Coconut water is used as a base for cocktails and seltzers
Trend - Coconut water is being featured as a primary ingredient in canned cocktails and seltzers, typically alongside other tropical flavors. These alcoholic beverages aim to appeal in the summer months.
Insight - Diet culture and the language associated with it is changing to be less about restriction and more about balance. This means that health-conscious consumers are more likely to indulge, but in a way that still aligns with their personal goals. Brands that offer traditionally "indulgent" foods and beverages are accommodating this shift by incorporating nutritious ingredients that consumers trust.
Insight - Diet culture and the language associated with it is changing to be less about restriction and more about balance. This means that health-conscious consumers are more likely to indulge, but in a way that still aligns with their personal goals. Brands that offer traditionally "indulgent" foods and beverages are accommodating this shift by incorporating nutritious ingredients that consumers trust.
Workshop Question - How could your brand better balance indulgence and health for its customers?
Trend Themes
1. Coconut Water-infused Beverages - Beverage companies are incorporating coconut water as a primary ingredient to offer a healthier and refreshing option for consumers who seek more mindful and better-for-you drinking habits.
2. Indulgence with Balance - Brands are accommodating the shift towards more balanced and less restrictive diet cultures by offering traditionally indulgent foods and beverages with nutritious ingredients that align with consumers' personal wellness goals.
3. Topical Cocktails - Alcoholic beverages with tropical flavors are popular during the summer months, appealing to consumers who seek refreshing and exotic taste experiences.
Industry Implications
1. Beverage Industry - Beverage brands can explore incorporating coconut water and tropical flavors to offer refreshing and healthier options for consumers seeking more mindful drinking habits.
2. Wellness Industry - As the wellness industry is booming, brands can cater to consumers who seek better-for-you ingredients by offering traditionally indulgent foods and beverages with nutritious ingredients that align with their personal wellness goals.
3. Alcohol Industry - Alcohol brands can expand their product lines by incorporating coconut water and tropical flavors to offer refreshing and exotic taste experiences that appeal to consumers during the summer months.
