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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.

Festive NPD

 Dec 2022
Limited-edition foods and beverages are a great opportunity for consumers to try unique products of their favorite brands. In the past five years, there has been a 15% growth (Global CAGR, 2017 H2- 2022 H1) in launches of Festive NPDs for the holiday period. In the past year (2021 H2-2022 H1), most launches were Cakes (20%), Chocolate Pieces (17%), and Sweet Biscuits/Cookies (15%). Moreover, the most popular flavors of products launched with Christmas limited edition claims (2021 H2-2022 H1) were Milk Chocolate (22%), Hazelnut (13%), Almond (12%), and Orange (10%).
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As consumers become more interested in hybrid innovation, product launches are pushing boundaries and mixing different food and beverage categories to create new and exciting products. These hybrids combine the best of both worlds and include brand collaborations, various product base blends as well as cross-category flavors.
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Consumers are looking for more amplified experiences from food and beverages. This is achieved by enhancing products with exciting flavors and textures. Crunchy sweet snacks on the go, sparkling fizzy lemonades, and captivating colors and flavors are ways how manufacturers are appealing to the ever-changing tastes and senses of the experience-hungry consumer.
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Product launches with flavor ingredients are gaining ground with annual growth of 6% (CAGR, 2017-2021). The top flavor in all product launches globally is milk chocolate, but flower and herbal flavors are gaining ground. Manufacturers often turn to common flavor blends and leave unusual taste combinations for limited edition product launches. For creative product launches flavor combinations are picked that remind of another product or provoke memories and associations of various experiences. Different sweet flavor combinations are on the top for this trend.
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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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