Our Beverage Industry, Uncapped: Paving the Way for Hybrid Drinks
Overall, Gen Z are informed, adventurous and conscious consumers that want to enjoy socially mindful, healthy products. Tea products often embody this profile: they’re manufactured by smaller brands, are crafted with traceable ingredients and can claim a variety of health benefits.
Teavana, for example, hopes to appeal to a generation that’s hyper aware of what’s going on in the food industry. The brand combines “premium ingredients, years of expertise and thoughtful practices to craft delicious tea”. Home to a wide variety of flavors and benefits, Teavana’s philosophy is closely connected to the desires of its target audience. Considering that many teas on the market are caffeinated, it’s easy to assume that Gen Z drinks tea for an energy boost. The reality is: they don’t.
This poses a challenge to beverage companies both because Gen Z may outgrow hybrid teas and sodas if they age into a preference for coffee, and because the proliferation of innovations may prove hard to sustain. We can’t forecast how these challenges will play out, but right now, beverage innovation is focused on making hybrid drinks the ideal choice for Gen Z and millennials.
BY KATIE HOCKSTEIN