Fermented beverages are on the rise in popularity and the momentum appears to have no cause for abating. Kombucha, kefir, and kvass have been making their way into our homes for years now. But what is it that consumers are looking for when it comes to fermented beverages?
Well, we can show fairly conclusively it isn’t skincare benefits or prebiotics.
Skincare benefits showed a reduction in consumer interest by negative 5 percent year-on-year when measured across 1.7 million consumer reviews and search data in the fermented beverage category.
It is a similar situation when looking at prebiotics. Consumer interest is currently on a downward plummet for prebiotic benefits from fermented beverages by negative 72 percent year-on-year.
Plants vs. Bacteria
This reduction in consumer awareness could be because of the current focus and upward trend of probiotics. A marketing tactic of educating the general consumer on the differences between probiotics and prebiotics may help drive prebiotic-led brands to market successfully.
So whereas probiotics are on the rise, branding your fermented beverage as prebiotic without educating the consumer as to the benefits may cause the beverage to be overlooked.
Alternatively, focusing the branding on the trending ingredients, regardless of whether prebiotics are included or not, could be another path to success for your beverage.
With the help of AI and Machine Learning, companies can now track their customer’s changing tastes in real-time. They are able to utilize these insights to get market-ready with products that will be successful before they’re released into the wild.
For more information about the trending benefits in fermented beverages or opportunities inside of the fermented beverages sector, you can request a demo on our website. If you want to view our May 2023 webinar’s discussion on fermented beverages, you can view the video here.
