# Yerba Expansion North American consumers become familiarized with yerba mate in packaged beverages. By [Mary Van Puymbroeck](https://www.trendhunter.com/Mary.Puymbroeck), Research Advisor at Trend Hunter | Published Aug 26, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/yerba-expansion ## Key Figures - Trend score: 3.9/10 - Evidence articles: 4 ## What is the Yerba Expansion trend? **Yerba Expansion:** Yerba mate has traditionally been consumed as a tea in South America, but today packaged beverage brands in North America are leaning into the herb as a healthful flavor option. This speaks to the desire North American consumers have to experiment with wellness solutions from around the world. ## The consumer insight behind the Yerba Expansion trend As North America expands in diversity, global influences in the region can be observed in everything from art and design to cuisine. The impact of globalization on consumers is a deeper appreciation for products and services that were once unfamiliar to them, and they now expect that brands are well-aligned with their increasingly diverse and nuanced preferences. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 22, 2018 to Aug 12, 2019 - Published: Aug 26, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## 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 Yerba Expansion trend ### Global Influences on Health and Wellness Consumer desire to experiment with wellness solutions from around the world is driving brands to incorporate traditional ingredients such as yerba mate into packaged beverages. ### Low/No Sugar Beverages with Superfoods Brands such as REBBL and 8th Wonder Tea are introducing low or no sugar beverages that are infused with superfoods and adaptogens, combining indulgence with health. ### Functional Foods and Beverages for On-the-Go Consumption Actimel's functional yogurt shots demonstrate that convenience and functionality can go hand in hand, opening up opportunities for brands that offer healthy and nourishing products in easy-to-consume packaging. ## What the Yerba Expansion trend means for industry ### For Beverage Industry Brands in the beverage industry can capitalize on the growing demand for global ingredients, low or no sugar beverages, and functional foods and drinks that nourish the body and offer on-the-go convenience. ### For Health and Wellness Industry The health and wellness industry can explore the use of traditional ingredients, superfoods, and adaptogens in their products and services, as well as develop functional foods and drinks that cater to busy and health-conscious consumers. ### For Packaging Industry As the demand for on-the-go and convenient products grows, the packaging industry can innovate packaging solutions that make it easier for consumers to consume functional foods and drinks in an efficient and sustainable way. ## Workshop question What regional trends could your brand lean into for inspiration? ## Trend signals for Yerba Expansion Trend score 3.9 out of 10, from popularity 60%, activity 48%, freshness 9%. - Popularity: 60% - Activity: 48% - Freshness: 9% ## Examples of the Yerba Expansion trend 4 featured examples from Jun 22, 2018 to Aug 12, 2019. - [Functional Yogurt Shots](https://www.trendhunter.com/trends/yogurt-shot): Actimel's Shots Cultivate Healthy States with Superfoods & Adaptogens (Category: Lifestyle) Implication: Incorporating innovative functional ingredients in existing products and creating new functional products could open avenues for growth in the food and beverage industry. - [Superfood-Infused Prepackaged Teas](https://www.trendhunter.com/trends/8th-wonder-tea): The 8th Wonder Tea Beverages are 100% Organic and Non-GMO (Category: Lifestyle) Implication: The health and wellness industry can explore the potential of superfood-infused products to cater to health-conscious consumers. - [Decadent Low-Sugar Elixirs](https://www.trendhunter.com/trends/low-sugar-elixir): REBBL's New Herb-Powered Beverages Contain Four Grams of Sugar or Less (Category: Lifestyle) Implication: The beverage industry can capitalize on the trend of low-sugar elixirs by developing innovative products that cater to health-conscious consumers seeking guilt-free sweet options. - [Plant-Powered Energy Drinks](https://www.trendhunter.com/trends/teariot): The New teaRIOT Drinks Boost Energy Using Natural Ingredients (Category: Lifestyle) Implication: The rise of plant-based energy drinks presents an opportunity for companies to create new products that cater to consumers' demands for healthier options. ## 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)