Pea protein is used as a base for different beverages
Trend - The rise of pea protein use in supplements and snacks – to enhance the health and wellness of consumers – has now extended to the beverage industry. These plant-based products are able to cater to more niche diets, while also offering foodie consumers distinct alternative beverages to experiment with.
Insight - Many consumers, particularly those in the Millennial and Gen Z demographics, are interested in shifting to a more plant-based lifestyle, driven by both perceived health benefits and as a way to reduce their environmental impact on the world. These demographics are also motivated by novelty, leading to an openness to new and unexpected alternatives to animal-based products.
Insight - Many consumers, particularly those in the Millennial and Gen Z demographics, are interested in shifting to a more plant-based lifestyle, driven by both perceived health benefits and as a way to reduce their environmental impact on the world. These demographics are also motivated by novelty, leading to an openness to new and unexpected alternatives to animal-based products.
Workshop Question - How could your brand cater to niche and mainstream consumer interests simultaneously?
Trend Themes
1. Rise of Plant-based Products - Consumers, particularly Millennials and Gen Z, are interested in shifting to a more plant-based lifestyle, driven by perceived health benefits and to reduce their environmental impact on the world.
2. Expansion of Pea Protein Use - Pea protein is being used as a base for different beverages, including protein shakes, milk alternatives, and snack drinks, due to its health benefits and an increase in demand for plant-based products.
3. Convenient, Hydrating Snack Beverages - The launch of protein and coconut drinkable snacks that are full of plant-based pea, sunflower, and pumpkin proteins, is creating convenient options for consumers to bridge gaps between meals and promote fullness.
Industry Implications
1. Food and Beverage Industry - The rise of plant-based products and pea protein use affect the food and beverage industry as consumers are looking for more options, driving innovation and new product development.
2. Wellness and Fitness Industry - Convenient, high-protein snack beverages that are also plant-based create disruptive innovation opportunities for the wellness and fitness industry and can attract consumers looking for healthier options on-the-go and after workouts.
3. Sustainable and Environmental Industry - The increase in demand for plant-based products and sustainable packaging creates disruptive innovation opportunities for businesses to reduce their carbon footprint and appeal to environmentally-conscious consumers.
