Category
Lifestyle
Assisted Choices
Trend cluster
Category
Pod
Beverage
Pea protein is used as a base for different beverages.
4.2
Trend score
Trend
What is the Pod Beverage trend?
Pod Beverage: 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
The consumer insight behind the Pod Beverage trend
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.
Trend themes
Themes within the Pod Beverage trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Pod Beverage trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
How could your brand cater to niche and mainstream consumer interests simultaneously?
Trend signals
Trend signals for Pod Beverage
Trend score 4.2 out of 10, from popularity 67%, activity 51%, freshness 9%.
Popularity67%
Activity51%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Pod Beverage trend
6 featured examples from Dec 31, 2017 to Sep 18, 2019CategoryLifestyle
Plant-Based Probiotic Drinks
Lifeway Foods' Plantiful Features Live Active Vegan Kefir Cultures
The development of plant-based probiotic drinks opens up opportunities for disruptive innovation in the vegan food products industry.
CategoryLifestyle
Drinkable Oat Yogurts
Hälsa Oatgurt is Free From Soy, Dairy, Gums, Carrageenan and More
Opportunity for companies to tap into the growing demand for dairy-free options by offering oat-based yogurt products like Hälsa Oatgurt.
CategoryLifestyle
Superfood Pea Milks
Ripple Plant Milk Now Comes in Matcha, Turmeric and Acai
The plant-based food industry can expand their product lines to include superfood beverages made from high protein alternative sources.
CategoryLifestyle
Fiber-Infused Plant Protein Shakes
The OWYN Plant-Based Protein Shakes are Non-GMO
The food and beverage industry can incorporate plant-based protein options into their product offerings.
CategoryLifestyle
Pea Protein Milk Alternatives
Suja Launched a Non-Dairy Pea Protein Milk Range
The food and beverage industry can benefit from incorporating pea protein milk alternatives into their product offerings, catering to the increasing demand for plant-based options.
CategoryLifestyle
Plant-Based Snack Drinks
Harmless Harvest's Protein & Coconut Drinks Bridge Gaps Between Meals
The launch of Harmless Harvest's Protein & Coconut drinks presents an opportunity for the plant-based food industry to innovate and create more innovative and nutritious plant-bas…
