Category
Lifestyle
Assisted Choices
Trend cluster
Category
Experiential
Beverage
Extravagantly topped iced beverages provide a hybridized dessert experience.
2.9
Trend score
Trend
What is the Experiential Beverage trend?
Experiential Beverage: Satisfying the desire for both Instagram-worthy treats and over-the-top iced beverage experiences, fast food brands are releasing an array of increasingly creative products that incorporate actual dessert components. This progression highlights that in addition to cheat day culture, consumers are willing to experiment with hyper-indulgent desserts based on the relationship between such experiences and social facilitation.
Trend themes
Themes within the Experiential Beverage trend
Three behaviours holding the trend together01
Hyper-indulgent Desserts
Fast food brands are releasing an array of increasingly creative products that incorporate actual dessert components.
02
Novel Texture Combinations
The KFC Japan Krushers Aloe & Muscat drink consists of a variety of ingredients to produce a truly unique beverage experience.
03
Unlikely Beverage Combinations
Reguistea offers cheese-topped teas, a beverage with an unusual flavor that is immensely popular in Asian countries.
Industry implications
What the Experiential Beverage trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
There are immense opportunities to create hyper-indulgent desserts and novel texture combinations for drinks in the food and beverage industry.
For
Social Media Industry
The link between extravagant and Instagram-worthy treats, and social facilitation presents huge marketing opportunities for social media influencers and marketing agencies.
For
Hospitality Industry
Hotels and cafes should consider incorporating innovative ingredients and techniques in their drinks to provide unique experiences for customers in the hospitality industry.
Workshop question
What relationship does your product have with the concept of indulgence? Could you better utilize this?
Trend signals
Trend signals for Experiential Beverage
Trend score 2.9 out of 10, from popularity 39%, activity 40%, freshness 8%.
Popularity39%
Activity40%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Experiential Beverage trend
5 featured examples from Apr 6 to Jun 3, 2017CategoryMarketing
Cheese-Topped Teas
Reguistea Offers Beverages Made With Unlikely Ingredients
Incorporating cheese and other unexpected ingredients in traditional beverages can create an opportunity to innovate within the beverage industry.
CategoryLifestyle
Patriotic Coffee Creations
Starbuck's American Cherry Pie Frappuccino is Only Available in Japan
The American Cherry Pie Frappuccino exemplifies the potential for the food and beverage industry to continuously innovate and create new taste experiences that entice consumers an…
CategoryLifestyle
Donut-Topped Milkshakes
This Peace Collective Drink Celebrates National Donut Day
Innovate and experiment with creative ingredients, flavors, and presentations to create unique dining experiences and capture consumer attention.
CategoryLifestyle
Cake-Topped Blended Drinks
The Chocolate Cake Top Frappuccino is Available Only at Starbucks Japan
Starbucks' release of the Chocolate Cake Top Frappuccino represents an opportunity for companies in the beverage industry to offer unique and exciting blended drink options that a…
CategoryLifestyle
Crumble-Topped Yogurt Drinks
The KFC Japan Krushers Aloe & Muscat is a Sweet Drink with Texture
Opportunity for beverage companies to experiment with new flavor combinations and textures.
