Sparkling prebiotic beverages are a healthy alternative to sodas
Trend - Sparkling beverages that are based in prebiotics are on the rise, and offer consumers health benefits that include digestive support and enhanced calcium absorption. These beverages combine function and flavor to offer practical alternatives to the less nutritious options that make up the beverage market.
Insight - Today's modern consumer is well-versed in the products, services and ingredients that work best for them. Thanks to the ease with which they can now research products, a particular focus on ingredients can be observed. Thus, the “alternative” and “artisan” markets have seen growth, as they tend to offer functional, and—in the eyes of the consumer—more trustworthy products that avoid the “fluff” of grand marketing campaigns and branding.
Insight - Today's modern consumer is well-versed in the products, services and ingredients that work best for them. Thanks to the ease with which they can now research products, a particular focus on ingredients can be observed. Thus, the “alternative” and “artisan” markets have seen growth, as they tend to offer functional, and—in the eyes of the consumer—more trustworthy products that avoid the “fluff” of grand marketing campaigns and branding.
Workshop Question - How could your brand better combine both function and convenience in its product/service?
Trend Themes
1. Sparkling Prebiotic Beverages - The rise of prebiotic-based sparkling beverages offers consumers a healthier, flavorful alternative to traditional sodas.
2. Functional Sparkling Tonics - Health-conscious consumers are turning to sparkling tonics that offer more than just hydration, providing opportunities for functional beverage brands to offer unique flavor profiles that include prebiotics, antioxidants, and electrolytes.
3. Botanically Driven Soft Drinks - Organic, natural soft drinks that incorporate botanicals and other plant-based ingredients are gaining popularity, presenting an opportunity for beverage brands to create better-for-you beverages that support the gut and provide functional benefits.
Industry Implications
1. Food & Beverage Industry - The rise of prebiotic-based sparkling beverages, functional tonics, and botanical soft drinks offers innovative beverage brands a chance to differentiate themselves in a crowded market and appeal to health-conscious consumers seeking alternative options to traditional sodas.
2. Wellness Industry - The popularity of gut health beverages and prebiotic-based drinks highlights an opportunity for wellness brands to tap into the demand for functional beverages that support the microbiome and offer nutritional benefits.
3. Natural & Organic Industry - Organic, natural soft drink brands that incorporate botanicals and natural sweeteners are poised to appeal to consumers seeking better-for-you options in the non-alcoholic beverage market.
