Filling the Cup of Consumer Cravings

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Energy is a key theme for many of the food and beverage companies I work with day-to-day. In recent years, I’ve seen more and more of my clients looking to play in the energy space with products that not only deliver on functional benefits, but also connect with respondents on an emotional level. While these emotional benefits vary, there is usually one thing they all have in common – they get you up and get you moving so you can do more.

I recently read an article in the WSJ that says US energy drinks totaled $6 billion in 2012 according to Beverage Marketing Group. However, this same article caught my attention not because it focuses on energy drinks, but because it focuses on relaxation drinks – beverages that provide relaxation, anxiety relief, stress reduction or just a good ‘Chill.’

While energy is still sizzling as a category, there seems to be a growing trend of consumers wanting to slow down and destress. Recently, we explored the different dimensions of Luxury, and a predominant theme that arose was this idea of time, especially quality time, as a luxury they wish for. Maybe in the end drinks that slow you down will speed up in popularity.

Click here to request our Exploring Luxury study to find out more about the quality time that consumers are craving, in addition to other insights that were uncovered.

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