Category
Lifestyle
Assisted Choices
Trend cluster
Category
Clean
Alcohol
Brands in the alcohol industry are marketing their products as "clean".
2.8
Trend score
Trend
What is the Clean Alcohol trend?
Clean Alcohol: 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
The consumer insight behind the Clean Alcohol trend
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.
Trend themes
Themes within the Clean Alcohol trend
Three behaviours holding the trend together01
Clean Drinking Alternatives
The alcohol industry is marketing their products as 'clean' or 'free-from' alternatives to competitors to appeal to health-conscious consumers.
02
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.
03
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
What the Clean Alcohol trend means for industry
Where the trend changes the playbookFor
Alcohol
Alcohol companies are tapping into the clean drinking trend by creating products with reduced sugar, gluten-free ingredients and organic, premium components.
For
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.
For
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.
Workshop question
How is your brand catering to the needs and preferences of health-conscious consumers?
Trend signals
Trend signals for Clean Alcohol
Trend score 2.8 out of 10, from popularity 37%, activity 38%, freshness 9%.
Popularity37%
Activity38%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Asia-Pacific
Evidence
Examples of the Clean Alcohol trend
4 featured examples from Mar 19, 2020 to Jan 23, 2021CategoryLifestyle
Free-From Botanical Spirits
Optimist Drinks Crafts Clean, Full-Flavor Alcohol-Free Spirits
The beverage industry can benefit from the free-from and distilled non-alcoholic trends by developing clean and full-flavor products that are versatile and can be enjoyed in a var…
CategoryMarketing
Ready-to-Drink Vodka Refreshments
The Well Infused Drinks are Certified Organic
Embracing the opportunity to produce craft alcohol products made with organic and premium ingredients.
CategoryLifestyle
Guilt-Free Hard Kombuchas
JuneShine Boasts a Beverage Range as a Healthier Alcoholic Alternative
Craft breweries can explore the production of healthier alcoholic beverages like hard kombuchas to cater to the increasing demand for health-conscious alternatives.
CategoryLifestyle
Brewery-Created Hard Seltzers
BrewDog is Now Creating Its Own Clean & Press Hard Seltzers
Breweries can capitalize on the increasing popularity of hard seltzers by creating their own innovative alternatives.
