The botanical beverage craze focuses on hibiscus for added health
Implications - The versatility of botanical ingredient hibiscus is proving to be a staple in emerging beverage experiences that aim to add value with layers of healthful floral elements. In addition to highlighting the subtle ways in which the health and wellness movement seeps into unexpected areas of consumer life, this shift speaks to the pursuit of complex, comforting food and beverage experiences that promote a feeling of experimentation.
Workshop Question - How can you add layers to the experience of your customers that look to satisfy a balance between new complex experiences and familiar comfortable ones?
Trend Themes
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Functional Botanicals — Botanical ingredients such as hibiscus are becoming a staple in emerging beverage experiences that aim to add value with layers of healthful floral elements. This opens up opportunities for businesses to develop products with functional benefits catering to the growing demand for wellness food and beverage products.
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Sustainable Cold-brewing — Cold brewing techniques are being recognized as a much more sustainable way of steeping tea and coffee. This creates innovative opportunities for manufacturers to use this technology to offer novel and unique beverages and products while contributing to the sustainable movement.
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Collaboration Marketing — Collaborations between well-known retailers and institutions can lead to specialty products that appeal to a segment of consumers looking for unique and exclusive experiences and products. This benefits both parties and can also contribute to a cause for the greater good.
Industry Implications
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Functional Beverages — Functional beverages are beverages that offer a benefit beyond hydration. With the growing demand for wellness-focused products, this industry can develop drinks infused with botanicals and unique flavors to cater to this trend.
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Sustainability & Eco-friendly Business — The shift towards sustainability, ethical sourcing, and environmentally friendly solutions is becoming increasingly relevant, giving companies the opportunity to create disruptive innovations in this area to appeal to conscious consumers and reduce their impact on the planet.
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Specialty Beverages — The Specialty Beverages industry can create unique and bespoke experiences through collaborations with notable institutions and brands. Coupled with unique flavors and a focus on exclusivity, brands can appeal to a segment of consumers looking for unique and memorable experiences.
