Celebrity collaborations in the seltzer market are increasing in popularity
Trend - Celebrities—whether they be chefs, singers, and even investors—are recognizing the immense popularity of hard seltzers as refreshing low-alcohol beverages with younger consumers. As a result, many are working with brands to launch their own special version.
Insight - The purchasing decisions of Millennial consumers are strongly influenced by the social media platforms they favor. As many become increasingly trusting of the celebrities and influencers they follow, individuals begin focusing on these personalities' preferences—from lifestyle to food and beverage. This information is later used as guidelines and inspiration for consumer's own purchasing decisions when they are experiencing uncertainty about the items they want to buy.
Insight - The purchasing decisions of Millennial consumers are strongly influenced by the social media platforms they favor. As many become increasingly trusting of the celebrities and influencers they follow, individuals begin focusing on these personalities' preferences—from lifestyle to food and beverage. This information is later used as guidelines and inspiration for consumer's own purchasing decisions when they are experiencing uncertainty about the items they want to buy.
Workshop Question - Conceptualize a collaboration between your brand and a celebrity.
Trend Themes
1. Celebrity Collaborations - Celebrities are recognizing the immense popularity of hard seltzers and are working with brands to launch their own special version.
2. Better-for-you Beverages - Hard seltzer sales are continuing to climb, spurred on by consumers who are looking for flavorful, better-for-you beverages, especially those with pop culture tie-ins.
3. Innovative Packaging Design - Celebrity hard seltzer brands are using innovative packaging designs and formats, like slim cans, to appeal to consumers.
Industry Implications
1. Alcoholic Beverage Industry - Alcoholic beverage companies can leverage celebrity collaborations and innovative packaging designs to attract younger consumers who are looking for better-for-you beverages.
2. Celebrity Branding Industry - The celebrity branding industry can take advantage of the trend of celebrity collaborations in the hard seltzer market to provide unique and personalized products to fans.
3. Social Media Marketing Industry - Social media marketing professionals can use influencer and celebrity preferences in food and beverage to inspire purchasing decisions of Millennials and Gen Z consumers.
8 Featured, 64 Examples:
58,663 Total Clicks
Date Range:
Jul 20 — Jul 23
Trending:
Warm
Consumer Insight Topics:
