1. Get more info on this report!
Beverage Trends: Culinary Trend Mapping Report, Vol. 6, No. 2
September 24, 2009
The beverage market has always been large and competitive. But a scene that 15 years
ago was dominated by soda, juice, milk, coffee and tea is now splintering into numerous
smaller niches, and as a result, consumers are able to find beverages to meet their
specific needs. This is evidenced by tremendous industry growth.
So just what kind of overarching needs are consumers looking to satisfy from beverages
today? We’ve identified two primary and several secondary benefit drivers propelling the
trends covered in this report: Better-for-you, including functional, nutritional, and holistic
wellness, and quality quest, including artisan-made, and retro/nostalgic.
With those drivers in mind, we found exciting beverages at all five stages of the Trend
Map:
Stage 1
o New Cocktails are experiencing a renaissance as they connect to
consumer interests in retro experiences.
o Exotic Functional Flavors: which superfruit flavors will be the pomegranate
and goji berry of tomorrow?
Stage 2
o Eastern Wisdom: traditional ingredients from Asia are crossing over from
food to drinks, bestowing wellness properties.
Stage 3
o Coconut Water: nutrient-packed, it appeals to diverse demographics.
o 21st Century Sodas are wowing the market.
Stage 4
o Kids’ Functionals promise a host of benefits such as brain development,
stress relief, satiety, immunity, and more
Stage 5
o Stevia has been approved for use in beverages, and beverage
manufacturers have moved swiftly to get stevia-sweetened drinks to
market.
The potential market for today’s new beverages is a large one, with diverse groups
ranging from active Baby Boomers to savvy Gen X parents to youthful Gen Yers looking
for healthful, exciting and unique drinks. Because of this diversity in demographics and
2. psychographics, the beverage offerings are expanding, and we believe the varied needs
of consumers make it an arena with plenty of room for growth and innovation.
••••••
The Culinary Trend Mapping Report is an indispensable tool for those whose job it is to
stay abreast of what's hot - or what will be - in the food world!
Using the Center for Culinary Development’s (CCD) signature Trend Mapping
technique, a validated method identifying which culinary trends are “gaining traction”
and which are simply flashes in the pan, each report concentrates on a theme, or trend,
that is affecting the food industry, and then looks at the emerging and established
ingredients, cooking styles and products along the Trend Map that are driving this
theme.
Each report is a 75+ page journal packed with trends, data, strategies and insights on
the food industry that simply aren't available anywhere else.
Each Issue of the Culinary Trends Mapping Report
Identifies the maturity level of foods and ingredients according to CCD’s unique,
proprietary 5-stage trend mapping process.
Concentrates on a theme that is affecting the food industry, and then looks at the
emerging and established trends along the Trend Map that affect—or are
affected by—this theme.
Delves into these trends and what they mean for you and the manufacturing,
retailing, and foodservice industries.
Gives strategic insight into how consumers are thinking of and reacting to new
foods and ingredients.
Provides business know-how regarding opportunities, challenges, and ways to
implement current trends into foodservice, retail, and packaged goods
operations.
Presents a feature interview with a member chef from CCD’s exclusive 80+
member Chefs’ Council that offers expert analysis and his or her perspective on
a specific trend.
Trend Mapping
Trend Mapping is guided by the premise that major food trends pass through five
distinct stages on their way to the mainstream:
Stage 1: The ingredient, dish and/or cooking technique appears at upscale dining
establishments, ethnic and popular independent restaurants.
Stage 2: The item is featured in specialty consumer-oriented food magazines,
such as Gourmet and Bon Appetit plus retail stores such as Sur La Table that
target culinary professionals and serious home cooks.
3. Stage 3: The item begins to appear in mainstream chain restaurants --
Applebee's or Chili's --as well as retail stores such as Williams-Sonoma that
target recreational cooks.
Stage 4: Publications such as Family Circle and Better Homes and Gardens pick
up the buzz.
Stage 5: Finally, the trend makes its way to quick service restaurant menus and
is either starting to appear or is having increased presence on grocery store
shelves.
Availability
Published bimonthly, the Culinary Trend Mapping Report is available for purchase as a
single issue or a six-issue subscription.
Additional Information
In the News
Niche Products, Novel Benefits Propel Beverage Market
New York, October 5, 2009 - The sweet spot in the U.S. beverage market, long
dominated by a handful of major brand lines, has shifted to niche products that target a
diverse set of consumer needs, occasions, and benefits.
So what consumer needs can today’s beverages profitably quench? According to the
Beverage Trends: Culinary Trend Mapping Report just released by the Center for
Culinary Development (San Francisco, CA) and Packaged Facts (Rockville, MD), two
drivers are spurring sales in the beverage market:
Better-for-you, the number-one driver in the new beverage landscape, including
functional, nutritional boost, and holistic wellness beverages
Quality quest, including organic, local, artisan-made, and retro/nostalgic
beverages
These drivers are strong wind in the sails of various new product trends that the Center
for Culinary Development situates along its proprietary Trend Map®.
Cocktails, for example, are shaking it up again at the earliest stage of the Trend Map®.
Fueled in part by the passion of creative bartenders and artisan spirit-makers, cocktails
are experiencing a renaissance as they connect to consumer interest in retro
experiences. Having struck such a powerful chord among consumers, the mysteries of
mixology will spill over to inspire new versions of non-alcoholic packaged beverages.
4. At the middle stage of the Trend Map® is coconut water, a refreshing and electrolyte-
packed tropical treat. Thanks to recent advances in technology and packaging, coconut
water has drifted from beachside to store shelf, where single-serve packages boast an
impressive range of health benefits. Coconut water is a rich source of potassium,
calcium, and magnesium, has no fat or cholesterol, is relatively low in sugar, and
purportedly can help regulate blood pressure and maintain heart health.
At the final stage of the Trend Map® is stevia, which the Food and Drug Administration
approved in late 2008 for use in foods and beverages. Stevia has been called the “holy
grail” of sweeteners: it comes from a natural source, and has all of the sweetness of
sugar but none of the calories. The FDA announcement caused immediate commotion
in the beverage world; within days, stevia-sweetened drinks that had been waiting in the
wings were rushed to market, in part by soft drink manufacturers hoping to reverse the
declining fortunes of that category.
Other beverage trends profiled in this report include exotic functional flavors such as
acerola and yumberry; kombucha, drinking vinegars, and “Ayurveda in a bottle” drinks
redolent of Eastern wisdom, holistic health, and longevity; 21st century sodas made with
cane sugar and exotic natural flavors; and functional kids’ beverages that promise a
host of benefits for developing bodies.
The market potential for on-trend new beverages remains significant, with diverse
segments ranging from Gen Y teens to savvy Gen X parents and sporty Boomers
looking for what’s next in healthful and premium new drinks. “Because of this diversity in
consumer demographics and psychographics,” emphasizes Kimberly Egan, CEO of the
Center for Culinary Development, “the beverage market is an arena with plenty of room
for growth and innovation.”
The Culinary Trend Mapping Report is co-published by the Center for Culinary
Development and Packaged Facts.
About the Center for Culinary Development - CCD is a full-service food and
beverage strategic innovation company that successfully blends culinary creativity with
consumer insights, trends and marketing expertise.
About Packaged Facts - Packaged Facts, a division of MarketResearch.com,
publishes market intelligence on a wide range of consumer market topics, including
consumer goods and retailing, foods and beverages, demographics, pet products and
services, and financial products. Packaged Facts also offers a full range of custom
research services.
5. TABLE OF CONTENTS
Executive Summary
Why Beverages? — Kimberly Egan
Executive Summary
Trend Summary
Stage 1 -
Exotic Functional Flavors
Stage 2 -
Eastern Wisdom
Stage 3 -
Coconut Water
21st Century Sodas
Stage 4 -
Kids’ Functionals
Stage 5 -
Stevia
Chef Speak: CCD Chefs’ Council Voices
Yanni Kehagiaras: The Gospel of Cocktails
Strategic Implications
Strategic Opportunities for Beverage Trends
Sources
Source List
Available immediately for Online Download at
http://www.marketresearch.com/product/display.asp?productid=2444071
US: 800.298.5699
UK +44.207.256.3920
Int'l: +1.240.747.3093
Fax: 240.747.3004