Linking with our ‘Good Mood Food’ trend, consumers revisit happier times with products that allow them to relive childhood memories through flavour and product innovation by looking back to the '90s.
Google searches for “90s style” have increased 56% in the past two years[33], the sitcom Friends has been re-released on Netflix and Disney+ has helped Millennials reconnect with the classics of their childhood.
Google searches for “90s style” have increased 56% in the past two years
In the beverage industry, this is driving growth in nostalgic sweet flavours like Starbucks' Banana Split Frappuccino and Candy Can's range of sweet flavoured drinks in Marshmallow and Bubble Gum flavours.
Recently, Squeeze It, a fruit-flavoured juice brand marketed from 1985 to 2001, made a comeback in UK retailers, triggering nostalgia for many consumers over social media.
Meanwhile, TikTok has helped reimagine the ice cream float. The viral version combines soda with a creamy base (like milk or ice cream) and fruit or purees, blended together.
Consumers with a diverse range of needs and preferences are looking for brands that address these requirements and create a sense of inclusivity for all consumers wanting to enjoy and participate in experiences.
Dairy-alternatives and low/no alcohol options are two key examples. Starbucks have now dropped the surcharge for dairy free milk while Costa no longer charge for soy. Costa Express are also trialling self-serve machines which only dispense oat milk in response to growing demand for dairy-free.
In the alcohol sector, Whitbread have partnered with the brand Strykk, to offer alcohol alternatives across its Beefeater and Bar + Block outlets while more low/no low alcohol brands like Three Spirit, Days Beer and Caleño are gaining widespread retail distribution.
France is one of the fastest-growing no-alcohol markets and stands out for its high level of new consumers, particularly younger people
Having the right range to address these ever-shifting consumer preferences will be crucial, as social values shape purchase decisions more than ever[34].
Consumers are looking for functional beverages boosted with ingredients such as collagen, biotin, protein and superfruits such as acai-berries to provide beauty-boosting benefits.
As we learn more about the gut-skin axis, probiotics, pre-biotics and other gut-healthy ingredients, they are likely to play a role as this trend continues to develop.
Between 2018-2021, there was a +59% increase in European products with beauty claims
Collagen remains a key ingredient within this category as brands leverage its reputation for claiming to improve skin elasticity, hydration, and suppleness. Drinkable collagen formats are considered to be a bioavailable (easy to absorb) and convenient way to supplement collagen.
UFit's Beauty Milk is enriched with collagen, vitamin C, green tea extract and vitamin B while Lohilo's ‘Beauty Lover’ sugar-free energy drink contains 5000mg of collagen and hyaluronic acid to boost skin.
Collagen has also found its way into coffee with Physalis's ‘three in one beauty formula’ sachets containing coffee, collagen and MCT oil.
