Drinks that are usually targeted to kids are revamped for older demographics
Trend - Items like chocolate milk, juice boxes or milkshakes have long been associated more with children's beverage categories than they have with adults. Brands in the beverage space are changing this with products that are revamped so they reflect the preferences of older demographics–whether in packaging, formulation, or both.
Insight - It's not necessarily that consumers simply outgrow certain food and beverage items that were staples in their childhoods, but that their priorities shift as they get older. As people age, elements like nutritional value, branding, and quality of ingredients are all considerations they take into account before making a purchase decision in the food and beverage space. Therefore, consumers are drawn to brands that are able to package those qualities and couple them with nostalgia.
Insight - It's not necessarily that consumers simply outgrow certain food and beverage items that were staples in their childhoods, but that their priorities shift as they get older. As people age, elements like nutritional value, branding, and quality of ingredients are all considerations they take into account before making a purchase decision in the food and beverage space. Therefore, consumers are drawn to brands that are able to package those qualities and couple them with nostalgia.
Workshop Question - How could your brand effectively capture both sophistication and nostalgia in its product/service?
