Cognitive and semi-psychedelic ingredients become more commonplace in drinks
Trend - Cognitive and sometimes even semi-psychedelic ingredients are becoming more commonplace in the beverage industry. Often referred to as euphorics, ingredients such as CBD, mushrooms, GABA, and more are seen as alcohol alternatives for a new generation who are less interested in traditional drinking experiences.
Insight - Euphorics are an ideal alcohol alternative -- or addition to alcohol -- for the younger generation. Unlike their predecessors, this generation seeks a different experience less akin to traditional partying and is more focused on self-discovery, a sense of peace, and mood-boosting. This is especially attractive given many of the ingredients in the euphoric category are shown to improve mood management long-term. This is more relevant in the post-COVID world as the pandemic created psychological strife across generations.
Insight - Euphorics are an ideal alcohol alternative -- or addition to alcohol -- for the younger generation. Unlike their predecessors, this generation seeks a different experience less akin to traditional partying and is more focused on self-discovery, a sense of peace, and mood-boosting. This is especially attractive given many of the ingredients in the euphoric category are shown to improve mood management long-term. This is more relevant in the post-COVID world as the pandemic created psychological strife across generations.
Workshop Question - How are you providing consumers with a sense of peace and positivity in the post-Pandemic world?
Trend Themes
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Euphoric Beverages — Cognitive and semi-psychedelic ingredients are becoming more commonplace in the beverage industry as alcohol alternatives for Generation Z.
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Adaptogenic Ingredients — Functional drinks with adaptogenic ingredients like mushrooms are gaining popularity as a way to manage stress, increase focus and energy.
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CBD Beverages — CBD-infused beverages offer a relaxing alternative to alcohol-based drinks.
Industry Implications
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Functional Beverages — Functional beverages are becoming more popular as consumers seek out health benefits from their drinks.
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Psychedelics — Psychedelics are gaining traction as a way to promote mental wellness and creativity.
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CBD — The CBD industry is rapidly expanding, with products ranging from beverages to skincare.
