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 Generation Z coming into legal drinking age in the post-pandemic era. This youth generation seeks a different experience that is 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 Generation Z coming into legal drinking age in the post-pandemic era. This youth generation seeks a different experience that is 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
1. Euphoric Beverages - Cognitive and semi-psychedelic ingredients are becoming more commonplace in the beverage industry as alcohol alternatives for Generation Z.
2. Adaptogenic Ingredients - Functional drinks with adaptogenic ingredients like mushrooms are gaining popularity as a way to manage stress, increase focus and energy.
3. CBD Beverages - CBD-infused beverages offer a relaxing alternative to alcohol-based drinks.
Industry Implications
1. Functional Beverages - Functional beverages are becoming more popular as consumers seek out health benefits from their drinks.
2. Psychedelics - Psychedelics are gaining traction as a way to promote mental wellness and creativity.
3. CBD - The CBD industry is rapidly expanding, with products ranging from beverages to skincare.
