Brands in the alcohol industry are marketing their products as "clean"
Trend - The alcohol industry is taking note of popular trends in the food and beverage space by presenting their products as "clean" or "free-from" alternatives to competitors. These items include everything from healthier ingredients to reduced sugar and gluten.
Insight - Health-conscious consumers tend to prioritize nutrition even in their more "indulgent" purchases, and so many are concerned with what goes into even the most traditionally unhealthy food and beverage products. Brands that are able to balance indulgence with health are appealing to these demographics.
Insight - Health-conscious consumers tend to prioritize nutrition even in their more "indulgent" purchases, and so many are concerned with what goes into even the most traditionally unhealthy food and beverage products. Brands that are able to balance indulgence with health are appealing to these demographics.
Workshop Question - How is your brand catering to the needs and preferences of health-conscious consumers?
Trend Themes
1. Clean Drinking Alternatives - The alcohol industry is marketing their products as 'clean' or 'free-from' alternatives to competitors to appeal to health-conscious consumers.
2. Crafted with Nutritious Ingredients - Alcohol and non-alcoholic beverage companies are creating products with organic, healthy ingredients to cater to consumers who prioritize nutrition even in their indulgent purchases.
3. Brewery-created Hard Seltzers - Breweries are responding to the spiked seltzer trend by creating their own clean, low-carb and low-calorie hard seltzers, providing a lighter drink for those who prioritize health without compromising on flavor.
Industry Implications
1. Alcohol - Alcohol companies are tapping into the clean drinking trend by creating products with reduced sugar, gluten-free ingredients and organic, premium components.
2. Non-alcoholic Beverages - Companies are crafting non-alcoholic drinks using botanical extraction methods and organic ingredients that appeal to health-conscious consumers who prioritize healthy living even in their indulgent purchases.
3. Food - The health trend has challenged food companies to create products with better-for-you ingredients and healthier options that satisfy the indulgent cravings of consumers.
