Consumers opt for food-inspired cocktails that offset the effect of spirits
Implications - As the health and wellness movement continues to push aging consumers to reconsider their lifestyle choices, many are opting for cocktails infused with ingredients such as root vegetables and fermented foods. This progression demonstrates that in addition to the interest in lower calorie beverages, consumers are also interested in incorporating rejuvenating ingredients that proactively nourish the body during alcohol consumption.
Workshop Question - In what way is your product responding to consumer desire for naturality?
Trend Themes
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Healthy and Nutritious Cocktails — As the health and wellness movement continues to gain momentum, consumers are gravitating towards cocktails that incorporate healthy and nourishing ingredients, providing disruptive innovation opportunities for businesses to create cocktails that are both flavorful and healthy.
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Ready-to-drink Cocktails with Vitamins and Minerals — Ready-to-drink canned cocktails that are marketed as a source of essential vitamins, minerals and electrolytes are becoming increasingly popular, creating an opportunity for businesses to create health-conscious cocktails in convenient, on-the-go packaging.
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Superfood Spirits — Superfood spirits infused with nutrient-dense ingredients like acai, goji and kumquat are on the rise, allowing businesses to explore uncharted flavor territories while appealing to health-conscious consumers.
Industry Implications
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Beverage Industry — The beverage industry can utilize the trend towards healthy and nutritious cocktails to create innovative drinks that cater to health-conscious consumers looking for an alternative to traditional, high-sugar cocktails.
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Cocktail Mixers Industry — The cocktail mixers industry can create innovative products with an emphasis on natural and organic ingredients to appeal to consumer preferences for clean-label mixers.
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Alcohol Industry — The alcohol industry can embrace the trend towards healthy and nutritious cocktails, focusing on low-sugar and low-calorie alcoholic products that are marketed towards health-conscious consumers seeking 'better for you' alternatives.
