# Pod Beverage Pea protein is used as a base for different beverages. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Sep 4, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/pod-beverage ## Key Figures - Trend score: 4.2/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Dec 31, 2017 to Sep 18, 2019 - Published: Sep 4, 2018 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Pod Beverage trend ### 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. ### 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. ### 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. ## What the Pod Beverage trend means for industry ### For 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 for Pod Beverage Trend score 4.2 out of 10, from popularity 67%, activity 51%, freshness 9%. - Popularity: 67% - Activity: 51% - Freshness: 9% ## Examples of the Pod Beverage trend 6 featured examples from Dec 31, 2017 to Sep 18, 2019. - [Plant-Based Probiotic Drinks](https://www.trendhunter.com/trends/plantiful): Lifeway Foods' Plantiful Features Live Active Vegan Kefir Cultures (Category: Lifestyle) Implication: The development of plant-based probiotic drinks opens up opportunities for disruptive innovation in the vegan food products industry. - [Drinkable Oat Yogurts](https://www.trendhunter.com/trends/oatgurt): Hälsa Oatgurt is Free From Soy, Dairy, Gums, Carrageenan and More (Category: Lifestyle) Implication: Opportunity for companies to tap into the growing demand for dairy-free options by offering oat-based yogurt products like Hälsa Oatgurt. - [Superfood Pea Milks](https://www.trendhunter.com/trends/ripple-plant-milk): Ripple Plant Milk Now Comes in Matcha, Turmeric and Acai (Category: Lifestyle) Implication: The plant-based food industry can expand their product lines to include superfood beverages made from high protein alternative sources. - [Fiber-Infused Plant Protein Shakes](https://www.trendhunter.com/trends/plantbased-protein-shake): The OWYN Plant-Based Protein Shakes are Non-GMO (Category: Lifestyle) Implication: The food and beverage industry can incorporate plant-based protein options into their product offerings. - [Pea Protein Milk Alternatives](https://www.trendhunter.com/trends/pea-protein-milk): Suja Launched a Non-Dairy Pea Protein Milk Range (Category: Lifestyle) Implication: 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. - [Plant-Based Snack Drinks](https://www.trendhunter.com/trends/snack-drink): Harmless Harvest's Protein & Coconut Drinks Bridge Gaps Between Meals (Category: Lifestyle) Implication: 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… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)