Nitrogen-infused beverages outside of coffee and soda are on the rise
Trend - Brands in the beverage industry have taken note of the popularity of nitrogen-infused coffees and sodas, and are adapting the ingredient into their own beverages–a shift that can be observed in everything from horchata to Thai tea.
Insight - As North American consumers continue their preference for "foodie" culture and exploring various cuisines and beverages, flavor is no longer the only aspect of dining that they prioritize. Components like presentation, texture and general experience are now almost as important for consumers when they're considering what to eat or drink. Because of these expanded preferences, brands are having to adapt and take a more all-encompassing approach when it comes to the food and beverage items they offer, even in the CPG space.
Insight - As North American consumers continue their preference for "foodie" culture and exploring various cuisines and beverages, flavor is no longer the only aspect of dining that they prioritize. Components like presentation, texture and general experience are now almost as important for consumers when they're considering what to eat or drink. Because of these expanded preferences, brands are having to adapt and take a more all-encompassing approach when it comes to the food and beverage items they offer, even in the CPG space.
Workshop Question - How could your brand take an all-encompassing approach to its customers' retail or product experience?
Trend Themes
1. Nitro Infused Beverages Outside of Coffee and Soda - Brands are adapting nitrogen infusion to other popular beverages, like horchata and tea, to provide a new textural drinking experience.
2. Texture and Experience in Dining - Consumers are prioritizing more than just taste, inspiring brands to adapt and present all-encompassing food and beverage options, even in the CPG space.
3. Canned, Health-conscious Beverages for On-the-go Lifestyles - Health-conscious consumers are opting for canned beverages over sugary bottled drinks, which offer flexibility, portability, and cost-effectiveness for refreshing drinks while on-the-go.
Industry Implications
1. Beverage Industry - The beverage industry is consistently adapting to the ever-changing preferences and tastes of consumers searching for unique and textural drinking experiences, outside of pre-existing traditional options like cola and coffee.
2. CPG Industry - Consumer Packaged Goods companies are adapting to provide all-encompassing options for consumers who are becoming more conscious of aspects like presentation, texture and experience when choosing what to eat or drink.
3. Plant-based Beverage Industry - The trend of oat milk's immense popularity has inspired many brands to launch their own lines of oat milk beverages, as well as plenty of ready-to-drink coffee and tea lattes with oat milk as a nourishing and creamy plant-based substitute for milk.
