Australian consumers are moving from fear to resilience when it comes to their buying choices in the beverage category as the nation starts to come out the other end of the pandemic.
Three key trends have been revealed in a report which highlights the impact of COVID-19 on the beverage category in Australia by brand and creative agency Optimo Designs with data collected by global technology and science company Black Swan Data.
1. Prioritising mental health
As stress becomes the new normal the focus is on mental health and ways to reduce stress, boost energy and soothe anxiety.
This focus on wellness has consumers looking for ingredients and beverages that can restore their mental health.
Ingredients like rosemary have been trending upwards as it is claimed to be a rich source of antioxidants and anti-inflammatory compounds, which are thought to help boost the immune system and improve blood circulation.
2. Detox and weight loss
After being indoors for so long, consumers who have put on weight are taking the initiative to lose weight and cleanse their body.
Beverages rich in antioxidants such as rooibos tea (red bush tea) are trending because of the detoxing benefit.
Specifically ingredients like matcha and green juice are playing a role in helping consumers cleanse their bodies in such an inactive time.
3. Café cravings
Most consumers are currently only allowed to get their café favourites via delivery or takeaway.
This has people across the country craving their favourite beverages and resorting to homemade versions to suffice.
Ingredients such as cocoa and brown sugar are trending upwards along with products such as iced tea, bubble tea and thai tea.
“We are moving from fear to resilience and this is changing people’s demand for products, experiences and purchases," Optimo Designs managing director Chelsea Parkinson says.
"The aim is to learn what are short term trends that can be used as quick wins for brands and what longer term strategies can be identified and planned for. For this reason, we are creating the reports every two weeks over a three-month period to help brands identify both.”
Trends surfaced from more than two million online conversations sourced from Twitter, news websites, review sites, blogs and forums.
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