Brands are offering dessert-inspired beverages in ready-to-drink formats
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.
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.
Workshop Question - How can your brand utilize convenience to a greater extent?
Trend Themes
1. Alcoholic Dessert Drinks - Companies are taking cues from the popularity of spiked dessert drinks and cream-based liqueurs.
2. On-the-go Convenience - Individuals are prioritizing convenience when making most decisions because by cutting out stress and effort where they can, they feel more at ease and satisfied.
3. Low-abv and Healthy Indulgence - Consumers are looking for better-for-you products that are easy to consume, millennials in particular are drawn to flavors that are healthy yet indulgent with creamy, smooth and foamy textures.
Industry Implications
1. Alcoholic Beverages - The trend of alcoholic dessert drinks has created a new market segment within the beverage industry which is looking for convenience options.
2. Craft Beer - Craft breweries are experimenting with unique flavors to attract beer enthusiasts.
3. Ready-to-drink Industry - The growing trend of convenience has caused an increase in the ready-to-drink industry which aims to provide consumers with easily accessible, on-the-go beverages.
