Social media fuels the rise of cream-syrup spiked sodas and brands jump aboard
Trend - Dirty sodas, a mix of soda, cream, and flavored syrups, have surged in popularity thanks to TikTok. Originating in Utah, where many abstain from alcohol and coffee, these drinks have evolved into a national sensation. Chains like Swig and Sonic Drive-In have capitalized on this trend, offering various concoctions that combine soda with sweet cream and syrups.
Insight - Consumers are increasingly drawn to indulgent, customizable beverages that offer a playful escape from their daily routines. The rise of these unique concoctions reflects a desire for nostalgic, treat-like drinks that balance sweetness with a touch of novelty. This trend taps into the broader movement of experiential consumption, where the process of creating and sharing the drink is as enjoyable as drinking it.
Insight - Consumers are increasingly drawn to indulgent, customizable beverages that offer a playful escape from their daily routines. The rise of these unique concoctions reflects a desire for nostalgic, treat-like drinks that balance sweetness with a touch of novelty. This trend taps into the broader movement of experiential consumption, where the process of creating and sharing the drink is as enjoyable as drinking it.
Workshop Question - How can our brand create an experiential, customizable product that taps into consumers' desire for indulgence and novelty?
Trend Themes
1. Social Media-driven Beverage Innovations - The rise of dirty sodas exemplifies how social media platforms like TikTok can rapidly popularize customized, nostalgic drink trends.
2. Customizable Drink Experiences - Consumers increasingly seek personalized, treat-like beverages that provide both indulgence and a playful escape, reflecting a shift toward experiential consumption.
3. Reviving Traditional Soda Mixes - The resurgence of dirty sodas demonstrates a trend where traditional soda combinations are reimagined and updated for modern palates and social sharing.
Industry Implications
1. Beverage Industry - Innovation in personalized and social media-inspired drinks presents new opportunities to attract consumers seeking unique and shareable beverage experiences.
2. Quick Service Restaurants (QSR) - Quick service restaurants can capitalize on the trend of customizable and nostalgic beverages to drive both traffic and sales.
3. Dairy Products - The growth in popularity of creamy, dairy-infused sodas opens avenues for dairy producers to innovate and market new products tailored for these beverages.
