# Turmeric Libation Consumers now familiar with the superfood seek it out in all manner of beverages. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 2, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/turmeric-libation ## Key Figures - Trend score: 3.1/10 - Evidence articles: 6 ## What is the Turmeric Libation trend? **Turmeric Libation:** As busy consumers look to make the healthiest choice possible while managing full schedules, many are incorporating turmeric into their diets through a variety of potable forms. This shift provides an example of the self-directed attitude of the health-inclined in educating themselves on 'good' ingredients and suggests the fast pace of consumer palate evolution being driven by this mainstream wellness fixation. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 26, 2016 to Jan 18, 2017 - Published: May 2, 2017 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Turmeric Libation trend ### Functional Beverages As consumers look for alternate and healthier ways to consume food supplements, they are seeking out superfood options in various potable forms like juices, botanical beverages, and lattes. ### Ayurvedic Healing As consumers continue fast pace lives, they look for alternatives to ancient healing remedies, and Ayurveda seems to be fast gaining recognition, giving rise to new trends like Ayurvedic Cider Lattes. ### Wellness Fixation Health-conscious consumers are cost-conscious too; leading to fewer sugar additives and more natural sweeteners like agave and stevia used in various healthy beverages. ## What the Turmeric Libation trend means for industry ### For Food and Beverage Industry Functional and Ayurvedic beverages of different types are gaining popularity amongst health-conscious consumers ### For Alternative Medicine Industry Ayurveda, Naturopathy, and other alternate healing treatments are gaining more recognition from modern-day consumers. ### For Retail Industry Retail industry players are sourcing efficient methods to tap into the growing health-conscious consumer market, catering to their preferences by including a range of healthy beverages and food on offer. ## Workshop question What aspects of your industry are consumers drawn to and how can you capitalize on that attention? ## Trend signals for Turmeric Libation Trend score 3.1 out of 10, from popularity 39%, activity 45%, freshness 8%. - Popularity: 39% - Activity: 45% - Freshness: 8% ## Examples of the Turmeric Libation trend 6 featured examples from Jan 26, 2016 to Jan 18, 2017. - [Nourishing Turmeric Lemonades](https://www.trendhunter.com/trends/turmeric-drink): Shaki Transforms Lemonade into a Potent Turmeric Drink (Category: Lifestyle) Implication: Manufacturers and producers in the beverage industry can explore the potential of superfood lemonades and health-enhancing drinks to cater to the growing demand for healthier beve… - [Turmeric Hibiscus Drinks](https://www.trendhunter.com/trends/botanical-beverage): Temple Turmeric's Botanical Beverage is Enriched with Hibiscus Flavors (Category: Lifestyle) Implication: The beverage industry can explore the use of different superfoods and plant-based ingredients to offer healthy, refreshing drinks with low calorie count. - [Turmeric-Based Lattes](https://www.trendhunter.com/trends/nutbar): The Snack Cafe nutbar Offers a Unique Spiced Coffee Drink (Category: Lifestyle) Implication: With the medicinal benefits of turmeric becoming increasingly known, health and wellness companies have the opportunity to capitalize on creating products that incorporate this sp… - [Ayurvedic Cider Lattes](https://www.trendhunter.com/trends/healthy-latte): The End Brooklyn's Comforting, Healthy Latte Reminds of 'Bonfire Cider' (Category: Lifestyle) Implication: The trend of Ayurvedic cider lattes opens up opportunities for beverage companies to create unique, health-focused drink options. - [Dessert-Inspired Citrus Juices](https://www.trendhunter.com/trends/juice-drinks): This Juice Drink Puts a Healthy Spin on Creamsicle Flavors (Category: Lifestyle) Implication: The beverage industry can explore dessert-inspired juices to bring innovation to the market and cater to consumers seeking healthier options. - [Turmeric Citrus Tonics](https://www.trendhunter.com/trends/citrus-tonic): The Temple Tumeric Pure Mega Beverage Revitalizes the Body with Spices (Category: Lifestyle) Implication: Disruptive innovation opportunity: Beverage manufacturers can explore the creation of fruit-infused and spice-based beverages to tap into the growing market for healthy and flavor… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)