Category
Lifestyle
Portable Mornings
Trend cluster
Category
Drought-Friendly
Food and beverage brands offer products based in water-conserving ingredients.
4.3
Trend score
Trend
What is the Drought-Friendly trend?
Drought-Friendly: As climate change worsens, eco-friendly food and beverage products become more popular. Now, natural ingredients that can be made with limited quantities of water are being touted as drought-friendly options in the food and beverage space.
Insight
The consumer insight behind the Drought-Friendly trend
The impact of climate change is now more visible--and rising temperatures, droughts, pollution and natural disasters are increasingly causing eco-related anxiety among consumers. As people learn more about the issue, they're less satisfied with surface green branding claims from businesses, and more interested in those that are able to show their impact. When brands align themselves to specific and measurable environmental goals that people are familiar with, they're better able to gain the trust of the increasingly discerning eco-conscious consumer.
Trend themes
Themes within the Drought-Friendly trend
Three behaviours holding the trend together01
Drought-Friendly Ingredients
As climate change worsens, eco-friendly food and beverage products become more popular, and natural ingredients that can be made with limited quantities of water are being touted as drought-friendly options.
02
Sustainable Super Grains
To combat climate change, more sustainable super grains like sorghum are being used as ingredients in snack products, offering a drought-tolerant and nutritious alternative to traditional grains.
03
Water-Efficient Crops
Companies are utilizing water-efficient and drought-resistant crop options such as potatoes, cactus, and sorghum to reduce the water footprint of their products and combat droughts caused by climate change.
Industry implications
What the Drought-Friendly trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can focus on using drought-friendly ingredients and implementing water-conserving production practices to offer eco-friendly products and appeal to the growing number of eco-conscious consumers.
For
Farming and Agriculture
The farming and agriculture industry can shift towards growing water-efficient crops such as potatoes, cactus, and sorghum to combat droughts and help conserve water resources.
For
Brewing and Distilling
Breweries and distilleries can use water-efficient ingredients and production practices to create sustainable beer and liquor products that appeal to consumers concerned about the environment.
Workshop question
How could your brand better establish itself as protective of the environment?
Trend signals
Trend signals for Drought-Friendly
Trend score 4.3 out of 10, from popularity 64%, activity 47%, freshness 18%.
Popularity64%
Activity47%
Freshness18%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Drought-Friendly trend
6 featured examples from Oct 8, 2021 to Sep 24, 2023CategoryLifestyle
Sustainable Sorghum Snacks
Groovie Veggie Bites are Made with a Drought-Resistant Grain
Food and beverage companies can use sorghum as a healthy and sustainable alternative to other grains, creating a new line of snack products.
CategoryEco
Water-Conserving Beers
Sinagua Malt Has Saved 425 Million Gallons of Water with Its Efficient Crop
Agriculture businesses can innovate by developing crops and practices that help conserve water and prevent wastage.
CategoryEco
Climate-Friendly Cactus Snacks
Nemi Holisticks Use Drought-Resistant Nopal & Amaranth Seeds
Opportunity to expand the market for sustainable snacks by developing tasty, plant-based options made with climate-friendly ingredients.
CategoryEco
Climate-Friendly Protein Bars
ALOHA's Kona Bar is Made with Ultra-Sustainable Ponova Oil
The use of Ponova oil in ALOHA's Kona Bar offers a disruptive innovation opportunity for food manufacturers to explore the use of climate-resilient and sustainable ingredients in…
CategoryLifestyle
Climate-Friendly Rice Products
Enrich Foods is Selling New Climate-Friendly Rice
The food manufacturing industry can tap into the trend of climate-friendly rice to meet the growing demand for sustainable and eco-friendly products.
CategoryLifestyle
Sustainable Potato-Based Milks
Swedish Brand DUG Recently Launched a Plant Milk Made from Potatoes
Plant-based milk companies can adapt and develop their product lines using potato-based ingredients to appeal to environmentally conscious consumers who value resource-efficient f…
