If you’re thirsty, it’s fair to say you have a great deal of choice regarding the products and categories of drink you could select. Moreover, beverage companies often find themselves competing with something that few other industries have to – a free source to satisfy that need in most homes and businesses around the world. If you’re at home and thirsty, with nothing in the cupboards, you could go out and buy a six-pack of sodas, water, or even alcoholic drinks, but you always have that free tap at home, too, which can stop your thirst in a matter of minutes.
Not only is that a big ask, but the drinks market itself is very crowded. You could likely list off ten soda types and brands of water within a minute if you wanted to. A brand new entrant into the market really has to add something new, and be confident and saleable in its image. A food and beverage consulting service can get you most of the way there, but if you have nothing to contribute, it can be tough to make it far past launch.
In this post, then, we’ll discuss how a drinks company can stand out in a crowded market, and how to achieve that going forward:
Clear Ingredients
It’s always a good idea to show people exactly what’s inside your bottle. For some time, a drinks company could get away with just showing a logo and name, but in the modern market, a consumer wants to know what they are putting inside of their bodies.
As such, being able to see the clear benefits of drinking your product, for example, if it has low sugar, electrolytes, or has been sourced from a pristine environment, can help them make a purchasing decision. It’s also wise to make sure your packaging and overall branding express this and shows exactly the measurements if they’re significant – like how much protein you have.
An Obvious Target Market
You don’t have to appeal to everyone, remember that. If you’re making a drink for a younger market, you can use vibrant colors, a more fun design and an adventurous flavor that could seem a bit strange to older people. Alternatively, if you’re trying to create a sports drink for athletes, a sleek, serious design that outlines the benefits of its consumption can be quite effective if it brands itself as the next solution for winners. Finding your niche can give you an immediate and dedicated audience.
A Small Flavor Range
It can feel wise to have many options just in case you miss someone’s preference, but a drink brand that has too many variations might be confusing. Having to choose between eleven different products, all with similar names and functions, can take the fun out of the purchase, and leave someone feeling a bit jaded with the whole experience.
A smaller range, of around three to five flavors, allows you to show off the best of your brand. Getting some outside help with focus testing can narrow the best one’s down. Consulting often takes that edge off.
With this advice, you’ll be more able to stand out in a difficult market.
