Beverage Trends

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Everyone loves a yummy and satisfying drink, whether it's a hot or cold beverage. Here's a quick overview of beverage trends.

  • Cost of living concerns are leading to a jump in the sales of private label store brands.

  • Dairy alternative beverage innovations continue to grow sales, but the preference for the taste and texture of dairy milk still appeals to many consumers.

  • Healthier-for-you drinks with clean labels, natural ingredients, and reduced sugar and calorie content are being demanded by consumers. These drinks support immunity, energy, mental acuity, and overall well-being - the ‘keep me going, but keep me well’ solution for busy people.

  • Manufacturers are reducing sugar in fizzy drinks, juices, and energy drinks to mitigate concerns with high sugar content and adverse health outcomes.

  • Beverage marketers can entice consumers to try their products by introducing limited-edition flavours, seasonal varieties, and innovative pairings. This enables them to reach demographic groups or highlight their use in different social situations.

  • Young gamers have distinct preferences and want beverages that enhance mental and physical performance for their mammoth gaming sessions.

  • Environmental, social, and governance (ESG) concerns are a consideration for younger demographics when choosing a drink. This can mean they look at a product's packaging critically, so manufacturers who push eco-friendly alternatives and limitations on single-use plastics will be viewed favourably.

The Self Improvement Pathway

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Most people want to be the best they can be, or at least, find some peace and fulfilment. Life is messy though, with lots of turns and bumps in the road, good and bad. Even getting enough sleep is becoming a major health issue.

I find that time and reflection can help mediate and focus our response to situations, but often well before that clarity happens, you're looking for help.

Research in the US shows that the self-improvement market is big business - it's worth US13.4 billion. Although perhaps the Kiwi psyche is different than our American friends, here are some key trends that have parallels with what's happening in New Zealand.

  • Self-improvement apps - the market is exploding for on-demand, personalised help. Check out Headspace, MindDoc and Calm. They have some great strategies for dealing with issues such as anxiety and insomnia.

  • Self-help books - As we all stayed home during the pandemic and then had to re-enter society, print and audio books on personal transformation, relationships and motivation became top-sellers. In fact, listening to audio books is big business. Marketdata analysts think that sales grew 10% more in 2022, to a value of US$667 million.

  • Virtual delivery of services and a focus on millennials as clients, was also noted. Usually this market is primarily driven by female consumers, but there's been a sharp drive in interest by male consumers now.