Givaudan today unveiled its new “mindful drinking” research, giving beverage manufacturers key insights into what European consumers are looking for in low- and no- alcohol drinks and enabling them to create more mindful beverage experiences. The research reveals the main drivers behind the consumer shift in alcohol consumption, as well as insights into different consumer profiles and the special moments in their lives where they are seeking low-and no-alcohol drinks.
According to the new research*, 60% of alcohol drinkers in Europe are reducing their consumption, while seeking great tasting low- and no-alcohol alternatives to enjoy during a wide range of occasions. The key drivers behind this ‘mindful drinking’ trend include improving general wellbeing (38%) saving money (33%) and improving physical fitness (31%). Of the top 10 motivations for choosing low- and no-alcohol drinks, eight are based on longevity or feeling good.
The research also shows that only a third of consumers are satisfied with current products on the market, suggesting greater innovation in this space is needed.
Igor Parshin, Givaudan’s Regional Category Manager for Beverages, said: “Mindful drinking is all about choice. Consumers are looking for great-tasting, interesting alternatives to alcohol for many different rituals or occasions in their lives. At Givaudan, we are passionate about working with our customers and partners to co-create beverage experiences that consumers love. From our consumer insights to brainstorming new concepts, to innovating with new tastes and ingredients, we can provide different consumer segments with the perfect beverage and feel-good experience for every moment.”
According to the Givaudan research, there are three main moments when consumers are seeking low- and no-alcohol drinks: low-key moments of the day, often at home, like reading outdoors or taking a bath; moments of casual conversation, often over food, like a dinner party; and upbeat times shared with others, for example a night out with friends.
The study also revealed five different types of mindful drinkers, each with a different attitude toward alcohol moderation and alcohol notes, including the ‘wellness warrior’ seeking good health and the ‘balanced hedonist’ seeking fun.
According to Euromonitor, low- and no-alcohol beer represents the biggest opportunity in low- and no-alcohol drinks (5% of the total beer market in 2020). In 2020 it is estimated at a total value of EUR 5.7 billion in Western Europe and is forecasted to grow to EUR 8.1 billion by 2025. However, other emerging categories including low- and no-alcohol spirits, liqueurs, and aperitifs are catching up.
*Givaudan’s Mindful Drinking research (2020) surveyed 6,000 European consumers in the UK, South Africa, Spain, Austria, Sweden, France, Russia, The Netherlands and Poland.