The adult soft drinks market is gaining ground as products seek to satisfy a range of consumer needs and behaviors. What’s more, the appeal of adult soft drinks stretches beyond those looking to reduce their alcohol intake, and reaches older soft drink consumers seeking sophisticated, upscale offerings that appeal to mature tastes, according to a new report from Canadean.
According to the “Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages" report, alcohol moderation and avoidance is generating interest in premium, non-alcoholic soft drinks to be consumed instead of alcohol, a trend that is witnessed for both everyday consumption and special occasions. In fact, 41 percent of global alcohol drinkers surveyed claim to pay high attention to reducing the amount of alcohol consumed, while 49 percent say they are conscious of the long-term health impact of drinking too much alcohol.
“Consumers value products that are distinct from the mass market and exude superior quality through unique flavors, natural premium ingredients and ‘craft’ production techniques," said Tanvi Savara, MSc, Consumer Insight Analyst for Canadean, adding 56 percent of consumers globally would like to see more craft-style non-alcoholic beverages.
According to Canadean’s Q2 global survey 2015, 62 percent of carbonated drink consumers experiment with new and unusual food and drink flavors at least occasionally, illustrating willingness to explore sophisticated flavor profiles beyond their comfort zone. Manufacturers can tap into this by including botanicals, investing in product extension and creating contemporary twists to classics.
Brands also are launching products that replicate flavors and sensory experiences commonly associated with alcoholic drinks.
“Innovation is evolving beyond virgin cocktail blends to more sophisticated nuances by taking inspiration from production techniques and ingredients synonymous with alcoholic drinks. For example, Proper Soda Co.’s Hop Soda in the United States claims to contain a blend of hops but without the bitterness associated with an IPA," Savara said.