Marketers should consider that snapping and sipping go together. New research from Mintel reveals that photogenic drinks with vibrant colors, ingredients, and textures are drawing buzz-worthy praise and a growing fan base who find the health benefits and social media allure to be equally appealing.
Milk has not traditionally been a trendy or social media-worthy drink, but colorful, flavorful offerings such as the turmeric latte could change that. Spirulina is also quickly becoming a trendy ingredient in the food service industry, with blue ‘mermaid lattes’ appearing across Instagram feeds.
Think Spirulina-infused blue ‘mermaid’ lattes and eye-catching green matcha lattes.
Or how about turmeric lattes, also known as golden milk? The golden-hued drink was 2017’s dairy-based sensation. Not only featured on menus of trendy cafés, it also emerged in chilled packaged formats. According to Mintel Global New Products Database (GNPD), hot beverage launches in Europe containing turmeric have more than quadrupled since 2013, growing by 359% between 2013 and 2017.
“The turmeric latte is inspired by a traditional Indian remedy based on hot milk and turmeric infused with spices such as pepper, cinnamon, and ginger,” says Julia Büch, food and drink analyst at Mintel.
Social media-worthy drink
The drink has purported health benefits, but equally, its appeal comes from the photogenic and intense, social media-friendly color. Milk has not traditionally been a trendy or social media-worthy drink, but colorful, flavorful offerings such as the turmeric latte could change that, Büch adds.
There is clear consumer interest in such beverages: 35% of Germans aged 16-34 would like to see more flavored milk launches, such as chocolate or spices. Even 77% of German consumers aged between 35 and 54 say that they like to explore new flavors. The near future will see dairy brands looking to other new colors and textures to create the next trendy, attention-getting and ‘social media-worthy’ dairy drink.
“Future formulations could include fizzy milk, new colors, and new textures,” Büch says. “Fizzy milk, for example, is already a popular concept in China and other parts of Asia. Colorful matcha or spirulina could be the next buzz-worthy ingredient in the West, where they are currently less known.”
As Mintel’s 2018 Global Food and Drink Trend New Sensations explains, the next evolution will bring texture into the limelight, she says.
“Already, we can see new foaming ingredients that infuse drinks with an unexpected texture such as the tea macchiato from China — a drink that blends tea with whipped cream cheese,” Büch explains.
Indeed, although matcha has been around for centuries, it is only now booming in Europe. Hot beverage launches containing matcha have increased more than tenfold in Europe between 2014 and 2017 and its vibrant green color is already finding use in eye-catching matcha lattes. Spirulina is one of Mintel’s Trend ingredients for 2018 and is quickly becoming a trendy ingredient in the food service industry, with blue ‘mermaid lattes’ appearing across Instagram feeds, the firm reports.
Global launches of carbonated soft drinks with dairy ingredients, or ‘fizzy milk’, have also grown over the past five years, albeit from a small base. Asia Pacific currently accounts for 86% of fizzy milk launched in 2017. The combination of carbonation and dairy can create a creamy texture that is rare in carbonated drinks. This novel texture innovation is primed to be ‘the next big thing’ according to Mintel research.