Hard and alcohol-free seltzers are adapted with botanical ingredients
Trend - With both alcoholic and non-alcoholic seltzers being viewed as healthier alternatives to various beverages, brands in this space are elevating their flavor and benefits by infusing them with botanical ingredients.
Insight - Whether its in food, beverage or alcohol, consumers are constantly seeking healthier alternatives to products they already enjoy. This increased focus on personal "wellness" has resulted in consumers being not necessarily more calorie-conscious, but more ingredient-conscious and aware of that they put into their bodies. Brands that prioritize nutrition or free-from ingredients are more appealing to these consumers.
Insight - Whether its in food, beverage or alcohol, consumers are constantly seeking healthier alternatives to products they already enjoy. This increased focus on personal "wellness" has resulted in consumers being not necessarily more calorie-conscious, but more ingredient-conscious and aware of that they put into their bodies. Brands that prioritize nutrition or free-from ingredients are more appealing to these consumers.
Workshop Question - How could your brand better prioritize or highlight healthy products/ingredients?
Trend Themes
1. Botanical Infusion - Brands infuse seltzers with botanical ingredients to offer healthier beverage options.
2. Blurred Alcohol Categories - Brands are offering low-alcohol seltzers as an alternative to conventional wine and spirits to appeal to younger drinkers.
3. Flavor Exploration - Brands like Vyne offer seltzers with unusual flavors to provide a refreshing alternative to ordinary sparkling water.
Industry Implications
1. Beverage Industry - Consumer trends in seltzers reflect the beverage industry's ongoing pursuit of healthy and flavorful drink options.
2. Alcohol Industry - Blurred alcohol categories provide an opportunity for both traditional and non-traditional alcohol brands to innovate and capitalize on evolving consumer preferences.
3. Wellness Industry - Growing consumer trends towards health awareness and personal wellness provide opportunities for brands to offer nutrition-focused or free-from ingredient products.
