CPG and QSR brands are offering metabolism-boosting beverages
Trend - Brands in the beverage space are offering metabolism-boosting benefits for everyday use, rather than for physical activity-specific purposes alone. These products prioritize both flavor and function, thus catering to a range of consumers rather than only those who prioritize weight-loss or fitness.
Insight - "Weight loss" branding shifts to general wellness and health as consumers' use of social media has introduced them to the "body positive" movement where general physical health is considered to be more important than being thin. Thus, consumers are no longer seeking out promises of losing weight quickly. Instead, they're turning to foods, beverages, and supplements that offer them health-related benefits that can be sustained long-term. By combining nutritious ingredients with long-term promises rather than quick fixes, brands are able to gain the trust of health-minded customers.
Insight - "Weight loss" branding shifts to general wellness and health as consumers' use of social media has introduced them to the "body positive" movement where general physical health is considered to be more important than being thin. Thus, consumers are no longer seeking out promises of losing weight quickly. Instead, they're turning to foods, beverages, and supplements that offer them health-related benefits that can be sustained long-term. By combining nutritious ingredients with long-term promises rather than quick fixes, brands are able to gain the trust of health-minded customers.
Workshop Question - How could your company rebrand its promises in a way that's trustworthy to its customers?
Trend Themes
1. General Wellness and Health Branding - Brands are shifting to promote overall health rather than weight loss alone to meet demand from consumers prioritizing sustained health benefits over quick fixes.
2. Functional Wellness Beverages - Beverage brands are offering functional wellness-related ingredient combinations, such as metabolism-boosting or immunity-enhancing drinks, to cater to health-minded consumers.
3. Convenient and Nutritious Powdered Beverages - Brands are creating powdered beverages for convenience, featuring nutritious ingredients that benefit metabolism, digestion, inflammation, and anti-aging, as well as stabilize blood sugar levels.
Industry Implications
1. Food and Beverage - F&B industry professionals can innovate by creating metabolism-boosting ingredients and blends that are sustainable, effective, and flavorful.
2. Fitness - Fitness industry professionals can collaborate with F&B companies to offer metabolism-enhancing supplements, workout plans, and meal replacement options that cater to an increasingly health-focused consumer base.
3. Wellness - Wellness industry professionals can capitalize on the trend of consumers prioritizing overall health and well-being over just weight loss, by offering holistic health services and products that align with this shift in priorities.
