Popular seltzer flavors are being explored in the food category
Trend - The immense popularity of seltzers is expanding to the larger culinary category as many brands are launching various foods that are either inspired by the flavors of the low-alcohol drink or are directly infused with them.
Insight - Given the exponential growth of diverse options on the market, contemporary consumers—especially Millennials and Gen Z—are on the lookout for novelty products that they can experience and enjoy either as a form of entertainment or as a way to satisfy their curiosity. In this space, individuals are increasingly embracing their spirit for adventure by looking for ways to indulge in something unfamiliar and exciting.
Insight - Given the exponential growth of diverse options on the market, contemporary consumers—especially Millennials and Gen Z—are on the lookout for novelty products that they can experience and enjoy either as a form of entertainment or as a way to satisfy their curiosity. In this space, individuals are increasingly embracing their spirit for adventure by looking for ways to indulge in something unfamiliar and exciting.
Workshop Question - Conceptualize a novelty hybrid in the food/beverage category.
