With the emergence of new technologies, consumers are becoming very demanding--especially in the world of beverages. They want it all. Trend after trend, compiled one upon another, show consumers want beverages that deliver real benefits. Good-tasting or thirst-quenching beverages are no longer enough. The beverages must do more and incorporate the hot topics of the day. Beverage formulators must continually change course to keep up with constantly changing consumer and technology trends.
When is a trend really a trend? Is it merely just a fad? Suzy Badaracco, president of Culinary Tides, is a trends forecaster. She says, "It's a trend, when it has a name and when you can Google it, because it has a name." She also adds that true trends can be tracked with statistics, such as sales figures, foot traffic and usage rates. Many brands and beverages are associated with particular trends. This progression of compiling trends can readily be seen in the non-alcoholic, carbonated segment.