Brands make unexpected alcohol infusions to convey health-consciousness
Implications - Consumers are constantly looking for ways to improve their overall health, even when it comes to vices, which is being addressed with alcohol products that infuse fresh fruit or vegetable flavoring. This "healthy" approach is expanding market reach to satisfy those looking for variety and balance in their diet.
Trend Themes
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Functional Alcohol — Brands are infusing fresh fruit or vegetable flavoring to offer 'healthy' alcohol options that appeal to consumers looking for variety and balance in their diet, presenting an opportunity for disruptive innovation in new functional flavor combinations.
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Natural Flavor Infusions — Brands are looking to infuse all-natural flavors into alcohol that appeals to those with a preference for whole, unprocessed ingredients, presenting an opportunity for disruptive innovation in unique and authentic flavor combinations.
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Cross-category Drinks — Brands are combining popular beverage categories like coconut water, quinoa, tomato juice with alcoholic beverages to offer unique and unusual flavor combinations, presenting an opportunity for disruptive innovation in new cross-category combinations.
Industry Implications
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Food & Beverage — The food and beverage industry can reference these trends to develop new products that cater to consumers looking for cross-category drinks with functional and natural flavor components.
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Alcohol Industry — The alcohol industry can reference these trends to expand and diversify product portfolios with functional and natural flavor infusions and unique cross-category combinations.
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Health & Wellness Industry — The health and wellness industry can reference these trends to identify and target the growing group of consumers looking for healthier alcoholic beverage options and cross-category drinks with functional ingredients.
