Adaptogenic beverages imitate brands in the alcohol industry
Trend - The growing popularity of adaptogenic beverages has resulted in their branding and packaging being represented in ways similar to that of the alcohol industry. This shift is exemplary of how brands can look to adjacent industries for product inspiration, and caters to today's wellness-minded consumer with contemporary design preferences.
Insight - At a time when consumers face an overwhelming number of choices in the food and beverage space, what draws their attention is a balance between purpose and design. Consumers in this space typically have an understanding of what the benefits they're trying to achieve from their purchases, and contemporary branding is what gives them the perception that one product might be more effective than the other. Thus, brands that are able to effectively represent both make consumers' choices easy in an overrun market.
Insight - At a time when consumers face an overwhelming number of choices in the food and beverage space, what draws their attention is a balance between purpose and design. Consumers in this space typically have an understanding of what the benefits they're trying to achieve from their purchases, and contemporary branding is what gives them the perception that one product might be more effective than the other. Thus, brands that are able to effectively represent both make consumers' choices easy in an overrun market.
Workshop Question - How could your brand turn to an adjacent industry for inspiration?
Trend Themes
1. Adaptogenic Beverages - Adaptogenic beverages are gaining popularity and their branding and packaging is similar to that of the alcohol industry.
2. Functional Ingredients and Enriched Formulas - Consumers prefer better-for-you beverage alternatives that feature functional ingredients and enriched formulas.
3. Non-alcoholic Natural Cocktails - Non-alcoholic natural cocktails are becoming popular, featuring potent ingredients like non-psychoactive phytocannabinoid-rich oil.
Industry Implications
1. Food and Beverage - Food and beverage industry professionals can consider creating products with adaptogenic herbs and plants, enriched formulas and potent ingredients.
2. Wellness and Beauty - Wellness and beauty industry professionals can incorporate functional ingredients, enriched formulas and organic, crystal-infused elixirs into their products.
3. CBD and Cannabis-infused Products - CBD and cannabis-infused product industry professionals can consider incorporating non-psychoactive phytocannabinoid-rich oils into their products.
