Non-alcoholic beers, wines and mixers are infused with vitamins
Trend - As more consumers turn to healthier alternatives to alcohol, no or low-alcohol beverages and mixers are being infused with vitamins to up their nutritional benefits. Wine, beer, seltzers and mixers are all being adapted for the modern, health-conscious consumer.
Insight - Millennial and Gen Z are changing what social drinking looks like, opting for low abv, healthy ingredients, or alternatives to alcohol altogether--like using cannabis instead. These consumers are increasingly seeking out drinking experiences that help relax them and make them feel good--on top of being better for them. As Gen Z consume less alcohol than proceeding generations, they seek out brands that adapt to their lifestyle and more casual approach to drinking.
Insight - Millennial and Gen Z are changing what social drinking looks like, opting for low abv, healthy ingredients, or alternatives to alcohol altogether--like using cannabis instead. These consumers are increasingly seeking out drinking experiences that help relax them and make them feel good--on top of being better for them. As Gen Z consume less alcohol than proceeding generations, they seek out brands that adapt to their lifestyle and more casual approach to drinking.
Workshop Question - How is your brand adapting to Gen Z and Millennial's "sober curious" lifestyles?
Trend Themes
1. Health-conscious Alcohol Alternatives - As more consumers turn to healthier alternatives to alcohol, no or low-alcohol beverages and mixers are being infused with vitamins to up their nutritional benefits.
2. Mindful Drinking Movement - Millennial and Gen Z are changing what social drinking looks like, opting for low abv, healthy ingredients, or alternatives to alcohol altogether--like using cannabis instead.
3. Adaptation to Gen Z Lifestyles - Gen Z consumers seek out brands that adapt to their lifestyle and more casual approach to drinking.
Industry Implications
1. Non-alcoholic Beverage Industry - As more consumers seek healthier alternatives to alcohol, the non-alcoholic beverage industry has the opportunity to innovate by creating low-alcohol or alcohol-free drinks infused with vitamins or other beneficial ingredients.
2. Wellness Industry - The wellness industry can capitalize on the mindful drinking movement by developing products that promote healthier drinking habits, such as non-alcoholic beverages that offer relaxation and mood-boosting benefits.
3. Food and Beverage Industry - The food and beverage industry can tap into the adaptation of Gen Z lifestyles by creating products and experiences that align with their casual approach to drinking, offering options for both mindful drinking and full-flavor enjoyment.
