Drinking Consumer Insights

Trend - Brands are expanding the category of functional drinks to include a level of convenience. Beverages that are focused on helping consumers enjoy healthier sleep cycles are being offered in efficient, canned formats. This trend is only accelerated as industry giants are recognizing the interest in functional drinks on-the-go.

Insight - Influenced by the health and wellness movement, contemporary consumers—especially those who live in fast-paced, demanding environments—are looking to optimize their routines. In this space, many are hoping to support their bodies and mental capacities in ways that limit common negative phenomena such as restlessness, anxiety, burnout, and so on. By being proactive in trying to avoid these conditions, consumers are feeling more confident, energized, and productive in their every-day.

Trend - Barley is mostly starch and fiber, however, 'spent' barley—which is a by-product of the brewing/fermentation process—is packed with protein. In light of this, companies are appealing to this new ingredient and expanding variety in the market for plant-based protein.

Insight - An increasing number of consumers—especially Millennials and Gen Z—have pivoted or are pivoting to plant-based product consumption. This demand extends across industries and is motivated by individuals' awareness of the growing threat of climate change and the influence of the wellness movement which stipulates that plant-based formulas are healthier. As a result, consumers are prioritizing ethics and cruelty-free processes, which allows them to gain peace of mind and be more fulfilled.

Trend - Celebrities—whether they be chefs, singers, and even investors—are recognizing the immense popularity of hard seltzers as refreshing low-alcohol beverages with younger consumers. As a result, many are working with brands to launch their own special version.

Insight - The purchasing decisions of Millennial and Gen Z consumers are strongly influenced by the social media platforms they favor. As many become increasingly trusting of the celebrities and influencers they follow, individuals begin focusing on these personalities' preferences—from lifestyle to food and beverage. This information is later used as guidelines and inspiration for consumer's own purchasing decisions when they are experiencing uncertainty about the items they want to buy.

Trend - Companies are taking cues from the popularity of spiked dessert drinks and cream-based liqueurs. This results in the launch of various hard milkshakes and milkshake-infused alcoholic beverages in canned and bottled formats, catering to a culture of convenience.

Insight - Contemporary consumers are always striving to juggle their work, personal lives, and responsibility while meeting their wellness and relaxation needs. Increasingly fast-paced environments—such as urban centers—necessitate on-the-go lifestyles, creating a strong demand for convenience. Individuals are prioritizing this when making most decisions because by cutting out stress and effort where they can, they feel more at ease and satisfied.

Trend - Restaurants and brands are offering alcoholic beverages in packaging that taps the childhood nostalgia of consumers of age. Offered in various formats, including juice boxes, these novelty products are often paired with an Instagrammable aesthetic.

Insight - Adult consumers often reminisce about experiences from their childhood and as a result, nostalgia becomes a primary factor in purchasing decisions—especially for those who are part of the Millennial demographic. When confronted with a product that conjures memories of their younger self, individuals tend to be overcome not only by a sense of curiosity but also by a desire to indulge and be transported back to simpler times.

Trend - In order to make their products more accessible—especially for outdoor gatherings—brands are offering spirits and cocktails in box packaging. Many companies are emphasizing the convenience of this format during the government-imposed COVID-19 lockdown.

Insight - In their everyday, contemporary consumers emphasize convenience and accessibility, especially when it comes to making purchasing decisions about the products that they will use and indulge in. As a result, many are paying attention not only to the contents but also to the packaging format of what they are buying. In this space, individuals feel less stressed out when they opt-in for something that will give them a seamless, fuss-free experience.

Trend - The immense popularity of seltzers is expanding to the larger culinary category as many brands are launching various foods that are either inspired by the flavors of the low-alcohol drink or are directly infused with them.

Insight - Given the exponential growth of diverse options on the market, contemporary consumers—especially Millennials and Gen Z—are on the lookout for novelty products that they can experience and enjoy either as a form of entertainment or as a way to satisfy their curiosity. In this space, individuals are increasingly embracing their spirit for adventure by looking for ways to indulge in something unfamiliar and exciting.

Trend - Brands are looking to diversify the drinking experience for the consumer by offering hot beverages—such as coffee, hot chocolate, and tea—in a solid format. Mess-free and less wasteful in terms of packaging, the "bombs" dissolve when dropped in hot water.

Insight - When it comes to the things that they consume, contemporary consumers embrace the many options that the market gives them and are consistently on the lookout for what might deliver the best possible experience. In this space, many are enticed by novelty and, as a result, are much more likely to be adventurous when making purchasing decisions. In doing so, they satisfy their curiosity, while experimenting with products that might end up fitting their lifestyle needs and preferences better.

Trend - People who are choosing to avoid alcohol for reasons less serious than addiction are finding support and socialization in new versions of sober support groups. These communities include everything from alcohol-free bars to non-alcoholic wine clubs.

Insight - "Sober curious" consumers are on the rise as Millennials and Gen Z continue drinking less than their predecessors for the sake of their personal health. Consumers who don't value drinking still look for ways to socialize and bond with peers, and the formation of like-minded communities is crucial to that process.

Trend - The popularity of bubble tea in Southeast and East Asian countries has expanded to the CPG space, with packaged bubble tea beverages and bubble tea-inspired foods offering ready-to-go options for those who enjoy the popular beverage.

Insight - After flavor, convenience is a major motivator for consumers when purchasing food and beverage items. People look for items they can consume on-the-go, or for those they can take and store at-home when they don't have the time or ability to make the products themselves. Brands that cater to convenience for beloved consumer goods are held in high regard.