Trend beverages focus on moments of pure enjoyment
Manufacturers are concentrating on new flavors and creating an experience
The beverage sector is just like any other: ultimately, only products that consumers want will become best-sellers. So the current consumer trends give manufacturers key information for developing innovative beverages. The aspect which continues to play the key role for consumers in beverage selection is taste. But a close second to that is a desire not only to quench one’s thirst with something that tastes good, but to deliberately seek out a moment of pure enjoyment. And in the search for these moments, consumers are receptive to new and unusual products that turn drinking into an experience. This is where manufacturers need to use their creativity.
Norman Gierow, Head of Global Product Management Marketat SIG Combibloc says: “Across the globe, we’re seeing beverage industry manufacturers bringing out innovations that differ from classic beverages. These could be, for instance, new kinds of beverages with flavors that offer surprises, or perhaps combinations of various ingredients which offer something hitherto unknown, but incomparably delicious. Products like these are right in line with current consumer trends, and have the potential to stimulate movement in established brand business. It’s largely a matter of opening up traditional products and traditional brands and giving them new, modern attributes: combining tradition with fun and adventure, or refreshment with enjoyment, for instance. The possibilities are endless”.