claims will become more common in hot drinks
Drinks for kids should be marketed more explicitly in order to appeal to families
Brain health drinks will target Early Young Adults and the older generation
Extreme flavors should be used to provide experiential consumers with novel experiences

Niche, Short-Term Opportunities
Foam art provides consumers with novel and fun experiences, creating an emotive connection
Gendered hot drinks will target consumers’ taste and nutritional needs better
Slimming drinks will target a niche but robust target group
Exotic milk drinks will target consumers’ desire for new functional benefits and variety
Appendix