Category
Lifestyle
Assisted Choices
Trend cluster
Category
Pouch
Consumption
Nutritious snack options in pouches are now marketed to adult consumers.
4.4
Trend score
Trend
What is the Pouch Consumption trend?
Pouch Consumption: Food brands are offering products in to-go snack pouches that are typically associated with children's food and snack products--but are instead being marketed to adults. Products in this space include everything from coffee-flavored protein pouches to gut-friendly liquid snacks.
Insight
The consumer insight behind the Pouch Consumption trend
When it comes to snack options, consumers are concerned with both convenience and health. Items that are the former aren't always nutritious, but this is changing as busy consumers demand that brands are more flexible in adapting to both their lifestyles and their nutritious needs.
Trend themes
Themes within the Pouch Consumption trend
Three behaviours holding the trend together01
Adult Snack Pouches
Food brands are offering snacks in to-go pouches typically associated with children's snack products but are instead marketed to busy adults.
02
Gut-Friendly Snacks
Food and beverage products are increasingly formulated with ingredients that support good bacteria in the gut and promote digestive health.
03
Convenient and Nutritious Food Packaging
Brands are creating packaging that allows for on-the-go consumption while also providing consumers with healthier and more nutritious options.
Industry implications
What the Pouch Consumption trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can adapt by introducing healthier and more convenient snacks that cater to busy, health-conscious consumers.
For
Packaging
The packaging industry can innovate by creating more convenient and portable options for food and beverage products that appeal to consumers on-the-go.
For
Health and Wellness
The health and wellness industry can explore new formulations and ingredients that promote gut health and support the general wellness of consumers.
Workshop question
How could your brand prioritize convenience for its customers?
Trend signals
Trend signals for Pouch Consumption
Trend score 4.4 out of 10, from popularity 66%, activity 54%, freshness 12%.
Popularity66%
Activity54%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Pouch Consumption trend
9 featured examples from Feb 15, 2019 to Jun 10, 2022CategoryLifestyle
Complete Vegetable Beverage Pouches
SaladPower Combines Healthy Ingredients with Convenience
Opportunity for companies to expand their product lines to cater to the growing demand for healthy and convenient vegetable-based drinks.
CategoryLifestyle
Brain-Boosting Peanut Butters
Brainiac Peanut Butter Blends are Enriched with Omegas & Choline
This industry can innovate by infusing more functional ingredients into everyday foods to better serve consumers who are prioritizing health and wellness.
CategoryMarketing
Digestion-Supporting Liquid Snacks
The Gutzy Organic Botanical Gut Health Snack is Plant-Based
Opportunity for food and beverage companies to create and market digestive health snacks
CategoryMarketing
Icelandic-Style Pouched Yogurts
The New Graham’s Skyr Pouches are Ideal for Enjoyment Anywhere
Exploring new packaging formats, such as pouches, can revolutionize the food packaging industry and cater to consumer preferences.
CategoryLifestyle
Portable Tropical-Flavored Fruit Pouches
GoGo squeeZ's Tropicalz are Made from 100% Fruit
The food and beverage industry sees a disruptive innovation opportunity in creating healthy, on-the-go snacks for busy consumers.
CategoryMarketing
Squeezable High-Protein Cheeses
These Primula Cheese Products are Arriving in Two Flavors
Opportunities for food processors to create new high-protein products with convenient packaging and unique flavors to cater to evolving consumer demand.
CategoryLifestyle
Stimulating Protein Pouch Supplements
The Fuel For Fire Coffee Smoothie Has 122 Calories Per Pack
Expand innovation in protein supplements and other nutritional products, exploring unique flavors and packaging designs to enhance convenience and appeal to health-conscious consu…
CategoryLifestyle
Gut-Friendly Snack Pouches
Gutzy Organic Pouches Contain Prebiotic Fiber to Support a Healthy Gut
The food and beverage industry can tap into the trend of gut-friendly snacks by developing innovative products that promote gut health and convenience.
CategoryLifestyle
Turmeric-Infused Coffee Pouches
Golden Milk Gold Coffee is Less Acidic Than Black Coffee
The beverage industry can explore more turmeric-based beverage offerings, particularly for those looking to move away from high-acid coffee options.
