Beverage brands become ingredient-focused in their branding
Implications - Many beverage brands have begun alluding to the ingredients included in a product in the product's title. As consumers become more concerned with health and wellness, they not only turn to functional products, but they also pay attention to the value and purpose of each ingredient within. Highlighting these ingredients in the title and branding is a way to communicate the benefits of a product to consumers in a way that is succinct and immediate, an asset in the overly crowded shelves of today's retail environment.
Workshop Question - Your brand has been forced to choose a new name. What name would you choose (keeping in mind the need to highlight the core purpose of your brand within the title)?
Trend Themes
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Ingredient-focused Branding — Brands are highlighting the benefits of specific ingredients in their product names and labels to communicate this to consumers immediately.
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Sugar-free and Naturally Flavored Beverages — Brands are introducing more sugar-free and naturally flavored beverage options to cater to the growing health-conscious consumer demand.
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Infused, Natural Beverages — Natural ingredients and superfoods are being infused into beverages to enhance nutritional value and offer consumers alternative healthy options.
Industry Implications
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Beverage Manufacturing — Beverage manufacturers can benefit from showcasing the ingredients included in their products on the packaging and introducing more natural and sugar-free options.
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Health and Wellness — The health and wellness industry can leverage the trend of ingredient-focused branding and the introduction of sugar-free and natural beverages to offer consumers more options for healthy living.
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Plant-based Beverages — The growing demand for plant-based beverages, including birch tree water and coconut water, presents opportunities for new product development and market expansion.
