Hot drinks such as tea and coffee are a staple of busy consumers’ lives. However, an apparent lack of time means consumers often turn to “quick” options such as microwaveable products, which are often perceived to compromise on taste.
To target those looking for a higher quality on-the-go beverage, brands have started devising novel packaging solutions in order to break the stereotype of convenience-quality trade-off.
14.5% of the total volume of Hot Drinks consumed worldwide are selected because they’re the most convenient product, according to consumer insight firm Canadean.
The company’s report, which features research into convenience hot drinks, finds that the increasing demand for time-saving versions of these products presents an exciting opportunity to benefit from the enduring lack of time consumers face.
Veronika Zhupanova, Analyst for Canadean, says: “A number of on-the-go solutions have already been rolled out to cater to these consumers, such as microwaveable ready-to-drink cups, or sealed cups that simply require hot water, and solid chocolate on a stick that allows consumers to brew their own hot chocolate without the need for a spoon.
“While consumers are on the lookout for more convenient solutions, they often consider them as of a lower quality than their less convenient counterparts. To offset this, manufacturers must market products as of a premium class through top-quality packaging materials, designs, and packaging claims.”
Newly-designed pouch combines luxury quality of loose leaf tea with the convenience of tea bags
Zhupanova continues: “Packaging innovation should be used to enable on-the-go occasions for hot beverage connoisseurs. Manufacturers have to find ways to cater to tea-loving busy consumers either by highlighting quality of tea bags, a technique which has been practiced for a while now, or by coming up with solutions that allow them to enjoy loose tea on-the-go.”
Recently, Grower’s Cup Tea Brewer rolled out a drink in a pouch, described by the manufacturer as offering the freedom “to enjoy a gourmet tea experience regardless of place and situation”.
The product is packaged as a stand-up pouch allowing consumers to brew loose tea on-the-go. Additionally, the pouch can be refilled with consumers’ own loose tea, enabling them to save costs without compromising convenience or product taste.
Zhupanova added: “This product represents genuine innovation within the hot drinks market due to its refusal to compromise on quality despite being a convenience product, and its cost-saving, refillable design”.
