Category
Lifestyle
Assisted Choices
Trend cluster
Category
Diversified
Nitro
Nitrogen-infused beverages outside of coffee and soda are on the rise.
3.0
Trend score
Trend
What is the Diversified Nitro trend?
Diversified Nitro: Brands in the beverage industry have taken note of the popularity of nitrogen-infused coffees and sodas, and are adapting the ingredient into their own beverages–a shift that can be observed in everything from horchata to Thai tea.
Insight
The consumer insight behind the Diversified Nitro trend
As North American consumers continue their preference for "foodie" culture and exploring various cuisines and beverages, flavor is no longer the only aspect of dining that they prioritize. Components like presentation, texture and general experience are now almost as important for consumers when they're considering what to eat or drink. Because of these expanded preferences, brands are having to adapt and take a more all-encompassing approach when it comes to the food and beverage items they offer, even in the CPG space.
Trend themes
Themes within the Diversified Nitro trend
Three behaviours holding the trend together01
Nitro Infused Beverages Outside of Coffee and Soda
Brands are adapting nitrogen infusion to other popular beverages, like horchata and tea, to provide a new textural drinking experience.
02
Texture and Experience in Dining
Consumers are prioritizing more than just taste, inspiring brands to adapt and present all-encompassing food and beverage options, even in the CPG space.
03
Canned, Health-Conscious Beverages for On-the-Go Lifestyles
Health-conscious consumers are opting for canned beverages over sugary bottled drinks, which offer flexibility, portability, and cost-effectiveness for refreshing drinks while on-the-go.
Industry implications
What the Diversified Nitro trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The beverage industry is consistently adapting to the ever-changing preferences and tastes of consumers searching for unique and textural drinking experiences, outside of pre-existing traditional options like cola and coffee.
For
CPG Industry
Consumer Packaged Goods companies are adapting to provide all-encompassing options for consumers who are becoming more conscious of aspects like presentation, texture and experience when choosing what to eat or drink.
For
Plant-Based Beverage Industry
The trend of oat milk's immense popularity has inspired many brands to launch their own lines of oat milk beverages, as well as plenty of ready-to-drink coffee and tea lattes with oat milk as a nourishing and creamy plant-based substitute for milk.
Workshop question
How could your brand take an all-encompassing approach to its customers' retail or product experience?
Trend signals
Trend signals for Diversified Nitro
Trend score 3.0 out of 10, from popularity 48%, activity 33%, freshness 8%.
Popularity48%
Activity33%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Diversified Nitro trend
6 featured examples from Sep 4, 2018 to Mar 21, 2019CategoryLifestyle
Chocolatey Cold Foam Drinks
Starbucks is Debuting a Cold Foam Dark Cocoa Nitro Drink This Fall
The beverage industry can capitalize on the trend of cold foam drinks by creating innovative and customizable foam options that enhance the overall sensory experience of a beverag…
CategoryLifestyle
Nitrogen-Infused Thai Teas
B Sweet Makes Its Ready-to-Drink Nitro Tea in a Can with Oat Milk
Innovate and expand the beverage industry by exploring new ingredients and methods to create unique and healthier drink options.
CategoryLifestyle
Nitrogen-Infused Soft Drinks
Nitro Pepsi Takes Cues from Smooth Nitro Craft Beer & Coffee
The nitrogen-infused soft drink trend opens up opportunities for beverage companies to expand their product offerings and tap into the growing demand for unique and innovative dri…
CategoryLifestyle
Canned Coconut Milk Lattes
Bold Brew's New Line Pairs Nitro Cold Brew Coffee with Coconut Milk
The new line of canned coconut milk lattes taps into the thriving beverage industry by offering a unique and convenient coffee-based alternative.
CategoryLifestyle
Horchata Cold Brew Cans
Cuvée Coffee's Newest Cold Brew is Infused with Cinnamon and Vanilla
Exploring new flavor profiles and innovative brewing techniques within the coffee and tea industry.
CategoryLifestyle
Velvety Smooth Nitro Beers
The BrewDog Jet Black Heart Has a Rich Mouthfeel and Vanilla Flavor
In the craft beer industry, the trend of producing nitro beers with velvety mouthfeel and rich flavors presents an opportunity for breweries to differentiate themselves and cater…
