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It’s a Health Thing
In
addition to relying on ethnic populations to propel new flavors into
the mainstream, beverage companies are discovering that many ethnic
flavors and ingredients lend themselves to existing consumer trends. In
October, Coca-Cola announced the opening of the Coca-Cola Research
Center for Chinese Medicine in Beijing, a move the company called “an
important step in strengthening our innovation pipeline for beverages
that contribute to well-being.” This announcement is part of the larger
trend of companies looking beyond American borders to foster
healthy/functional beverage innovation in the United States. Today, the
most well-known manifestations of this trend are energy drinks, bottled
teas and juices, several of which have borrowed a page from the book of
ancient herbal medicine, incorporating ingredients like ginseng and
guaraná.
It seems the road to health may be paved with
ethnic fruits, vegetables and plant extracts. The functional properties
of these ingredients are taking center stage in terms of health and
wellness, and many of them work extremely well in beverage formulation.
The often-touted benefits of antioxidant-rich “superfruits” like açai
and goji berry include lower cholesterol and increased energy.
Phytochemicals and sterols, naturally occurring chemical compounds in
fruits and vegetables, are the latest ingredients to be thrust into the
spotlight. Tea, a beverage high in phytochemicals, has grown in
popularity in the United States largely based on increased awareness of
its health benefits. While tea has been popular in Asia and parts of
Europe for centuries, the market has just recently established itself
in America, growing from a $1.8 billion industry in 1990 to $6.5
billion in 2006.
The latest health and wellness trend
gaining steam also has foreign origins. Ayurveda, an ancient system of
healthcare rooted largely in herbal medicine and native to India, has
begun to take hold in the United States. In Western culture, Ayurveda
has recently inspired personal care items such as lotions, soaps and
balms. American beverage companies, however, are anxious to capitalize
on the health attributes of the herbs, fruits and vegetables common in
the Ayurvedic lifestyle and are exploring this trend.
Java From Jamaica and Tempranillo
With My Tapas, Please…
Another
established market trend propelling the growth of the ethnic beverage
market is the demand for authenticity. While authentic products give
ethnic populations a sense of comfort, non-ethnic consumers may seek
authenticity because it gives the feeling of sophistication. Perhaps
tied to increased exposure to new experiences and cultures, evidence of
this trend can be seen in several areas. Coffee and coffee-flavored
beverages, for example, are being touted not only for their origin, but
for ethnic-inspired flavors like dulce de leche, canela (Mexican
cinnamon) and spiced chocolate. Recently, these types of indulgent,
often creamy coffee beverages have been making their way from the
barista to the grocer and are appealing to non-ethnic consumers who
equate exotic, imported ingredients with quality and elegance.
The
same marketing principle applies to alcoholic beverages of the ethnic
variety. While many of the ethnic beverage trends mentioned stand
alone, for others, their popularity depends on a pairing with the
appropriate ethnic cuisine. The rise of sake, a Japanese liquor made
from rice, has been in step with the rise in popularity of Japanese
food. The mojito, on the other hand, is going the way of the margarita;
once a cocktail whose popularity relied on that of Hispanic cuisine, it
is now a mainstream drink often enjoyed apart from its traditional
fare. The variety of international wines now available to the consumer
is another element perpetuating the trend of ethnic food and beverage
pairings.
By making it easier for consumers to pair a
cocktail with a certain ethnic cuisine, or encouraging them to
associate their favorite coffee with the region of the bean, beverage
marketers make the consumer feel cultured and sophisticated and meet
the demand for an authentic product.