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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.

Innova Market Insights data indicates that globally, there is a 2% average annual growth in food & beverage launches with functional ingredients (including probiotics and prebiotics) from Jul 2018 to Jun 2023. There is an especially noticeable increase in meat substitute launches that use functional ingredients, with 20% growth in the five-year span. Poultry Substitutes are the fastest-growing meat substitutes with functional ingredients. 
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Innova Market Insights data indicates that coloring ingredients are on trend, with a 2% average annual growth in food & beverage launches from July 2018 to June 2023. Confectionery (19%) takes the highest share of launches from July 2018 to June 2023. Most increase in food coloring ingredients was noticed in Meat Substitute launches. Caramel color was the leading color ingredient for food & beverage NPD. 
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Innova Market Insights data indicates there is a 4% average annual growth in flavor enhancer use in food & beverage product launches from July 2018 to June 2023. Most enhancers were used in Snack launches; nonetheless, their use in Meat Substitutes has grown 25% in the five-year period. Monosodium Glutamate and Yeast extracts were the most used flavor enhancers. These recent products, picked by the analysts at Food Ingredients First, all emphasize rich flavor in their packaging.
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Organic ingredients appeal to consumers by promising healthy and free-from products that match their wellness preferences and support eco-friendly practices. Innova Market Insights data indicates that there is an increasing organic claim use in the Spreads, Fruit and Vegetable and Confectionery categories. Whey, milk chocolate, tomato concentrate and walnuts are some of the ingredients showing more growth.
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The food and beverage industry is rapidly embracing sustainability to meet environmental concerns and consumer preferences, with a notable 5% global average annual growth in launches featuring ethical claims over a five-year span from July 2018 to June 2023. This includes a spectrum of practices like sustainable sourcing and farming, the promotion of healthy eating, innovative packaging and the integration of circular economy principles.
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Over the last five years, food and beverage brands have been integrating greater wellness concepts into NPD. This shift has resulted in a rise in health-focused claims, for example, sugar-free, high protein, and low/no/reduced carb options. These ten global new product launches promise to provide well-being to consumers. 
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