Beverages

With an average Brand Intimacy Quotient of 23.2, the category falls below the cross-industry average. While the industry has successfully launched healthier alternatives, health-conscious consumer trends and sustainability concerns are likely pressuring traditional beverage brands.

Indulgence is the dominant archetype. The category ranks third in the study for indulgence, after fast food and consumer goods. Beverages also rank third in ritual, after health & hygiene and beauty & personal care. Most users are in the sharing stage, the first stage of Brand Intimacy.

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