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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.

Food and beverage launches with free-from claims are growing with an +5% annual compound growth from the year 2018 to 2022. Almost half of the launches (46%) in the year 2022 featured gluten-free claims, but palm oil-free claims show the fastest annual growth +19% from the year 2018 to 2022.  
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Confectionery category launches are experiencing +2% compound annual growth from the year 2018 to 2022. The most launched confectionery subcategory in 2022 was chocolate blocks. The plant-based claim is the fastest-growing positioning for confectionery with an annual growth of +75% (2018-2022, CAGR). The prebiotic claim is also on a fast growth path. Strawberry & hazelnut top the confectionery launches in 2022, while blood orange is one of the fastest growing emerging flavors for sweets. 
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According to Innova Market Insights’ Top Trends 2023 on beverages, “Redefining Value” leads the list, focusing on how consumers are willing to pay more for what they value most, despite rising inflation. Consumers would still compromise for brands that respond to their core values, which can be functional ingredients, sustainability, ethical causes, etc. Other key trends expected to influence the beverage industry are “Generational Push”, “Revenge Spending”, and “Unpuzzle Health”.
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Innova Market Insights spots that new farming systems are improving quality and sustainability, leading to renewed consumer interest in food sources. New product launches show brands are emphasizing the use of upcycled, organic and sustainably farmed ingredients on product labels.
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Food and beverage product launches with clean labels are gaining ground and have an annual global growth of +2% (CAGR, 2018-2022). The leading subcategory with the most launches with clean label claims is soups and sauces, but meat substitutes is the fastest growing subcategory. No Additives/Preservatives is the leading top claim for products with clean labels.
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Taste and flavor are some of the most influencing reasons for consumers to choose a particular product. New product launches show brands emphasizing different taste combinations to create both a balanced taste but also give indulgence in novel flavors.
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