#ExpoEast is officially over 😢 Despite the somber news, the energy was high. In between handshakes, hugs and samples, we gathered 5 Takeaways of what’s new and next. Check it out:
🌱 𝐏𝐚𝐫𝐭𝐢𝐧𝐠 𝐅𝐫𝐨𝐦 𝐏𝐥𝐚𝐧𝐭-𝐁𝐚𝐬𝐞𝐝
Consumer perceptions of #plantbased have been softening. Brands have started to realize just because it’s a trendy term doesn’t mean it provides value.
Drumroll Snacks & Shire's Naturals both unveiled redesigns, eliminating the term from front of pack. Better Buckwheat launched and made plant-based microscopic. The takeaway: just because you can claim plant-based doesn’t mean you should. Think like a consumer, not a marketer, and make sure it matters. We belive we'll see much less reliance on the term moving forward.
🍸 𝐍𝐨𝐧-𝐀𝐥𝐜 𝐁𝐮𝐳𝐳
There was an entire aisle dedicated to NA brands: Parch Spirits Co Recess Mingle Mocktails Drink Soirée Mockly SOVI KUL MOCKS.
It seemed more people were skipping the hard stuff at the after parties. Maybe it’s all the cold plunging, maybe it’s our continued focus on sleep and wellness. Whatever the case, there’s a rising tide of brands fighting to keep us sober. What'll separate the winners from the hangovers will come down to positioning. Technically anything without alcohol is an alcohol-alternative. How you reach an audience, understand what they want and how to uniquely communicate with them is what'll make all the difference.
🤖 𝐎𝐯𝐞𝐫-𝐅𝐮𝐧𝐜𝐭𝐢𝐨𝐧𝐞𝐝
It seems the beverage industry is racing to find the next big function beyond “energy”.
Emotional Utility Beverage has a focus and euphoric line. Melting Forest has a chill line. Moment | Drink Your Meditation calms. Seamoss brand, Moss, supports energy, mood & libido. DrinkYoro focuses and restores.
Consumers however, keep it simple. They look for #Energy, #Hydration, #Protein, #Refreshment. Even #GutHealth / #Probiotic is still fighting for mainstream adoption. Pushing for functional differentiation can easily create confusion if you lose your point of reference from a well recognized category/benefit. Just ask the #BeverageWhisperer Ken Sadowsky
🌏 𝐆𝐨𝐢𝐧𝐠 𝐆𝐥𝐨𝐛𝐚𝐥 𝐰𝐢𝐭𝐡 𝐅𝐥𝐚𝐯𝐨𝐫
Bollygood Better Sour Paro Halmi Omsom Geem Fila Manila Aajis, ChutniPunch, Arya are all bringing culinary & cultural diversity and representation to the table. Interestingly, many of them are also female-founded (go ladies!). It’s great to see these founders building their brands and it’s imperative our industry works to support, fund and accelerate them because they’re needed for more reasons than one.
💥 𝐁𝐮𝐛𝐛𝐥𝐞 𝐁𝐮𝐫𝐬𝐭𝐬
#Keto #PlantBased #AncientGrains #Superfoods #GlutenFree #Upcycled. We saw a lot less of these claims at this year's show. It’s a good reminder that if you’re going to ride a wave, you need to know when to get off it so you don’t go down with it. Pick up momentum where you can but remember your brand fundamentals.
Throw your POV into the comments & thanks for the read.
