BEVERAGE TRENDS 2021
Consumers Become Wiser
Now that lifestyle diseases like Hypertension and Diabetes are on the rise, almost half of Indian shoppers say that
their top goal is living healthier. And so, beverage manufacturers are listing the ingredients on packaging. Also, they are mentioning the health benefits of those ingredients.
This trend is symbiotic for both the beverage manufacturer and the health conscious shopper, because brands that honestly inform consumers of ingredients, and the effects of those ingredients, earn long-term loyalty for their forwardness, on the flip-side, shoppers become aware of the benefits, or harmful effects, of said drink. This creates a loop of brand integrity and brand loyalty.
Vegan flavours Become a Favorite
But, many customers aren’t simply demanding that beverage manufacturers disclose ingredients, they want plant-based foods. A desire for Vegan and naturally sourced high protein drinks is on the rise.
Nowadays, beverage makers are combining fragrant flavours like Hibiscus, Elderflower and Orange Blossom with other berry, botanical, and citrus elements, according to the article ''More Than Just Taste” in Nutritional Outlook Magazine March 2021 edition. The beverage manufacturers are creating Asiatic tea-like juices, hydrating water infusions and Kombucha, free of chemicals and meat byproducts. Exotic Berries Thrill the Tastebuds Berries are a sensation this year. Beverage makers are blending imported and native varieties of these little jewels to make delicious and healthy drinks.
Top trends are fruit juices that contain Elderberry, Maqui Berry, Cranberries and Blackcurrants. These berries add bold flavour and colour to foods.” They are so desired by consumers because they are “wholesome [foods] with holistic benefits,” according to More Than Just Taste.
Fresh flavours Become the Norm
There’s many aspects to food, colour, taste, smell and effect. During 2021, Food and Beverage Manufacturers are using plant-based flavours like Chamomile and Lavender because they have a calming effect.
In fact, Lavender and Chamomile are considered “functional flavours,” because they do more than hydrate, they relax. Expect consumers to demand foods that aid in sleep, enhance cognitive capabilities or
energize. Speaking of energizing, Peppermint, Spearmint and Mint extracts awaken and refresh. They give drinks that boost the energy consumers crave, without caffeine. These herbs are known for a sweet taste and tingling sensation. The Mint family of flavours have become so popular in 2021 because they are an “allowable indulgence,” according to More Than Just Taste. Unlike other indulgent flavours, like chocolate, mint is low in calories and provides a coffee-like effect without jitters.
Psychological effects of food aside, consumers are looking for a new taste. Or, at least a re-spin of the same-old-same-old. Because of this demand, “popular dessert flavours are getting a twist. For instance, Red Velvet Cake is now a drink. And during the remainder of 2021 many hope to see Red Velvet infused Cocoa and Cookies ’n Crème beverages hit the market. Other upcoming flavours include Cotton Candy, Rainbow Candy, Snow Cone, S’mores, and Birthday Cake, according to More That Taste.
These flavours have already made an appearance in bakery applications (cookies, muffins, etc.), dairy, and nutraceutical products. And, now they are bringing a beverage near you.
We can also look forward to the “indulgent’ attributes [of] beverages becoming popular. Popular beverage makers plan to include fruit bits, nuts and other food ingredients that enhance beverage texture. This also provides a feeling of satiety or fullness, according to Mintel.
In addition to chamomile and mint, seeds such as Ajwain are becoming trendy drink flavours. This seed is cultivated in Gujarat and Rajasthan. It gives drinks a “smokey” punch. Best of all, it’s known for anti- inflammatory properties. Fruits are making the drink scene too. Rangpur Lime, originating from Assam, gives cocktails a “unique citrus taste and a healthy dose of Vitamin C,” according to Insights Even “emerging categories [of beverages] such as flavoured milk, plant-based milk and yogurt drinks have [allowed] the beverage space [to be] more competitive [against] soft drinks,” according to Insights.” As soft drinks lost market share, fruit drinks, drinks with calming effects and plant-based milk flavoured drinks captured the hearts of India.
Sodas Become Tastier
Pairing fruits with trending botanicals is a fresh approach to sodas. And, freshness is something that has been missing from soft drinks for too long. New carbonated flavours will include Elder-flower, Mint, Hibiscus, Watermelon, Peach, Lemonade and Lavender, during the last quarter of 2021. As non-carbonated drinks compete with soda and seltzers, wild colours, like neon pink, and flavour combinations, such as mango strawberry, will become the norm. Soon, Orange, Strawberry and Blueberry soft drinks will be in every village and urban area.