Category
Lifestyle
Assisted Choices
Trend cluster
Category
Neutral
Beverage
Beverage brands prioritize carbon-neutral or negative production.
4.2
Trend score
Trend
What is the Neutral Beverage trend?
Neutral Beverage: Brands in the beverage space are re-shifting production processes to reduce their impact on the environment--aiming for carbon-neutral or negative outputs. Brands attempting this include everything from water to alcohol beverages.
Insight
The consumer insight behind the Neutral Beverage trend
As consumers become aware of climate change and how brands fuel the problem, they increasingly expect that brands prioritize things like waste-reduction, carbon offsetting and environmentally friendly production. Consumers are left with few impactful choices when it comes to eco-friendly consumption, but they seek out brands that are making even small changes to improve.
Trend themes
Themes within the Neutral Beverage trend
Three behaviours holding the trend together01
Carbon-Neutral Production
Beverage brands are prioritizing carbon-neutral or negative production processes in response to growing eco-conscious consumer demands.
02
Sustainable Packaging
Eco-friendly packaging options such as fully recyclable cartons sourced from sustainable materials are being developed for the beverage industry.
03
Transition to Renewable Energy
Beverage brands are moving towards powering their production with 100% renewable electricity in order to reach net-zero carbon emissions.
Industry implications
What the Neutral Beverage trend means for industry
Where the trend changes the playbookFor
Beverage Production
The beverage industry can invest in sustainable production methods such as carbon-neutral processes and sustainable packaging options.
For
Renewable Energy
There is an opportunity in renewable energy to provide sustainable electricity options for beverage production facilities.
For
Climate Action and Sustainability Consulting
Consulting services for sustainable practices such as carbon-offsetting and waste-reduction can help the beverage industry meet consumer demands for eco-conscious consumption.
Workshop question
How is your brand prioritizing reducing its carbon output, or impact on the environment in general?
Trend signals
Trend signals for Neutral Beverage
Trend score 4.2 out of 10, from popularity 62%, activity 54%, freshness 9%.
Popularity62%
Activity54%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Neutral Beverage trend
4 featured examples from Apr 21 to Aug 25, 2020CategoryEco
Sustainably Crafted Carton Packaging
The Elopak Pure-Pak Imagine Beverage Carton is Eco-Friendly
There is an opportunity for companies in the packaging industry to create sustainable and eco-friendly packaging options for various products, such as beverages and food.
CategoryEco
Carbon-Negative Beer Brands
BrewDog Craft Brewery Has Made an Eco-Friendly Announcement
Craft breweries can follow BrewDog's lead and prioritize sustainability by becoming carbon-negative, investing in sustainable initiatives, and creating climate action programs to…
CategoryEco
Carbon-Neutral Water Brands
Evian Has Announced Carbon Neutrality Certified by the Carbon Trust
Potential for creating disruptive carbon-neutral brands and products in the bottled water industry.
CategoryEco
Carbon-Neutral Distilleries
Diageo's New Distillery Will Be One of the Largest in North America
Distillery companies could adopt carbon-neutral initiatives and renewable energy sources, as Diageo has demonstrated, to reduce their carbon footprint and provide sustainable prod…
