4 Key Areas that Drive Beverage Innovation
Photo Credit: Grace, Carrots & Beans
Beverages are an exceptional platform for innovation because they are the ideal vehicle to leverage some of today’s most important macro trends, such as health-consciousness, clean-label, customization and convenience. These macro trends are good indicators of consumer demands and should help influence your new product design.
In addition to aligning your product concept with the market trends, there are four key areas I recommend you consider in order to create a truly innovative beverage: formulation, functional benefits, experience (characterized by packaging and branding), and of course, taste. The best and most innovative products will hit on the macro trends AND at least one of these attributes. An improved understanding of the following areas will drive you to push the envelope and create new products that better fit the needs of our consumers.
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