Beverage trends in the epidemic: immunization, sleep and decompression

Holly McHugh, marketing assistant of US beverage development company Imbibe, said the novel coronavirus (COVID-19) crisis has brought uncertainty to consumers and FMCG companies, but formulators predict that current beverage trends will It lasts for weeks or even months.

 

Immunization, sleep and decompression products have strong momentum

 

McHugh said that many reports said that it is difficult for consumers to fall asleep, so beverages and energy drinks that can improve sleep are expected to win consumers' favor. However, consumers may be reluctant to pay high prices for convenience and high-end. Beverage companies should pay more attention to functional ingredients that have established mature supply chains and are familiar to consumers. For example, probiotics, turmeric and ginger can enhance immunity, and lavender, chamomile and green tea can improve mood.



DIY drinks become popular



Under the epidemic, consumers began to turn to DIY and home-made products. As more and more Americans live at home, the demand for semi-finished cleansing companies has surged. Some restaurants have also begun to provide semi-finished clean dishes, allowing consumers to make dishes at home.

 

This trend has also radiated to the beverage industry. For example, the online retailer Uncommon Goods' sales of DIY beverage kits continue to grow. The company offers a variety of home-made products, including beer, wine and cocktail sets, as well as special tea company KTeas bubble tea set.

 

Even if the epidemic is controlled, consumer interest in DIY beverages may continue. Until the summer, many consumers may still avoid appearing in crowded public places because of outbreak concerns.

 

Post-epidemic era: nostalgic flavor



Nostalgic flavors are one of Imbibe's beverage trends in 2020, such as s'mores, birthday cakes and milkshake flavors. Although the beverage market will continue to introduce flavors that meet emotional needs, in the post-epidemic era, people's nostalgic emotions may be closely related to recent experiences. Familiar popular tastes may bring new meaning to consumers.

 

Drinks that provide a sensory experience are expected to bring a touch of color to consumers ’day-to-day isolation, especially when working at home or avoiding large parties. Consumers expect more beverage products that provide bright colors, exotic flavors and novel textures.