Beer brands aim to target health-conscious consumers
Trend - Brands in the beer industry are looking to the health-conscious consumer to inspire new products, offering everything from beers with more nutritious ingredients, to those with limited calories.
Insight - Despite the increased focus on wellness, consumers are still looking to indulge. However, the wellness wave has made it so they wish to enjoy vices without feeling guilty. The halfway healthy movement consolidates these conflicting consumer desires.
Insight - Despite the increased focus on wellness, consumers are still looking to indulge. However, the wellness wave has made it so they wish to enjoy vices without feeling guilty. The halfway healthy movement consolidates these conflicting consumer desires.
Workshop Question - How could your brand bring in a new customer base with some tweaks to its offerings?
Trend Themes
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Halfway Healthy Movement — The wellness wave has prompted consumers to desire a healthy consumption experience without feeling guilty, inspiring the trend of halfway healthy products in the beer industry.
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Low-calorie Beers — The rise of health-conscious consumers has prompted breweries to create low-calorie beers to cater to their target market.
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Nutrient-enhanced Beers — Breweries are incorporating healthy ingredients in their beers such as organic grains, vitamin B6, and sea salt to offer nutrient-enhanced beers that promote good health.
Industry Implications
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Breweries — Breweries can tap into the market of health-conscious consumers by experimenting with healthy ingredients and creating low-calorie beers to cater to this growing target market.
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Food and Beverage Industry — Healthy drinking options are increasingly popular, and companies that offer products in the food and beverage industry have a unique opportunity to create healthy drinking options for their customers.
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Marketing and Advertising Industry — As breweries continue to create better-for-you beers and low-calorie options, marketing and advertising companies have the opportunity to promote these products in a way that appeals to the health-conscious consumer.
