Consumer Preferences Driving Beverage Innovation in the U.S.

DRY, DAMP JANUARY Health and wellness, fueled by the epidemic, have emerged as a driving force in consumer behavior and product selection. According to Mintel1, 42% of US customers want their food/drink to improve both their mental and physical wellbeing. According to the FDA2, the new US definition of healthy emphasizes balanced dietary patterns above individual nutrients. The term "healthy" is becoming more contextual. For example, as stated in Trilogy's Drinking Up The Lo-No Alcohol Trends piece, consumers are interested in sober inquisitive lifestyles for a variety of reasons. Dry January is when people refrain from alcohol for the entire month. Damp January is a time when people are more careful of their alcohol usage and consume it in moderation. As of January 19, 2024, the hashtag dryjanuary had received 508.5 million views on TikTok.3 According to Research4, partaking in the Dry January challenge has health benefits such as enhanced sleep, weight loss, lower blood pressure, and more vitality. According to a White Claw survey5, 57% of consumers believe that non-alcoholic drink options make them feel more confident in social situations where they do not want to drink alcohol, make it easier for everyone to enjoy social occasions together (74%), and allow them to prioritize their physical health while not missing out on social opportunities (67%).

There has been an increase in non-alcoholic beverages.

According to Veylinx's research6, the two most common reasons for cutting back on alcohol intake are physical health and expense. According to IWSR7, the non-alcoholic industry in the United States is worth more than $1.8 billion. Non-alcoholic beverages make up two-thirds of all no/low-alcohol category volumes. According to IWSR, non-alcoholic beverages will eat into roughly 4% of the market share of traditional alcoholic beverages by 2027. According to GlobalData, on-premise non-alcoholic drink sales are increasing as a result of increased quality and taste, flavor innovation, and the introduction of new brands into the market.8 According to the Centers for Disease Control and Prevention, excessive alcohol use increases the risk of cancer, heart or liver disease, high blood pressure, miscarriage, depression, anxiety, alcohol dependence, stroke, or a weaker immune system.9 Surprisingly, the World Health Organization (WHO)10 recently said, "When it comes to alcohol consumption, there is no safe amount that does not affect health." Some experts are concerned that Dry January could lead to Overindulgence February, or that it will not result in long-term improvement.11 Whether your clients are avoiding alcohol, limiting their alcohol consumption, or looking for healthier options, Trilogy provides a diverse range of non-alcoholic and alcoholic beverage varieties year-round. Request your samples here.

Alcohol use varies by generation Alcohol usage varies with generation.

It indicates that as new generations reach drinking age, they consume less alcohol than prior generations. For example, Gallup's survey12 of 1,000 consumers found that 62% of those aged 18 to 34 drink alcohol, a decrease from 72% two decades ago. In contrast, 59% of those 55 and older drink more, up from 49%. According to Reframe, Baby Boomers (individuals born between 1946 and 1964) consume the most alcohol compared to subsequent generations.13 According to Reframe's data, 72% of Baby Boomers had drunk alcohol during the last month, compared to 65% of Gen Xers and 53% of Millennials. According to Savanta's UK BrandVue Most Loved Drinks Brands 2023 report14, all champagne and spirits brands are the most popular among Baby Boomers. Generation X (born between 1965 and 1980) makes purchases based on their established interests and preferences rather than industry trends. Millennials, often known as Generation Y (those born between 1981 and 1996), are drinking less than prior generations. However, Millennials are the largest consumers of wine and craft beer, and they are driving the global alcoholic beverage business. Generation Z (born between 1997 and 2012) is known as the "sober curious" generation and consumes 20% less alcohol per capita than millennials did at their age. Furthermore, 64% expect to drink less as they age. Similarly, CivicScience data15 revealed that 27% of Gen Z stated they never consume alcoholic beverages. Gen Z avoids alcohol for health reasons.

According to Marketplace16, 42% of Millennials drink on a regular basis, compared to 21% of Generation Z.

According to Statista 17, the Millennial generation recently surpassed the Baby Boomer generation, with a population of 72.24 million. This group accounts for 21% of consumer discretionary spending, according to Millennial Marketing.18 With their purchasing power, Millennials have become the most sought-after target market for setting and defining trends. However, Gen Z's beliefs and behavior regarding alcohol are crucial. According to Mintel, Generation Z is migrating away from alcohol consumption, both inside and outside the home, and toward sober socialization.19 Reframe asserts: "Generation Z is bringing about a cultural and societal shift by drinking less, choosing not to drink, or pursuing mindful drinking." Watch as beverage innovation grows as Gen Z drives the market to create a new category of products centered on healthy, non-alcoholic beverages. Consumers are unique. Behaviors vary according on the individual's age and the situation. Despite the packed shelves, customers are allowing non-alcoholic and alcoholic beverages to coexist and share shelf space. This provides businesses and manufacturers with multiple opportunities to reach consumers across generations.More than one-quarter are'very concerned' about the potential health impacts of alcohol consumption as a result of greater social media awareness. Older Millennials and Gen Xers are the least concerned about how drinking affects their health.