The Hartman Group’s Modern Beverage Need State Model: Spotlight on Alone Drinking Occasions
A need state model for modern beverage culture: Key need states drive our observed shifts in beverage consumption. The Hartman Group’s Modern Beverage Need State Model parses conscious and unconscious motivations for beverage consumption — from deliberate care and connection to more routine needs like energy and basic thirst — and translates these to higher-order opportunity areas. Almost half of all eating and drinking occasions are undertaken ALONE. Here’s a look at the percentage of alone drinking occasions for the consumer-defined need state dimensions derived from The Hartman Group’s occasion-based analysis.
Report: Modern Beverage Culture 2018