The greatest challenge being faced across the globe is to ensure that the increasing population gets adequate access to both sustainable and nutritious food. The global food industry is under constant pressure trying to overcome this challenge. This pressure is evident from the production statistics of the industry. Given the sector’s substantial external impacts and its interaction with sustainability megatrends, there is a growing change in preferences among the population.
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Within the growing phenomenon of “wellness” and “well-being,” an increasing number of consumers opt for food and beverage products that not only taste great but also promote health. Health and wellness are some of the major drivers that have been instrumental in changing the food habits of consumers worldwide. Consumers are becoming increasingly inquisitive and proactive about what products they are consuming and where and how the products are created. Locally produced healthy products see increased demand among consumers.
Moreover, consumers are becoming increasingly aware of the benefits of healthier food and beverages choices. Companies are introducing products that not only satisfy the taste buds but also prove beneficial for both body and mind. The market is also witnessing a growth in collagen, protein, probiotics, and plant-based food and beverages. Retailers are carrying products of smaller, innovative companies with the need to offer diverse products within the stores and drive higher profits. Consumers are often opting for food and beverages products that are high in fiber, fructose, and natural vitamins. There is an increased demand for products that help reduce cholesterol, control glucose, and reduce the risk of various infections.
The key factor aiding in the growth of nitro-infused beverages is that infusion of nitrogen improves both texture and taste of the drink. Moreover, with an increase in disposable income, consumers are willing to experiment and try newer products. Despite the high price point of nitro-infused beverages, consumers are willing to shell out more for the premium experience.
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One of the major challenges in the growth of the nitro-infused beverages market is the lack of awareness among the consumers. Since awareness is low in some regions of the world, such as the Middle East and Africa and the Asia-Pacific, marketers are adopting various means and methods to generate awareness about their brand and products. Companies are adopting digital marketing as one of their key strategies to reach out to their target audience. Digital marketing is an important tool that marketers currently use for their marketing activities. Apart from the traditional means of marketing, smaller brands use social media platforms to punch above their weight class and reach out to a wider audience. It’s a more efficient strategy to reach broad target demographics, and when done well, digital marketing takes time to go viral and reach the target audience. Marketers are spending heavily on digital marketing and then challenge conventional traditional marketing to match both the price savings and scope associated with social media brand building, pay-per-click advertisements, and blogging community connections.