Drinks designed for healthy consumers combat drinking culture
Implications - As health concerns rise among millennials, beverages that focus on wellness are on the rise. Augmenting drinking culture to include nutritional supplements, these products satiate consumer demand for both lifestyle accommodation and enhancement.
Trend Themes
1. Wellness-focused Beverages - As health concerns rise among millennials, beverages that focus on wellness are on the rise.
2. Prenatal Drinks - Prenatal pills are difficult to swallow, leading to the rise of prenatal drinks like Bump Water.
3. Diversified Energy Drinks - Energy drinks with a variety of flavors are on the rise as exemplified by SunnyD X, instead of relying solely on one popular flavor.
Industry Implications
1. Health and Wellness Industry - Beverages that focus on wellness are creating an avenue for the health and wellness industry to provide products that are both functional and palatable.
2. Maternal Health Industry - The product offered by Bump Water, which has been OBGYN-recommended, highlights the need to create products targeted to maternal health.
3. Beverage Industry - Beverage companies can capitalize on the trend for diversified energy drinks by creating more eclectic flavors.
