Drinks that are usually targeted to kids are revamped for older demographics
Trend - Items like chocolate milk, juice boxes or milkshakes have long been associated more with children's beverage categories than they have with adults. Brands in the beverage space are changing this with products that are revamped so they reflect the preferences of older demographics–whether in packaging, formulation, or both.
Insight - It's not necessarily that consumers simply outgrow certain food and beverage items that were staples in their childhoods, but that their priorities shift as they get older. As people age, elements like nutritional value, branding, and quality of ingredients are all considerations they take into account before making a purchase decision in the food and beverage space. Therefore, consumers are drawn to brands that are able to package those qualities and couple them with nostalgia.
Insight - It's not necessarily that consumers simply outgrow certain food and beverage items that were staples in their childhoods, but that their priorities shift as they get older. As people age, elements like nutritional value, branding, and quality of ingredients are all considerations they take into account before making a purchase decision in the food and beverage space. Therefore, consumers are drawn to brands that are able to package those qualities and couple them with nostalgia.
Workshop Question - How could your brand effectively capture both sophistication and nostalgia in its product/service?
Trend Themes
1. Revamped Kid's Drinks - Brands are redesigning children's beverage categories, such as milkshakes or chocolate milk, for older demographics with new formulations and packaging designs.
2. Functional Adult-focused Milk - Brands are targeting adult audiences by producing ultra-filtered chocolate milk that is high in protein and low in sugar and lactose-free.
3. Vegan Milkshake Alternatives - Brands are producing cold-pressed plant-based shakes and vegan-friendly hot chocolate kits to offer consumers satisfying options that don't include animal products.
Industry Implications
1. Food and Beverage - The food and beverage industry is being disrupted with nostalgic food and drink experiences for mature audiences.
2. Sustainable Packaging - Brands are developing 100% recyclable and rPET plastic bottles to attract consumers who prioritize eco-consciousness while shopping.
3. Craft Beer - The craft beer industry is innovating by creating experimental and unique beer flavors like milkshake-flavored IPAs that attract interest for non-traditional beer drinkers.
