Beverages with "on-trend" ingredients are marketing to Boomers
Trend - Brands in the food and beverage industry that offer "buzzy" ingredients in their products are now marketing to Boomer demographics that typically avoid such on-trend ingredients or products. Many of these items are purported to boost health benefits for drinkers.
Insight - Despite stereotypes, older generations are much more open to the lifestyles that are popular among younger consumers than most would expect. Health and wellness, for example, is a universal need and desire. Thus, products typically used to pique Millennials and Gen Z interest can often be translated to their preceding generations. By framing products in a way that highlights benefits specific to older demographics, brands can set a precedent for how campaigns can be expanded across generations.
Insight - Despite stereotypes, older generations are much more open to the lifestyles that are popular among younger consumers than most would expect. Health and wellness, for example, is a universal need and desire. Thus, products typically used to pique Millennials and Gen Z interest can often be translated to their preceding generations. By framing products in a way that highlights benefits specific to older demographics, brands can set a precedent for how campaigns can be expanded across generations.
Workshop Question - How could your brand appeal to demographics it doesn't typically cater to?
Trend Themes
1. Boomer Beverage Marketing - Beverage brands are targeting Boomers with on-trend ingredients while framing campaigns specifically for the older demographic.
2. Collagen-infused Beverages - As people age, they produce less collagen, leading to a rise in collagen-infused food and beverage products and supplements.
3. Hydration Reminder Devices - Hydration reminder devices, like the Hydra Pulse, are gaining popularity among Baby Boomers and seniors who are at an increased risk of dehydration.
Industry Implications
1. Plant-based Beverages - The plant-based beverage industry is thriving, with brands like Perennial targeting consumers over the age of 50.
2. Beverage Industry - The beverage industry as a whole is incorporating on-trend ingredients, like collagen and plant-based proteins, into their products to meet changing consumer demands.
3. Health and Wellness Industry - The rise of collagen-infused beverages and hydration reminder devices highlights the growing need for health and wellness solutions among consumers.
4 Featured, 34 Examples:
39,605 Total Clicks
Date Range:
Apr 19 — Jun 23
Trending:
Average
Consumer Insight Topics:
