Barley is increasingly incorporated into non-alcoholic beverages
Implications - The use of barley in bread and beer has now extended to non-alcoholic beverages, whether those are juices or imitation beers that cater to consumers who avoid alcohol. The use of this grain in sweet beverages goes beyond adding more complex and unique flavors to the items themselves, and offers a sense of familiarity to consumers who typically consume it in more traditional forms.
Workshop Question - How could your brand add a familiar but distinct element to one of its products/services?
Trend Themes
1. Non-alcoholic Beverage Boom - As consumers start to opt-out of alcohol, companies are responding by investing in creative, unique and sophisticated non-alcoholic beverages.
2. Functional Ingredients - Brands are incorporating more functional ingredients like barley into their product formulations to target health-conscious consumers looking for added benefits in their beverages.
3. Coffee & Tea Infusion - Conventional drinks like coffee or tea are coming together in unique and innovative ways incorporating premium ingredients to create hybrid beverages.
Industry Implications
1. Beverage Industry - The beverage industry in general is looking to innovate and take advantage of the non-alcoholic drinks trend, appealing to younger, health-conscious consumers looking for variety.
2. Health & Wellness Industry - Health-conscious consumers are seeking healthier beverage options and the industry is looking to create products with functional ingredients that offer added benefits to meet demand.
3. Hospitality Industry - Venues like bars, restaurants, and hotels are exploring non-alcoholic drink options to attract patrons who may not be interested in traditional alcoholic drinks.
