Alcohol products integrate popular ingredients thought to purport better health
Trend - Beverage brands are catering to health-minded consumers through alcohol products that include added ingredients perceived to be healthy, often putting a focus on a functional physical benefit.
Insight - Consumers riding the wellness wave don't necessarily want to sacrifice their comforts or indulgences along the way. Alcohol consumption is an area health-conscious consumers are looking to still maintain a sense of wellness from, without sacrificing taste or familiarity. Not necessarily going the route of non-alc or mocktail beverages, consumers are willing to take adaptations of classic alcohol beverages that simply incorporate or reference nutritional additions.
Insight - Consumers riding the wellness wave don't necessarily want to sacrifice their comforts or indulgences along the way. Alcohol consumption is an area health-conscious consumers are looking to still maintain a sense of wellness from, without sacrificing taste or familiarity. Not necessarily going the route of non-alc or mocktail beverages, consumers are willing to take adaptations of classic alcohol beverages that simply incorporate or reference nutritional additions.
Workshop Question - Does your consumer perceive your product to be in opposition to some of their lifestyle goals? What's a way that you could you close that gap?
Trend Themes
1. Functional Alcohol - Beverage brands are catering to health-minded consumers through alcohol products that include added ingredients perceived to be healthy, often putting a focus on a functional physical benefit.
2. Low-abv Alternatives - With the rise of the no- and low-alcohol movement, many consumers are turning to low-ABV products, as well as new kinds of drinks that are interesting enough to substitute other popular options.
3. Cannabis-infused Beverages - Consumers are seeking out new drinking experiences thanks to inclusions like CBD.
Industry Implications
1. Beverage - Functional ingredients, low-ABV and cannabis-infused beverages are examples of ways for beverage companies to disrupt the industry.
2. Wellness - The trend for functional alcohol is driven by a desire for wellness products and health benefits.
3. Vegan - Brands like House of Saka offer vegan and non-alcoholic wine options made with CBD, representing a disruptive innovation opportunity in wine and spirits industry.
