Category
Lifestyle
Serial Snacking
Trend cluster
Category
Drinkable
Garden
Moving beyond health, fresh botanical ingredients take over beverages.
4.4
Trend score
Trend
What is the Drinkable Garden trend?
Drinkable Garden: Though traditional bitters are a staple in mixology, taking this a step further with fresh herbs and fruit makes for more interesting flavor profiles, while catering to the health-conscious movement. Focused on both flavor and aesthetic, unabashedly freshly picked components of cocktails and non-alcoholic beverages communicate prestige in health and taste, while appealing to a seasonality that boosts exclusivity.
Trend themes
Themes within the Drinkable Garden trend
Three behaviours holding the trend together01
Fresh Botanical Beverages
Moving beyond traditional ingredients, herbs and fruit are becoming increasingly popular in the mixology world for both aesthetic and health reasons, creating new flavor profiles and opportunities for exclusivity.
02
Functional Vegetable Beverages
With their high vitamin and nutrient content, vegetable-based beverages are creating a new category in the functional drink market, offering hydration, support for weight loss, and other health benefits.
03
Natural & Mythological Branding
Inspired by mythology and natural ingredients, juice brands are standing out with artisanal branding, offering dynamics flavors and a more personalized drinking experience.
Industry implications
What the Drinkable Garden trend means for industry
Where the trend changes the playbookFor
Beverage Industry
Companies can create unique drinks with unconventional ingredients such as herbs and vegetables, and offer customers new flavor experiences.
For
Functional Drink Industry
Vegetable-based drinks can offer health-conscious consumers a healthier alternative with added benefits such as nutrient content and hydration.
For
Marketing and Branding Industry
Juice brands can differentiate themselves by incorporating natural and mythological elements into their branding, creating an authentic and artisanal image.
Trend signals
Trend signals for Drinkable Garden
Trend score 4.4 out of 10, from popularity 64%, activity 59%, freshness 8%.
Popularity64%
Activity59%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Drinkable Garden trend
5 featured examples from Aug 10, 2016 to May 3, 2017CategoryLifestyle
Isolated Micronutrient Vegetable Juices
Drink Your Veggies Offers a Healthy Alternative to Juices
Juice manufacturers can capitalize on the trend towards healthier drink options by incorporating more vegetable-based products into their line-up.
CategoryLifestyle
Rustically Branded Juices
The Brand 'Leaf Garden' Offers Flavorful Botanical Infusions
The beverage industry can utilize mythology and all-natural ingredients to create unique and compelling products that differentiate themselves from competitors and appeal to consu…
CategoryLifestyle
Beet-Based Sport Shots
The 'Beet It' Sport Shots Offer an All-Natural Way to Intake Nitrate
Companies in the sports supplements industry can incorporate natural sources of nitrates into their products to meet the demand for all-natural performance enhancing supplements.
CategoryLifestyle
Hunger-Quenching Vegetable Blends
The Roots Collective Juices Make It Easier to Eat More Greens
The beverage industry can explore disruptive opportunities by leveraging the trend of plant-based beverages and developing unique vegetable-based products that offer healthy alter…
CategoryLifestyle
Lettuce-Based Tea Beverages
'Lettuce Organic Teas' Combine Black Tea and Vegetable Juice
There is an opportunity for companies in the beverage industry to experiment with the use of vegetables, such as lettuce, in their drink formulations in response to the growing de…
