Category
Lifestyle
Assisted Choices
Trend cluster
Category
Elevated
Beverage
Brands are elevating the aesthetic and recipes of traditional Latin beverages.
4.0
Trend score
Trend
What is the Elevated Beverage trend?
Elevated Beverage: Contemporary brands are reimagining the packaging aesthetic and formulas of traditional Latin beverages such as agua frescas, horchata, and tepache. In doing so, these companies position themselves to better target Latinx Millennials.
Insight
The consumer insight behind the Elevated Beverage trend
When it comes to food and beverage choices, Millennial consumers are notorious for prioritizing modern aesthetics and elevated recipes that reflect both their identity and their sense of style. Since the North American market is identified as a “melting pot” of cultural expressions, young consumers of different ethnicities are creating a demand for options that they can indulge in, while feeling some connection and even nostalgia for their roots.
Trend themes
Themes within the Elevated Beverage trend
Three behaviours holding the trend together01
Elevated Latin Beverages
Contemporary brands are reimagining the packaging aesthetic and formulas of traditional Latin beverages such as agua frescas, horchata, and tepache to better target Latinx Millennials.
02
Fermented Probiotic Beverages
There is increasing demand for flavorful, low-calorie, and probiotic-rich beverages like Tepache that appeal to health-conscious consumers seeking an alternative to sugary drinks.
03
Real Fruit, Ready-to-Drink Beverages
Ready-to-drink aguas frescas are gaining popularity for their tasty blend of fruits, water, and sugar. The appeal is amplified for those seeking a convenient and healthy drink experience with added vitamins and electrolytes.
Industry implications
What the Elevated Beverage trend means for industry
Where the trend changes the playbookFor
Beverage Industry
Innovation opportunities lie within the beverage industry to explore the use of traditional ingredients and preparation techniques in modern products that satisfy the demands of diverse consumers.
For
Health Food Industry
Disruptive innovation opportunities exist for the health food industry to create tasty and healthy beverages that incorporate prebiotics, probiotics, vitamins and low calories to appeal to mainstream health-conscious consumers.
For
Packaging Industry
The packaging industry has an opportunity to offer modern and aesthetically pleasing designs for traditional beverages, appealing to Millennial consumers who prioritize modern designs and appealing aesthetics.
Workshop question
Conceptualize a product that combines modern aesthetics with cultural tradition.
Trend signals
Trend signals for Elevated Beverage
Trend score 4.0 out of 10, from popularity 63%, activity 48%, freshness 10%.
Popularity63%
Activity48%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Elevated Beverage trend
4 featured examples from Nov 17, 2020 to Apr 30, 2021CategoryMarketing
Ready-to-Drink Aquas Frescas
Agua Bonita Boasts Two Impactful Flavors in Modern Packaging
The beverage industry can tap into health-conscious consumers' demands for innovative and better-for-you beverage options.
CategoryMarketing
Tropically Flavored Probiotic Beverages
These New Big Easy Bucha Tepache Drinks are Tasty
Disruptive innovation opportunity: Incorporate probiotics into different beverage products to tap into the growing demand for functional and health-enhancing drinks.
CategoryLifestyle
Fermented Pineapple Beverages
De la Calle Puts a Fresh Spin on Traditional Mexican Tepache
De la Calle's pineapple probiotic drink and its rising popularity highlights opportunities for innovation in the beverage industry, particularly with the growing trend towards hea…
CategoryMarketing
Horchata Cold Brew Coffees
Bandida Boasts an Aesthetically Pleasing On-the-Go Beverage
Beverage companies can leverage the popularity of cold brew coffee and incorporate unique flavors and ingredients to differentiate their products from competitors.
