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Drinking Consumer Insights

Seasonal Boba
Bubble tea restaurants are drawing inspiration from popular seasonal flavors
Trend - Bubble tea restaurants are launching new seasonal flavors inspired by traditional pumpkin spice lattes. This blending of a traditional fall dessert flavor with the bubble tea format is designed to offer more variety to fans of both respective products.

Insight - Younger consumers ranging from younger Millennials to Gen Alpha, are more drawn to loaded dessert-style beverages, such as bubble tea, than those of previous generations. These consumers treat bubble tea as a social experience. As these drinks continue to become ritualized in consumers' lives, demand for new flavors and experiences goes up in turn. In order to cater to the ever-growing demand for flavor diversity, bubble tea restaurants are looking to popular seasonal flavors for inspiration.
Workshop Question - How can we incorporate popular seasonal themes into our products to enhance customer engagement and variety?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Camp Coffee
Portable espresso makers are being made with durable designs for outdoor activities
Trend - Brands are making portable espresso makers designed for camping and travel applications. These are durable with long-lasting batteries, often including secondary features such as lights or app connectivity. Portable espresso makers target the traveling on-the-go or outdoorsy adult demographic.

Insight - Many adults today live with busy schedules and only a select amount of free time. As a result, these consumers look to save time and effort in their day wherever possible. For some, this means meal planning and scheduling, while others turn to smart apps and digital solutions to save time and money. Appliance brands and startups are appealing to these consumers, often through crowdfunding, by launching a compact espresso makers designed for portability and reliability,
Workshop Question - How could your brand ensure its products fit with modern consumers' lifestyles?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Clean Creamer
Beverage brands are launching coffee creamers with concise, clean recipes
Trend - Brands in the beverage space are creating coffee creamers with simple ingredient lists. These creamers are often plant-based or organic, and focus on conveying to the customer that they use as few chemicals as possible, resulting in better-for-you alternatives to traditional artificial creamers.

Insight - The average consumer is becoming increasingly aware of the nutritional benefits of products, particularly as regulations around food packaging increase, requiring brands to disclose potentially harmful ingredients. These factors have contributed to an increase in attention given to clean-label products, particularly those without compromises, across the food industry. As a result, brands in the beverage space are now reducing ingredients lists, and are instead prioritizing clean, simple recipes.
Workshop Question - How could your brand redesign its products to align with the growing consumer need for clean-label options?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bubble-Free Booze
Non-carbonated beverages are appealing to Gen Z and Millennial consumers
Trend - Bubble-free booze is gaining traction as a preferred choice among Gen Z consumers, with many citing bloating and a feeling of fullness as major pain points. As a result, there's a growing demand for non-carbonated alcoholic beverages. This shift is evident in the increasing popularity of flat seltzers, still cocktails, and other innovative drinks that cater to the preferences of this demographic.

Insight - Gen Z and millennials are increasingly drawn to products that support overall wellness and offer a seamless consumption experience. These consumers prioritize their health and well-being, seeking out items that integrate easily into their daily routines without added stress. They value products that provide mental, physical, and emotional benefits, reflecting a holistic approach to consumption.
Workshop Question - How can your brand cater to health-conscious young consumers' preferences for a seamless and enjoyable experience?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sober Subscription
Brands launch curated subscription services with mocktails & non-alcoholic wine
Trend - Mocktail and sober beverage subscriptions are gaining popularity as more consumers seek alternatives to traditional alcoholic drinks. These subscription services offer curated selections of non-alcoholic beverages, from sophisticated mocktails to wellness-focused drinks, delivered directly to consumers' doors.

Insight - Fueled by a growing awareness of alcohol's health impacts and a desire for mindfulness, more consumers, particularly wellness-focused Millennials and Gen Z, are embracing the "sober curious" movement. Social media and wellness influencers are further contributing to this shift by normalizing sobriety and promoting the benefits of reducing alcohol intake. Furthermore, the increasing availability of high-quality, non-alcoholic beverages provides consumers with sophisticated and enjoyable alternatives, making it easier to embrace a sober curious lifestyle.
Workshop Question - How can your brand develop new offerings that cater to the growing trend of health-conscious consumers seeking sophisticated alternatives to traditional products?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mixology Lifestyle
Cocktails and mocktails become an area of self-education among consumers
Trend - There is a renewed interest in culinary arts in the TikTok era that also impacts the world of nightlife and drinking. A new era of cocktail fascination is emerging, with mixology treated as an area of interest among consumers. Mixology hobbyists are more interested in flavor combinations and sensorial experience than the simple act of drinking.

Insight - This repositioning of mixology speaks to members of Gen Z who consume less alcohol than their predecessors, but still enjoy the ritual of social drinking. It introduces a new avenue for consumers who lean more sober-curious. With more focus on the craft and alternative functions of cocktails or mocktails, this group can focus on exploring flavor and texture. To these consumers, this pursuit is more about self-expression and immersion into a new topic of interest than sheer consumption.
Workshop Question - How can we tap into the growing trend of self-education in mixology to enhance consumer engagement and brand loyalty?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dirty Sodas
Social media fuels the rise of cream-syrup spiked sodas and brands jump aboard
Trend - Dirty sodas, a mix of soda, cream, and flavored syrups, have surged in popularity thanks to TikTok. Originating in Utah, where many abstain from alcohol and coffee, these drinks have evolved into a national sensation. Chains like Swig and Sonic Drive-In have capitalized on this trend, offering various concoctions that combine soda with sweet cream and syrups.

Insight - Consumers are increasingly drawn to indulgent, customizable beverages that offer a playful escape from their daily routines. The rise of these unique concoctions reflects a desire for nostalgic, treat-like drinks that balance sweetness with a touch of novelty. This trend taps into the broader movement of experiential consumption, where the process of creating and sharing the drink is as enjoyable as drinking it.
Workshop Question - How can our brand create an experiential, customizable product that taps into consumers' desire for indulgence and novelty?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Peppered Beverage
Restaurants are crafting iced beverages with spiced peppers for added flavor
Trend - Restaurants and CPG brands are adding dried pepper mixes to iced beverages to add an extra level of refreshing flavor. Previously a more niche product in North America, big-name restaurants are entering the space, leading to spiced beverages becoming more commonplace.

Insight - Spicy products have continued to grow in popularity in the Western World, with studies reporting incremental increases in popularity year over year, particularly from 2019 onwards. This rise in popularity can be attributed to various consumer demands, such as globalization, or the desire for variety, novelty, and healthier products, as many peppers are rich in vitamins and feature antioxidants. In recognition of these desires, brands are infusing peppers into non-traditional beverages.
Workshop Question - How can your brand leverage the growing popularity of spicy products to appeal to consumers who desire novel flavors?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pink Matcha
Brands launch vibrant at-home matcha powders that mimic barista style drinks
Trend - The matcha beverage landscape is evolving, enriched by the introduction of colorful variants such as pink, red, blue, and orange matchas. In a time when both the aesthetic appeal and nutritional benefits of food and drinks are highly valued, there's a notable trend towards inventive, Instagram-worthy choices that offer more than mere flavor.

Insight - The rise of mocktails and "sleepy girl cocktails" is reshaping at-home drinking culture, focusing on mindful, non-alcoholic options. This trend towards health-conscious, innovative beverages caters to a desire for unique, relaxing drinking experiences. As consumers prioritize wellness and novelty, there's a market opportunity for brands to offer drinks that combine taste, health benefits, and visual appeal, highlighting a shift towards beverages that support a lifestyle of mindful indulgence and self-care.
Workshop Question - How can your brand design visually stunning, health-conscious beverages that deliver unique experiences for the mindful consumer?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Miniature Libation
Compact beverages enable more sampling and sharing among social groups
Trend - Miniature libations let consumers sample multiple drinks on one occasion. This makes the act of drinking and sampling a more social endeavor, as consumers can enjoy beverages in a similar method to a tasting or flight. Additionally, the miniature format is friendlier for those who are sober-curious.

Insight - As with many industries, consumer attitudes toward drinking have shifted away from simple consumption and toward drinking as a hobby. This is due to the rise in self-education and "hobbyism" mid-pandemic. We see consumers focusing more on flavor, form, and experimentation. Consumers are invested in trying wider varieties of beverages to cultivate personal tastes and preferences. Ultimately, this signifies a shift from casual drinking to more intentional, exploratory consumption.
Workshop Question - How can your brand leverage the trend of miniature libations to create a unique social experience that encourages sampling and exploration among consumers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends