Drinking Consumer Insights

Trend - Brands in the beverage industry are prioritizing the inclusion of natural fiber into beverages that are typically considered unhealthy. Everything from sodas to canned lattes are now touting their fiber content.

Insight - Diet culture has shifted in recent years to allow for less restrictive and more wellness-focused eating. Now, more consumers are prioritizing their health while also making room for indulgence, and are turning to brands that effectively offer them this balance.

Trend - The popularity of cannabis in North America has grown since legalization, and the substance has expanded into dozens of markets. Now, even lattes are being infused with CBD in order to enhance their relaxing benefits.

Insight - North American consumers are increasingly likely to experiment with cannabis in a variety of different ways now that they better understand the plant's benefits. The many different formats that people now have to consume cannabis has made them more trusting of the once-stigmatized substance.

Trend - Alcohol brands are having to adapt quickly in order to meet consumers' changing needs, and this shift can be observed in the increase of vegan cocktails and liqueurs that brands are now offering.

Insight - The average North American consumer has become more experimental with the foods and beverages they consume, and are now more likely to choose alternative ingredients. This comes as the "alternatives" market becomes increasingly sophisticated, and because consumers view alternatives as more healthy than their traditional counterparts.

Trend - TikTok usage increased globally during the pandemic, fueling viral trends across many spaces, but especially in food. Companies in the CPG space are borrowing inspiration from these largely DIY food trends, offering products across categories in similar flavor profiles to hose seen on the social media site.

Insight - Food trends on TikTok, sometimes called 'FoodTok,' are introducing a new era of foodie-ism for a younger generation. This is no coincidence; the pandemic-induced lockdown increased both screentime and interest in cooking across generations. This hybridization of interests has resulted in a new generation of foodies who are interested in uncomplicated, but delicious DIYs that use pre-made ingredients, and can be showcased in short video clip-format tutorials.

Trend - Brands are creating sparkling tea-based beverages and positioning them as luxury beverages in response to the growth in popularity of seltzers in recent years. These products include everything from tea-based energy drinks to sparkling teas in wine bottles.

Insight - While the alcohol industry isn't as popular among Millennials and Gen Z as it has been among preceding generations, these demographics are likely to experiment with different health beverages. The increased variety of such beverages has forced brands to be more creative as they expand their offerings.

Trend - Brands that specialize in cocktail mixers are now prioritizing sustainable ingredients and packaging in these products. This includes everything from natural juice-based cocktail mixers to mixers made from repurposed food waste.

Insight - As climate change worsens, sustainability is becoming a key motivating factor in more consumers' purchase decisions. Consumers are increasingly seeking out brands that prioritize environmental protection so they can feel less guilt over their consumption habits.

Trend - The holiday season always brings about festive flavors in food and beverage products, and this now extends to cocktail mixers. These mixers allow consumers to create holiday-themed cocktails and beverages with minimal effort.

Insight - While the holiday season is filled with celebration and family time for many, the busyness of this time of year can impact consumers' daily routines. Between holiday shopping and various events, many consumers seek out ways to minimize the extra time they spend outside of their routines during this time, and seek out brands that prioritize convenience for them.

Trend - The low-alcohol beverage trend now includes saké, as the Japanese rice wine is now being offered with either a limited amount of alcohol, or none at all. These products open up the demographics that could potentially enjoy this beverage.

Insight - While alcohol consumption is going down in Millennial and Gen Z demographics in North America, these same demographics are likely to enjoy diverse cuisines from around the world as a result of ethnic diversity and exposure to various cuisines through social media. Brands that are able to cater to their more cultured palettes will remain relevant among these consumers.

Trend - Brands in the alcohol space are launching spicy seltzers that set themselves apart from traditional hard seltzer flavors with bold flavors. These beverages appeal to consumers seeking new flavor experiences.

Insight - Millennial and Gen Z consumers are keen to try new experiences, especially as it relates to the food and beverage space. This comes alongside globalization, which has also sparked the curiosity of consumers to discover new flavors. These trend-conscious consumers enjoy an element of the unexpected on their palates and will flock to brands that satisfy this curiosity.

Trend - Brands in the beverage space are using the unlikely ingredient sweet potato to add nutritional value and natural sweetness to various beverages. Products in this space include sweet potato-based teas and and coffee drinks.

Insight - When looking to experiment with flavors, foodie consumers turn to ingredients that are unexpected or rare. The added benefit of nutritional value is an added draw for people who are looking to try new food and beverage items.