Sparkling tea beverages become more popular
Trend - Brands are creating sparkling tea-based beverages and positioning them as luxury beverages in response to the growth in popularity of seltzers in recent years. These products include everything from tea-based energy drinks to sparkling teas in wine bottles.
Insight - While the alcohol industry isn't as popular among Millennials and Gen Z as it has been among preceding generations, these demographics are likely to experiment with different health beverages. The increased variety of such beverages has forced brands to be more creative as they expand their offerings.
Insight - While the alcohol industry isn't as popular among Millennials and Gen Z as it has been among preceding generations, these demographics are likely to experiment with different health beverages. The increased variety of such beverages has forced brands to be more creative as they expand their offerings.
Workshop Question - How is your brand catering to Gen Z and Millennials?
Trend Themes
1. Luxury Sparkling Tea-based Beverages - Brands are responding to the popularity of seltzers by creating sparkling tea-based luxury beverages.
2. Functional and Low Calories Sparkling Teas - Brands are innovating by producing low-calorie and plant-based sparkling tea beverages with functional ingredients for a health-conscious clientele.
3. Premium, Rare and Organic Sparkling Teas - Brands are introducing premium and rare tea blends, including oolong tea, with sophisticated packaging and organic, non-GMO ingredients.
Industry Implications
1. Non-alcoholic Beverages - These beverages created by blending sparkling tea with fruits, superfoods, and functional ingredients will appeal to consumers who prefer non-alcoholic drinks.
2. Alcoholic Beverages - Brands are targeting the alcoholic beverages market by blending canned semi-sparkling tea cocktails with alcohol.
3. Retail - The products, packaged with sustainable materials like glass, Tetra Paks, and aluminum cans, will offer retailers cross-category innovation and new opportunities for sales.
