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TREND REPORT
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Drinking Consumer Insights

Spirit Supplement
Alcohol-free supplements that offer buzz-like effects are gaining popularity
Trend - New brands are launching 0% ABV supplements designed to provide calming, alcohol-like feelings for sober consumers. Some of these supplements are flavorless and are designed to be added to a drink of choice, while others simply require mixing with water to be ready to drink.

Insight - Dry January continues to gain popularity year-over-year, particularly as the negative health effects of alcohol become more publicized, and as mocktails come more closer to mimicking the flavor and feeling of alcoholic beverages. With this rising popularity, more consumers, particularly those in the Gen Z and Millennial age ranges, are gravitating toward alternative ways to achieve a calming-like buzz from more natural sources, such as CBD or other herbal supplements.
Workshop Question - How might we create innovative products that align with the growing consumer demand for alcohol-free alternatives that offer relaxation and social enjoyment?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Matcha Libation
Matcha powder is now being used for crafting alcoholic beverages
Trend - Alcohol brands are increasingly incorporating matcha powder in their products, offering a vibrant green color, earthy flavor, and a caffeine boost. The green tea powder is known for complementing various spirits while pairing well with other ingredients like citrus, honey, or coconut milk.

Insight - Matcha is often seen as a healthier alternative to coffee, offering an energy boost and functional ingredients like L-theanine to support well-being. Capitalizing on the growing interest in matcha, brands are now incorporating its distinctive grassy flavor into alcoholic beverages to enhance their flavor profiles while still catering to consumers' health goals. Businesses that incorporate this popular ingredient can attract consumers who already enjoy matcha in non-alcoholic contexts.
Workshop Question - How can your brand experiment with trending ingredients and flavor combinations?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Delicate Pouch
Low-ABV beverages are adapted for pouch-style consumption
Trend - Alcohol brands are increasingly opting for pouches to package their cocktails and low-ABV offerings. These pouches, often made from flexible, durable materials like plastic or foil, typically feature resealable spouts or caps for convenient consumption.

Insight - At large gatherings, consumers often gravitate towards cocktails and light alcoholic beverages to enjoy throughout the evening. However, crowded settings can bring challenges like drink tampering and accidental spills. In response, brands in the low-ABV space embrace pouch-style packaging, offering tamper-resistant, spill-proof solutions that enhance safety and convenience. Businesses that align with this demand can resonate with consumers who value secure and responsible drinking experiences.
Workshop Question - How can your brand adapt its product packaging to suit the lifestyle of its target consumer?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Chai Martini
Restaurants and bars are launching chai tea-infused martinis for cultural flavors
Trend - Restaurants and bars are leaning into cultural flavors to diversify alcoholic offerings. One such cultural flavor is chai, with bars creating cocktails blended with tea and spices to compliment the palate. These are designed to offer the benefits and flavors of tea and the social aspect of drinking.

Insight - Amongst consumers who go out to drink, there is a continually-growing trend of those who simply drink socially, and do not care as much about the effects of the drink, and are instead drawn to the rich flavors of mixed drinks, and the connections formed over mutual drinking. These consumers are more likely to try drinks and cocktails with unique flavors, particularly when the alcohol flavor is mitigated. Bars are catering to both these consumers and more adventurous drinkers with chai martinis.
Workshop Question - How can we incorporate cultural flavors into our offerings to enhance social experiences and appeal to consumers seeking rich, unique tastes?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nitro Expansion
Beverage brands experiment with nitrogen infusion beyond the coffee category
Trend - While nitrogen-infused coffee has become mainstream through major coffee chains and ready-to-drink products, beverage manufacturers are now expanding nitrogen infusion into new categories including tea, juice, and non-alcoholic craft beverages. This technique creates a uniquely smooth, creamy mouthfeel and visual appeal without adding calories or dairy.

Insight - Contemporary consumers are increasingly seeking novel sensory experiences in their everyday products, particularly in the beverage space where innovation has become a key differentiator. This desire for experimentation aligns with growing health consciousness, as consumers look for ways to enhance their beverages without adding sugar or artificial ingredients.
Workshop Question - How could your brand leverage texture innovation to enhance consumer experience?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Umami Libation
Umami flavors become increasingly dominant in modern cocktail and alcohol formulas
Trend - Alcohol brands are positioning themselves to align with the savory cocktail trend by experimenting with ingredients that deliver strong umami flavors. From MSG to seaweed, the inclusion of these ingredients imparts a unique flavor combination that caters to the palates of adventurous drinkers.

Insight - Consumers are increasingly searching for alternatives to traditional cocktails, usually characterized by high sugar content and familiar, sweet flavors. In response, brands are exploring fermented and saline ingredients, such as mushrooms and broths, to create cocktails with savory flavor profiles. These companies recognize that consumers are increasingly conscious of the health benefits of their purchases and value brands that offer something different from the typical cocktail experience.
Workshop Question - How can your brand subvert the expectations of its target consumers?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seasonal Boba
Bubble tea restaurants are drawing inspiration from popular seasonal flavors
Trend - Bubble tea restaurants are launching new seasonal flavors inspired by traditional pumpkin spice lattes. This blending of a traditional fall dessert flavor with the bubble tea format is designed to offer more variety to fans of both respective products.

Insight - Younger consumers ranging from younger Millennials to Gen Alpha, are more drawn to loaded dessert-style beverages, such as bubble tea, than those of previous generations. These consumers treat bubble tea as a social experience. As these drinks continue to become ritualized in consumers' lives, demand for new flavors and experiences goes up in turn. In order to cater to the ever-growing demand for flavor diversity, bubble tea restaurants are looking to popular seasonal flavors for inspiration.
Workshop Question - How can we incorporate popular seasonal themes into our products to enhance customer engagement and variety?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Camp Coffee
Portable espresso makers are being made with durable designs for outdoor activities
Trend - Brands are making portable espresso makers designed for camping and travel applications. These are durable with long-lasting batteries, often including secondary features such as lights or app connectivity. Portable espresso makers target the traveling on-the-go or outdoorsy adult demographic.

Insight - Many adults today live with busy schedules and only a select amount of free time. As a result, these consumers look to save time and effort in their day wherever possible. For some, this means meal planning and scheduling, while others turn to smart apps and digital solutions to save time and money. Appliance brands and startups are appealing to these consumers, often through crowdfunding, by launching a compact espresso makers designed for portability and reliability,
Workshop Question - How could your brand ensure its products fit with modern consumers' lifestyles?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Clean Creamer
Beverage brands are launching coffee creamers with concise, clean recipes
Trend - Brands in the beverage space are creating coffee creamers with simple ingredient lists. These creamers are often plant-based or organic, and focus on conveying to the customer that they use as few chemicals as possible, resulting in better-for-you alternatives to traditional artificial creamers.

Insight - The average consumer is becoming increasingly aware of the nutritional benefits of products, particularly as regulations around food packaging increase, requiring brands to disclose potentially harmful ingredients. These factors have contributed to an increase in attention given to clean-label products, particularly those without compromises, across the food industry. As a result, brands in the beverage space are now reducing ingredients lists, and are instead prioritizing clean, simple recipes.
Workshop Question - How could your brand redesign its products to align with the growing consumer need for clean-label options?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bubble-Free Booze
Non-carbonated beverages are appealing to Gen Z and Millennial consumers
Trend - Bubble-free booze is gaining traction as a preferred choice among Gen Z consumers, with many citing bloating and a feeling of fullness as major pain points. As a result, there's a growing demand for non-carbonated alcoholic beverages. This shift is evident in the increasing popularity of flat seltzers, still cocktails, and other innovative drinks that cater to the preferences of this demographic.

Insight - A growing awareness of physical wellness among Millennial and Gen Z consumers has led to more scrutiny of how different beverage attributes affect their drinking experience and overall comfort. These demographics are increasingly vocal about digestive discomfort associated with carbonated drinks, creating demand for alternatives that allow them to socialize without the physical side effects of bubbles. This shift reflects a broader pattern of younger consumers prioritizing functional benefits in their alcohol choices, moving beyond taste to consider how different beverage characteristics impact their overall drinking experience and next-day recovery.
Workshop Question - How can your brand cater to health-conscious young consumers' preferences for a seamless and enjoyable experience?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends