Category
Lifestyle
Assisted Choices
Trend cluster
Category
Functional
Mocktail
Non-alc beverages tap specific ingredients for functional benefits.
3.9
Trend score
Trend
What is the Functional Mocktail trend?
Functional Mocktail: Creating more than just alcoholic alternatives, beverage brands are adapting mocktail concoctions to be healthier and nutrient-focused. Offering adaptions and electrolytes to kick-start energy, these non-alc examples speak to the way alcoholic consumption is adapting.
Insight
The consumer insight behind the Functional Mocktail trend
The Information Age has made modern consumers more aware of their consumption habits and this attitude is especially present in the mindset of the younger generations. With a strong appeal to wellness, Millennials and Gen Zers take extra care of their body and mental health, often switching certain habits that are perceived to be bad for more functional and good-for-you products, whether it is at home or for a social occasion.
Trend themes
Themes within the Functional Mocktail trend
Three behaviours holding the trend together01
Functional Mocktails
The rise of functional and healthy mocktails that offer adaptogens and electrolytes is motivated by the younger generations' health-related lifestyle changes.
02
Non-alcoholic botanical elixirs
The trend of infusing non-alcoholic beverages with natural botanical ingredients and adaptogens is growing, aiming for a health-conscious and stress-free social drinking experience.
03
Enriched non-alcoholic beverages
The non-alcoholic alcohol industry expansion meets the demand of a health-focused consumer base for beverages that are low in calories, fortified with vitamins and electrolytes, and can fuel an active lifestyle.
Industry implications
What the Functional Mocktail trend means for industry
Where the trend changes the playbookFor
Beverage industry
The beverage industry is expanding to meet the demands of health-conscious consumers by developing a wider range of non-alcoholic, adaptogenic, and nutrient-dense beverages.
For
Wellness industry
The wellness industry is leveraging trends in functional mocktails and enriched non-alcoholic beverages to craft wellness-themed workshops, classes, and retreats.
For
Hospitality industry
The hospitality industry has an opportunity to adjust to changing social norms in drinking culture and capitalize on trends like non-alcoholic elixirs and botanic mocktail adaptations.
Workshop question
In what way could you adapt food or beverage substitutes to be more appealing to the average consumer?
Trend signals
Trend signals for Functional Mocktail
Trend score 3.9 out of 10, from popularity 66%, activity 43%, freshness 9%.
Popularity66%
Activity43%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Functional Mocktail trend
4 featured examples from Apr 5 to Aug 28, 2019CategoryLifestyle
Non-Alcoholic Nootropic Drinks
Kin Spritz is Packed with Functional Botanicals & Adaptogens
Disruptive innovation potential for creating non-alcoholic drinks with functional benefits and unique botanical combinations.
CategoryLifestyle
Enriched Non-Alcoholic Beverages
Two Roots Brewing Co.'s Non-Alcoholic Craft Beer Has Vitamin B12
Craft breweries can explore the non-alcoholic market segment by producing high-quality non-alcoholic beverages to cater to consumers looking for an alternative to traditional alco…
CategoryLifestyle
Adaptogenic Crystal Elixirs
Rock Grace's Non-Alcoholic Drink is Infused with Herbs & Botanicals
The beverage industry can explore the concept of creating wellness drinks infused with adaptogens and botanicals to cater to health-conscious consumers seeking non-alcoholic alter…
CategoryLifestyle
Botanical Blood Orange Mocktails
Mingle Sparkling Mocktails Made a Blood Orange Elderflower Flavor
Disruptive innovation opportunity: Introduce new and unique beverage flavors to capture the growing market of health-conscious consumers.
