Imbibe will be closed on October 3, 4, 17, 18, 25, and 26. Please expect delays in responses during this time.

Fluid Situation: How Consumer Behavior is Influencing the Beverage Market

Younger generations continue to evaluate products via more dimensions than ever before.

In fact, taste and compelling packaging may not be enough to maintain consumer interest. Rather, shoppers now are considering and assessing the product experience, the ethos and values of brands, and the community they may become a part of as a loyal follower or early adopter.

This holistic outlook—coupled with significant spending power (last estimated to be $2.5 trillion across Millennials and Gen Z)—will influence how companies approach innovation and the multi-faceted benefits many need to deliver, especially as personal and planet health are top priorities for these consumers.

These values are reflected in Innova Market Insight’s 2021 Global Lifestyle & Attitude Survey, as 43% of consumers are actively attempting to reduce waste (planet health) and 32% are taking action to eat in moderation (personal health). While both concerns are not necessarily novel, the pandemic has played a significant role in amplifying the interconnected nature of the world, has brought the conversation about health and wellness to the forefront and of course has changed consumer behavior, likely forever.

Read the full article on Prepared Foods.

Keep Reading:

Flavor Drop: Americana – Rocket Pop & S’mores

Nostalgic flavors are driving innovation. Discover how Rocket Pop and S'mores are captivating consumers, sparking new product launches, and inspiring cross-category experimentation in food and beverages.
READ MORE

Energy Drinks in Esports: The Next Wave

Crafting energy drinks for the esports and gaming audience demands precision. Imbibe's Adam Johnson explains it's more than just caffeine; it's about designing with intention to meet gamers' unique needs.
READ MORE

SupplySide Global 2025: Imbibe’s Innovation in Focus

For brands navigating the complexities of flavor, function, and speed-to-market, Imbibe is the strategic partner leading the way. At SupplySide Global 2025, we’re not just showcasing products—we’re demonstrating how smarter collaboration can unlock breakthrough innovation and business impact.
READ MORE
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.