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What Are Consumers Looking For In Alcohol-Free Drinks?
Recently, there has been a shift in the way we live our lives. Now, more than ever, we are seeing people choosing to live a life of moderation, voluntarily opting to consume less meat and alcohol in their diets. We can attribute some of this to the wider population wanting to live healthier lifestyles. Other changes may come about from our increased awareness of the impact we’re having on the environment.
This significant movement has given birth to an up-and-coming alcohol-free drinks market, and it is a market that is gaining momentum. Previously, alcohol-free drinks were an afterthought of manufactures, supermarkets, pubs and bars. Now, with the spotlight on alternatives to alcoholic beverages firmly fixed, the race to catch up to demand has begun.
Understanding what consumers are looking for in an alcohol-free drink is key to the success of a brand and the healthier lives many are beginning to lead. We’ll take you through the blueprint of what consumers are beginning to look for and shed some light on this ever-growing market.
When it comes to many zero ABV drinks, consumers still want an option that allows them to feel like part of the alcoholic drink scene they know and love. In 2019, we saw an increase of 28% in people purchasing non-alcoholic wine and beer. In the majority of these cases, the consumer chose to buy beverages that replicated the alcoholic drinks they know: beer and wine.
Producing a wine or beer that tastes just as great but has no alcohol content is a challenging yet vital task in today’s market. Consumers who recognise the taste of their favourite beer or wine in an alcohol-free version are more likely to purchase and repurchase the drink, time and time again.
Alcohol-alternatives in pubs and bars
The majority of consumer experiences with alcohol-free drinks stem from products they have gone out of their way to buy. From a shop or supermarket, for instance. What consumers are now looking for in alcohol-free drinks is the awareness from bars, clubs and pubs to recognise the demand for alcohol-free drinks and stock them accordingly.
In fact, we are already starting to see this happen in eateries that cater to a range of dietary wants and needs, including veganism, gluten intolerance and paleo diets. Ultimately, the consumer will choose somewhere that caters to the whole family. As more and more people begin to choose an alcohol-free lifestyle, this is likely to impact their choice.
Having alternatives available in people’s favourite eateries and waterholes will encourage non-drinkers to spend money and prevent night-time economies from losing out. Suppose establishments fail to accommodate non-drinkers with alcohol-free drinks. In that case, consumers may choose to stay at home or look for boozeless drinks in shops and supermarkets away from the temptations of alcohol.
One thing the alcohol-free sector of the market has seemed to retain since its inception is a higher than average price, for what many see as the healthier option.
Now, consumers are searching for an alcohol-free drink that doesn’t break the bank to consume. It’s likely that as prices fall on drinks within the boozeless market, more and more consumers will choose these over their alcoholic counterparts.
There is already a product on the market offering up no-hassle, non-alcoholic beverages at affordable prices, and that’s Kolibri. Infused with botanicals and tailored to your liking using the natural agave sweetener, this is an easy alternative to your usual G&T.
Healthier choices for the adult palate
Many of the alternative drinks on the market today can be just as unhealthy as the calorie-laden booze options. Consumers are increasingly aware of what they’re putting into their bodies and are now searching for low-sugar adult drinks to enjoy.
And we’re not talking about juices or low-calorie fizzy beverages. Consumers are reaching out for a drink that caters to a more sophisticated adult palate, something with depth and interesting flavours.
Seeking out healthier establishments that offer these taste sensations might still be a challenge. Still, as demand continues to grow, bar, pubs and restaurants will need to rethink their buying decisions to suit the market.
Bespoke Packaged Drinks
In an ever-changing market of bespoke and personalised products, consumers are always looking for that next best artisanal item. Being able to personalise and change the product to your own taste and specifications is now seen as the future of the drinks market. If producers of alcohol-free drinks are out of the trap first, then this personalisation can be entirely theirs.
From the current perspective of the consumers and the market, the future of soft drinks and alcohol-free beverages is one that looks entirely different from the current landscape.
Being able to ride the wave and adapt to the market will not only be the key to revolutionary drink companies’ success but to the success of the widespread heath and sobriety of the nation.