Social Media sharing drives beverage trends

Social Media sharing drives beverage trends

Research, conducted by Initiative on behalf of Kerry Foodservice, including a study of key beverage influencers and analysis of trending keywords, has revealed that social media is influencing beverage trends. For example, some 30% of coffee consumers now seek chilled coffee drinks as an alternative to carbonated soft drinks, with online searches for Espresso Tonic steadily growing over recent years with nearly 9,000 social posts.

As well as great taste, consumers are now looking for foods and beverages that looks good, too – #colourfullattes such as beetroot, matcha, turmeric and charcoal have seen more than 200,000 Instagram posts worldwide in the last 12 months, and this has grown by 24% in the last 6 months.

Social media has changed the way we eat and drink with consumers expecting every dish and beverage to be #Instaworthy. As part of its identification of future beverage trends, Kerry Foodservice has commissioned proprietary research to understand the evolution of beverage trends globally. The study, launched at the Sirha 2019, shows that social sharing is now impacting the progression of beverage trends through menus, and these insights can help the industry identify future beverage trends.

Not only is the beverage market highly competitive but consumers are increasingly educated, interested and adventurous which has driven a need for operators to constantly innovate and create stand-out products.

The research reveals the trends which are expected to influence the beverage market in the coming year.

Chilled Coffee
The coffee market is constantly evolving and in 2010 as coffee fans looked for new ways to enjoy their caffeine hit, the espresso tonic began to gain traction originating in Australia, where many beverage trends begin. Since then the trend has moved westward and has seen a peak of activity in the last twelve months. Research shows 30% of coffee consumers now seek chilled coffee drinks as an alternative to carbonated soft drinks1. Online searches for Espresso Tonic have been steadily growing over recent years and nearly 9,000 social posts have been shared showing the growth in popularity of the beverage, at a time when a significant number of consumers are searching for an alternative to soft drinks.

Caffeine-free
With many consumers looking to cut back their caffeine consumption and 25% of consumers interested in caffeine-free alternatives a trend has emerged of coffee alternatives such as beetroot latte, matcha latte, and turmeric latte. With 33% of UK coffee consumers interested in purchasing hot drinks with health-boosting benefits these caffeine-free alternatives tap into the growing trend for natural ingredients with added health benefits.

Analysis of online keywords shows Matcha Latte has seen significant and sustained growth since originating in Singapore with a steady increase in searches for Beetroot, Turmeric and Charcoal Latte also, all of which originated in Australia. As well as great taste, consumers are now looking for foods and beverages that looks good too – #colourfullattes such as beetroot, matcha, turmeric and charcoal have seen over 200,000 Instagram posts worldwide in the last 12 months, and this has grown by 24% in the last 6 months.

Health
Healthier lifestyles is a growing trend which sees no sign of slowing down and aspirations for healthy lifestyles are driving consumers towards more natural ingredients. Plant-based diets have become increasingly popular with the trend for veganism quadrupling in the 5 years between 2012 and 2017. Research shows 29% of UK adults also showed concerns for the high levels of sugar in bottled ready-to-drink cold teas; botanical beverages can help provide a healthier alternative to sugar-laden iced-teas whilst delivering the nutrients and functional benefits of plant-based ingredients.3 Analysis of Google Trends shows that while interest in botanical beverages is growing it is much slower than other beverage trends.

Karl Buiks, VP of marketing, foodservice & strategic planning, Kerry Europe & Russia, said: “Our research and analysis of social sharing has shown a number of elements are impacting the progression of beverage trends.

“In an era where consumers are constantly sharing their content with the world it is important that products look as good as they taste, so the visual appeal of products is now more important than ever. Consumers also expect added benefits from their drinks, they want beverages that deliver benefits beyond hydration, and caffeine or alcohol-free alternatives. Beverage is becoming an increasingly integral part of all foodservice outlets and Kerry’s in-depth understanding of beverage trends means we have the expertise to work with customers on solutions that cater to a variety of lifestyles and need-states.”