#168 - Sipping Success: Total Beverage Trends and Opportunities · Circana Unpacked summary

Key takeaways

Consumers are increasingly seeking personalization and nutrition in their beverage choices, looking for products that deliver more than just hydration.
The trends show a blend of at-home and out-of-home consumption, with a notable rise in the purchase of home appliances for beverage preparation.
Marketers must pay attention to emerging trends, such as detoxing and sports, to capture new market opportunities and fulfill consumer needs.
The ripple effect of beverage consumption goes beyond just drinks; it impacts food purchases, health products, and social behaviors.

Summary

Consumer Beverage Trends

In this section, Sally Lyons Wyatt highlights the evolving preferences in consumer beverages, emphasizing the shift from simply quenching thirst to seeking personalization in hydration. The rise of no and low alcohol ready-to-drink beverages is a key trend, along with the influence of social media on consumer choices. The duo discusses how consumers are expanding their expectations, demanding innovative solutions that go beyond basic hydration.

At-home vs. Out-of-home Behaviors

Joan and Sally delve into the interplay between at-home and out-of-home beverage consumption, particularly noting how pandemic habits have transitioned over time. The discussion revolves around how home cocktail culture thrived during the pandemic but is now complemented by a return to purchasing beverages out. This evolution includes an uptick in home appliances like juicers and coffee makers as consumers look for affordability and convenience in their beverage choices.

Personalization and New Opportunities

The podcast emphasizes the importance of personalization in the beverage market, where consumers expect more from their drink experiences. From flavored water to functional beverages, there is a noticeable trend towards consumers seeking products that align with their wellness goals. It also encourages marketers to tap into growing trends, such as body cleansing and sports, to create new opportunities that meet consumer demands for nutrition and enjoyment.

The Ripple Effect of Beverages

Sally discusses how the landscape of beverages creates ripple effects across different sectors, demonstrating how beverage choices influence food, well-being, and social habits. Not only do they provide hydration, but they also offer nutritional benefits, which can extend to lifestyle choices and spending in related categories. This section highlights the interconnectedness of various beverage trends and the importance of being attuned to consumer behaviors.

Show notes

While hydration is still key, consumers want more from their beverages. Sally Lyons Wyatt, Circana’s global executive vice president and chief advisor, consumer goods and foodservice insights, shares extensive beverage research on out-of-home and in-home trends across tap water, morning beverages, cocktails, and satiety beverages.

Highlights

Consumers seek more personalization than ever, from flavoring tap water to interesting portable beverage containers. Marketers can see what consumers are turning to by watching book sales. Hint: Books on body cleansing and detoxing are trending.
In-home and out-of-home beverage trends are shifting. Consumers purchase portable beverage containers for out-of-home convenience. But they’re also purchasing specialty coffee makers, juicers, and smoothie makers to offset higher prices at foodservice.
Beverages deliver varying levels of nutrition, indulgence, satiety, and entertainment — with and without alcohol. The ripple effect of beverages goes well beyond what we’re drinking to how we’re consuming and where. Opportunities exist for marketers who consider new occasion moments, especially surrounding sports.

#168 - Sipping Success: Total Beverage Trends and Opportunities