Against a backdrop of highly saturated markets and 

, people are feeling more drawn to beverages that speak to their beliefs and identity, and rejecting products that contradict them. Indeed, 

 are unlikely to purchase a product that pushes a political message they disagree with. In this way, drinks become a way of signalling and sending a message that ultimately the drinker is proud to broadcast, and there are options for an array of identities. 

 proudly champions Asian-American heritage while challenging the White hegemony of the alcohol industry, while Black Rifle Coffee serves brews with a side of political conservatism and US patriotism, and HNWIs are buying status through 

People are keen to retain the taste and joyful moments associated with alcohol, but dial down the negatives. The shift towards wellness and self-care has people reassessing their relationship with alcohol and trying to find low- or no-alcohol alternatives. For many, 

 where this has been the fastest-growing category. The natural and organic alcohol alternatives fit seamlessly into the wider identity of the 

 consumer too, which often goes hand-in-hand with wellness values. Organic wines in Australia will have an expected

of 4% by 2024, and in Britain sales grew by 

 aspects of beverage consumption. Brands like 

 have brought the variety of a stocked bar to shoppers’ doorstep, and people (especially Gen Zers) have been giving themselves a crash course in connoisseurship. This has crept into the way they think about drinks, and themselves. In fact, 

 of Gen Z Drizly members say they tried at least one new alcohol brand between mid-March and June 2020.

As drinking at home becomes part of the new normal, people want a killer selection of brands direct to their doorstep. Drizly’s independent alcohol retailer marketplace delivers within an hour, encouraging Americans to try off-the-beaten-track brands, and even spend more on their choices.

Drizly: drinks on-demand, delivering discovery

Established players in the spirits segment are being challenged by newcomers that are defying the rules of the game by reevaluating terroir, developing new processes, and even forging their own category-disruptive descriptors. But can these innovators go from niche to mainstream?

How a desire for newness is shaking up spirits

Freshleaf, an Indian start-up, is redefining tea by transforming regular consumption into a wellness-focused "personal delightful moment of joy" for urban Indians. Young consumers' preference for premium tea is driven by a health-conscious lifestyle and an inclination towards niche categories.

How Freshleaf elevates the joy of tea for young Indians

Addressing a younger, female-majority audience, podcaster and social media influencer Alex Clark is a wellness warrior and vocal conservative. As political polarization swells in the aftermath of Trump’s election victory, there is the potential for influencers such as Clark to grow in popularity.

Alex Clark brings conservatism to the wellness space

Alcohol consumption in Africa has often been led by lifestyle aspirations but now Nigerian artists are taking innovative, collaborative, and non-commercial approaches to producing alcohol by infusing craft beers and gins with botanical flavours and contemporary African narratives.

What’s behind the rise of Nigerian alcohol brands?

Americans are increasingly drinking less to achieve better wellbeing and have more energy for busy lifestyles. But what determines their choices when looking for low- and no-alcohol alternatives, especially in social situations? Canvas8 spoke to people across the country to find out.

What do Americans want from alcohol alternatives?

Britons are increasingly adopting a more moderate approach to drinking, but don't want to miss out on its social aspects. From flavours to rituals and value for money, Canvas8 spoke to people across the UK to understand what they want from non-alcoholic beverages.

What do Britons want from alcohol alternatives?

With global resources threatened by unending demand and a greater awareness of supply chains' precarity, people are increasingly interested in practical sustainable offerings. Quality, price, and reliability are at the top of the priority list, but novelty is also welcome.

Resource rehash

People, especially in cities, are turning to food and drink not just for sustenance but for a third space and cultural fix. As togetherness becomes a priority, people want to find experiences and belonging with a flavour, offering brands new chances and moments for reaching them.

Nourishing moments

Eating and drinking are activities steeped in heritage and tradition, which provide a sense of comfort amid global instability. Seeking both a sense of belonging and a way to explore safely, people are celebrating, sharing, and preserving unique hyperlocal food experiences.

Cultural appetites

Sober lifestyles are on the rise and drinking habits are shifting but alcohol is still deeply embedded in our culture. People want drinking to be a part of their lifestyles but are seeking more than just a habitual fix – they want the experience to provide novelty, entertainment, or a sense of community and tradition.

Sustaining the buzz

What do people want from alcohol at a time when sober-curious lifestyles are becoming the norm? Why are people turning to hyperlocal culinary experiences? How are third spaces and immersive experiences evolving within the sector? Which sustainable solutions are catching people’s attention?

Eating and Drinking Sector Snapshot: October 2024

Aussies’ obsession with baked goods shows no signs of slowing, despite the cost of living crunch. With TikTok, Instagram, and run clubs at the helm of the boom, small bakeries are turning into local sensations through creative, seasonal flavours, and nostalgic twists. How are these little luxuries keeping loyalty to the local bakery up?

Why a luxury mindset shift is driving sales of baked goods

From the associated plastic pollution to the high levels of sugar, Australia’s love affair with soft drinks needs an intervention. How can companies in the fizzy pop game focus more on reuse than recycling and planet over profit? And what notes can they take from the functional beverage market?

Why Aussies want a functional future for soft drinks

A revamped Mountain Dew logo reflects a shift from extreme solo vibes to outdoor fun with friends. Post-pandemic, people are rediscovering nature and seeking affordable time with each other. Brands are adapting, offering products and experiences that support these lifestyles and preferences.

Mountain Dew's brand refresh stresses nature and friends

Alaïa has launched the exclusive 'La Table' dinner series in collaboration with We Are Ona. The initiative feeds into a growing trend of luxury brands creating immersive culinary experiences, catering to the desire for exclusive, insider-only events in fashion and arts.

Alaïa’s 'La Table' merges fashion and fine dining

To help mitigate food waste, the free app Saveful empowers Aussies to turn their leftover pantry ingredients into tasty dishes without sacrificing taste. The brand’s initiatives encourage creativity and personalisation in the kitchen amid the persisting cost of living and food insecurity crises.

How Saveful inspires mindful home cooks to combat waste

Riding on the popularity of Netflix's Culinary Class Wars, convenience stores across South Korea are launching items in collaboration with participants from the show. These collaborations offer fans a way to enjoy the foods featured in the programme in an accessible way while ensuring quality.

Korean convenience stores collab with Netflix star chefs

Nescafé Sunrise has launched a new campaign to celebrate and champion the hard work of coffee farmers in Karnataka. As people seek products that reflect their values and heritage, brands can cultivate trust by emphasising local food tales that bridge the gap between community and culture.

Nescafé Sunrise pledges support for local coffee farmers

With many conscious shoppers considering plant-based milk to be more environmentally friendly and ethical than their dairy alternatives, Trewithen Dairy has launched Regen Milk, a semi-skimmed option that uses regenerative farming techniques to maintain soil health and biodiversity.

Trewithen Dairy courts sustainability-conscious shoppers

How can you tap into the ‘hacker snacker’ mindset? Where is the future of snacking heading? What are the biggest opportunities in snacking culture right now? Our Spotlight on snacking culture will answer all your questions. 

Spotlight on: Snacking culture 

Perceived financial pressures are making people more frugal and favour adverse. Some of this stress could be related to money dysmorphia, an exaggerated insecurity about one's finances. Brands can help by reassuring people and focusing on things that are more important than money.

Frugality in friendship: a growing issue for Gen Z and Y

A Heinz advert for its “family-size” pasta sauce has received backlash for allegedly perpetuating the racist stereotype of the absent Black father. People are demanding greater social and cultural fluency and responsibility, meaning harmful advertising can no longer fly under the radar.

Heinz ad faces backlash for "racist stereotyping"

The humble tomato was the star of the show at Make It Mutti, a pop-up dining experience held in London’s Saatchi Gallery to celebrate Mutti's heritage and values. People are keen to engage with immersive and unique brand experiences as they seek respite from digital fatigue.

Mutti invites London guests to immersive dining pop-up

Australian shoppers are becoming less trusting of Australia’s biggest supermarkets because of fears about misleading pricing practices. The Australian government has announced a further $30 million in funding for the Australian Competition and Consumer Commission (ACCC) to combat this.

Australian trust in big supermarkets wanes

In an age of heightened awareness of social injustices, people are favouring brands that work to redress them. Tapping into this, VSPT Wine Group has teamed up with the Chilean government to help Indigenous Mapuche farmers grow their vineyards into a thriving and sustainable business.


VSPT Wine Group helps Indigenous grape farmers thrive

Obesity rates in the US have dropped 2% from 2020-2023, coinciding with the rise of weight-loss drugs like Ozempic. This is reshaping industries and making them adapt their offerings, from fashion resale markets to gyms and food companies. The cultural impact is expected to grow as more Americans get on board.

US obesity rate drops for the first time in 50 years

Japan’s drinking culture seems to be changing, with declining sales, bans on public drinking and disputes over advertising in public spaces. As alcohol consumption declines since the COVID-19 pandemic, there’s an opportunity for brands to craft more original drinking occasions.

Japanese drinking habits are changing after the pandemic

Portion sizes in US restaurants are beginning to shrink due to rising food costs, climate concerns, and the "snackification" of mealtimes. Despite a sizeable contingent of Americans being unwilling to relinquish their super-size portions, the dining landscape is shifting.

US restaurant portion sizes begin to shrink

ASDA is tackling food waste and sustainability issues through an educational programme. As people become increasingly aware of environmental challenges and seek ways to contribute to sustainability efforts, brands can provide guidance and career and education opportunities.

ASDA trials educational sustainability initiative 

Cadbury has done more than satisfy India’s sweet tooth – it’s changed how Indians celebrate Diwali. Combining age-old tradition with modern tastes, the choco-giant has shifted the Diwali gifting culture away from conventional sweets to premium chocolates. How did Cadbury do it?

How Cadbury sweetens Indian gift-giving during Diwali

The restaurant Silo has launched a fermentation lab in London, spotlighting zero waste and regenerative culinary experiences. As people become increasingly aware of the climate crisis and food waste issues, innovative, creative, sustainable dining could provide new options for eco-conscious experimentation.

Silo tackles food waste creatively 

Photographer Guillaume Blot’s exploration of authentic French bistros highlights a growing yearning for comfort, stability, and slower-paced lifestyles. The resurgence of Caffs and McDonald’s nostalgic ads shows how brands can tap into people’s desire to escape modernity by connecting them to past eras.

Photographic series "Rades" taps into French nostalgia

For over 157 years, Arnott’s has been central to snacking Down Under, offering everything from Taylor Swift-inspired Tim Tams to the exclusive Yo-Yos of the south. As Australians embrace more snack-focused eating habits, how is Arnott’s reinforcing its prized place in the nation's pantry?

How Arnott’s defines Aussies' love for snacking moments

The latest promotion by Pizza Hut delivers pizzas with resumés printed on the boxes to prospective employers. This move aims to support job-seekers amidst the key hiring season and challenging job market while building brand loyalty among customers.

Pizza Hut supports job-seekers with resumés on boxes

In the US, restaurants are increasingly adopting artificial intelligence hosts to address high volumes of customer phone calls. As AI grows in ubiquity, people continue to grapple with the tensions and uncertainties surrounding the impact of AI in society and everyday life.

More US restaurants using AI hosts to answer phone calls

German food-tech startup Freda is gaining momentum, offering premium frozen meals that address people’s desires for convenience and low costs without compromising quality. Brands have an opportunity to balance this expansion with the more symbolic aspects of dining - from community to indulgence.

Freda gains momentum in Germany with premium frozen foods

After filing for bankruptcy, Kellogg's historic diner in Williamsburg has reopened under the direction of chef Jackie Carnesi. The diner will focus on simple, high-quality dishes from the tradition, tapping into the growing popularity of nostalgic, healthy, and reasonably-priced dining experiences.

Kellogg's 1928 diner reopens to offer nostalgic meals

The Mid-Autumn Festival has sparked a surge in local tourism, shopping, and dining in China. The holiday provides an opportunity to spend time with family, travel, and participate in rich traditions as people look to celebrate their heritage against a backdrop of rising national and cultural pride.

Mid-Autumn Festival sparks spending around celebrations

Audible has partnered with sex therapist Chantelle Otten to create an immersive dining experience that encourages conversations around sexual wellness. As food-based aesthetics continue to dictate marketing cool, there’s an opportunity to unlock meaningful indulgence for experience-hungry Aussies.

Audible podcast brings sex therapy to the dining table

Adult advent calendars filled with items like spirits and high-end makeup are becoming increasingly popular. This trend highlights a shift towards personalised, smaller gifts, allowing adults to indulge in small luxurious products that make their holiday experience feel extended and more special.

More adults want advent calendars

Dating app Drybaby is creating a hub for sober curious singletons to connect offline. The hub taps into the shift among young Americans towards more mindful focused forms of leisure. And as dating app fatigue grows, it also shows the opportunity for brands to support a slower approach to dating.

Drybaby dating app caters to sober curious singletons

Rotterdam Urban Winery is turning surplus table grapes into wine, addressing food waste and supply chain issues and appealing to eco-conscious wine sippers. This mirrors a trend of eco-driven innovations in alcohol but only acts as a part of a holistic approach to sustainable drinking experiences.

Rotterdam Urban Winery transforms grape waste into wine

K-food is making its mark on Japan’s food market with the growth of quick-fix frozen Korean-style meals. People are increasingly looking for authentic global food experiences and convenience, and they are taking the lead from wider cultural phenomena to find inspiration.

Korea's cultural influence in Japan expands to food

Amid the rising popularity of microdramas, brands like KFC are increasingly embracing microdrama marketing. Through its "Reincarnation: Don’t Mess with the Foodie Empress”, KFC fosters more genuine connections with viewers through engaging branded content.

KFC releases microdrama for genuine connection

Fast food giant Pizza Hut is opening stores that offer smaller, cheaper versions of its favourites to attract cost-conscious diners in China. With people cutting back on dining out amid financial uncertainty, fast-food chains are proving to be more affordable and convenient options.

New Pizza Hut concept stores in China help diners save 

Netflix Japan has collaborated with Suntory’s Horoyoi brand of ‘sours’ to release a limited-edition canned cocktail for some of its upcoming series. As alcohol consumption declines in the country, brands are offering NOLO options centred around evolving social moments and drinking occasions.




Netflix launching canned cocktails for Japanese fans

Starbucks and Hello Kitty have united to launch exclusive merchandise and drinks across thirteen APAC regions to celebrate Hello Kitty's 50th anniversary. By tapping into nostalgia and people’s love for collaboration, they aim to captivate and unite new fan groups.

Starbucks and Hello Kitty launch anniversary merchandise

As the stigma of single dining fades, more Americans are choosing to dine out alone for convenience, exploration, and personal time. Signaling desires for autonomy and self-care, the shift presents restaurants with opportunities to create accommodating and personalized experiences for solo diners.

Americans are dining out alone more than ever

The Macallan has released 200 bottles of its oldest whisky yet, each priced at $190,000 and available for purchase by invitation only. The marketing strategy and design mirror the approach of luxury watch brands, making it a collectors' item – and tapping luxe whisky connoisseurs.

The Macallan releases whisky to buy by invitation only

Are ‘better for you’ snacks on their way out? Are Gen Zers the last generation of session drinkers? Will 2025 be the year that nightlife makes its comeback? In this chapter of the 2025 Expert Outlook, we speak to three experts about how people are dining with less cash to spare.

2025 Expert Outlook on Eating and Drinking

Through limited-edition flavors, a focus on nostalgia, and attention to TikTok, Goldfish is successfully bridging generational gaps and bringing its snack to more people. What do brands need to know about the company’s resurgence in modern times, and what can they learn?

How Goldfish uses nostalgia to reach US snackers

With the launch of Smidgin, a high-botanical gin intended to be used in short pours to make low-alcohol cocktails, Suffolk-based brewery Adnams is taking new, flavour-forward experiences to the increasing British demand for low-alcohol beverages. What does this say about what sober drinkers desire?

Why Adnams’ Smidgin mixes hyperlocal buzz for sober drinkers

The social enterprise Plate It Forward brings community to the kitchen by providing a safe working space for some of Australia’s marginalised individuals. Dining there means donating a meal to someone in need, touching on Australians’ core values and connecting with them beyond just a transaction.

Why Plate It Forward serves expat cuisine for an Aussie cause

As people are looking to streamline their busy lifestyles, meal preparation remains an obstacle for many – and especially younger generations. Catering to them, Heinz has rolled out a carbonara sauce as a quick and easy solution for pasta fans with on-the-go lifestyles.

Heinz woos convenience-seeking Gen Z pasta lovers

As the realities of climate change start to threaten the production of raw ingredients, businesses are having to pioneer adaptable strategies to meet demand. Production in the cocoa industry is especially high stakes. Innovation is becoming a core strategy to build trust and solve supply challenges.

Cocoa industry uses sustainable solutions to build trust

Amid a nationwide tendency for long work weeks and rigid hierarchies, Suntory stands out in Japan for all the right reasons. The worldwide beverage giant has an employee-first philosophy, treating mistakes as learning opportunities, aligning with Japanese employees’ desire for psychological safety.

How Suntory is helping Japanese people unlearn perfectionism

For a fourth year, Heinz has pledged support for Black-owned restaurants in the US through its grant program. As people call for more equitable solutions to address diversity issues, brands will be challenged to go beyond virtue-signaling and tackle the systemic causes of disparity.

Heinz renews support for Black restaurateurs in the US

Prepackaged cups of ice have been flying off the shelves of Chinese convenience stores this summer. As people continue to look for affordable indulgences, cost-conscious young shoppers are experimenting with drink combos to make cheaper cold beverages that don't involve a trip to a cafe.

Chinese audiences turn to ice-cups for affordable drinks

Soju is one of South Korea’s most popular products. However, its domestic sales have fallen as Gen Y and Z Koreans increasingly prefer whisky, tequila, and makgeolli. Changing drinking habits, influenced by crackdowns on traditional events, now favour mindful social drinking over binge drinking.

What are South Koreans drinking now?

‘Meatfluencers’ are encouraging people to embrace meat-based diets that reconnect with an idealised hunter past. Driven by the ‘manosphere’ but also rising among women, carnivorism represents a rejection of ‘woke’ narratives around health and sustainability and a desire for agency.

The US manosphere drives surge in 'carnivore diets’

As people begin to embrace a more experimental approach to sustainable solutions, designer Jinghan Li is pioneering a new approach to both waste and industry collaboration. Her Project FabriCandy initiative turns waste textiles into edible treats and attempts to show a new way of creating food.

Designer sustainably turns waste fabric into safe sweets

The tourism industry has seen a significant resurgence post-COVID-19, with numerous travellers eager for wine-focused experiences. But in this vast opportunity, how can wineries of any size, from small, family-run ventures to larger operations, truly capitalise on it?

Why is wine tourism booming globally?

Since the 70s, Japan has celebrated Christmas as part of its love for American culture. Despite religious differences, the Japanese adopted a unique holiday tradition that places KFC’s fried chicken at the centre of the holiday table, especially in a culture that loves festivals and convenience.

Why a KFC bucket became a Christmas tradition in Japan

Sprite has partnered with a local Australian restaurant to host its first-ever food challenge for spicy wing lovers. At a time when people are seeking local products and foods with local stories, the partnership speaks to the 'glocal' opportunities around mealtime novelty and connection.

Sprite's local activation targets spice-loving Aussies

Mexican beer company Tecate has launched Momentitos, an app that syncs with Google Calendar to help friends find time to meet. The move promotes Tecatita Light, a low-alcohol beer claimed to be perfect for casual, everyday meetups and combats the loneliness epidemic that haunts many friendships.

Momentitos offers casual socialisation for damp drinkers

Technology company Delta H Innovations is tackling temperature with a smarter and smaller device that allows warm drinks to cool on the go. The creation has gained GBP 150,000 (roughly $196,538) in crowdfunding and is entering a market that has attempted to crack the self-cooling issue for decades.

Delta H Innovations cools drinks for Britons on-the-go

Eating and Drinking

People want to see themselves in their drink of choice

While too little choice is limiting, too much can be paralysing. With the options in the alcohol and drinks space ever expanding, people are drawing on identities and values in other areas of their lives to narrow down their options. As a result, modern drinking moments and where they happen can say a surprising amount about how people see themselves.

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