Beverage brands turn to exotic ingredients for added nutritional value
Implications - Moving beyond traditional fruit flavors, beverage brands are turning to exotic alternatives to add greater nutritional optics to their products. Integrating ingredients like goji berries, cactus extract and fermented vegetables that not only add a new level of wellness, but more importantly boost a mystique that in most cases, trumps the consumer desire for health benefits. This speaks to the power of strategic branding and novelty.
Workshop Question - How could your brand create a perception of exoticism with regard to your offering?
Trend Themes
1. Exotic Ingredients - Beverage brands are using exotic ingredients to add greater nutritional optics to their products.
2. Functional Beverages - Companies producing functional beverages that promote health and wellness are becoming more popular among health-conscious consumers.
3. Drinking Vinegar - Drinking vinegars are becoming a popular alternative to soda for consumers interested in reducing their sugar intake.
Industry Implications
1. Beverage Industry - The beverage industry is being disrupted by companies producing healthier drinks with exotic ingredients.
2. Functional Foods Industry - The functional foods industry is seeing growth as consumers become more interested in products that promote health and well-being.
3. Packaging Industry - The packaging industry is being disrupted by the need for more portable and convenient options for drinks like coconut water and drinking vinegars.
