How is consumer psychology reshaping the beverage industry? In this episode, we sit down with Hunter Thurman, CEO of Alpha-Diver, to discuss the findings of their BEV50 report. We’ll explore how psychological insights drive the success of the top 50 beverage brands in the U.S. and how factors like impulse buying and social endorsement influence what ends up in our shopping carts. Hunter also shares how Alpha Diver’s data sheds light on emerging trends, offering a fresh look at the evolving beverage market.

We’ll dive into how post-COVID shifts, like the rise of the YOLO mindset, are affecting consumer behavior, especially in the food and beverage sectors. We’ll talk about how emotional stress has boosted categories like salty snacks, quick service restaurants, and beverages, and why some brands are thriving while others fall behind. We’ll also compare current trends to pre-COVID years and examine how social media amplifies emotional responses, affecting consumer choices.

Curious about why healthier carbonated drinks like Olipop and Poppy are gaining traction against giants like Coca-Cola and Pepsi? We break down the consumer behavior driving this shift, focusing on sensory and experiential value over health benefits. Despite their higher price points, these new brands are making an impact in ways traditional ones are not. We’ll also discuss the challenges these brands face in turning interest into routine purchases, the concept of "loyalty conditioning," and the growing trend of non-alcoholic beverages. Tune in for insights that could change how you view the beverage industry.