Need to Know
17 : 08 : 23

US – Functional beverages are a flourishing market brimming with alternatives to sugary fizzy drinks and sodas, yet few are geared towards children. Enter Tim Tam Tummy, allegedly the first kombucha drink crafted for little ones.

Children’s palates call for simple, sweet flavours encapsulated in fun and convenient products. Tim Tam Tummy set out to bridge the gap between unhealthy sugary drinks that kids tend to love and too sophisticated functional drinks currently available on the market. The kid-centric kombucha packs 3bn gut-loving prebiotics while boasting a short ingredient list free from artificial additives and sweeteners. It is also designed to appeal to the young target audience, with four lightly carbonated fruity flavours packaged in kid-sized self-stable cans easy to pack and drink on the go.

‘When it comes to better-for-you beverages, the kids' aisle has been largely left behind,’ adds Mary Alice Greco, the company’s chief marketing officer. ‘Tim Tam Tummy addresses parents' and kids' priorities – digestive health, immune function, convenience and fun.’

Generations Alpha and Zalpha are wise beyond their years, and such products that combine fun and function are sure to appeal to this individualistic and opinionated group.

UK – The Chartered Institute of Personnel and Development (CIPD) has found that UK employers intend to implement a median pay increase of 5% within the next year in an effort to retain staff amid a rising trend of counter-offers.

CIPD’s labour market report revealed that 40% of employers have countered rival jobs with higher wages. Among those offering counter-offers, 38% matched the new job offer’s salary, while 40% provided even higher compensation. But nearly a third of employers believe counter-offers are ineffective at holding on to staff. Public sector pay is also expected to increase by 4%, the highest recorded by the CIPD’s survey.

While these increases may add to concerns about inflation and its impact on the economy, they also show how post-pandemic workers – amid the great reshuffle and the great resignation – are unwilling to compromise on their compensation. We previously analysed this behaviour shift and other related social and wellness trends in our Work States Futures macrotrend report.