BEVERAGE
TRENDS
REPORT
2017
US, UK, Spain, Mexicobeveragetrendsreport@google
With every query typed into a search bar, users provide
a glimpse into their considerations and intentions.
By compiling top searches, we’re able to render a strong
representation of the population and gain insight into
their behavior.
In this Google Beverage Trends Report, we are excited to
use Google data to identify and compare non-alcoholic
beverage trends across four different markets: US, UK,
Spain and Mexico. The goal of this report is to help
marketers, researchers, developers, and foodies
understand their global audiences and the trends
resonating with them. We are proud to share this iteration
and look forward to hearing back from you.
Olivier Zimmer & Yarden Horwitz
Trendspotting Project Leads, Google
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which beverage trends represent the biggest opportunity for marketers
TO TACKLE THIS QUESTION...
We identified the biggest search trends, by pulling top volume queries related
to the beverage category and looking at their monthly volume from April 2015
to March 2017.
We categorized these trends, by removing any seasonal effect and then
measuring the year-over-year growth, velocity, and acceleration for each
search query. Based on these metrics, we were able to classify the queries
into similar trend patterns. We then curated the most significant trends to
illustrate interesting shifts in behavior.
We went deeper. With every report, we strive to advance our methodologies to
better understand category trends and what’s driving them. For this report, we
looked beyond Google Search to YouTube data. We analyzed the language
within top trend-related videos to uncover how trending beverages are talked
about, and the implications for brands. We also stepped away from the data
and spoke to over 1,000 consumers across the four markets to better
understand how the trends manifest in people’s lives.
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