The
days when an ice-cold cola was enough to quench America’s collective
thirst are over. Functional beverages, energy drinks and specialty tea,
coffee and alcoholic beverages have influenced the market in a major
way, and many of them are now hanging their hats on ethnic flavors and
ingredients. The tropical fruits in your smoothie, the guaraná in your
energy drink and the dulce de leche iced coffee in your grocer’s cooler
are all evidence that ethnic flavors are being integrated, quite
seamlessly, into the U.S. beverage market.
According to the
U.S. Census Bureau, the minority population in the country now tops 100
million, or roughly 30 percent of residents. Combine this with a steady
increase in international travel and heavy exposure to other cultures
and it’s no wonder that Americans are keener to ethnic flavors than
ever before.
Beverage companies are intent on tapping into
the wallets of these highly valuable ethnic populations; they also want
to market these exotic new flavors to the average American consumer,
who is more cultured and fickle than ever. What’s more, much of the
current experimentation with ethnic beverages crosses into established
market trends. This means that when beverage manufacturers discover
ways to infuse ethnic tastes into domestic trends like health and
wellness, they will meet a wider range of consumer demands. All of
these elements are brewing to create the perfect storm for the ethnic
beverage market in the United States.
Appealing to the Minority
(Soon to be the Majority?)
Some
flavor trends establish themselves through mass marketing, which drives
awareness and acceptance. With an ethnic beverage trend, adoption by
mainstream America typically occurs after its popularity is established
within its respective ethnic sub-culture. The Hispanic population—the
largest minority population in the United States—has a clear influence
on all facets of American culture, beverage consumption included.
Traditional Hispanic flavors continue to intrigue beverage companies
intent on catering to this exploding population and capturing sales
from non-Hispanics who have become smitten with flavors like mango,
guava, pineapple and coconut.
While tropical fruit flavors
from Mexico and Latin America have long been popular in the United
States, the Hispanic flavor trend is far from exhausted. Just one
example of a Hispanic beverage that has yet to stake its claim in the
United States is agua fresca, a drink popular in Mexico, Central
America and parts of the Caribbean. Aguas frescas, usually combinations
of fruits or seeds mixed with sugar and water, are becoming
increasingly popular, especially in the form of Horchata (an agua
fresca made with rice) and Tamarindo (made from the seeds of tamarind
trees). As this beverage gains popularity in America, we will begin to
see traditional agua fresca flavors appearing in energy drinks, bottled
teas, and dairy- and soy-based beverages.