RESEARCH | Staff Reporter, UK

#Instaworthy: increase in social media sharing impacting beverage trends

New research commissioned by Kerry Foodservice says beverages are now "increasingly integral" in all outlets.

Social media sharing is now impacting the progression of beverage trends through menus, and subsequent insights will help the industry identify future shifts.

The research, conducted by Initiative on behalf of Kerry Foodservice, includes a study of key beverage influencers and analysis of trending keywords. This revealed that chilled coffee, caffeine-free alternatives and healthier drinks the trends which are expected to influence the beverage market in the coming year.

Findings show 30% of coffee consumers now seek chilled coffee drinks as an alternative to carbonated soft drinks. Online searches for Espresso Tonic have been "steadily growing" over recent years and nearly 9,000 social posts have been shared showing the growth in popularity of the beverage.

Analysis of online keywords shows Matcha Latte has seen significant and sustained growth since originating in Singapore with a steady increase in searches for Beetroot, Turmeric and Charcoal Latte. The study also revealed that 29% of UK adults also showed concerns for the high levels of sugar in bottled ready-to-drink cold teas.

"In an era where consumers are constantly sharing their content with the world it is important that products look as good as they taste, so the visual appeal of products is now more important than ever. Consumers also expect added benefits from their drinks, they want beverages that deliver benefits beyond hydration, and caffeine or alcohol-free alternatives," Karl Buiks, VP of Marketing, Foodservice & Strategic Planning, Kerry Europe & Russia explained. 

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