Category
Lifestyle
Assisted Choices
Trend cluster
Category
Savory
Refreshment
Consumers turn to savory offerings to satisfy multiple cravings.
3.3
Trend score
Trend
What is the Savory Refreshment trend?
Savory Refreshment: Beyond health marketability, savory beverages emerging on the market offer consumers a wider range of flavor, hitting sour, bitter, salty and even sweet notes at once. With consumers frequently skipping or replacing meals with smaller snacks, they desire products that will satisfy multiple cravings in one go as well as keep them full for longer. The well-informed modern consumer must factor both the immediate and long-term benefits of a product prior to consumption.
Trend themes
Themes within the Savory Refreshment trend
Three behaviours holding the trend together01
Savory Beverages
Consumers desire products that will satisfy multiple cravings in one go as well as keep them full for longer.
02
Unusual Ingredient Combinations
Consumers are craving and responding well to non-traditional ingredient duos that yield complex flavors and textures.
03
Vegetable-based Drinks
The market is showing a move towards vegetable-based drinks, with the re-imagining of traditional savory dishes as beverages.
Industry implications
What the Savory Refreshment trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Innovation opportunities abound in the creation of non-traditional ingredient pairings and savory substitutes for juices and other sweet beverages.
For
Health and Wellness Industry
Brands have a chance to reach conscious consumers with the creation of more nutritional alternatives to traditional sweet drinks.
For
Luxury Beverage Industry
Incorporating unusual ingredients and crafting a more visually appealing layered presentation presents opportunities to attract niche luxury consumers.
Workshop question
Where does your offering fit within the busy, on-the-go consumer's lifestyle?
Trend signals
Trend signals for Savory Refreshment
Trend score 3.3 out of 10, from popularity 40%, activity 50%, freshness 8%.
Popularity40%
Activity50%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Savory Refreshment trend
4 featured examples from Mar 1, 2016CategoryLifestyle
Salty Kombucha Tea Blends
This Variety of Organic Kombucha is Made with Savory Ingredients
Manufacturers can explore producing new kombucha blends as a part of their beverage product portfolio.
CategoryLifestyle
Nutritious Gazpacho Drinks
This Line of Drinkable Gazpacho Provides an Alternative to Sweet Drinks
Beverage companies have an opportunity to create and market more drinkable vegetable-based products, like cho, to appeal to health-conscious consumers looking for alternatives to…
CategoryLifestyle
Cocoa Avocado Drinks
Sharetea's Avocado Rock Salt Cheese Drink is Part Salty, Part Sweet
Chance for beverage companies to create unique and innovative drink recipes.
CategoryLifestyle
Savory Vegetable Teas
These Teas are Made from Organic Vegetables, Wild Herbs and Spices
The beverage industry should explore the opportunities for creating unique and healthy vegetable-infused drink options to cater to consumers' shifting preferences.
