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Consumers’ non-alcoholic beverage choices and preferences are evolving. 2020 was ripe for embracing the low- and no-alcohol trends, and consumers’ thirst for non-alcoholic beverages have continued to increase with attitudes towards moderation and balance becoming salient. Using our US Non-Alcoholic Beverages dataset, we’ve taken a deep dive into three major shifts that are occurring within the category; Breaking Monotony, Enhance The Natural and Functional Health. Utilising over 68 million, recent unprompted social and online conversations, we believe these are the trends that should be guiding your marketing and innovation strategy in 2022+. Trend prediction quickly explained You’ll see we’ve used our Trend Prediction Value (TPV) to rank the trends below. TPV is a scientific metric that ranks the thousands of conversation trends we’re continuously tracking by their future growth potential. Put simply, the higher the TPV ranking, the higher certainty that this trend will be growing in consumer conversation in 6-18 months. It enables brands to spot future growth opportunities earlier, and use a scientific measure to prioritise which trends to action in their innovation and marketing strategies. You can find out more about TPV and our Social Prediction tool, Trendscope here. Breaking Monotony   As many of us slowly ease out of covid restrictions, consumers are turning to new flavours and ingredients, hoping to regain some of the excitement and diversity that’s been missed over the past 18 months. Specifically, seasonal and international flavours are stimulating consumer’s interest, as they choose beverages that can break the humdrum of daily life and repetitive routine.   Where to focus Crafting an Experience Customers are no longer consuming beverages as a means to an end. They are searching for products that can boost moods and create new experiences to share and remember. Drinks that can distinguish themselves from traditional formats and flavours, such as THC Drink (TPV #5) or Vietnamese Iced Coffee (TPV #59), will pique customer’s interest. Flavour and Format Experimentation With 21% of consumers showing greater interest in international flavours, brands should be prepared to innovate with rich and unique ingredients. New products such as Nimbu Pani (Indian Lemonade) (TPV #918) are gaining traction in the category whilst formats like Sparkling Lemonade (TPV #53) or techniques such as Cold Infusion (TPV #253) become increasingly popular.     Enhance The Natural   Consumers want to know exactly what is in their drink. Increased concerns around artificial additives and general sugar levels are driving this space as consumers become more knowledgeable and aware of a product’s ingredients. Where to focus   Sugar and Unwanted Additives   Consumers want to […]

Covid has undoubtedly shifted consumer’s cleaning habits and priorities. Although many of us are slowly easing out of the pandemic, and may feel ‘normality’ returning, the last 18 months has permanently elevated the importance of hygiene in the home, and consequently, purchasing behaviour.

This may sound odd coming from me, as I am the Chief Data Officer for Black Swan Data, and it may be stating the obvious for others, but I’ve always found that even things that are obvious are easy to forget and are worth repeating — this job is not about data.

Customers are changing the way they’re viewing and consuming snacks. We’ve not only seen a long-term increase in snacking itself but also a shift in the reasons behind why shoppers are grabbing a bite or beverage.

The Vitamins, Minerals and Supplements category has never been healthier. Fuelled by Covid, the category’s heartland of immunity and prevention has seen a huge resurgence amongst both core and new consumers over the last 18 months.

Kombucha tea anyone? Or maybe a turmeric shot? An increasing number of consumers are taking a proactive approach to their health and wellbeing, but not necessarily in the traditional formats we have become used to.