Beverages are marketed as being conducive to specific physical outcomes
Implications - Moving a step beyond simply improving consumers' health overall, beverages are being marketed as functional products that solve specific physical ailments consumers are facing. Creating a sense of personalization and catering to consumers' desire to enhance their wellness, this shift reflects a change in how consumers view food and beverage products more broadly, specifically as a means to bringing them closer to who they want to become.
Workshop Question - How could you market your product as it relates to consumers' desired version of themselves?
Trend Themes
1. Functional Beverages - Beverages are focusing on solving specific physical ailments with functional products.
2. Personalization in Wellness - Consumers view food and beverage products as a means to bringing them closer to who they want to become.
3. Use of Medicinal Herbs and Spices - Brands are incorporating herbs and spices to create functional plant-based tonics.
Industry Implications
1. Food and Beverage - Companies are exploring functional products catering to consumers' desire to enhance their wellness.
2. Supplements Industry - There is a growing number of functional food and beverage products that promote relaxation, support healthy sleep, and provide energy boosts.
3. Alternative Medicine - Brands are using medicinal herbs and spices from different traditions to create functional plant-based tonics.
