Category
Lifestyle
Assisted Choices
3.2
Trend score
Trend
What is the Boosted Birch trend?
Boosted Birch: Brands are using the plant-based syrup, birch sap, as a multi-functional ingredient in food and beverage items. This syrup’s positive nutritional profile appeals to health-conscious consumers as it contains a wide range of health benefits without any added sugar or calories. The incorporation of birch water into existing products speaks to the consumer’s prioritization of naturally-sourced ingredients in their diets.
Insight
The consumer insight behind the Boosted Birch trend
Across the consumer space, we see people seek ingredients and rituals that evoke a sense of authenticity by pulling from cultural practices outside their own. As consumers continue to explore and heighten their sense of wellness through diet, many are turning to Indigenous traditions for inspiration. Curiosity and a desire for authentic ingredients with holistic benefits drive the exploration of niche, healthful ingredients with cultural significance.
Trend themes
Themes within the Boosted Birch trend
Three behaviours holding the trend together01
Cultural Ingredient Exploration
Consumers are seeking authenticity and inspiration from indigenous traditions when exploring niche, healthful ingredients with cultural significance.
02
Plant-Based Alternative Beverages
There has been a rise in alternative plant-based water beverages like birch sap water, maple water, and premium sap drinks with distinct mild flavors.
03
Functional Beverages
Functional birch water beverages are being marketed as a natural isotonic sports drink and are rich in vitamins, minerals, antioxidants, prebiotics and electrolytes.
Industry implications
What the Boosted Birch trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Incorporating plant-based alternative beverages with functional benefits and culturally significant ingredients into existing products presents opportunities for food brands.
For
Fitness & Wellness
Functional birch water beverages are marketed as a natural isotonic sports drink and can be a part of athlete's nutrition, providing opportunities for fitness and wellness brands.
For
Packaging & Design
Creating strong, Scandinavian packaging for plant-based alternative beverages with culturally significant ingredients presents opportunities for packaging and design companies.
Workshop question
How can your brand take an unlikely resource and transform it into something that is beneficial to consumers?
Trend signals
Trend signals for Boosted Birch
Trend score 3.2 out of 10, from popularity 43%, activity 43%, freshness 8%.
Popularity43%
Activity43%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Boosted Birch trend
4 featured examples from Jul 22, 2017 to Jan 20, 2019CategoryLifestyle
Lightly Flavored Sap Drinks
'Lif' is an Organic Birch Sap Drink with Varieties Like 'Cloudberry'
Disruptive innovation opportunity: Tap into the beverage industry to develop and market unique and flavorful plant-based water beverages for health-conscious consumers.
CategoryLifestyle
Immune-Boosting Birch Beverages
Yönalé's Clean, Plant-Based Drink Supports One's Immunity & Energy
Beverage companies have the opportunity to create beverages with functional benefits, like birch water's immune-boosting and energy-enhancing ingredients, while also introducing s…
CategoryLifestyle
Birch Water Ice Creams
Trü Birch Makes Clean-Label Superfood Ice Cream with Birch
The food and beverage industry can capitalize on the trend of superfood ice cream by creating innovative and nutritious frozen dessert options.
CategoryLifestyle
Sap-Based Beverages
SAP! Makes Maple Drinks in Seltzer and Soda Varieties
The beverage industry could capitalize on the rising trend of alternative water beverages by offering a variety of maple and birch-based drinks.
