Category
Lifestyle
Assisted Choices
Trend cluster
Category
Spiced
Refreshment
Spiced beverages are altered for mass-market appeal.
2.9
Trend score
Trend
What is the Spiced Refreshment trend?
Spiced Refreshment: Spiced beverages have either been traditionally used across various continents, or recently picked up as a "highbrow" food fad in North America, and the next evolution in this category is that they are being repositioned in North America to better appeal to the average consumer. The shift towards creating broader appeal for these beverages reveals potential in the neglected demographics of luxury retailers, providing opportunity for brands that specialize in mass-market products to experiment, while preventing consumer isolation.
Trend themes
Themes within the Spiced Refreshment trend
Three behaviours holding the trend together01
Spiced Beverage Repositioning
Spiced beverages are being repositioned in North America to appeal to average consumers, revealing potential for mass-market brands.
02
Novelty and Nostalgia Beverages
Limited edition beverage flavor options tend to push boundaries and appeal to younger audiences.
03
Savory Flavors in Unconventional Drinks
Combination of flavors like buffalo sauce, cocoa with cayenne and ancho chiles and Tajin spice in beverages suggests a daring direction and encourages experimentation.
Industry implications
What the Spiced Refreshment trend means for industry
Where the trend changes the playbookFor
Beverage Industry
Companies in the beverage industry should reposition traditional spiced beverages and offer unconventional sweet and savory combinations to appeal to mass-market and younger consumers in limited edition flavors.
For
Fast Food and Quick Service Restaurants
Fast food chains and QSRs should introduce innovative and unconventional drink flavors to excite and entice adventurous customers while maintaining their home-style menu offerings.
For
Theme Parks and Tourism
Theme parks and tourist attractions can offer and promote unique seasonal novelty drinks as a part of their menu offerings to attract trendy and daring customers.
Workshop question
How can your brand better appeal to neglected demographics, or how can it transform once-inaccessible products/services in its industry for mass appeal?
Trend signals
Trend signals for Spiced Refreshment
Trend score 2.9 out of 10, from popularity 46%, activity 32%, freshness 8%.
Popularity46%
Activity32%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Spiced Refreshment trend
5 featured examples from Mar 28, 2016 to Oct 12, 2017CategoryLifestyle
Buffalo Sauce Lattes
Tim Hortons' 'Buffalo Latte' is Topped With a Savory Sauce Garnish
The introduction of unique and daring menu items like the Buffalo Latte presents an opportunity for QSR brands to differentiate themselves and attract younger audiences.
CategoryLifestyle
Cinnamon-Flavored Colas
The New Pepsi Fire Has an Intense Cinnamon Flavor
The beverage industry can tap into the growing demand for unique and unconventional flavors by launching cinnamon-flavored beverages.
CategoryLifestyle
Cayenne-Spiced Coffees
Starbucks' New Chile Mocha is a Spicy Seasonal Sipper
Opportunity for the beverage industry to create unique and flavorful drink options.
CategoryLifestyle
Spicy Watermelon Lemonades
Disneyland's Krylorian Koolers Offer a Unique Summer Flavor Mash-Up
Theme parks can leverage themed refreshments to enhance the overall customer experience and increase food and beverage sales.
CategoryLifestyle
Spiced Coffee Drinks
The Starbucks Doubleshot Energy Coffee Drinks Now Come in Two Spiced Flavors
Coffee retailers can explore the spiced coffee trend by offering intricate, caffeinated beverages that cater to a more adventurous palate.
