Culinology - June 2020 - 8

E M E RGI NG trends

Accelerating
beverage trends
The coronavirus crisis has created uncertainty
for both consumers and consumer packaged
goods (CPG) companies, but formulators
should expect beverage trends to stay on
course in the weeks and months ahead, said
Holly McHugh, marketing associate at Imbibe,
a Chicago-based beverage development
company.
"Our lives have been turned upside down,
but I think this will accelerate trends that were
already happening," she said.

Make it at home
Consumers also are turning to do-ityourself (DIY) and make-at-home products.
Meal kit companies saw a surge in
demand when stay-at-home orders became
commonplace in the United States.
The trend carried over into the beverage
space. Sales of DIY beverage kits have been
on the rise at online retailer Uncommon
Goods, for example. "It's about creating an
experience that you previously might have
gone to foodservice for," Ms. McHugh said.

Sleep and stress reduction
"There have been a lot of reports of people
having trouble sleeping and having weird
dreams," Ms. McHugh said. "There are
opportunities for sleep beverages as well
as energy drinks, because people also are
having a harder time getting motivated."
Consumers may be less willing to pay
more for convenience and premiumization,
she added. Expect to see a greater focus on
familiar functional ingredients with established
supply chains, like probiotics, turmeric
and ginger for immunity and lavender,
chamomile and green tea for mood
enhancement.
"There's still room to give
consumers the benefits
they're looking for, but
some of the more
novel ingredients,
like adaptogens
for stress relief and
immunity, will have
a harder time going
into the mainstream,"
Ms. McHugh said.
"There is a smaller supply
chain so they're just not as
affordable."

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Culinolog y | JUNE 2020

Redefining comfort
Nostalgic flavors that conjure images of
childhood, like s'mores, birthday cake and
creamsicle, topped Imbibe's 2020 trends
predictions last year. While flavors that fulfill
emotional needs will continue appearing in
beverages, nostalgia in a post-COVID-19
world may relate to more recent experiences.
"Think of the things that we're missing out
on right now," Ms. McHugh said. "Spa flavors
like cucumber lime are an example." Trending
flavors that seem familiar may carry new
meaning for consumers.
"Flavors like pina colada may become
really nostalgic for people as we come into
summer," Ms. McHugh said.

A play on the senses
Beverages that provide a sensory
experience may tap into consumers' desire
to escape their everyday routine, especially
when working from home or avoiding large
gatherings. Expect to see more products
with bright colors, exotic flavors and novel
textures.
"Consumers really will be turning more to
CPG to provide those escapes. There's a lot
of opportunity for brands there," she said.
Culinology - June 2020

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