Category
Lifestyle
Assisted Choices
Trend cluster
Category
Healthy
Concentrate
Concentrated syrups that offer nutritious benefits are increasingly common.
3.3
Trend score
Trend
What is the Healthy Concentrate trend?
Healthy Concentrate: Concentrated syrups that are added to water or other beverages have long been associated with "junk" food, but this narrative is shifting with the creation of concentrated syrups that have nutritional benefits. These products come in a range of options, including kombucha and black tea.
Insight
The consumer insight behind the Healthy Concentrate trend
As consumers become more open to the types of food and beverage items they're willing to try, health remains an important consideration for many. Since many flavored CPG beverages tend to lack nutritional ingredients, consumers are drawn to the few that do promise both nutrition and enhanced flavor.
Trend themes
Themes within the Healthy Concentrate trend
Three behaviours holding the trend together01
Nut Milk Concentrates
The trend of concentrated healthy syrups can be applied to plant-based nut milk alternatives, creating opportunities for concentrate-based nut milk products that are organic, vegan, and free of preservatives or stabilizers.
02
DIY Kombucha Syrups
The trend of simplifying DIY fermented drinks can be applied to kombucha, creating tastier, healthier and more sustainable concentrate-based products that cut down on costs and packaging.
03
Fermented Superdrink Concentrates
The trend of healthy concentrated syrups can be applied to superdrinks that are centered around the traditional methods of fermentation, offering consumers with living, beneficial bacteria in the form of functional beverages.
Industry implications
What the Healthy Concentrate trend means for industry
Where the trend changes the playbookFor
Plant-Based Dairy Alternatives
The trend of healthy concentrates highlights the need for more fresh, organic, vegan, and preservative-free nut milk products.
For
Home Brewing & Carbonation
The trend of concentrate-based drinks provides opportunities for companies who specialize in home brewing tools and CO2 cartridges, as they can encourage consumers to make their own drinks at home.
For
Functional & Fermented Beverages
The trend of healthier, concentrated syrups provides opportunities for companies aiming at the functional and fermented beverages industry, as consumers are increasingly seeking more healthy options in their beverages.
Workshop question
How is your brand catering to the needs of health conscious consumers?
Trend signals
Trend signals for Healthy Concentrate
Trend score 3.3 out of 10, from popularity 48%, activity 41%, freshness 10%.
Popularity48%
Activity41%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Healthy Concentrate trend
6 featured examples from Jan 24, 2019 to Sep 15, 2021CategoryLifestyle
Concentrated Cold Brew Teas
Trader Joe’s Organic Cold Brew Black Tea Concentrate is Summer-ready
Disruptive innovation opportunity: Develop innovative products and flavors in the beverage industry to meet the demand for convenient and flavorful beverages like cold brew teas.
CategoryLifestyle
Mushroom-Elderberry Syrups
This Elderberry Plus Syrup Contains Superfood Mushroom Mycelium
Incorporate elderberry and superfood mushroom mycelium into health and wellness products for immune support.
CategoryLifestyle
Kombucha Syrup Concentrates
Soda Press Co.'s Newest Products Simplify DIY Kombucha
Soda Press Co.'s kombucha syrup concentrates could disrupt the health and wellness industry by offering an organic, probiotic and low-sugar beverage alternative to traditional fiz…
CategoryLifestyle
Fermented Superdrink Concentrates
JIN JIN is Made with Fruits, Vegetables, Mushrooms & Cultures
Fermented superdrinks can disrupt the traditional beverage industry by offering unique and healthful alternatives to mainstream drinks.
CategoryLifestyle
Nut Milk Concentrates
Modest Mylk's Nut Bases Help People Make Nut Milk at Home
The food and beverage industry can tap into the trend of plant-based beverages and offer innovative nut milk products.
CategoryLifestyle
Antioxidant-Rich Cherry Concentrates
Cheribundi's Tart Cherry Juice Concentrate Supports Recovery
The functional beverage industry can capitalize on the growing demand for post-workout recovery support by innovating and developing products with targeted ingredients, such as ta…
