Following the recent announcement that Optimo Designs (Optimo), a leading Australian brand and creative agency, had been granted exclusive rights to a world -leading technology platform that delivers data and insights from the COVID-19 crisis, a first lot of data has been revealed.
This week, The Beacon Report, updated every 2 weeks, highlights the impact of COVID-19 on the beverage category in Australia. This includes, coffee, tea, juice, dairy alternatives, energy drinks and protein shakes etc. Trends surfaced from over 2 million online conversations sourced from Twitter, news websites, review sites, blogs and forums.
Prioritising Mental Health. As stress becomes the new normal the focus is on mental health and ways to reduce stress, boost energy and soothe anxiety. This focus on wellness has consumers looking for ingredients and beverages that can restore their mental health. Ingredients like rosemary have been trending upwards as it is claimed to be a rich source of antioxidants and anti-inflammatory compounds, which are thought to help boost the immune system and improve blood circulation.
Detox and Weight Loss. After being indoors for so long, consumers who have put on weight are taking the initiative to lose weight and cleanse their body. Beverages rich in antioxidants such as rooibos tea (red bush tea) are trending because of the detoxing benefit. Specifically, ingredients like matcha and green juice are playing a role in helping consumers cleanse their bodies in such an inactive time.
Café Cravings. Most consumers are currently only allowed to get their café favourites via delivery or takeaway. This has people across the country craving their favourite beverages and resorting to homemade versions to suffice. Ingredients such as cocoa and brown sugar are trending upwards along with products such as iced tea, bubble tea and thai tea.
Chelsea Parkinson, Managing Director of Optimo Designs said, “We are moving from fear to resilience and this is changing people’s demand for products, experiences and purchases. The trick is about learning what are short term trends that can be used as quick wins for brands and what longer term strategies can be identified and planned for. For this reason, we are creating the reports every two weeks over a three-month period to help brands identify both”.
Optimo partnered with Black Swan Data, a London-based global technology and science company, which is at the forefront of using Artificial Intelligence to unlock real time discussions within social, review and blogging platforms. It can then accurately predict the future needs and wants of consumers.
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