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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.

Consumers are ready to pay more for free-from food and beverages, as products free from allergies – such as gluten and lactose – are considered as major attribute of “clean” eating.  “Palm oil-free” and vegan claims are fastest growing claims in recent product innovations. Such free-from claims are commonly found in product launches from bakery, snacks and dairy. Adding to that, health benefits like “fat-free”, “sugar-free” and “calorie-free” are also gaining importance.
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Consumers are becoming increasingly conscious about the kinds of ingredients they are consuming. Although the goal to reduce sodium intake becomes more important to consumers, it cannot be achieved through reducing table salt alone. Therefore, the food industry continues to launch cooking solutions that reduce the sodium content. Sauces and Seasonings are one of the fastest growing food categories between 2017 and 2021 globally.
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With more people working from home and eating at home due to the COVID-19 pandemic, there has been an evolution of the breakfast occasion. Breakfast products are becoming more snackable through new sizes, shapes and packaging. Convenient on-the-go formats and one-size portions allow a quick meal for one.
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Texture plays a key role in how consumers experience food and beverages and can offer a greater feeling of indulgence. In the plant-based market, texture innovation is key to replicate the eating experience of the meat or dairy equivalent. Creamy is the top texture claim in plant-based food and beverages (Global, 2021), however crispy and crunchy texture claims are rising.
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There has been a shift in wellness trends as consumers nowadays take a proactive and preventative approach to their holistic well-being and look for purpose-driven food and beverages. The industry reacts by launching new products with multiple health benefits such as energy support, promoting sleep, and improving cognitive health.
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Nutrition and sustainability play a bigger role as brands refine the next generation of plant-based foods. Within the snack category, new product launches tracked with plant-based claims are growing with an average annual growth of +57% (Global, CAGR 2017-2021). Since health remains the top reason for consumers to consider plant-based alternatives, these plant-based snacking products often also feature health claims related to the protein and fiber content.
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