Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sustainable
Beverage
Beverage brands actively promote sustainable sourcing & farming practices.
4.0
Trend score
Trend
What is the Sustainable Beverage trend?
Sustainable Beverage: Beverage brands, particularly those focused on the environment, are focusing their efforts on sustainable ingredients and locally-sourced products. This speaks to the need to not only align with sustainable practices, but a desire for brands to contribute to such practices.
Insight
The consumer insight behind the Sustainable Beverage trend
As concerns around sustainability rise, eco-conscious consumers are even more strongly identifying with the cause, seeing it as an integral part of who they are. Many of these consumers see even the smallest purchasing decisions as a reflection of that, and will fiercely align with brands that uphold this value.
Trend themes
Themes within the Sustainable Beverage trend
Three behaviours holding the trend together01
Sustainable Sourcing
Brands are focusing on sustainable ingredients and locally-sourced products.
02
Organic Farming
Brands are passionate about organic and biodynamic farming to support healthy vines and insect wildlife.
03
Urban Farming
Brands are collaborating with sustainable farming brands to locally source the freshest ingredients.
Industry implications
What the Sustainable Beverage trend means for industry
Where the trend changes the playbookFor
Beverage
Beverage brands are actively promoting sustainable sourcing & farming practices.
For
Wine
The demand for American wine made with organically farmed grapes in a conveniently delivered format is increasing.
For
Brewery
Breweries are celebrating sustainability and the benefits of urban farming by growing their own ingredients.
Workshop question
In what way can your brand better align to sustainable, eco-friendly practices? How can you better incorporate that into your business model or brand partnerships?
Trend signals
Trend signals for Sustainable Beverage
Trend score 4.0 out of 10, from popularity 61%, activity 52%, freshness 8%.
Popularity61%
Activity52%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Sustainable Beverage trend
4 featured examples from Mar 9, 2018 to Jul 8, 2019CategoryLifestyle
Coffee-Farming Centers
The Hacienda Alsacia Visitor Center Offers Starbucks Fans a New Perspective
The opening of the Hacienda Alsacia Visitor Center and Starbucks' experimentation with unique retail formats present opportunities for disruptive innovation in the coffee retail i…
CategoryEco
Sustainable Summer Beers
Camden Town Brewery's Strawberry Hells Forever Celebrates Urban Farming
Opportunity for craft breweries to differentiate themselves by embracing sustainable practices and locally sourced ingredients.
CategoryEco
Eco-Friendly Cold Brews
Lavazza Launched One of the First Rainforest Alliance Certified Cold Brews
Coffee companies can invest in sustainable sourcing and production practices, as well as pursuing certifications to appeal to environmentally-conscious consumers.
CategoryLifestyle
Organically Farmed Wine Cans
Bonterra Shares Organic American Wine in Convenient Packaging
The wine industry can explore the opportunities of tapping into consumer demand for convenience and sustainability-focused products in order to differentiate themselves.
