Beverages infused with seawater are on the rise
Trend - The benefits of drinking seawater typically do not outweigh the dangers, however with the right filtration processes beverage brands are able to position this ingredient as key to the flavor and nutritional value of their products.
Insight - The food and beverage category is often oversaturated and consumers find themselves craving new products and experiences. By merging two typically unrelated ideas brands are able to appeal to consumers' sense of curiosity surrounding new ingredients and satisfy the preference for novelty ushered in by oddity-focused foodie culture.
Insight - The food and beverage category is often oversaturated and consumers find themselves craving new products and experiences. By merging two typically unrelated ideas brands are able to appeal to consumers' sense of curiosity surrounding new ingredients and satisfy the preference for novelty ushered in by oddity-focused foodie culture.
Workshop Question - How could your brand appeal to consumers with unlikely additions to its product/service?
Trend Themes
1. Seawater Infusion - Brands are infusing seawater into food and beverage products to create unique flavors and nutritional benefits
2. Zero Additives - Brands are promoting minimal intervention and zero additives in food and beverage products to appeal to consumers who prioritize clean and natural ingredients
3. Character Branding - Brands are using character branding in packaging and marketing to create emotional connections with consumers and differentiate from competitors
Industry Implications
1. Food and Beverage - Food and beverage brands can explore using seawater infusion and promoting zero additives to create unique products with clean and natural ingredients
2. Wine - Wine brands can incorporate seawater into wine-making and promote minimal intervention to attract consumers who prioritize clean and natural products
3. Fitness and Wellness - Fitness and wellness brands can offer seawater-infused recovery drinks to provide consumers with nutritional benefits and to aid in recovery after exercise or alcohol consumption
