Popular in the Caribbean, hibiscus is now being used as a flavor in North America
Trend - Hibiscus' use in the Caribbean as a flavor for different beverages has now spread to North America, with soda brands in-particular adopting the floral ingredient. The flower adds a more sophisticated, "natural" element to beverages that are typically considered unhealthy.
Insight - The "wellness" industry is evolving so that more consumers are focused on adding nutrition and healthy practices into their lives, rather than restricting themselves. This more forgiving form of self-care allows for indulgences, and consumers are likely to turn to brands that are able to balance indulgence with nutrition or health.
Insight - The "wellness" industry is evolving so that more consumers are focused on adding nutrition and healthy practices into their lives, rather than restricting themselves. This more forgiving form of self-care allows for indulgences, and consumers are likely to turn to brands that are able to balance indulgence with nutrition or health.
Workshop Question - How could your brand take a more balanced approach to wellness?
Trend Themes
1. Floral Ingredients - Trend of using floral ingredients like hibiscus to add a sophisticated, 'natural' element to indulgent beverages.
2. Functional Beverages - Shift towards functional beverages that balance indulgence with nutrition or health.
3. Sophisticated Non-alcoholic Beverages - Increasing demand for premium non-alcoholic beverages that offer complex flavor profiles and elegance comparable to alcoholic drinks.
Industry Implications
1. Wellness - Opportunity for the wellness industry to create products that balance indulgence with nutrition or health, and incorporate floral ingredients or other functional benefits.
2. Beverage - Opportunity for beverage industry players to leverage floral ingredients, functional benefits, and complex flavor profiles to create premium, sophisticated drinks that appeal to health-conscious consumers.
3. Alcohol Alternatives - Opportunity for the alcohol alternatives industry to create sophisticated, complex drinks that offer a premium experience comparable to alcoholic beverages.
