Category
Lifestyle
Portable Mornings
Trend cluster
Category
Euphoric
Beverage
Cognitive and semi-psychedelic ingredients become more commonplace in drinks.
5.1
Trend score
Trend
What is the Euphoric Beverage trend?
Euphoric Beverage: 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
The consumer insight behind the Euphoric Beverage trend
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.
Trend themes
Themes within the Euphoric Beverage trend
Three behaviours holding the trend together01
Euphoric Beverages
Cognitive and semi-psychedelic ingredients are becoming more commonplace in the beverage industry as alcohol alternatives for Generation Z.
02
Adaptogenic Ingredients
Functional drinks with adaptogenic ingredients like mushrooms are gaining popularity as a way to manage stress, increase focus and energy.
03
CBD Beverages
CBD-infused beverages offer a relaxing alternative to alcohol-based drinks.
Industry implications
What the Euphoric Beverage trend means for industry
Where the trend changes the playbookFor
Functional Beverages
Functional beverages are becoming more popular as consumers seek out health benefits from their drinks.
For
Psychedelics
Psychedelics are gaining traction as a way to promote mental wellness and creativity.
For
CBD
The CBD industry is rapidly expanding, with products ranging from beverages to skincare.
Workshop question
How are you providing consumers with a sense of peace and positivity in the post-Pandemic world?
Trend signals
Trend signals for Euphoric Beverage
Trend score 5.1 out of 10, from popularity 81%, activity 57%, freshness 17%.
Popularity81%
Activity57%
Freshness17%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Euphoric Beverage trend
7 featured examples from Jun 3, 2021 to Aug 11, 2023CategoryLifestyle
Emotional Utility Beverages
These Canned Drinks Deliver Refreshment and a Euphoric Boost
The rise of enhanced beverages and the popularity of Emotional Utility Beverages highlight opportunities for innovation within the beverage industry.
CategoryPop Culture
Euphoric Booze-Free Beverages
Kin Euphorics Unveils the 'Kin Bloom' Adult Beverage
As mindfulness and conscious consumption play a bigger role in society, there is an opportunity for wellness companies to disrupt the traditional alcohol industry by creating heal…
CategoryLifestyle
Sparkling Mushroom Elixirs
Odyssey Elixirs' Drinks Enhance Energy and Focus with Adaptogens
Development of innovative and functional canned beverages with adaptogenic ingredients to meet the increasing demand for healthy drinks.
CategoryLifestyle
Functional Alcohol-Free Refreshments
Bonbuz Functional Fizz Helps to Elevate Mood, Energy and More
Innovating within the beverage industry to create functional, alcohol-free options that cater to changing consumer preferences.
CategoryLifestyle
Psychoactive Sparkling Waters
Psychedelic Water is a First-of-Its-Kind Legal Psychedelic Brand
The creation and popularity of unique psychoactive beverages offer opportunities for new product development, specialized packaging and unique distribution channels.
CategoryLifestyle
Confidence-Boosting Beverages
Confidence's Beverages Combine Six Functional Ingredients
The functional beverage industry can leverage Confidence's use of nootropics and adaptogens as a unique selling point in their products.
CategoryMarketing
Microdose-Friendly Enriched Cannabis Beverages
BRĒZ is Enriched with the Inclusion of Lion's Mane
The cannabis industry can explore the potential of enriched cannabis beverages to expand their product offerings and target health-conscious consumers.
