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NPD in action: Alcoholic beverages NPD

Mar 2020

Alcoholic beverages come in many shapes and sizes, and consumers’ demand for new experiences is driving fast growth in limited editions and botanical flavor combinations. Gin is the fastest growing alcoholic beverage, but true potential lies within the healthier alcoholic beverage segment with “Hard” or “Spiked” Seltzers on the rise.

Truly Hard Seltzer
Flying Embers
Whitely Neill
Voyage II
Corona
Silver Swift
Sapporo
Edinburgh Gin
Somersby
That Boutique-Y Gin Company

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Truly Hard Seltzer with a Hint of Wild Berry (US). Hard seltzer with hints of wild berry, in a 473 ml aluminum can. Contains 5.8 percent alcohol by volume. Gluten-free. Certified kosher. Contains 140 calories, 1 g sugar and 2 g carbs.

Product launches that contain cocoa as an ingredient and feature ethical claims are gaining ground. In the last five years, the annual growth is +6% (CAGR, 2017-2021). Manufacturers highlight the sustainability of cocoa by using claims such as fair trade, conscious farming practices, and promoting fair payment to the local farmers and communities. This ethical trend is noticeable not only in confectionery but also in other product category launches, that use cacao as an ingredient for different products such as bakery, dairy, desserts, and other.
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Processed foods are a convenience that truly facilitates our day-to-day life. Nonetheless, they are usually packed with additives to enhance taste or increase shelf life. As consumers become more aware of harmful ingredients, companies have started reformulating their foods to reduce fat and sodium or to have a lower calorie count. Although these trends are noted everywhere, Western Europe (31%) and Latin America (18%) are the two regions with the most food and beverage launches with food reformulation.
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Even though sweets are traditionally associated with unhealthy indulgence, this impression is changing. Confectionery has gone a long way in providing nutritious and healthy options that remove health concerns. Manufacturers engage consumers by providing confectionery products that focus on clean label claims, fewer sugar claims, plant-based claims, natural ingredients in sweets and guilt-free snacking.
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With the increase of people caring about the quality of food they consume, there has also been an increase of interest on how certain food makes people feel. Some nutrients provided by certain foods are not sufficiently produced by the human body and, therefore, we turn to other sources for them.  Others, we might not consume enough of and obtain them from supplements and vitamins. Most of these foods will claim to help reduce stress, improve one’s sleep and boost their moods.
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Brands are becoming more innovative when it comes to producing meat and dairy alternatives with plant-based claims. Consumers can choose from a bigger variety of plant-based options that uses innovation to closely replicate common meat and dairy products. Overall, the annual growth of meat and dairy launches with plant-based claims is 19% (CAGR, 2017-2021).
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A continued rise in fermented food launches has been noted, with a growth of +21% (Global, CAGR 2017 – 2021). The process of fermentation acts to both boost a product’s shelf life and nutritional value, with probiotics highlighted as primary function for fermented foods. Consumers are taking steps to improve immunity by incorporating beneficial bacteria in the form of probiotics and fermented foods, as they believe a healthy digestive system can help boost the immune system.
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