Spiced beverages are altered for mass-market appeal
Implications - 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.
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 Themes
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Spiced Beverage Repositioning — Spiced beverages are being repositioned in North America to appeal to average consumers, revealing potential for mass-market brands.
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Novelty and Nostalgia Beverages — Limited edition beverage flavor options tend to push boundaries and appeal to younger audiences.
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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
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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.
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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.
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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.
