Global sales of low-alcohol and non-alcoholic beverages are skyrocketing. According to market research firm IWSR, consumption will be 31% by 2024 in 10 markets in Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the United Kingdom and the United States. Together, these countries account for 75% of the low to non-sectoral.
Daniel Wolfson, restaurant editor grocery store,Said at a recent IFF event on this topic – NOLO LAND – that the sector was “explosive” and that evolution in consumer behavior during the lockdown of COVID-19 facilitated growth.
“Pandemic has created an environment where people don’t want to drink full-concentration alcohol at home all week long and want to buy online and try different brands, so many people who don’t have a brand and launch it at a low price. Helped. Different forms of marketing, open to different channels. “Wolfson believes.
“The general consensus of the UK beverage industry is that this is actually the most exciting growth area, with potential for product development and often seen as a really good opportunity for investment. People are comparing it to early plant bases. “
So what is driving the expansion of low- or additive-free beverages?
The biggest driver of growth is the improvements made by low-alcohol and non-alcoholic beverage makers to improve the sensory profile of their products. FoodNavigator Senior Editor Katy Askew told the IFF event.
“The dynamic growth seen in low-to-no may be associated with leaps and bounds in improving the drinking experience … Improving flavor, aroma and mouthfeel will give consumers this. It was essential to get into the category. “She suggested.
Rachel Arthur, editor of BeverageDaily, argued that future innovation would be needed to “open up” the identity of soft and alcoholic beverages. She suggested that this could be achieved by emphasizing the artisan’s ingredients, manufacturing process, or segmental health and wellness beliefs.
It is widely recognized that moderate consumption of beer and wine provides health benefits related to antioxidant content. However, consumers are also paying attention to the negative health effects of energy and alcohol content. “If your health supports growth from low to nothing, using functional ingredients can be a really great opportunity to take advantage of this further.”Askew agreed to point out the possibility of using plants, mushrooms, and – regulation pending – CBD.
While much attention has been paid to millennials consuming low-alcohol and non-alcoholic beverages, Arthur could appeal to another important demographic, the healthy elderly, about health. I suggested that there is.
Ewa Hudson, director of insights at Lumina Intelligence, focused on kombucha, a drink that has a positive effect on gut health, and highlighted data showing increased consumer involvement.
Lumina, a data and insights business owned by FoodNavigator publisher William Reed Business Media, tracks online consumer involvement across probiotic categories. “From a growth perspective, kombucha lies between good probiotic supplements and better (albeit less base) probiotic cosmetics. Kombucha growth will accelerate in late 2020. , Placed in a very favorable position for development in 2021.“Hudson revealed.
All of these show a healthy outlook for the fast-growing low-to-nothing category.
For more insights, watch a video presentation co-produced by William Reed Business Media titles FoodNavigator, BeverageDaily, The Grocer, and Lumina Intelligence.
https://www.foodnavigator.com/Article/2021/06/10/What-s-inspiring-innovation-in-low-to-no-beverages?utm_source=RSS_Feed&utm_medium=RSS&utm_campaign=RSS What stimulates low or non-beverage innovation?