Preferences of young people in the choice of drinks

As a generation born in times of market economy and commodity affluence, young consumers are spoiled for choice when shopping for goods. Thanks to easy access to information from many channels, young people always have high expectations when it comes to consumer goods. Even drinks sometimes want to show their personality.

Here are some of the top priorities when choosing beverages for young consumers:

Well, delicious health products.

As the economy grows, Vietnamese consumers pay more attention to the health factor in consumer goods. In the Nielsen Consumer Confidence Index report released in 2020, health ranks first among the top concerns of Vietnamese consumers. The Nielsen report also revealed that in the food and beverage industry, brands with “green” and “clean” commitments grew between 2.5% and 11.4% faster than the overall market. Another Nielse report “Post-Covid-19 – Ready for a New Life” shows that Vietnamese fast food and drinks convince consumers because they contain additional nutrients such as vitamin C, vitamin D, omega 3 or probiotics; Helps keep the immune system healthy; Made from natural ingredients; Produced with the highest safety quality; Made from quality ingredients. 70% of consumers attach great importance to food.

Following the general trend, young Vietnamese are also interested in health aspects when choosing a drink. Products that promote health and endurance are in increasing demand. Tuan Khang, a student at Ho Chi Minh City University of Social Sciences and Humanities, only drinks healthy drinks like milk, green tea and juice. “When I was a kid, my parents were very careful about their drink choices. I’ve also read articles about longevity and health, so I’ve decided to only drink healthy products,” Khang explains.

However, being healthy is not enough, the drink must also be tasty and tasty. For example, they drink bottled green tea together, which Khang and his friends like to make using whole green tea to preserve the most nutrients, combined with 100% pure honey mixed with juice. These ingredients not only contain a lot of healthy substances like vitamins, antioxidants, etc., but also satisfy this young man’s taste buds.

good role model

While they value looks and like to share beautiful images with friends and the community, young consumers also appreciate the beautiful looks of their drinks. “Just a milkshake, a thermos, or a bottle of packaged drink… when it’s nice, I get excited and I want to take pictures and show them to everyone,” Bao Tram, 25, a receptionist at a beauty clinic. Shared by Ho Chi Minh City.

When the same drink is bottled, many young people prefer metal cans to plastic cans, “not only because the fancy can is healthier than plastic, but also more luxurious and fashionable because it has an element of environmental protection,” Bao explained. . Tram Many beverage brands such as Boncha Honey Tea have taken advantage of this demand and will be introducing a stylish can in addition to the original plastic bottle by the end of 2021.

express personal taste

According to psychologists, youth is the age with the greatest need to express personality and style. They can express their personality through many activities, and choosing a drink is also a way of expressing yourself.

To meet this demand from young consumers, beverage brands must constantly innovate. According to many market research experts, a beautiful, “quality” bar area and a unique and creative drink will easily appeal to younger consumers.

That’s why the Boncha honey tea brand decided to add more fruit flavors to their new products. “If the sweet and sour taste of kumquat suits those with a delicate and soft palate, the sweet and sour taste of blueberries is worthy of young lovers of innovation and originality. Meanwhile, lemon flavor. Refreshing and refreshing, suitable for those with traditional tastes. All flavors have a cooling effect and instantly quench thirst, especially when served cold or over ice,” said a Boncha representative.

practically

In addition to studying and working, young people have many other interests outside of society. They like to participate in activities to enjoy art, have fun and meet friends, so often they don’t want to spend a lot of time drinking. They underline the convenience of this type of product.

“A portable drink that’s easy to hold in any circumstance will earn you and your group of friends more points than drinks that require sophisticated indulgence,” said Thu Ha, a 22-year-old office worker in Da Nang. divided

With a capacity of around 330ml, the stylish single doses are compact, easy to use and fit easily into bags and backpacks, making them easier to spot among younger consumers than bulky plastic bottles.

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