BXP - April 2018 - 42

42

New tastes aNd

Key traits shared by

coNspiracy theories

luxury beverage coNsuMers

New generations, though, have different

the emergent trend for healthy, naturally

interests. here, at Nextatlas, we have been

sweet and low-calorie food and beverage is

tracking a whole new set of traits younger

fueling the quest for flavored waters inspired

generations are looking for in their drinks.

by a "better for me" consumer's attitude. as
consumers shift their beverage preferences

For example, in July 2017, the Nextatlas trend

from calorific carbonated drinks to healthier

research team spotted and detailed what

alternatives, the bottled-water category is

came to be known as the "transparent taste"

rife with innovation.

trend geographically covering most of the
globe, for the american continent to central

the demonization of soft drinks is a boost to

europe, russia, china and india.

sparkling waters, as more and more people
are adopting a healthier and more natural

More recently, Nextatlas researchers have ob-

lifestyle, but keeping an indulgent attitude

served the growing influence of conspiracy

and avoiding too-hard-to-follow rules.

theories. these theories, which contemplate
things such as chem-trails, large-scale use

people appreciate products and services

of opaque food additives, or pharmaceutical

that convey such values as purity, transpar-

multinationals adulterating drugs for shady

ency and sincerity-especially in things that

purposes, provide explanations for social

have to do with the body, such as food, drink

and political events by invoking the power

and wellness-which extend themselves to

of unscrupulous organizations acting in the

consistently merge with the wellness of the

shadows. today, this feeling of powerlessness

planet.

has found a very efficient way to resonate
in the social media bubbles. so widespread

Made using waters sourced directly from

are these murky narratives that a need for

trees and plants, flavor enhancers and other

counter narratives has been growing pro-

new products address micro segments with

portionally making people appreciate those

extremely specific needs, e.g., energy waters

products and services that convey such

for sporty people and gorgeous packages

values as purity, transparency and sincerity-

with cool graphics that enhance the desir-

especially in things that have to do with the

ability of flavored waters.

body such as food, drink and wellness.
Joyful health is another trend, identified by
deMographic traits

Nextatlas. this gentle revolution is a move

who are the consumers that are thirsty for

against the proliferation of self-imposed diet

luxury beverages? in general, they are young,

traps. instead of sticking to rules that are too

healthy and environmentally conscious.

hard to follow, people can have fun "design-

Millennials' influence is clearly on the rise.

ing" their own individual trajectories in the

on social media, they spotlight their favorite

land of food and health-with just a pinch of

pastimes and interests as well as their favor-

common sense.

ite beers, which are locally brewed, of course.

april 2018

|

Brand Experience



Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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