Brands tout anti-aging properties in their beverages
Trend - With food and beauty industries often colliding, brands in the beverage space are incorporating and touting anti-aging ingredients in their products. These products allow brands to not only present their products as healthy, but nutritious in a way where visible effects can be observed–catering to consumers seeking all-encompassing approaches to self-care.
Insight - Consumers appreciate when brands across categories merge their interests because it appeals to their preference for familiarity and convenience in their purchase decisions. As they juggle personal and professional responsibilities with their wellness goals, being able to receive benefits in multiple different areas of their lives in one product ensures that they're able to get the most out of their days, without time being a barrier.
Insight - Consumers appreciate when brands across categories merge their interests because it appeals to their preference for familiarity and convenience in their purchase decisions. As they juggle personal and professional responsibilities with their wellness goals, being able to receive benefits in multiple different areas of their lives in one product ensures that they're able to get the most out of their days, without time being a barrier.
Workshop Question - What's an adjacent industry that your brand could get inspiration from?
Trend Themes
1. Cross-industry Collaboration - The merging of food and beauty industries allows for brands to create all-encompassing approaches to self-care by offering products that cater to specific wellness needs, which appeals to consumers seeking convenience in their purchase decisions.
2. Drinkable Anti-aging Supplements - Increasingly, consumers are turning to beverages and supplements containing specific ingredients, such as collagen, polyphenols, and antioxidants, for anti-aging benefits that cater to specific wellness needs.
3. Convenient Wellness Shots - The emergence of functional shots catering to specific wellness needs, such as sun care, allows for convenience in consumption and supports the development of new product categories.
Industry Implications
1. Beauty Industry - Beauty brands can explore new product formulations by collaborating with food and beverage companies, capitalizing on the trend of merging industries to create innovative anti-aging products.
2. Beverage Industry - Beverage companies can focus on developing innovative drinkable anti-aging supplements with specific, science-backed ingredients, tapping into the growing market of consumers seeking all-encompassing wellness solutions.
3. Health and Wellness Industry - The emergence of new categories of wellness shots, such as sun care, offers disruptive innovation opportunities for health and wellness brands looking to create unique, convenient ways for consumers to achieve diverse wellness goals.
