It goes without being said that COVID-19 turned life upside down about a year ago. No industry went untouched; there were adjustments and new trends launched in every field. Turning specifically to the beverage industry, we see a number of changes to keep an eye out for in the remainder of 2021.
From celebrity branding to hard seltzer to healthy choices, Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency, spotlights the current beverage trends.
A Focus on Healthy Living
If the pandemic has put an emphasis on anything, it is the importance of health and wellness. Many people have taken COVID-19 as a wake-up call, as it has spurred them to change their lives and make healthier choices. The beverage industry did not escape this trend, as we see a rise in healthy beverages such as kombucha. Consumers want to live healthier lives, and the drink industry is morphing to reflect it.
One example of this change is the fast-growing popularity of fermented drinks such as kombucha. As people look for nutritious beverages to fuel their bodies with, these drinks are appearing more frequently. Their growth is astonishing, and EHL Insights projects that kombucha and other probiotic beverages will make over $77 billion in sales by 2025. This is just one of many examples of a healthier industry.
Convenient and Ready-To-Go Drinks
Canned and ready-to-go drinks are expected to be one of the biggest trends of the year, with Nielsen Premium Panel data stating that the development of to-go drinks has accelerated by 171 percent during the course of 2020. The convenience and sanitation of these beverages makes them hard to resist. The rise in options, high-quality ingredients, low calorie, and tasty flavors don’t hurt either. Expect to see canned and convenient options everywhere this summer!
Celebrity Brands and Endorsements
Celebrity endorsements are not a new phenomenon, but they have become much more popular recently and are expected to continue growing throughout the year. Expect to see big names partner with vineyards and champagne houses and other beverage brands to produce new drinks. Not only does this provide a benefit for the brand and celebrity, but it introduces a product to a new group of consumers.
Brands With Purpose
In 2020, many brands were criticized for their role in or failure to speak out on issues from racism to climate change. Many companies faced backlash and felt the financial repercussions. This has led to the 2021 trend of choosing brands with a set purpose or value. Consumers want the companies they buy from to hold similar values, but even more so, they often do not want to support anyone with views that they find offensive or hurtful.
Take Purpose Purple Tea, a tea company, as an example. Their mission is to lift women throughout the world out of poverty, and if often draws in new customers. Consumers are more open to trying a new beverage if they know their money is also put towards a cause that they believe in.
Coffee at Home
People spent a lot more time at home last year, switching to working from home rather than an office. As a result, many coffee drinkers have begun to make their coffee at home rather than buy a cup on the way to the office. Social media has propelled the trend of at-home coffee, with many posting their creations online.
TikTok and Instagram are filled with videos of people trying to replicate the taste of coffee from their favorite shop, creating their own recipes, and more. These two factors have made coffee brewed at home much more appealing. Considering that many expect to continue working virtually for the foreseeable future and social media isn’t going anywhere, it looks like this trend is here to stay.
While the pandemic has shaken the beverage industry, the travel and lifestyle PR professionals at Allen Marketing Communications, Inc. can help you navigate the trends.
Let us help!
By Kendall Mason at Allen Marketing Communications, Inc.
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