Today’s consumers have higher expectations for their beverages. Whether a beverage is part of a meal or the main event, patrons are looking for unique, seasonal, and on-trend options. And visually stunning drinks, amplified by social media, add to beverages’ craveability. Restaurants that tap into these consumer cravings can boost traffic and drive repeat visits.
The most popular limited-time-offer (LTO) beverages combine flavors to create distinctive drinks. According to Vibrant Beverage, global, functional, and fruit-forward flavors, along with “newstalgia,” which blends familiar tastes with innovative twists are driving current beverage trends. These insights come from the company’s trendologists, who analyze data, market signals, and emerging trends to guide beverage innovation and help restaurants develop attentiongrabbing LTOs.
Consumers are actively seeking new, seasonal experiences, and LTOs can lift traffic and revenue by up to 25%.
Limited time. Unlimited value.
Consumers are craving something new, and restaurants can build buzz with limited-time offer beverages, according to industry research firms Technomic and Datassential. About half of consumers say they like to sample new flavors from time to time. While 27% of consumers actively seek out new flavors to try on a regular basis. That number increases to 33% for the coveted 25- to 34 -year-old demographic.
LTOs are a strong way to compete in the restaurant market. Although menus have gotten smaller over the past five years, there’s been a 134% uptick in LTO launches during that time, industry research found. It’s no wonder there’s been such an increase in LTOs. They’re exciting for both customers and operators. Consumers are actively seeking new, seasonal experiences, and LTOs can lift traffic and revenue by up to 25%.
LTO drinks can be created by adding flavors to beverages such as cold brews, coffees, energy drinks, and lemonades. These items are typically seasonal, and industry research found that about two-thirds of LTOs last one month or less.
There has been a 190% growth in dragon fruit on beverage menus over the past four years.
Flavors consumers crave
Global, functional, fruit-forward, and newstalgia flavors are hot, but how do those trends translate to beverages?
When it comes to global flavors, the Vibrant Beverage trendologists love beverages with Tajín, horchata, and tres leche. But their favorite is yuzu, a flavor that blends two trends—global-inspired and fruitforward. Industry data predicts a 32% 4-year beverage menu growth for this complex citrus flavor.
On the functional side, the trendologists love the butterfly pea flower for its mild, earthy profile, cognitive benefits, and showstopping purple color. It’s no wonder there’s been a 143.9% 4-year growth in this flavor. Some of the fastest-growing fruit-forward flavors in beverages include apple, prickly pear, and black currant. But the trendologist pick is dragon fruit. It’s bold pink color and mildly sweet and slightly tart profile is a crowd pleaser. There has been a 190% growth in dragon fruit on beverage menus over the past four years.
Top flavors in the newstalgia category play into consumers’ fond childhood memories and their desire for small rewards, also known as little treat culture. Newstalgia flavors include birthday cake, frosted cookies, and orange creamsicle. The trendologist pick—banana bread is all about sweet comfort, with notes of caramelized banana, vanilla, and spice. Translating banana into beverages is the perfect way to add a familiar flavor to a new format. Industry data found a whopping 194% growth in banana flavor on menus over the past four years.
Vibrant Beverages can guide restaurants to LTO beverages that tap into trends and drive traffic. With the right partner, navigating the
latest flavors and launching an LTO can be executed seamlessly with minimal training.
Find out how Vibrant Beverage helps restaurants create LTO beverages that are great tasting and built for speed, consistency, and scale.
Originally published by Restaurant Business
