Consumers search for long-term energy promised with nutrients
Implications - Beverages that are fortified with carbohydrates, protein, superfoods and other food-related nutrients give extra credence to the product, especially in an age where consumers increasingly swap meals for supplementary intake. This messaging appeals to consumers who, instead of a "boost" of energy, are looking for long-term endurance throughout the day, as well as suggests a desire for enhancing vitality through natural, familiar forms of nutrients, rather than chemical additives or even artificial vitamins. This also points towards a consumer preference for multi-functional products.
Workshop Question - Is there an alternate form that your product could be delivered in that your brand is not seeing?
Trend Themes
1. Fortified Beverages - Opportunity to develop beverage products that are fortified with carbohydrates, protein, superfoods and other food-related nutrients for long-term endurance throughout the day.
2. Natural Nutrient-rich Drinks - Opportunity to create natural and nutrient-rich drinks containing organic and plant-based ingredients and without chemical additives or artificial vitamins to cater to consumers' desire for multi-functional products.
3. Customizable Meal-replacing Shakes - Opportunity to develop plant-based and customizable meal-replacing shakes with low net carbs and high nutritional value that cater to consumers' dietary needs.
Industry Implications
1. Health and Wellness - The health and wellness industry can benefit from the trend of fortified natural beverages and customizable meal-replacing shakes.
2. Food and Beverage - The food and beverage industry can explore the opportunity to create and market new functional beverage products.
3. Crowdfunding - The crowdfunding industry can utilize the trend of customizable meal-replacing shakes to raise funds for innovative food and drink products.
