Drinking

Implications - Capitalizing on the popularity of small-format beverages, brands within the wellness space are producing shooters that offer consumers stress-relief. Inspired by the energy-boosting wellness shots that consumers have long been accustomed to, this reversal within the relaxation space offers a novel product in a familiar format.

Homework Question - Consider unique product presentations in adjacent spaces that your brand could take inspiration from. [More]

Implications - Coffee brewers that use connected technology to operate are on the rise, with brands innovating in this space in order to better personalize their offerings. These items come as consumers increasingly expect a level of customization and convenience from even the smallest aspects of their daily rituals.

Homework Question - Consider how your brand could use, or better use, connected technology? [More]

Implications - The incorporation of elements of various insects in cocktails or packaged alcoholic beverages is on the rise, functioning as unique awareness-raising platforms for what the future of the culinary industry may look like. This shift appeals to consumers for its ability to pique interest due to its novel nature, while simultaneously creating a narrative around eco-friendly consumption.

Homework Question - How could your brand incorporate eco-friendly narratives into its product/service? [More]

Implications - A cheat day is defined as a day to stray from one's diet and indulge. Those dedicated to healthy eating, however, are looking for ways to partially cheat, while still maintaining the feeling of decadence. As a response, keto-friendly, protein-high treats -- typically drinkable to reduce bulk -- are on the rise. This is the perfect platform as it focuses less on calorie-counting, providing more freedom in flavor.

Homework Question - What is one compromise you could make within your product or service to satisfy the needs of a niche consumer group? [More]

Implications - Statistics say the majority of consumers are seeking food experiences that go beyond dining. Themed restaurants and cafes seemingly satisfy this desire, but as food becomes a bigger part of social media-savvy consumers' personal brands, a demand for more nuanced food experiences is seen. Experiences that combine indulgence and adjacent interests satisfy this.

Homework Question - Think of one fun, but seemingly unrelated interest or activity to your brand; if you had to pair this interest with your product or service, how would you? [More]

Implications - Brands within the tea industry are taking cues from their coffee-offering counterparts by working in the cannabis space, adding CBD into their brews in order to enhance their beneficial properties. The naturally soothing ritual of consuming tea is benefitted as it's coupled with the pain and anxiety-relieving properties of CBD.

Homework Question - How could your brand work within the emerging cannabis space? [More]

Implications - Brands in the beverage industry have taken note of the popularity of nitrogen-infused coffees and sodas, and are adapting the ingredient into their own beverages–whether that includes horchata or Thai tea. These beverages indicate a growing interest in not just enhanced flavor in the process of food consumption, but in texture and general experience.

Homework Question - How could your brand adapt popular or rising trends in adjacent industries? [More]

Implications - With the rise of fitness culture, consumers are increasingly putting more emphasize and investment into their health and wellness routines. With that, brands are responding with products like beverages that call out benefits directly tied to activities like working out. Focusing on electrolytes, hydration and vitamin intake, these examples not only speak to the growing desire for products that provide functional benefits, but that also speak to specific lifestyle habits and rituals of consumers.

Homework Question - What core challenges does your consumer face during their day-to-day rituals? How can you help provide solutions in that space? [More]

Implications - Brands that offer tea-based beverages are prioritizing "recovery" in the branding and benefits their products have to offer--whether that's pre or post-exercise, or for those experiencing jetlag. Such items cater to consumers who prioritize well-rounded, holistic approaches to wellness and self-care.

Homework Question - How could your brand market an added benefit to its existing product/service? [More]

Implications - A common ingredient in countries like Japan, the citrus fruit yuzu is increasingly being adapted into products in North America--ranging from beverages and snacks to skincare products. This shift speaks to the growing influence of the Asian market in the various personal rituals that North American consumers are looking to diversify.

Homework Question - How could your brand turn to other geographic regions for product inspiration? [More]