Category
Lifestyle
Assisted Choices
Trend cluster
Category
Imperfect
Beverage
Brands in the beverage space use "imperfect" produce as main ingredients.
3.7
Trend score
Trend
What is the Imperfect Beverage trend?
Imperfect Beverage: Beverage brands in both alcohol and wellness-related industries are using "imperfect" fruits and vegetables to create their products. This shift can be observed in everything from imperfect fruit and vegetable-made sparkling waters, to cocktails made from repurposed waste.
Insight
The consumer insight behind the Imperfect Beverage trend
Consumers are increasingly aware of the amount of food waste that's produced by modern consumption habits, and in an attempt to mitigate this issue, they're turning to products and services that repurpose food waste in different forms. The shift to reformatting imperfect foods makes them more aesthetically palatable for the average consumer, while also catering to those who intentionally purchase eco-consciously.
Trend themes
Themes within the Imperfect Beverage trend
Three behaviours holding the trend together01
Repurposing Imperfect Produce
Repurposing imperfect fruits and vegetables is driving innovation in beverage brands and resulting in sustainable products.
02
Awareness of Food Waste
Increasing consumer awareness of food waste is driving demand for products and services that repurpose discarded food into palatable and sustainable forms.
03
Mindful Approach
A mindful approach to food and beverage creation that minimizes waste and transforms edible items is gaining traction in the industry.
Industry implications
What the Imperfect Beverage trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can repurpose imperfect produce and implement sustainable practices to reduce waste and appeal to eco-conscious consumers.
For
Sustainability
The sustainability industry can partner with food and beverage companies to implement sustainable practices that minimize waste and reduce environmental impact.
For
Social Responsibility
The social responsibility industry can support initiatives that promote the repurposing of imperfect produce and sustainability practices in the food and beverage industry.
Workshop question
How could your brand reformat its product in a way that's eco-friendly?
Trend signals
Trend signals for Imperfect Beverage
Trend score 3.7 out of 10, from popularity 51%, activity 51%, freshness 9%.
Popularity51%
Activity51%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Imperfect Beverage trend
6 featured examples from Oct 27, 2017 to Nov 11, 2019CategoryEco
Kitchen Scrap Cocktails
XYST Serves Cocktails Made with Repurposed Ingredients
Restaurants, bars, and hotels can adopt sustainable cocktail practices to appeal to environmentally conscious consumers.
CategoryEco
Waste-Reducing Sparkling Water
Dash Water's Infused Beverages Contain "Wonky" Fruits & Vegetables
The food and beverage industry can explore opportunities to reduce waste and create innovative infused beverages.
CategoryEco
Repurposed Apple Ciders
'Wise Apple' Proudly Makes Sustainable Drinks with "Ugly Apples"
The packaging industry can explore eco-friendly alternatives and repurposed materials to meet the demand for sustainable packaging.
CategoryLifestyle
Charitable Watermelon Beverages
The WTRMLN WTR + Strawberry Mission Bottle Supports FoodCorps
The functional beverage industry can explore the potential of incorporating natural and unconventional ingredients to create innovative products that cater to health-conscious con…
CategoryEco
Repurposed Sparkling Fruit Drinks
Flawsome! Makes Refreshing Beverages with "Wonky Fruit"
The beverage industry has an opportunity to create healthier and more sustainable carbonated fruit drink options, by using wonky produce and promoting food waste reduction.
CategoryEco
Repurposed Grape Gins
Foxhole Spirits' Hyke Gin is Made with Discarded Supermarket Grapes
Craft distilleries can adopt the concept of repurposing discarded produce, such as grapes, to create unique and sustainable gin products.
