One of today’s most visible trends has been the cultural shift towards wellness beverages. From fresh press juice stores popping up across every major American city to designated sections at supermarkets reserved for smoothies and elixirs, wellness beverages have become a staple of daily life for the aspirational, health inclined consumer.
However, the driving motive behind this large-scale cultural shift has been far less clear. Certainly, the vanity of being able to routinely afford and publicly consume an expensive wellness beverage plays a large role. Wellness beverages from trendy vendors such as Juice Press and Juice Generation typically retail for $10 or more and signature smoothies from specialty shops such as Kreation can exceed $20.
It’s very difficult to quantify how much value these products actually contribute to our lives. The fact is that on a cultural level, most popular wellness beverage products have become associated with status symbols than as stand alone health formulas, which may work fine for a portion of society but end up obscuring the take-away benefits for the mindful consumer.
Thankfully, some of the more conscientious leaders in the wellness beverage industry have started to realize the value dilemma facing mindful consumers and have presented concrete solutions.