Hybridized takes on kombucha make the beverage more accessible
Implications - As consumers who may consider themselves adjacent to the new culture of wellness and self-care get familiar with the benefits of fermentation, experimental takes on kombucha are emerging in order to both explore new flavor combinations and expand on its healthful aspects. This shift demonstrates the interest in exploring new health-driven products hybridized with more familiar flavors and ingredients.
Workshop Question - What familiar experiences can you incorporate into more cutting edge products or services in order to engage customers uneasy about trying new things?
Trend Themes
-
Hybridized Flavors — Consumers are interested in trying new health-driven products hybridized with more familiar flavors and ingredients.
-
New Craft Brews — The convergence of health culture and global beer culture has given rise to beer-inspired kombucha beverages and other unique hybrids.
-
Activated Charcoal — Activated charcoal is revered for its powerfully detoxifying properties, as well as the visual appeal it adds to beverages.
Industry Implications
-
Food and Beverage — The food and beverage industry can experiment with hybridized products and activated charcoal as a key ingredient in creating new products.
-
Alcohol — Alcohol industry professionals can experiment with alcoholic kombucha tonics and other kombucha-beverage hybrids.
-
Wellness — The wellness industry can capitalize on consumers' interest in kombucha's health benefits and explore new ways to incorporate it into products.
