When it comes to beverages, color is often the first thing we notice in terms of appearance. Customers associate certain colors with specific flavors and moods, making it important for brands to adapt their products to match these perceptions.
The Color Link to Understand Consumer Behavior
There is a logical link between color and taste. For example, we expect an orange-colored beverage to be orange-flavored, pink or red drinks to have a strawberry or cherry taste, and purple to represent grape flavor.
Aside from representing ingredients, colors can also evoke different emotions and responses. For example:
- Red is eye-catching as it can trigger appetite and stimulate a physical response
- Consumers see yellow as a happy hue, making it an ideal shade to inspire optimism or playfulness
- Orange is vibrant and symbolizes energy
- When it comes to health and well-being, green is synonymous with sustainable and organic ingredients
- Blue is not likely to evoke hunger and is even used in weight loss programs as an appetite suppressant. However, blue beverages are proving to deliver visually in the social media age
- Black or brown can give the perception of high value or represent feel-good products like desserts
- White can bring a sense of cleanliness or simplicity
Colorful Concoctions to Boost Health
According to FMCG Gurus, a provider of market research and consumer insights across global food, beverage, and supplement markets, as many as six in ten consumers worldwide are now more conscious of their health and well-being because of the COVID-19 pandemic. As more people adapt to a new lifestyle, functional drinks are sky-rocketing in popularity, with 41 percent viewing them as an appealing option to boost health.
Furthermore, according to FMCG Gurus 2021 trends research, 74 percent of global consumers like products with new and unusual flavors, signaling space for further innovation within the beverage industry.
Botanical ingredients offering natural functional benefits, such as herbs and spices, are also on the rise. A light brown or mustard yellow drink instantly represents ginger or turmeric. Both ingredients boost the digestive system, have anti-inflammatory properties, and can even positively impact mood.
Visual aesthetics is another important element to factor in when it comes to creating awareness and promotional activities on social media. As a result, health-based colorful beverages are gaining popularity, such as:
- Beet latte, which is a caffeine-free, vibrant pink latte that can boost stamina and energy
- Moon milk or golden milk is an ayurvedic drink that contains a blend of adaptogens and spices to promote sleep and relaxation. Its main ingredient is ashwagandha which has anti-inflammatory, anti-stress, and antioxidant effects
- Butterfly pea flower, known for its blue hue, is commonly brewed into herbal teas. It can also accompany ingredients like lemongrass or honey, and when the acidity of the butterfly pea flower tea changes, the color changes as well. This quality makes the butterfly pea flower a popular ingredient among mixologists
Insights from businesswire.com state the global functional beverages market was valued at over USD 110 billion in 2020 and is estimated to reach USD 200 billion by 2030, registering a CAGR of 5.9 percent from 2021 to 2030. The trends combining indulgence and health are set to grow with brands needing to balance the visual appeal with the overall benefit of drinks.
DKSH offers a wide variety of ingredients that cater to the beverage industry's latest color and health trends. Contact us to learn more.
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| Black | Brown | Multiple Colors | Turmeric | Beet |
Sources:
- The top trends driving innovation in healthy drinks
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Drink “Moon Milk” with Ashwagandha At Night to Lower Stress, Improve Sleep
About the author
Sarah Knights is currently Business Manager – Processed Foods & Food Service and leads the commercial direction for natural colors at DKSH Australia. She partners with Australia’s leading FMCG manufacturers to support product innovation and supply chain sustainability.
