The beverage industry is fiercely competitive, with brands continually striving to capture consumer interest and expand their market presence. Introducing innovative products presents unique challenges, including identifying suitable markets, understanding consumer preferences, and selecting optimal outlets for distribution. A data-driven approach using location intelligence is essential for sales teams to navigate these complexities and achieve successful market expansion. 

The Rising Popularity of Flavoured Sparkling Water

Sparkling water with flavours has become a staple in the beverage industry, driven by growing consumer interest in healthier, low-sugar drinks. According to a report from Fortune Business Insights, the global sparkling water market is projected to grow from USD 38.13 billion in 2023 to USD 108.35 billion by 2032, with a CAGR of 12.37%.

This surge reflects consumers’ increasing preference for refreshing, functional beverages with unique flavor profiles. Some of the popular ones are alternative beverages, water for energy, or hop water, just to name a few (link). Incorporating data-driven market analysis for sales lead generation can help brands identify opportunities in this expanding market.

With a Fuse of Asian Flavours

In response to evolving tastes, many beverage brands are exploring the emerging beverage market trends and Asian-inspired flavors to differentiate their products. We can now see flavours on the shelves that we did not see 10 years ago. Interestingly, 65% of US consumers are interested in lemongrass as an Asian flavor or ingredient.

Our (Hypothetical) Beverage Company Story

Imagine we are launching a line of tea-flavored sparkling waters infused with bold, authentic Asian-inspired flavors like yuzu, mangosteen, ginger, and tamarind. To ensure a successful market entry, we are exploring the market, targeting our ideal venues - Asian and Asian-fusion restaurants and similar outlets across Europe—venues where such flavors would naturally complement the culinary experience.

Our Goals

To determine the best market for our product launch, we plan to analyze the major cities within six European countries by examining:

• Outlet Types: Identifying restaurants, health bars, and fusion eateries where Asian-inspired drinks would fit seamlessly. The preferences are bars, coffees, restaurants, and supermarkets.

• Cuisines: Analyzing outlets by cuisine types, such as Asian-fusion restaurants, Chinese, Japanese, Indian, Thai, Vietnamese to identify existing spaces and spots for potential opportunities.

• Density of Asian Offerings: Evaluating the concentration of Asian and Asian-fusion establishments to gauge the popularity and acceptance of similar products.

  
  

By combining these insights, we aim to identify the country with the highest market potential for launching our tea-flavored sparkling water. This data-driven approach will help us focus our efforts where consumer preferences align most closely with our product’s unique flavor profile.

Analysis

With that goal in mind, we analyzed the database of outlet types and cuisine offerings in three major cities within Germany, Spain, France, Portugal, The Netherlands, and The UK. We identify and compare the total number of outlets and the percentage of those that match our ideal venues, and determine which cities or countries hold the highest potential for a successful product launch.  

Starting with Germany, the cities of Berlin, Munich, and Cologne collectively account for 21.6K outlets. Berlin leads with 12,818 outlets, followed by Munich with 5.1K and Cologne with 3.6K. Notably, 20% of Berlin’s outlets serve Asian or Asian-fusion cuisine, closely followed by Munich with 18.4%. While Cologne has a lower match rate of 11.3%, the combined average of 18.29% across the three cities makes Germany a strong contender with both outlet density and relevant venue types.

Spain shows a larger total of 30.1K outlets across Madrid, Barcelona, and Valencia, with Madrid contributing the most at 16.2K. Despite the high outlet count, only 8.52% of venues in these cities fit our target profile, indicating a lower concentration of suitable establishments. While Barcelona’s 12.8% match rate offers promise, the overall relevance remains limited.

France also presents a high outlet density with 23.2K venues in Paris, Marseille, and Lyon. Paris alone contributes 15.8K outlets, with 19.1% matching our desired venue types, thanks to its rich and diverse culinary scene. Although Marseille and Lyon trail behind with 6.9% and 11.7% relevance respectively, France still emerges as a promising market due to its dynamic food culture and high outlet count.

Portugal has a smaller outlet base, with a combined total of 12K venues in Lisbon, Porto, and Braga. Lisbon accounts for the majority with 7.4K outlets, but only 8.35% of these venues fit our criteria. Porto and Braga show even lower relevance, reflecting a more limited presence of Asian and Asian-fusion dining options.

In The Netherlands, Amsterdam, Rotterdam, and The Hague collectively have 11.7K outlets. Amsterdam’s dynamic food scene contributes 6.3K venues, yet only 11% serve relevant cuisines. Rotterdam and The Hague follow closely, bringing the overall relevance to 8.4%, suggesting moderate potential for product entry.

Identify the relevant outlets

Based on our analysis, Germany stands out as the most promising market for launching our tea-flavored sparkling water. With high outlet density and up to 18.29% of venues matching our target profile, cities like Berlin and Munich offer both scale and relevance, making them ideal entry points for our product.

Additionally, Paris in France and London in The UK emerge as particularly compelling cities due to their diverse and trend-setting culinary scenes, openness to international flavors, and extensive foodservice ecosystems. These cities could serve as strategic secondary markets for future expansion.

Overall, the cities with the highest potential to start include Berlin, Munich, Paris, and London, where strong culinary diversity and demand for innovative beverages provide fertile ground for successful market entry.

Interested to know more about our analysis of markets? Check out our deep dive into the UK HoReCa Market

Dashmote offers you

Our location intelligence platform provides granular data on thousands of outlets, enabling businesses to identify high-potential markets with precision. The detailed market analysis above is powered by DashLeads’ comprehensive database, offering deep insights into the HoReCa landscape across Europe - our product provides more comprehensive insights into the Total Universe and more detailed analysis for the Relevant Universe.

Beyond outlet counts and cuisine types, DashLeads delivers relevant insights that enhance decision-making and targeting the most relevant leads:

• Neighborhood Insights: Understand nearby businesses, service density, and competitor presence.

• Catchment Area Analysis: Evaluate local demographics, foot traffic patterns, and customer reach.

• 360-degree Outlet Views: Access details like menu offerings, digital visibility, and service options.

  
  

With DashLeads, businesses gain a comprehensive view of their target markets, enabling smarter lead generation, precise market entry planning, and sustained competitive growth. Unlock the full potential of data-driven decision-making and accelerate your expansion strategy with DashLeads.

Check out our blog for a more comprehensive understanding of how Location Intelligence is relevant to you and your sales teams.

Conclusion

Leveraging location intelligence analysis empowers your brand to understand, evaluate, and explore markets with precision. By combining data on outlet density, cuisine types, and market potential with in-depth insights into neighborhood dynamics and outlet-specific profiles, you can make well-informed decisions for successful product launches. DashLeads transforms complex market data into actionable strategies, helping your brand confidently navigate competitive markets and unlock new growth opportunities.

Mission at Dashmote

At Dashmote, we’re shaping the next generation of prospecting with AI. We leverage AI to provide companies with the most relevant and high-potential sales leads. Our technology delivers precise and personalized scoring for each location, empowering sales teams to target the best opportunities. We aim to reduce wasted time and resources, ultimately unlocking better conversion and business outcomes. Target the best leads, every single time.

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