In late August 2017, Google published its Beverage Trends Report, highlighting what’s new in the drinks market in the United States, the United Kingdom, Spain and Mexico.
Based on the top-trending queries in the beverages category, three major currents appear to be taking off:
- Process becomes primary: How a drink is made – and the way the process is showcased – has become just as important as the beverage itself. In the United States, the top-trending process-led beverages on Google are “cold brew coffee”, “nitro coffee” and “raw juice”.
- Flavors go earthy: Google queries on beverages made using plant-based ingredients are among the strongest trends in the category. In the United States, the three top-trending queries in the search engine are “kombucha”, “matcha” and “oolong tea”.
- More water, more premium: Consumer interest in safe, clean and accessible water options is growing. The report also shows increased demand for more premium water. In the United States, the three top-trending Google queries in the category are “alkaline water”, “water dispenser” and “water cooler”.