Coffee? Tea? Juice? Or perhaps kombucha or hard seltzer?
Primarily driven by the Internet and social media, food, and beverages which were enjoyed by a small segment of the global marketplace have come to the forefront. And as the world continues to get smaller and smaller, the sheer number of beverages a consumer can choose from continues to grow.
Whether you belong to the food and hospitality sectors, or if you are simply a foodie keen on what’s new and happening, it is worthwhile to catch a glimpse of current beverage trends.
Factors that drive new trends
But before taking a peek into these trends, it is worthwhile to know what exactly are the factors that drive these trends.
The popularity of plant-based drinks and healthier alternatives to soda like kombucha is driven largely by the growing consciousness of the public about the ill effects of sugary drinks.
Millennials, in particular, have emerged as a popular force in the market, leading the crowd in finding drinks that are refreshing but contain little to no additives that have been associated with various diseases.
Many manufacturers are now finding alternatives to single-use plastics for packaging, following the increasing demand for more eco-friendly packaging. Today, you can now find more beverages using paper boxes and aluminum cans for their packaging.
Taste for premium products
On one end of the spectrum, you have consumers who are more than willing to spend an extra amount of money for premium drinks, from pour-over coffee to single-origin coffee.
For avid coffee drinkers, premium taste is a rather small price to pay.
More and more manufacturers are heeding consumers’ call for drinks that are easy to grab and drink. Beyond sodas and juices, you can now find a diverse number of drinks, from cold brew coffee to cold-pressed juice readily available in supermarkets and convenience stores.
The beverage market has long been competitive, but with the advent of social media, many consumers have become more educated about the different choices available to them. But more than that, many customers have become adventurous, and more than willing to try something new and expand their palate.
Here’s a brief look at the trending beverages that you might want to try:
Although coffee has long been one of the more popular drinks since time immemorial, it does not mean that there’s no room for innovation and creativity.
One particular drink that has risen in popularity, due in large part to social media posts, is the espresso tonic.
This coffee drink is made with an espresso shot, tonic water, ginger, and juniper.
If you are looking for an alternative to coffee, there are a few options that you might want to try.
One such option is matcha latte, which traces its roots to Singapore. Other drinks that you might want to try are beetroot and turmeric lattes.
Is it a beverage or a meal?
Health-conscious consumers looking for a healthy beverage that they can consume on-the-go have driven the popularity of bone broth drinks.
These beverages are often consumed as meal replacements and are filled with vital nutrients like vitamins and proteins.
While some consumers try to veer away from drinks heavily loaded with sugars, there is still a substantial number of customers who prefer drinks that are sweet.
A cursory search on social media for freak shakes will yield numerous posts about these milkshakes served in mason jars. What makes these drinks different from your regular milkshakes is that these are loaded with sweet treats.
If there is one drink that rivals the popularity of coffee, that would be tea. But beyond conventional preparations, you can now see the drink prepared in various ways, from craft to nitro teas.
As more and more consumers develop a preference for natural juices from fruits and veggies, a lot of people are also looking for low-calorie sweeteners as an alternative to high-fructose corn syrup as a beverage sweetener.
Collagen in drinks
Collagen is widely associated with cosmetics and other personal care products. With collagen having been discovered to be vital for skin, joint, and bone health, it’s no wonder food and beverage manufacturers have found ways to integrate it into their products.
Today, you can find a few drinks that list collagen as an ingredient, most notably protein powders and matcha tea.
Plant-based protein drinks such as those containing soy and pea have been around for quite some time, but there has been a marked increase in their consumption.
These drinks are great for people who wish to increase their intake of protein, fiber, and other vital nutrients.
As more people embrace tart flavors, beverage producers have taken advantage of this trend. Now, you can see beverages that contain apple cider vinegar and hibiscus in the market as well as retail establishments.
So, the next time you dine out or hang out with your friends, be sure to check out and try these drinks. You might find your next favorite.
Jad Asaad is the Marketing Manager at Bidfood UAE with more than eight years of experience in digital, online and offline marketing. He started his career in Beirut working in a creative agency and then moved to Dubai to further expand his career. He created and implemented award-winning high-impact digital and offline marketing campaigns that consistently generated revenue streams and improved performance in targeted segments.