Wine and wine-based beverages tout their low-sugar formulations
Trend - Low-sugar wines and wine-based drinks are on the rise as brands look to change their branding from being "low-calorie" to implying that their products healthier in general. These products include everything from canned sparkling wines to more traditional white wines.
Insight - The body positive movement among Millennials and Gen Z has brought on a greater understanding of health, and how it doesn't always correlate with a person's weight. Thus, there's been a slow but steady increase in demand for products and services that promise all-encompassing health benefits rather than weight loss specifically. Brands that are able to focus more on nutritious ingredients than in dieting are able to cater to younger, more informed demographics.
Insight - The body positive movement among Millennials and Gen Z has brought on a greater understanding of health, and how it doesn't always correlate with a person's weight. Thus, there's been a slow but steady increase in demand for products and services that promise all-encompassing health benefits rather than weight loss specifically. Brands that are able to focus more on nutritious ingredients than in dieting are able to cater to younger, more informed demographics.
Workshop Question - How could your company shift its messaging so it better appeals to the mindset of younger demographics?
Trend Themes
1. Low-sugar Wines - Brands adopting low-sugar formulations for wine and wine-based beverages.
2. Eco-friendly Packaging - Wine brands are experimenting with eco-friendly packaging solutions to cater to younger informed demographics.
3. Innovative Flavors - Wine brands are experimenting with innovative flavor combinations to appeal to younger demographics.
Industry Implications
1. Wine and Beverage - The wine industry is responding to younger, informed demographics by experimenting with new packaging solutions and innovative flavors.
2. Packaging and Sustainability - The rise of eco-friendly wine packaging reflects a growing industry trend for sustainable packaging solutions.
3. Wellness and Health - The move towards low-sugar and healthier wine options reflects a broader industry trend for wellness and health products.
