FLAVOR FLASH
TRENDING FLAVORS AND INGREDIENTS
Non-Alcoholic Beverage Trends 2022
“In recent years, the non-alcoholic beverage category has capitalized on consumers’ pandemic-driven cravings for comforting flavors and desire for functional ingredients. Now, record-breaking inflation and continued labor and
supply challenges threaten to stunt innovation and category growth. Successful flavor and ingredient innovation within non-alcoholic beverages will need to focus on layering hydration, enjoyment and/or function, which are the core pillars for usage. Combining these pillars into a single beverage will prompt consumer purchases by increasing the value-for-money appeal, which will be crucial as consumer spending power is slashed by inflation.”
— Anna Fabbri, Flavor and Ingredient Trends Analyst
KEY TAKEAWAYS:
BFY BEVERAGES SHOULD FOCUS ON HOLISTIC WELLNESS CLAIMS, NOT RESTRICTIVE DIET CLAIMS
Interest in natural non-alcoholic beverage flavors trumps no/low calorie and sugar claims for Gen Z and Millennial consumers; 31% of Millennials value natural flavors, while only 19% of Millennials value no/low calorie. Beverage innovations and reformulations should focus on natural flavors and ingredients that balance flavor, fun and moderation to appeal to rising generations.
MAKE EXPERIMENTATION WITH EMERGING BEVERAGE FLAVORS APPROACHABLE
41% of consumers are motivated to try a new flavor if it is in a beverage they like, and 36% are motivated to try a new beverage flavor by family/friend recommendations. Especially in times of economic uncertainty, consumers are likely to avoid risking a poor purchase decision with completely unfamiliar beverages. Focus on pairing emerging flavors and ingredients with trusted flavors to make trial approachable.
PUT THE FUN IN FUNCTIONAL TO STAND OUT IN A CROWDED AISLE
The majority of consumers (60%) seek non-alcoholic beverages as a way to stay hydrated, while almost two in five consumers (39%) choose beverages as a way to treat themselves. Given that hydration and enjoyment are crucial to many consumers’ day points, there are further opportunities for brands to merge function and fun with eye-catching appearances and emerging natural flavors.
KEY TAKEAWAYS:
BFY BEVERAGES SHOULD FOCUS ON HOLISTIC WELLNESS CLAIMS, NOT RESTRICTIVE DIET CLAIMS
Interest in natural non-alcoholic beverage flavors trumps no/low calorie and sugar claims for Gen Z and Millennial consumers; 31% of Millennials value natural flavors, while only 19% of Millennials value no/low calorie. Beverage innovations and reformulations should focus on natural flavors and ingredients that balance flavor, fun and moderation to appeal to rising generations.
MAKE EXPERIMENTATION WITH EMERGING BEVERAGE FLAVORS APPROACHABLE
41% of consumers are motivated to try a new flavor if it is in a beverage they like, and 36% are motivated to try a new beverage flavor by family/friend recommendations. Especially in times of economic uncertainty, consumers are likely to avoid risking a poor purchase decision with completely unfamiliar beverages. Focus on pairing emerging flavors and ingredients with trusted flavors to make trial approachable.
PUT THE FUN IN FUNCTIONAL TO STAND OUT IN A CROWDED AISLE
The majority of consumers (60%) seek non-alcoholic beverages as a way to stay hydrated, while almost two in five consumers (39%) choose beverages as a way to treat themselves. Given that hydration and enjoyment are crucial to many consumers’ day points, there are further opportunities for brands to merge function and fun with eye-catching appearances and emerging natural flavors.
Download the Full 8-Page
Flavor Flash for:
- Current and emerging trends in Non-Alcoholic Beverages
- The importance of flavor innovation in sparkling water
- Gearing up for the bubble tea boom
- How launches are leveraging cocktail inspired flavors
- Putting the “Fun” in functional flavors
- And more!
*Base: 2,000 internet users aged 18+. Source: Kantar Profiles/Mintel, January 2022.
Download the Full 8-Page
Flavor Flash for:
- Current and emerging trends in Non-Alcoholic Beverages
- The importance of flavor innovation in sparkling water
- Gearing up for the bubble tea boom
- How launches are leveraging cocktail inspired flavors
- Putting the “Fun” in functional flavors
- And more!
*Base: 2,000 internet users aged 18+. Source: Kantar Profiles/Mintel, January 2022.
