Gen Z turns to high-performance beverages to increase wellness
Implications - Teenagers today make up a generation that is both health-conscious and well-informed, two factors which heavily influence purchasing decisions. Gen Z's definition of "wellness" is not limited to counting calories or organic ingredients, however, and they often turn to high-performance products when it comes to food and beverage. More than simply expanding the definition of wellness, this shift speaks to younger consumers' desire for tangible, results-based offerings.
Workshop Question - What are you doing to highlight the tangible results of your brand or product?
Trend Themes
1. Functional Beverages - The popularity of beverages that offer more than just hydration, like functional drinks packed with electrolytes, vitamins, and key nutrients, is on the rise.
2. Mind-boosting Drinks - Consumers are looking for products like water packets, infused with herbs and adaptogens traditionally used in Eastern medicine that can help improve memory and reduce stress.
3. Natural Energy Boosters - High-performance beverages like functional drinks infused with Guarana or energizing yerba mate are becoming popular among consumers who are looking for natural energy boosters.
Industry Implications
1. Beverage Industry - The industry has opportunities to infuse traditional beverages with additional benefits like vitamins and key nutrients.
2. Health and Wellness Industry - There is a growing interest in functional drinks and mind-boosting products, which offer benefits beyond traditional hydration and have potential to disrupt the health and wellness industry.
3. Eastern Medicine Industry - The popularity of adaptogens and herbs traditionally used in Eastern medicine, suggest a potential for disruption in this industry as more companies add them to their products.
