The sweet potato is transformed in a variety of unlikely formats
Trend - The adoption of sweet potatoes in everything from beverages to lip pigments is on the rise, with brands using the diversity of sweet potatoes' flavor, and even coloring, to their advantage. These new innovations are being touted for being more natural alternatives in some cases, or even offering unique nutritional benefits.
Insight - Consumers today are accustomed to novelty in many categories, particularly personal care and food. With this can come a hesitation to try something totally out of the ordinary, which creates space for a consumer attraction to familiar ingredients being used in new ways.
Insight - Consumers today are accustomed to novelty in many categories, particularly personal care and food. With this can come a hesitation to try something totally out of the ordinary, which creates space for a consumer attraction to familiar ingredients being used in new ways.
Workshop Question - How could your brand transform one of its more traditional products/services?
Trend Themes
1. Sweet Potato Innovation - The diverse and innovative use of sweet potatoes across food and personal care categories is on the rise, driving consumer interest in novel offerings built with more natural ingredients or unique nutritional benefits.
2. Familiar Ingredients in New Ways - Consumers tend to be attracted to familiar ingredients that are used in new ways, paving the way for brands to experiment and innovate with relatively safe variations on tried and tested ingredients.
3. Plant-based Sweeteners - As consumers increasingly desire plant-based alternatives to conventional animal products across categories, there's an opportunity for brands to innovate with alternative plant-based sweeteners like sweet potato nectar.
Industry Implications
1. Food & Beverage - Innovations like sweet potato drinks, spreads and nectars signal major potential for sweet potatoes as a versatile and nutritious ingredient in the food and beverage industry.
2. Personal Care - Sweet potato-based color pigments and plant-based alternatives to conventional lip balms and skincare items offer considerable disruptive innovation opportunities to the personal care industry.
3. Sustainability & Health - The use of natural alternatives to conventional sweeteners has important implications for sustainability and public health, providing opportunities for brands to innovate products that provide healthier sweetening options.
