Nutritious beverages tout their ability to regulate blood pressure
Implications - It is known that certain foods are able to regulate blood pressure for those who experience hypertension, and beverages are now being curated with these ingredients as a way to sell their ability to resolve this health concern. These products go further than touting their "healthy" nature, instead offering tangible functions that health-conscious consumers can get on board with.
Workshop Question - How can your brand highlight specific functions in its products/services, and avoid marketing jargon in the process?
Trend Themes
1. Functional Ingredients - The use of functional ingredients, such as matcha green tea, beetroot, turmeric, and Aronia berry is becoming more popular in the creation of nutritious beverages.
2. Anti-inflammatory Properties - Anti-inflammatory properties are being sought after by consumers leading to the creation of vegan anti-inflammatory lattes that work as a natural remedy for those experiencing joint or muscle pain.
3. Specific Health Benefits - Beverages are being designed to offer specific health benefits such as regulating blood pressure, promoting healthy glucose levels, stabilizing blood pressure and supporting healthy cholesterol levels.
Industry Implications
1. Functional Food & Beverages - The functional food and beverage industry offers an opportunity to meet the increasing demand for beverages with specific health benefits.
2. Animal-free Products - The vegan hot drink industry offers a growth opportunity for those creating animal-free products with anti-inflammatory properties.
3. Natural Sweeteners - The natural sweetener industry presents an opportunity for development in the production of low-calorie beverages without added sugars.
