Category
Lifestyle
Assisted Choices
Trend cluster
Category
Boosted
Beverage
Gen Z turns to high-performance beverages to increase wellness.
3.4
Trend score
Trend
What is the Boosted Beverage trend?
Boosted Beverage: Teenagers today make up a generation that is both health-conscious and well-informed, two factors which heavily influence purchasing decisions. Gen Z's definition of "wellness" is not limited to counting calories or organic ingredients, however, and they often turn to high-performance products when it comes to food and beverage. More than simply expanding the definition of wellness, this shift speaks to younger consumers' desire for tangible, results-based offerings.
Trend themes
Themes within the Boosted Beverage trend
Three behaviours holding the trend together01
Functional Beverages
The popularity of beverages that offer more than just hydration, like functional drinks packed with electrolytes, vitamins, and key nutrients, is on the rise.
02
Mind-Boosting Drinks
Consumers are looking for products like water packets, infused with herbs and adaptogens traditionally used in Eastern medicine that can help improve memory and reduce stress.
03
Natural Energy Boosters
High-performance beverages like functional drinks infused with Guarana or energizing yerba mate are becoming popular among consumers who are looking for natural energy boosters.
Industry implications
What the Boosted Beverage trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The industry has opportunities to infuse traditional beverages with additional benefits like vitamins and key nutrients.
For
Health and Wellness Industry
There is a growing interest in functional drinks and mind-boosting products, which offer benefits beyond traditional hydration and have potential to disrupt the health and wellness industry.
For
Eastern Medicine Industry
The popularity of adaptogens and herbs traditionally used in Eastern medicine, suggest a potential for disruption in this industry as more companies add them to their products.
Workshop question
What are you doing to highlight the tangible results of your brand or product?
Trend signals
Trend signals for Boosted Beverage
Trend score 3.4 out of 10, from popularity 50%, activity 45%, freshness 8%.
Popularity50%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Boosted Beverage trend
5 featured examples from Oct 7, 2015 to Nov 11, 2016CategoryLifestyle
Energy-Boosting Waters
These Functional Drinks are Designed to Boost Brain Power
Opportunity for beverage companies to develop and market functional drinks with health benefits as an alternative to traditional energy drinks.
CategoryLifestyle
Antioxidant Water
Bai's 'Antiwater' is Twice Purified and Infused with Free Radical Protection
Opportunity for beverage companies to develop and market innovative infused water products with added benefits like antioxidants.
CategoryLifestyle
Effervescent Vitamin Beverages
Emergen-C is a Fizzy Vitamin Drink Mix Packed with Electrolytes
The beverage industry can explore new product development and marketing strategies to tap into the growing demand for healthy and functional drinks.
CategoryLifestyle
Mind-Boosting Water Packets
These Four Sigma Foods Water Packets Supply the Body with 'Mind Herbs'
Opportunity to develop supplements, functional beverages and refreshing products that promote good health and wellbeing.
CategoryLifestyle
Energizing Kombucha Drinks
Revive Kombucha is Introducing a Lively Fermented Yerba Mate Drink
The introduction of energizing kombucha drinks like Revive Kombucha's Solar presents opportunities for brands to tap into the growing demand for health-conscious beverages.
