Beverages are marketed as being conducive to specific physical outcomes
Implications - Moving a step beyond simply improving consumers' health overall, beverages are being marketed as functional products that solve specific physical ailments consumers are facing. Creating a sense of personalization and catering to consumers' desire to enhance their wellness, this shift reflects a change in how consumers view food and beverage products more broadly, specifically as a means to bringing them closer to who they want to become.
Workshop Question - How could you market your product as it relates to consumers' desired version of themselves?
Trend Themes
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Functional Beverages — Beverages are focusing on solving specific physical ailments with functional products.
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Personalization in Wellness — Consumers view food and beverage products as a means to bringing them closer to who they want to become.
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Use of Medicinal Herbs and Spices — Brands are incorporating herbs and spices to create functional plant-based tonics.
Industry Implications
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Food and Beverage — Companies are exploring functional products catering to consumers' desire to enhance their wellness.
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Supplements Industry — There is a growing number of functional food and beverage products that promote relaxation, support healthy sleep, and provide energy boosts.
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Alternative Medicine — Brands are using medicinal herbs and spices from different traditions to create functional plant-based tonics.
