Category
Lifestyle
Serial Snacking
Trend cluster
Category
Consumption
Compromise
Consumers crave the familiarity of soda in a more health-conscious format.
1.1
Trend score
Trend
What is the Consumption Compromise trend?
Consumption Compromise: The rise of health-consciousness has vilified the consumption of carbonated, sugary drinks; however, consumers are still attracted to the familiar flavors associated with traditional sodas. In order to reconcile a newfound health-based approach to lifestyle with their favorite taste cravings, consumers are opting for naturally flavored sodas and beverages. Instead of abstinence, consumers are searching for compromise and balance when it comes to consumption.
Trend themes
Themes within the Consumption Compromise trend
Three behaviours holding the trend together01
Naturally flavored beverages
Consumers are opting for naturally-flavored sodas and beverages as a compromise between taste and health.
02
Healthy craft sodas
Brands are producing low calorie, all-natural craft sodas to make healthy soda options easily accessible, delicious and fun.
03
Alcoholic floats
Alcoholic float recipes are becoming popular, turning classic desserts into playful, adult beverages.
Industry implications
What the Consumption Compromise trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The beverage industry can incorporate naturally flavored beverages as a response to consumers' desire for healthier drink options.
For
Craft Soda Industry
Craft soda companies can create low calorie, all-natural soda options as a way to appeal to health-conscious consumers.
For
Alcohol Industry
The alcohol industry can incorporate alcoholic floats as a way to create playful and indulgent drink options.
Trend signals
Trend signals for Consumption Compromise
Trend score 1.1 out of 10, from popularity 17%, activity 9%, freshness 8%.
Popularity17%
Activity9%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Consumption Compromise trend
4 featured examples from Mar 10 to Mar 24, 2015CategoryLifestyle
Craft Citrus Sodas
Dewshine is Now Being Offered as a Craft Version of Mountain Dew
Craft citrus soda brands can capitalize on the growing demand for artisanal and natural beverages.
CategoryLifestyle
Organic Soda Alternatives
Rodale's Creates 5 Flavors of Naturally Sweetened Soda Syrup
Disruptive innovation opportunity: Exploit the growing demand for organic products by creating a new market segment focused on organic soda alternatives.
CategoryLifestyle
Healthy Craft Soda
Captains Neck & Co Produces Low Calorie, All-Natural Craft Sodas
An increasing number of craft soda brands are entering the market to satisfy growing demand for healthier and more natural drink options.
CategoryLifestyle
Alcoholic Float Recipes
This Whiskey Root Beer Float Turns a Soda Into a Delicious Cocktail
Alcohol and beverage industry can capitalize on millennials' desire for innovative alcoholic drinks that are new twists on traditional beverages.
