Drinking Consumer Insights

Trend - In North America, avoiding alcohol in January is relatively common as consumers look to take a break from the indulgent foods and beverages they consume over the holidays. Brands are now jumping in on this trend, offering products and service that play off of "Dry January" in order to market themselves.

Insight - In an age where consumers are accustomed to personalization from the ad content they're shown to brick-and-mortar retail, they now expect that brands also take into account their lifestyles in the process of creating products or experiences for them. Consumers are no longer interested in the "one-size-fits-all" approach to marketing, and brands are responding in-kind by taking their individual priorities into account.

Trend - Brands both within and outside of the alcohol space are debuting premixed and packaged mocktail products. Keeping up with the popularity of premixed alcoholic cocktails and seltzers, this appeals using the convenience and ease of premade drinks that have become so commonplace in the alcohol industry.

Insight - Millennial and Gen Z consumers today are experimenting with reducing their alcohol consumption or eliminating it altogether, largely motivated by a desire to lead a more healthy lifestyle. This same group, however, still enjoys the social aspect of alcohol as well as the taste of many alcoholic drinks, leading to a desire for non-alcoholic products that closely mimic "real" drinks.

Trend - Beverages made to mix into alcoholic or virgin cocktails are incorporating cannabis–particularly CBD–into their offerings as consumers look to enhance the benefits of the items they indulge in.

Insight - For health-conscious consumers, indulging in food and beverages that aren't in line with their restricted diets can often require some compromising. The elevation of typically indulgent items with healthy ingredients or enhanced benefits gives consumers peace of mind when they choose to purchase food and beverage items they would typically avoid.

Trend - Omega-infused beverages are increasingly common as everyday drinks adopt supplements and vitamins to better appeal to health-conscious consumers. Coming in alternative forms like CBD-infused drinks or cocktails, these products are able to cater to consumers' desire to indulge, but responsibly.

Insight - As consumers become more concerned with their health, they're increasingly conscious of the extra effort it takes to adapt to lifestyles that are better for their overall wellness. Between professional and personal responsibilities, some consumers have a difficult time opting for nutrition over convenience. Thus, products that merge these two benefits cater to "halfway healthy" consumers looking to simplify the process of achieving wellness.

Trend - Category of the non-alcoholic beer is being diversified as companies introduce tea-inspired versions of the beverage. This herbal infusion introduces new and exciting tastes to alcohol-free beer, boasting the potential to make the product more appealing and suitable for larger audiences, including those who can't drink and the designated driver.

Insight - Contemporary consumers have a desire to be productive and healthy. The engagement in wellness rituals helps them maintain this mantra, however, social situations often involve alcohol and that contradicts with the idea of living as healthy as possible. Hence, consumers look for a happy medium that will allow them to balance their recreational routines with their social habits.

Trend - Herbal ingredients are being introduced to coffee as alternatives or supplements to give the morning beverage a nutritious kick. Dandelion root is a pioneering addition to this category as companies utilize its widespread availability, as well as its medicinal properties like balancing of pH levels in the body and cleansing the liver.

Insight - The morning cup of coffee is a ritual for many consumers. Many wish to embrace wellness by utilizing the consistency of the habit and introducing medicinal properties through it. As consumers find it increasingly difficult to deal with the negative effects of coffee consumption, this makes for a perfect avenue for exploring alternatives that mimic the flavor and texture of the beloved beverage.

Trend - As a popular and nutrient-packed breakfast food, smoothies can be enjoyed at-home, in the office or on-the-go. In the interest of introducing a higher degree of convenience and efficiency, companies are omitting steps from the smoothie preparation process with new, ready-made offerings like solid cubes or measured ingredient cups.

Insight - The modern consumer is ambitious, efficient, and productive. From commuting and working to running errands and partaking in wellness rituals, there isn't as much time in the day for entertainment, pursuing passions or simply spending time with friends. Product innovations that save time during the busy weekday are essential, as consumers attempt to be strategic about the things they spend their time on. In this context, even shaving off ten minutes in the morning has a value-add.

Trend - Brands in the beverage space are offering metabolism-boosting benefits for everyday use, rather than for physical activity-specific purposes alone. These products prioritize both flavor and function, thus catering to a range of consumers rather than only those who prioritize weight-loss or fitness.

Insight - "Weight loss" branding shifts to general wellness and health as consumers' use of social media has introduced them to the "body positive" movement where general physical health is considered to be more important than being thin. Thus, consumers are no longer seeking out promises of losing weight quickly. Instead, they're turning to foods, beverages, and supplements that offer them health-related benefits that can be sustained long-term. By combining nutritious ingredients with long-term promises rather than quick fixes, brands are able to gain the trust of health-minded customers.

Trend - With traditional soda sales down in North America, brands in this space are revamping their offerings by infusing nutritional elements into them. From CBD infusions to zero-sugar options, these products come as the "wellness" movement increasingly motivates purchase decisions.

Insight - The decline of popularity in the soda space comes as consumers look for more than flavor when purchasing food and beverage items. Preferences like health and mental benefits are on the rise, particularly as consumers are faced with a host of options in the ever-expanding sparkling beverage market. As consumer values increasingly turn to the prioritization of health and wellness, brands in all categories must follow suit.

Trend - As regions across North America continue the legalization of both medical and recreational cannabis, brands have been adopting cannabis' various properties into their products–with one of the more recent trends being the plant's infusion into spirits like gin and rum.

Insight - Consumers are increasingly embracing cannabis as its uses and benefits are both far-reaching in their potential daily applications, and as the plant caters to the growing preference for natural approaches to nutrition and mental health. With consumers already pivoting to natural enhancements to standard items that are part of their routines, the growing acceptance of cannabis is an easy transition.