# Savory Refreshment Consumers turn to savory offerings to satisfy multiple cravings. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Mar 2, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/savory-refreshment ## Key Figures - Trend score: 3.3/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 1, 2016 - Published: Mar 2, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Savory Refreshment trend ### Savory Beverages Consumers desire products that will satisfy multiple cravings in one go as well as keep them full for longer. ### Unusual Ingredient Combinations Consumers are craving and responding well to non-traditional ingredient duos that yield complex flavors and textures. ### Vegetable-based Drinks The market is showing a move towards vegetable-based drinks, with the re-imagining of traditional savory dishes as beverages. ## What the Savory Refreshment trend means for industry ### For 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 for Savory Refreshment Trend score 3.3 out of 10, from popularity 40%, activity 50%, freshness 8%. - Popularity: 40% - Activity: 50% - Freshness: 8% ## Examples of the Savory Refreshment trend 4 featured examples from Mar 1, 2016. - [Salty Kombucha Tea Blends](https://www.trendhunter.com/trends/organic-kombucha): This Variety of Organic Kombucha is Made with Savory Ingredients (Category: Lifestyle) Implication: Manufacturers can explore producing new kombucha blends as a part of their beverage product portfolio. - [Nutritious Gazpacho Drinks](https://www.trendhunter.com/trends/drinkable-gazpacho): This Line of Drinkable Gazpacho Provides an Alternative to Sweet Drinks (Category: Lifestyle) Implication: 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… - [Cocoa Avocado Drinks](https://www.trendhunter.com/trends/rock-salt-cheese): Sharetea's Avocado Rock Salt Cheese Drink is Part Salty, Part Sweet (Category: Lifestyle) Implication: Chance for beverage companies to create unique and innovative drink recipes. - [Savory Vegetable Teas](https://www.trendhunter.com/trends/vegetable-teas): These Teas are Made from Organic Vegetables, Wild Herbs and Spices (Category: Lifestyle) Implication: The beverage industry should explore the opportunities for creating unique and healthy vegetable-infused drink options to cater to consumers' shifting preferences. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)