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Innovations in Healthier Alcoholic Drinks: Healthy Positioning Strategies, Case Studies and Future Opportunities
Business Insights, March 2010, Pages: 117
Health concerns are having an impact on the market for alcoholic drinks. The consumption of alcohol per head in Europe is falling having peaked in about 1975 and this trend is allied to increasing health awareness on the part of consumers. Consumption per head is falling in France, Germany, Italy, the Netherlands, Spain, the UK, as well as Japan and many other countries, and this trend is expected to continue over at least the next five years.
There is also a shift taking place in the types of alcohol consumed. The consumption of beer/cider/FABs is declining in most western countries whereas wine is generally perceived as a healthier alcoholic drink and so consumption in many countries is rising. In western countries consumption of spirits has not been as harmed by health concerns as spirits are often perceived by consumers to be healthier than beer because of their lower calorie content.
Health issues have already had a fundamental effect on food and non-alcoholic drinks markets and are now going to shape beer, wine and spirits. We have already seen the emergence of significant low/no alcohol and low/no calorie segments. Expect to see growth in organic/natural, low/no carbohydrate and functional segments, as well as more responsible drinking campaigns and a marketing focus on quality over quantity.
Key features of this report
Analysis of almost 1,600 launches of healthier alcoholic that took place globally between 2005 and the start of 2010.
Trends in the share of alcoholic drinks launches accounted for by organic, natural, dietary, low/no alcohol and functional products.
Identification of the key recent trends shaping the market, as well as an evaluation of the next trends likely to become apparent over the coming five years.
Descriptions and photos of the most important healthier alcoholic drinks launched over the last five years.
Scope of this report
- Understand how the myriad of products launched in this market actually fit together and relate to each other. Don’t miss any opportunities!
- Compare your portfolio and NPD pipeline against the healthier drinking benchmarks set out in the report.
- Prompt your marketing and NPD teams with product ideas from around the world.
- Set goals and objectives for your company’s new product development pipeline.
Key Market Issues
- In a climate of increasing government, media and to some extent consumer pressure, the largest drinks companies are rolling out international responsible drinking campaigns.
- The ageing population of developed countries – particularly the baby boomers of the US – present an attractive market for alcoholic drinks with functional health benefits such as higher levels of antioxidants.
- There is a question as to whether the current natural and organic craft products on the market can make the transition to super-brand status.
Key findings from this report
- New products with at least one healthier attribute made up 12% of new product launches in 2009.
- The largest proportion was registered in the beer market where 20% of launches were healthier in some way. This was almost double the proportion in the spirits market (11%), which in turn was higher than that in the wine market (8%).
- The most common health claim on new alcoholic drinks – present in 8% of launches in 2009 – was that the product lacks at least some artificial ingredients.
- The key trends in the low/no calorie segment are the emergence of super low calorie beers, the targeting of women and dieters, the adding to product ranges of more flavours and greater sophistication and the growth of sales outside the US.
Key questions answered
- What alternative to the standard responsible drinking campaign has Whyte & Mackay adopted?
- Why have organic spirits been slower in their growth than organic wines and beers?
- How have different consumption occasions prompted new product development in the realm of healthier alcoholic drinks?
- What will the increasing economic power of women and their greater health consciousness mean for the future of alcoholic drinks?
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