May 23, 2023
Three beverage trends to watch in 2023
The beverage market constantly changes as consumer trends modify behaviour, and producers look to gain attention with new product launches.
The media tell us that the younger generation is increasingly moving away from alcoholic beverages, and just a few years ago, who would have thought alcohol-free gin would gain traction?
What is clear is that consumers – across all generations – are increasingly making decisions based on a continued focus on health, wellness and sustainability.
Here are the top three beverage trends to watch out for in the year ahead.
Drinks which offer cognitive health benefits
Customers are progressively looking for beverages that help improve their mental performance to optimise their work and leisure time.
Interest in mental well-being has increased, and drinks that help improve focus and productivity will increase.
Mintel’s Global Food and Drinks Trends Report for 2023 points to three key themes:
- Products with low to moderate caffeine levels to boost the benefits such as productivity without over-caffeination
- Drinks with nutrients that have been clinically proven to support cognitive health, such as magnesium, B vitamins and zinc
- Fruit and vegetable ingredients, promoted for their holistic and mental health benefits, such as increased energy levels
Low- and no-ABV drinks
With healthy food and drinks increasing in popularity, this will also lead to an increased focus on alcohol in moderation this year. This will apply to all consumers, but especially the younger generation.
Many celebrities are helping this trend grow by launching their non-alcoholic drink brands, like Betty Buzz, a sparkling non-alcoholic mixer from Blake Lively and Katy Perry’s De Soi, a line of non-alcoholic aperitifs. According to Yelp, searches for mocktails were up 59% between 2021 and 2022.
Operators can enhance their drinks menus and maximise revenue by offering low and non-alcohol alternatives. According to Bidfood’s recent report, 0% of beers are expected to be popular with consumers over the year ahead. In addition, more non-alcoholic beverages, including wines, are anticipated to hit store shelves this year.
Sustainable drinks and ingredients
Sustainability remains top-of-mind for consumers, so operators will benefit from highlighting innovative products and services that consumers perceive to be better for the environment.
These include:
Milk alternatives
With vegan and plant-based diets on the rise, several milk alternatives are readily available, such as soya, oat, and almond milk.
This number continues to grow, as shown by the latest available options in the USA – Hope and Sesame sesame milk and Táche, pistachio milk.
Drink products with sustainable messaging
Drinks cite scientific research to gain the trust of consumers. This can come from third-party certifications or voluntary labels supporting their environmental or ethical claims.
Zero-waste alcohol options
Sustainable cocktail bars and alcohol brands are taking more significant steps to mitigate their environmental impact.
For example, Discarded Spirits Co. is a zero-waste brand whose product range is created by re-using typically ‘wasted’ ingredients, including banana peels and the discarded fruit of the coffee berry.
And Bisou, Paris is a cocktail bar that sources local and organic ingredients, minimising waste by dehydrating leftover produce for edible garnishes.
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Sources:
Mintel Global Food and Drink Trends 2023
SmartBrief five food and beverage trends to watch for 2023
