BIG SHIFTS SERIES with Trinh Le, VP Beverages at Ocean Spray

1. What are CULTURAL shifts that you see emerge over the next 24 months?

FROM: The collective “we” 
TO: The connected “us”

“There's a shift where people are gravitating more towards those who share similar interests and convictions—a bit of tribalism, instead of a global collective. And that’s not necessarily a bad thing as it often helps us connect with new people and discover new things.  We see this a lot in places like TikTok where consumers are finding “booktok” or “cleantok” and being served with content, discovering creators, and even creating content themselves that align with their particular passions”

2. What are CATEGORY shifts that you see emerge in BEVERAGES?

FROM: Function as the purpose
TO: Function as a feature

“We used to think that added health benefits, or as we state “functional benefit”, would be a consumer’s main purchase driver.  What we’re seeing now is that the reason to buy a functional drink isn’t just because you’re interested in a health claim like gut health.  Instead, consumers are seeking a product experience through elements like flavor, packaging, or ingredients, and the functional benefit is an additional feature.”

3. What are CONSUMER shifts that you see emerge in BEVERAGES?

FROM: Customized Experience 
TO: Experience of Customization

“Customization is a significant trend among consumers, especially Gen Z and Millennials.  They prioritize individuality and self-expression and want products and experiences tailored to their unique preferences.  And they can easily get that at coffee shops or restaurants.  The challenge for consumer package brands is to identify ways to deliver products that feels unique and customized – at scale.  Today, brands are doing that by offering unexpected flavor pairings and, elevating consumer generated usage ideas, and offering limited edition products.”