Brands are repurposing would-be discarded resources to create novel beverages
Trend - Brands in the beverage industry are appealing to eco-conscious consumers by crafting drinks using upcycled materials. These range from brine, barley milk, and whey beverages and help ensure resources are effectively used and diverted from landfills.
Insight - The effects of climate change have become increasingly prevalent, causing more consumers to experience anxiety about the state of the environment. Platforms like social media have helped raise awareness about these ongoing issues, and many consumers are now looking to reduce their ecological footprint by purchasing from brands that prioritize sustainability. Products that highlight the "reuse" and "reduce" aspects of their offerings will appeal to these eco-conscious consumers.
Insight - The effects of climate change have become increasingly prevalent, causing more consumers to experience anxiety about the state of the environment. Platforms like social media have helped raise awareness about these ongoing issues, and many consumers are now looking to reduce their ecological footprint by purchasing from brands that prioritize sustainability. Products that highlight the "reuse" and "reduce" aspects of their offerings will appeal to these eco-conscious consumers.
Workshop Question - How can your brand appeal to eco-conscious consumers looking to reduce their ecological footprint?
Trend Themes
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Upcycling — Brands use novel ingredients repurposing waste to create new products, appealing to eco-conscious consumers.
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Seasonal Theme — Brands creating seasonal/theme based products using imperfect/wonky fruits, offering refreshing and healthy drinks while tackling food waste.
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Barley Milk — Being an alternative to nut and seed milk, barley milk is new in the market, offering an opportunity to promote it as a low sugar, high protein and fiber drink.
Industry Implications
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Beverage Industry — The beverage industry can use the upcycling trend to appeal to eco-conscious consumers by offering products that reduce waste.
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Sustainable Industry — The sustainability industry can diversify by adopting innovative waste upcycling techniques in products that have potential to make an environmental impact.
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Healthy Drink Industry — The healthy drink industry can introduce new products like barley milk that have properties of being low in sugar, high in protein, and fiber to appeal to health-conscious consumers.
