- They are making vacation plans: Plans are US-focused, and include road trips, camping, national parks, and beaches. Popular destinations are Hawaii, California, Upstate New York, Vermont, and the Pacific Northwest, indicating that easy access to nature and outdoor activity is a top priority.
- They are feeling optimism and burnout in equal parts: Panelists are generally upbeat about the season ahead, rating their excitement level for the summer high. At the same time, those feelings are tempered with a sense of trepidation, hesitancy, and stress.
- They’re relying on simple pleasures: Family, pets, and entertainment continue to bring levity to people’s lives. As many endured a year of stress and chaos, it’s clear that simple pleasures and their loved ones are their number one sources of joy.
- They are making healthy choices: Health seems top of mind for all, with nearly half reporting water as an important drink for summer and a taste for vegan/ vegetarian items and fresh produce. Some are also exploring alcohol alternatives, reflecting the growing trend toward moderation.
- Their palates are diverse and global: From DIY tepache to Korean corn dogs, they are exploring the world through their food and drink choices.
- They are adventurous in the kitchen: While restaurants are becoming more accessible, most panelists reported their new food discoveries to be in their own kitchens. They are exploring homemade drinks, complex baking projects, new recipes, and new gadgets.
- Their alcohol choices are trend-forward: From chilled natural red wine to homemade syrups for at-home craft cocktails to hard seltzer, consumers are exploring libations outside of the traditional.
Tags: Saage Insights
