Brands reinvent digestive aids for a broader audience appeal
Trend - Traditional seltzers used to treat upset stomachs and aid digestion have been recreated to appeal to modern consumers, using shifts in flavor and branding to do so. Beverage brands are creating these new seltzer drinks while promoting the benefits of overall health.
Insight - Because of the contemporary movement for health and wellness, consumers looking to indulge are in search of minimalist offerings that are also beneficial to some capacity. As a result, this creates a demand for products that balance both taste and a healthier experience, allowing consumers the opportunity of treating themselves without guilt as they are able to maintain their health-conscious diet.
Insight - Because of the contemporary movement for health and wellness, consumers looking to indulge are in search of minimalist offerings that are also beneficial to some capacity. As a result, this creates a demand for products that balance both taste and a healthier experience, allowing consumers the opportunity of treating themselves without guilt as they are able to maintain their health-conscious diet.
Workshop Question - How can your brand take a traditional product or characteristic and recreate a something new, to appeal to your core consumer?
Trend Themes
1. Fruit Infusion - Beverage brands are infusing seltzers with fruit juice to add flavor without artificial flavors or preservatives, catering to consumers looking for a healthier and organic experience.
2. Free-from Movement - Seltzer brands are offering low-carb, low-calorie, and sugar-free options to cater to health-conscious consumers, creating a wave of growth and change in the alcohol beverage industry.
3. Sensationalized Flavors - Beverage brands are using shifts in flavor and branding to create new seltzer drinks with popular and gourmet flavors to appeal to modern consumers, which is creating a demand for products that balance both taste and a healthier experience.
Industry Implications
1. Food and Beverage - The food and beverage industry can benefit from the fruit infusion and sensationalized flavors trends to offer healthier and organic options or novelty flavors to cater to consumers looking for guilt-free indulgence.
2. Alcohol Beverage - The alcohol beverage industry can benefit from the free-from movement trend by offering low-carb, low-calorie, and sugar-free options to cater to health-conscious consumers and differentiate from traditional options.
3. Retail - The retail industry can benefit from the fruit infusion trend by offering organic and fruit-infused seltzers that align with consumers' health and wellness values and preferences.
