Category
Lifestyle
Source Signatures
Trend cluster
Category
Wellness
Alternative
Non-alcoholic beers, wines and mixers are infused with vitamins.
4.7
Trend score
Trend
What is the Wellness Alternative trend?
Wellness Alternative: 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
The consumer insight behind the Wellness Alternative trend
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.
Trend themes
Themes within the Wellness Alternative trend
Three behaviours holding the trend together01
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.
02
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.
03
Adaptation to Gen Z Lifestyles
Gen Z consumers seek out brands that adapt to their lifestyle and more casual approach to drinking.
Industry implications
What the Wellness Alternative trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
How is your brand adapting to Gen Z and Millennial's "sober curious" lifestyles?
Trend signals
Trend signals for Wellness Alternative
Trend score 4.7 out of 10, from popularity 65%, activity 55%, freshness 22%.
Popularity65%
Activity55%
Freshness22%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Wellness Alternative trend
7 featured examples from Aug 31, 2021 to Mar 19, 2024CategoryLifestyle
Sparkling Pineapple Juices
Trader Joe's New Sparkling Pineapple Juice Beverage Has No Added Sugar
The beverage industry should experiment with natural, clean label, and flexible beverages to keep up with changing consumer preferences.
CategoryLifestyle
Probiotic Non-Alcoholic Spirits
Tepache Gold Reinvents an Ancient Aztec Recipe for Consumers Today
Opportunity to innovate within the beverage industry by introducing probiotic-packed and low-calorie drinks.
CategoryLifestyle
Sparkling Dealcoholized Wines
0.5% ABV Wild Life Botanicals is Low in Calories
Companies in the alcoholic beverage industry can leverage the demand for low-calorie, dealcoholized drinks to cater to the growing health-conscious population and stay competitive.
CategoryLifestyle
Hoppy Sparkling Waters
Hoplark's Sparkling Water Delivers the Hoppiness of Beer
Beverage manufacturers have the opportunity to experiment with hop-centric products to cater to consumer preferences for unique and flavorful drink options.
CategoryLifestyle
Functional Alcohol-Free Refreshments
Bonbuz Functional Fizz Helps to Elevate Mood, Energy and More
Innovating within the beverage industry to create functional, alcohol-free options that cater to changing consumer preferences.
CategoryLifestyle
Non-Alcoholic Vitamin D-Infused Beers
Corona Canada Launches Alcohol-Free Beer, 'Sunbrew 0.0%'
Companies can continue to innovate in the growing non-alcoholic beverage market, offering unique flavors and combinations of beneficial ingredients.
CategoryLifestyle
Vitamin-Rich Mixers
Punchy's Flavored Mixers Have 50% of the Recommended Daily Intake of Vitamin D
The launch of Punchy's vitamin-infused mixers highlights a change in consumer preferences towards healthier drink options.
