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 FutureFocus Session:
Mapping Natural and Functional Beverage Trends:
What's New and What's Next by Restaurant/Retail Context and Target Audience
David Sprinkle, Research Director, Packaged Facts
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Packaged Facts has been focusing on natural and functional beverages (including functional use of standard beverages such as tea and fruit juice), and will present some primary consumer data, framed in terms of the San Francisco-based Center for Culinary Development's proprietary Trend Map (a five-stage trend map from earliest appearances of an ingredient to full incorporation into mainstream packaged foods), with an eye on specific foodservice/retail contexts and generational target audiences.
At Stage 1 (the earliest stage) are culinary cocktails and exotic functional ingredients such as aronia and yumberry.
Stage 2 moves into holistic Eastern-influenced functional drinks such as “Ayurveda in a bottle” formulations, kombucha, and drinking vinegars.
Stage 3 includes electrolyte-rich coconut water and natural flavor sodas.
Stage 4 covers functional drinks for kids, and at Stage 5 are stevia-sweetened beverages.
Wednesday, February 17, 2010
11:25 AM |
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Featured Report: Beverage Trends: Culinary Trend Mapping Report .
Niche Products, Novel Benefits Propel Beverage Market
The beverage market has always been large and competitive.
But an industry that 15 years ago was dominated by soda, juice, milk, coffee and tea is now
splintered into numerous niches, and as a result, consumers are able to find
beverages to meet their specific tastes and dietary needs.
What are consumers seeking in beverages, you ask?
The Center for Culinary Development has
identified two primary drivers propelling the trends covered in this report:
- Better-For-You
- Quality Quest
In addition, several secondary drivers - from functional to retro/nostalgic - are influencing the beverage Trend Map® in ways that add excitement to the various niches of
interest.
With those drivers in mind, Culinary Trend Mapping Report: Beverage Trends found exciting beverages at all five stages of the Trend Map:
The potential market for today’s new beverages is a large one, with diverse groups ranging from active Baby Boomers to savvy Gen X parents to youthful Gen Yers looking for healthful, exciting and unique drinks.
More Information | Table of Contents
| Meet David Sprinkle |
| David Sprinkle worked for a dozen years as an analyst and editor for consumer packaged goods market reports by Packaged Facts, a division of the Market Research Group (Rockville, Md.), before assuming his current role as research director. Sprinkle has a master’s of business administration with a concentration in marketing from Tulane University’s A.B. Freeman School of Business, where he also taught courses in business communications. |
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