Non-alc beverages tap specific ingredients for functional benefits
Trend - 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 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.
Insight - 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.
Workshop Question - In what way could you adapt food or beverage substitutes to be more appealing to the average consumer?
Trend Themes
1. Functional Mocktails - The rise of functional and healthy mocktails that offer adaptogens and electrolytes is motivated by the younger generations' health-related lifestyle changes.
2. 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.
3. 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
1. 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.
2. Wellness Industry - The wellness industry is leveraging trends in functional mocktails and enriched non-alcoholic beverages to craft wellness-themed workshops, classes, and retreats.
3. 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.
