Health food brands are framing beetroot as the next "superfood"
Trend - Brands are shifting how beetroots are perceived by implying or emphasizing their "superfood" qualities, and are incorporating the ingredient into a variety of formats that superfoods are typically offered in–from powders to endurance drinks.
Insight - Consumers with all types of preferences are often swayed by marketing that is ultra health-oriented. The intentional branding of an ingredient as a "superfood," for example, results in consumers' increased interest in it, and willingness to experiment with the ingredient in many different formats.
Insight - Consumers with all types of preferences are often swayed by marketing that is ultra health-oriented. The intentional branding of an ingredient as a "superfood," for example, results in consumers' increased interest in it, and willingness to experiment with the ingredient in many different formats.
Workshop Question - How could your brand reframe an existing product/service to enhance consumer opinion of it?
Trend Themes
1. The Power of Superfoods - As health-oriented marketing becomes increasingly popular, brands are showcasing the superfood potential of ingredients like beetroot in a variety of formats.
2. Nutritious Convenience - Consumers are looking for quick and easy ways to enhance their diets, creating opportunities for brands to offer convenient options like beetroot powders and endurance drinks.
3. Plant-based Performance Boosters - Athletes and sports enthusiasts are seeking natural and plant-based ways to improve their performance, leading to the creation of innovative products like beetroot supplements and endurance drinks.
Industry Implications
1. Health Food and Supplements - Brands can capitalize on the trend of health-conscious consumers by offering innovative products like beetroot powders, supplements, and endurance drinks.
2. Beverage - The incorporation of beetroot into beverages like tea lattes and endurance drinks presents an opportunity for brands to offer unique and nutritious drink options to consumers.
3. Athletic Performance - The growing interest in natural and plant-based performance boosters like beetroot supplements and endurance drinks opens up opportunities for brands targeting athletes and sports enthusiasts.
