Alcohol-based beverages are formulated with immune-boosting ingredients
Trend - Brands in the alcohol space are enhancing the benefits of their beverages by touting the immune-boosting benefits of their products with ingredients like vitamin C. These ingredients are incorporated in everything from spirits to cocktails.
Insight - With Millennial and older Gen Z consumers consuming less alcohol than preceding generations, what's drawing these generations to certain alcohol brands is less about the process of getting drunk and more about the experience, flavor and benefits of the products being offered. Just as they search for multiple benefits in the food choices they make, they seek out health enhancements in their beverage choices as well.
Insight - With Millennial and older Gen Z consumers consuming less alcohol than preceding generations, what's drawing these generations to certain alcohol brands is less about the process of getting drunk and more about the experience, flavor and benefits of the products being offered. Just as they search for multiple benefits in the food choices they make, they seek out health enhancements in their beverage choices as well.
Workshop Question - How is your brand prioritizing multiple benefits in its products/services?
Trend Themes
1. Health-boosting Beverages - Consumers are seeking out health-enhancing benefits in their beverage choices, leading to a trend of alcohol and non-alcohol drinks formulated with immune-boosting and anti-inflammatory ingredients.
2. Better-for-you Cocktails - Consumers' desire for mindful indulgence is driving the introduction of better-for-you adult beverages, which offer functional benefits and balanced health profiles.
3. Organic and Nutrient-enriched Libations - Organic and nutrient-enriched libations are becoming more prominent in the market, as health-conscious consumers seek out healthier alcohol products with superior quality ingredients and balanced health profiles.
Industry Implications
1. Beverage Industry - The trend towards health-boosting beverages and better-for-you cocktails create opportunities for beverage companies to develop innovative products that meet the needs of health-conscious consumers.
2. Organic Food Industry - The emergence of organic and nutrient-enriched libations presents opportunities for organic food industry players to expand their product portfolios and gain a foothold in the beverage market.
3. Fitness and Wellness Industry - The trend towards better-for-you cocktails can facilitate partnerships between beverage companies and fitness and wellness industry players, as both look to create products that appeal to health-conscious consumers.
