Consumers turn to savory offerings to satisfy multiple cravings
Implications - Beyond health marketability, savory beverages emerging on the market offer consumers a wider range of flavor, hitting sour, bitter, salty and even sweet notes at once. With consumers frequently skipping or replacing meals with smaller snacks, they desire products that will satisfy multiple cravings in one go as well as keep them full for longer. The well-informed modern consumer must factor both the immediate and long-term benefits of a product prior to consumption.
Workshop Question - Where does your offering fit within the busy, on-the-go consumer's lifestyle?
Trend Themes
1. Savory Beverages - Consumers desire products that will satisfy multiple cravings in one go as well as keep them full for longer.
2. Unusual Ingredient Combinations - Consumers are craving and responding well to non-traditional ingredient duos that yield complex flavors and textures.
3. Vegetable-based Drinks - The market is showing a move towards vegetable-based drinks, with the re-imagining of traditional savory dishes as beverages.
Industry Implications
1. Food and Beverage Industry - Innovation opportunities abound in the creation of non-traditional ingredient pairings and savory substitutes for juices and other sweet beverages.
2. Health and Wellness Industry - Brands have a chance to reach conscious consumers with the creation of more nutritional alternatives to traditional sweet drinks.
3. Luxury Beverage Industry - Incorporating unusual ingredients and crafting a more visually appealing layered presentation presents opportunities to attract niche luxury consumers.
