As consumers become more informed, their needs change, and they seek new ways of experiencing things. Brands also begin to realize the need for innovation in those directions; some brands innovate faster than others and are often rewarded in the marketplace for their thoughtfulness.
We live in a whole new reality where more consumers care about the details of the ingredients in their favourite beverages than ever. A significant example of these shifts in the beverage scene is the surging popularity of functional beverages, particularly among the younger millennials and Gen Zs. These drinks are capturing attention due to their purported health benefits and the aggressive marketing campaigns targeted at the younger demographic. The functional beverage market in Africa is rapidly changing as a result of this; marked by novel flavor formulations, a focus on reduced sugar and calories, and the infusion of innovative ingredients such as botanicals and herbs.
We recently published a report that curates a selection of brands that have successfully harnessed the essence of Africa to craft unique consumer experiences in line with changing consumer tastes. This report does not only cover the beverage space, it also gives some innovative examples from food manufacturing.
Download the full report via the link: https://zurl.co/Dqyl
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