Category
Lifestyle
Assisted Choices
Trend cluster
Category
Ritual
Mimicry
A convergence of drinking and wellness cultures invites the borrowing of rituals.
4.1
Trend score
Trend
What is the Ritual Mimicry trend?
Ritual Mimicry: As consumers look to live up to contemporary wellness expectations prescribed by a predominantly social media-driven fitness lifestyle subculture, new beverage experiences are emerging that see the borrowing of drinking rituals repurposed with health-focused experiences and vice versa. In addition to reaffirming the influential nature of the cult of health and wellness on the leisure preferences of average consumers, this shift speaks to a shared cultural commitment to preventative health maintenance as an essential component of self-care.
Trend themes
Themes within the Ritual Mimicry trend
Three behaviours holding the trend together01
Wellness-Inspired Cocktails
Consumers are seeking healthier alternatives to sugary alcoholic beverages, and businesses are now producing vegetable or vitamin-infused cocktails to improve health.
02
Collaborative Mixology
Collaborations between distilleries and bartenders are allowing for unique, locally-sourced ingredients in hand-crafted cocktails.
03
Healthy Imbibing
Consumers are increasingly looking for ways to reduce the guilt associated with traditionally high sugar and calorie alcoholic beverages. Low-calorie, nutrient-rich cocktail mixers and menus cater to this growing demand.
Industry implications
What the Ritual Mimicry trend means for industry
Where the trend changes the playbookFor
Food & Beverage
F&B businesses are making changes to menus to accommodate consumers' growing demand for health-focused cocktail offerings.
For
Hospitality
Mixologists are working with hotels, bars, and restaurants to develop and offer uniquely tailored, locally sourced and healthy cocktails.
For
Marketing
Brands and companies are finding ways to define their offerings as healthy, eco-conscious and locally responsible to the health-conscious and health-seeking consumers.
Workshop question
What seemingly paradoxical industry could your brand borrow rituals from?
Trend signals
Trend signals for Ritual Mimicry
Trend score 4.1 out of 10, from popularity 66%, activity 48%, freshness 8%.
Popularity66%
Activity48%
Freshness8%
Audience
50%Men
50%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 Ritual Mimicry trend
6 featured examples from May 2 to Nov 29, 2016CategoryLifestyle
Alcoholic Juice Bars
This Juice and Smoothie Bar Switches to Serving Healthy Cocktails at Night
The food and beverage industry can capitalize on the trend of alcoholic juice bars by offering health-focused ingredients and menu options to attract health-conscious consumers.
CategoryLifestyle
Healthy Celery Cocktails
This Celery Gimlet Offers a Healthier Alternative to Sugary Drinks
Distilleries and beverage companies can take advantage of the trend towards healthier drinking by creating vegetable-based cocktails and promoting them as a healthier alternative…
CategoryLifestyle
Health-Oriented Cocktail Menus
PRESS Developed "London’s 'Healthiest' Cocktail Menu"
Cold-pressed juice companies can collaborate with distilled spirit brands to create health-oriented cocktail menus.
CategoryLifestyle
Collaborative Botanical Cocktails
Botanist Gin is Serving Wild Cocktails at Selfridges Restaurants
The hospitality industry can take advantage of the botanical cocktail trend by incorporating unique and natural flavor profiles into their beverage offerings.
CategoryLifestyle
Mood-Boosting Cocktails
Barts is Serving Alcoholic Cocktail Drinks That are Rich in Serotonin
Opportunity for cocktail bars to differentiate themselves and attract customers by offering mood-boosting cocktails containing ingredients rich in serotonin.
CategoryLifestyle
Vitamin-Infused Cocktail Mixers
'Ficks Premium Cocktail Mix' Contains Summery Flavors
The beverage industry can explore the development of vitamin-infused cocktail mixers that cater to health-conscious consumers.
