Category
Lifestyle
Assisted Choices
Trend cluster
Category
Tranquil
Tonic
Healthy beverage pivots to promote zen peacefulness.
4.8
Trend score
Trend
What is the Tranquil Tonic trend?
Tranquil Tonic: Already dominated by performance-enhancing and energy-boosting products, the healthy beverage category is seeing a pivot in focus towards the counter movement of relaxation and mindfulness. Adapting to this new approach to health and wellness, beverage brands are experimenting with products that promote slowing down in order to take time for self-care and de-stressing. In today’s high-speed, high-stress economy, reserving time simply to relax and unwind becomes a true luxury that is top of mind for health-conscious consumers.
Trend themes
Themes within the Tranquil Tonic trend
Three behaviours holding the trend together01
Relaxation Beverages
Beverage brands are experimenting with products that promote slowing down in order to take time for self-care and de-stressing, introducing a new category of relaxation beverages.
02
Adaptogenic Beverages
Herbal beverages offer millions of students, parents, and working professionals a natural solution to guide the body back into a state of balanced restoration, enriching them with stress-reducing and fatigue-fighting properties.
03
Non-Alcoholic Social Tonics
Health-conscious consumers are turning to inspiring new products that allow them to partake in familiar drinking rituals, but reduce their consumption of alcohol and still get the benefits of stress reduction.
Industry implications
What the Tranquil Tonic trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The healthy beverage category is seeing a pivot in focus towards the counter movement of relaxation and mindfulness, offering opportunities for new product innovation and differentiation.
For
Functional Foods Industry
The rise in popularity of adaptogens across the food and beverage industry offers opportunities for functional foods to better support people looking to avoid sugary energy drinks and the undesirable side effects.
For
Nootropic Industry
Plant-based nootropic beverages are packed with functional ingredients to help boost cognitive functions in a way that doesn't involve added sugar, unpleasant side effects like the jitters, or a crash.
Workshop question
How can your brand accommodate the need for consumers to unwind and unplug?
Trend signals
Trend signals for Tranquil Tonic
Trend score 4.8 out of 10, from popularity 73%, activity 64%, freshness 9%.
Popularity73%
Activity64%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Tranquil Tonic trend
7 featured examples from Sep 1, 2016 to Sep 21, 2019CategoryLifestyle
Anti-Energy Drinks
This Beverage and Its Packaging Encourage Slow Life Culture and Mindfulness
The beverage industry has an opportunity to tap into the growing market for anti-energy drinks by offering more healthy, alternative options like slow.down.
CategoryLifestyle
Stress-Busting Herbal Beverages
'Kalm & ON' Reduces Stress and Anxiety, Plus Boosts Energy & Focus
Beverage companies can explore the use of adaptogens and natural ingredients to create functional beverages that support stress management and energy boosting.
CategoryLifestyle
Elevating Low-Calorie Beverages
Yayaya is Made with Yaupon, an Energizing Herb Like Maté
Brands in the beverage industry can leverage indigenous herbs, functional ingredients and innovative flavors to develop healthier low-calorie alternatives that appeal to health-co…
CategoryLifestyle
Plant-Based Nootropic Beverages
Higher Mind Supports Improved Alertness, Memory & Focus
Opportunity for the beverage industry to develop and market plant-based nootropic beverages with functional ingredients.
CategoryLifestyle
Non-Alcoholic Social Tonics
Kin Euphorics' High Rhode is Made with Adaptogens & Nootropics
Opportunity for beverage manufacturers to develop non-alcoholic social tonics to meet the growing demand for alcohol alternatives.
CategoryLifestyle
Ayurvedic Chai Beverages
REBBL's 'Ashwagandha Chai' is Made with Potent Spices and Super Herbs
The food and beverage industry has the opportunity to incorporate adaptogens into their products to cater to consumers seeking stress relief and enhanced well-being.
CategoryLifestyle
Calming Cold Brews
The Cham Cold Brew Calm Features Chamomile Tea to Soothe The Body
Tea companies can explore the cold brew method and incorporate herbs, natural sugars and flavorings to create unique cold brew blends that cater to consumers looking for relaxing…
