Category
Lifestyle
Assisted Choices
3.6
Trend score
Trend
What is the Approachable Artisan trend?
Approachable Artisan: It's been said that Boomers and Millennials have similar desires regarding food and beverage, with the former skewing more toward familiarity. Satisfying the desire for authenticity among the previous hippie generation while still maintaining comfort levels means combining artisan branding with un-intimidating flavors.
Trend themes
Themes within the Approachable Artisan trend
Three behaviours holding the trend together01
Approachable Artisan Beverages
Brands can combine artisan branding with un-intimidating flavors to cater to the Boomer generation's desire for authenticity and comfort.
02
Fermented Health Drinks
Consumers are increasingly seeking health benefits from traditional fermented drinks like Kefir, giving rise to opportunities to launch innovative product lines
03
Ultra-Premium Mixers
Consumers are looking for higher quality mixers to complement premium spirits, creating the market for ultra-premium brands like 1724 Tonic Water
Industry implications
What the Approachable Artisan trend means for industry
Where the trend changes the playbookFor
Beverage Industry
Beverage industry professionals should take notice of the changing preferences of consumers and the health-conscious trends that are driving the market.
For
Health and Wellness Industry
The rise of fermented health drinks and Curcumin+ beverages indicate that the health and wellness industry has potential to create innovative functional food and beverage products.
For
Luxury Spirits Industry
The trend towards ultra-premium mixers like 1724 Tonic water suggests there is a growing market for higher quality mixers to complement premium spirits.
Workshop question
What lifestyle trends are shaping the way consumers are choosing products in your industry?
Trend signals
Trend signals for Approachable Artisan
Trend score 3.6 out of 10, from popularity 51%, activity 49%, freshness 8%.
Popularity51%
Activity49%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z (not a primary audience)
- Millennial (not a primary audience)
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Approachable Artisan trend
5 featured examples from Jan 19, 2015 to Jun 29, 2016CategoryLifestyle
Anti-Inflammatory Drinks
ARYA's Curcumin+ Beverages are Made with a Bioactive Turmeric Extract
Disruptive innovation opportunity: Incorporating innovative curcumin-based formulas into the functional beverage industry to offer health-boosting properties.
CategoryLifestyle
Vibrant Natural Fruit Products
Le Fruit Enjoys a Rebrand Focusing on Local Preservative-Free Angle
Food and beverage companies can incorporate the trend of local, natural and preservative-free food products to appeal to health-conscious consumers.
CategoryLifestyle
Premium Tonic Water
The Upscale 1724 Tonic Water is Designed to Complement Luxury Spirits
The beverage industry can capitalize on the demand for premium tonic water to create innovative and upscale mixers for luxury spirits.
CategoryLifestyle
Flavoured Kefir Drinks
The New Yorvale Drinks Combine Live Yeast Cultures with Sweet Ingredients
Innovation opportunities in developing and marketing fermented food and beverage products with health benefits.
CategoryLife-Stages
Refreshing Drink Branding
Ashridge Offers Organic Sparkling Options That Are Vibrantly Packaged
Opportunity for beverage companies to refresh their branding and attract health-conscious consumers.
