Consumers respond to healthy energy in the form of sparkling beverages
Implications - Soda may be on the decline for Millennial consumers, but carbonated and sparkling beverages are experiencing growth, suggesting that though consumers are reducing sugar and chemical additives, they continue to enjoy bubbles. As a result, alternative sparkling beverages that emphasize health, natural vitality and low caloric intake (or even carbonation as a means of weight-loss) are on the rise. These products provide a "healthy" form of energy that's synonymous with the clean label movement.
Workshop Question - What are two competing desires that your consumer has? What could you do to give them an alternative that satisfies both?
Trend Themes
1. Healthy Sparkling Beverages - Consumers are opting for low sugar and natural beverages that provide a healthy form of energy and emphasize the clean label movement.
2. Naturally Sweetened Drinks - Consumers want to reduce their sugar intake and are looking for natural sweeteners such as stevia and agave syrup.
3. Fruit and Botanical Infusions - Botanical and fruit infusions are on the rise as consumers crave both health and indulgence.
Industry Implications
1. Beverage Industry - Companies in the beverage industry can explore new ways to create healthy, low sugar and natural alternatives that attract health-conscious consumers, using naturally derived sweeteners like stevia or agave syrup. Companies can also consider infusing their beverages with botanical and fruit ingredients for added flavor.
2. Natural Sweetener Industry - Companies in the natural sweetener industry can position their products as a healthy alternative to traditional sugar and artificial sweeteners to fulfill the growing consumer demand for natural sweet options.
3. Clean Label Movement Industry - Companies in the clean label movement industry have the opportunity to market their products as health-focused, natural and additive-free to appeal to consumers looking for healthy and natural alternatives while highlighting their clean label philosophy.
