Have you ventured into the kitchen over the past few months too? Many of us rediscovered the pleasure of preparing our own food, explored new options in deliveries and even rethought eating habits. Meanwhile – due to a series of behavioral changes that were already occurring and were intensified by the pandemic -, the relationship with what we drink was also changing, which brought direct impacts to the beverage market.
To understand these new habits and what trends they are bringing to the beverage industry, our team relied on trend reports and opinions from market experts. Come check out what we have discovered!
What behaviors are transforming the beverage industry?
People who enjoy alcoholic products have made new demands in recent years. With the popularization of gastronomy – reality shows, as well as social networks, gave a little push to this -, they have been looking for drinks rich in flavors, with high quality ingredients and that provide new experiences. In this scenario, products that allow customers to get to know the culture of other places and the brands that help people prepare their own cocktails at home have been quite successful.
Before the coronavirus turned our world upside down, there was also a growing demand for healthier drinks. And this phenomenon has been driving the market for alcohol-free products, especially in the Y (or Millennials, born between 1980 and 1994) and Z (born between 1995 and 2010) generations, as a report in the business publication The Economist pointed out.
This demand for healthier options grew during the pandemic and gave rise to a number of other trends. With more people looking for ways to improve immunity, the search for anti-inflammatory ingredients, vitamins, minerals, probiotics and products that enhance the body’s hydration has also increased. In addition, the group that kept the physical exercises up to date has been looking more for drinks that help to give strength to the protein intake, the replacement of electrolytes and the supply of energy.
Another demand that has strengthened in the beverage market recently was for products that help to induce moods, the so-called mood boosters. Ingredients like cannabidiol, l-theanine and adaptogen have been applied for their soothing properties – an important requirement, since the moment calls for a lot of resilience, right?
And what are the trends for the beverage market in the coming years?
Now that you know what changes in behavior have been transforming the beverage industry, it’s time to understand what are the main trends for the coming times. Get ready to rethink traditional drinks, think about new packaging possibilities and assign new functions to products!
1. Traditional drinks in new formats
According to data from Ideal Consulting, released in G1, wine consumption soared during the pandemic. In July 2020, in Brazil, sales grew three times more than in March of the same year. And consumption habits have changed in the same intensity: in addition to the greater demand for quality products and in new versions, people have been rethinking traditions and consuming more canned drinks.
It is with this search for new flavors and a relaxed energy that Vivant, the national brand of canned wines, has been standing out. Launched in 2019, the brand managed to develop a packaging that preserved the characteristics of the drink and was also sustainable. And it did well: since then, the company sold 40% more than expected.
2. Drinks that provide differentiated experiences
People are not only looking for quality drinks, they also want the moment of consumption to be remarkable. To meet this demand, some brands have taught their customers to make drinks at home, while others offer tasting experiences combined with gastronomy and tourism. And there are those that invest in very creative packaging!
This is the case of Far From Home, an English beer brand that proposed an animated label. Calm down, this is not magic, it is technology! The packaging, created by London-based Studio Morfar and Ferment magazine, has an illustration in augmented reality: just move it close to the camera of your cell phone to see the small boat sailing in the sunset …
3. Drinks to regulate mood
A survey conducted by the brasilian Ministry of Health in 2020 found that 41.7% of Brazilians are suffering from sleep disorders during the pandemic. Therefore, more and more people are looking to ingest healthy substances that help them to relax from the stressful routine and have a good night.
If traditional soothing teas were already fulfilling this task, before the pandemic, now other drinks have also come to give a boost. This is the case of Driftwell, launched by PepsiCo this year: a flavored water that has L-theanine, an amino acid used for relaxation and commonly found in green tea.
Behavior changes have been triggering novelties in the beverage market. With creativity, industry brands show that, alcoholic or not, products can provide differentiated experiences and healthy ingredients that help with mind and body care.
Phew, this conversation made us thirsty! While we prepare a refreshing drink here, how about you also check out our special soft drink e-book? There, we talk a little more about how these drinks are transforming the market and why brands should keep an eye on this trend!