Consumer and Innovation Trends in Flavored Alcoholic Beverages

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Information about Consumer and Innovation Trends in Flavored Alcoholic Beverages
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Published on April 26, 2014

Author: cteahan

Source: slideshare.net

Consumer and Innovation Trends in Flavored Alcoholic Beverages 2014 The latest insights into the flavored alcoholic beverages category Category series. Published March 2014. Consumer Insight

Contents Please click on the section of interest 6. Individualism & Expression 62 Free-from 65 Personalization 67 7. Evolving Landscapes 71 Aging populations 74 Emerging markets 77 8. Smart & Connected 80 Online engagement 83 9. Comfort & Uncertainty 88 Back to basics 91 Authenticity 93 10. Conclusion 97 11. Appendix 101 1. Introduction 07 Definition and scope 08 Datamonitor's mega-trends 10 Applying mega-trends to FABs 13 2. Sensory & Indulgence 17 Flavor experimentation 20 The push to premiumize 25 3. Health & Wellness 30 Back to nature 33 Purity 35 More with less 38 4. Easy & Affordable 43 Convenience occasions 46 Private label 50 5. Sustainability & Ethics 53 Sustainable packaging 56 Responsible marketing 59 2 Access the full report

Mojito with a sweet twist Bacardi Superior caramel Sensory & Indulgence Manufacturers are catering to variety-seekers with a broad range of flavored FAB products Flavor innovation taps into interest in cocktail culture The most popular flavors for new FABs launched in 2012 and 2013 were fruit-based, particularly using citrus fruits. The typically sweet taste profiles that characterize the category are now making way for more tart flavors that give the beverage an edge and maturity. Many of the fastest-growing flavors are based on classic cocktails such as margaritas, pina coladas, and mojitos, which reflects an overt effort by manufacturers to capitalize on the cocktail culture by offering drinkers a simpler and cheaper way of enjoying some of the world's most popular drinks. Source: Datamonitor's Product Launch Analytics cinnamon mojito, Japan – This limited- edition variety of RTD cocktails is marketed as a winter cocktail. Tangy margarita Skinnygirl Sweet 'n Tart grapefruit margarita, US – Positioned as a "refreshingly tangy" twist on the brand's original low-calorie margarita made with silver tequila. Boire, France – The pina colada variety of pre-mixed cocktails is a mix of Malibu rum with coconut, lime, and pineapple. Brazil's national cocktail in RTD form Inox caipirinha lime, Sweden – The pre-mixed caipirinha (which is the national cocktail of Brazil) has a "sweet, spicy, fruit taste." 3 Global: most popular and fastest-growing flavors for new FABs, 2012–13 Most popular Fastest-growing Lemon Apple Lime Margarita Orange Pina colada Peach White wine Rum Mojito Apple Rum Mojito Ginger Vodka Peach Cola Raspberry Grapefruit Pineapple Pre-mixed pina colada Malibu Cocktail Pret-A- Overview Flavor experimentation The push to premiumize Summary Access the full report

Calorie-consciousness can influence alcohol choices Despite the indulgence-focused nature of alcohol consumption, nutritional information can play an important role in purchase decisions. Indeed, over one third (34%) of global drinkers pay either a "high" or "very high" amount of attention to the number of calories in particular alcoholic drinks, with this proportion skewed towards the female population (39%). Nutritional transparency is therefore important, particularly so in the FAB category, which tends to suffer from a lack of credibility and draws more scrutiny compared with other alcoholic beverage categories. Health & Wellness The relationship between alcohol consumption and weight gain is a direct one for some drinkers Consumers who are trying to lose weight adopt a range of strategies for achieving their weight goals. One of those strategies is restriction of alcohol consumption, an approach taken by consumers in South Korea, Australia, and the UK in particular. This serves to illustrate the perceived role that alcohol consumption plays in weight management, and the willingness among consumers to curb their alcohol intake to improve their diet. Source: Datamonitor Consumer Survey 2013; *Only refers to those drinkers who are trying to lose weight Global: drinkers who are highly attentive to the number of calories in particular alcoholic drinks, by gender, 2013 4 Drinkers are becoming more attentive to how alcohol consumption impacts their health Overview Back to nature Purity More with less Summary S Korea 17% Australia 14% UK 13% China 4% Mexico 6% Singapore 6% Top three Bottom three Selected countries: drinkers* who are drinking less alcohol in order to lose weight, 2013 Access the full report

Leveraging the popularity of multi-serve box formatsWHAT? • In 2011, Diageo announced the launch of a two-liter multi-serve box format for its UDL brand (Australia's first RTD brand). • The product comes in two flavors – classic lemonade and tropical punch – and claims to provide a serve that is ready for consumers to pour straight over ice. To mimic the success of its Smirnoff Signature ServesWHY? • The launch followed the market success of Diageo's Smirnoff Signature Serves – also presented in two-liter soft packs – which entered the Australian alcohol market in August 2010 and, according to Diageo, served to grow the FAB category for retailers by broadening the appeal of pre-mixed drinks and giving consumers more product and consumption choice. Multi-serve formats enhance off-trade occasionsTAKE-OUT • The popularity of Diageo's multi-serve box format stems, in large part, from its ability to facilitate convenience, not only through its multi-serve format but also through the inclusion of an integrated plastic pouring tap, which creates an easier way of serving the drink into a glass. • With the format also aimed at encouraging consumption of premixed alcoholic drinks during summer outdoor drinking occasions, it has the additional benefit of promoting alcohol experimentation, creativity, and enjoyment. Easy & Affordable Case study: Diageo has tapped into Australia's lucrative ready-to-serve category Source: The Shout, December 20115 Overview Convenience occasions Private label Summary Access the full report

Alcoholic beverage choices are now being influenced by consumers' allergy concerns Allergens can significantly affect consumer product choices Over one third (36%) of global consumers state that they routinely ("most of the time" or "all the time") avoid certain food or drinks due to allergies or intolerances. This significant proportion of consumers illustrates the influence of allergens on food and drink choices, and the need for manufacturers to factor such considerations into formulations and labeling in order to address what can be a strong purchase influencer. Source: Datamonitor Consumer Survey, 2013 Individualism & Expression The influence of gluten-free claims is apparent Consumers who either suffer or consider themselves to suffer from gluten intolerance are becoming more sensitive to the presence of gluten beyond the consumption of everyday food and drink, and are now even considering its presence in less frequently consumed alcoholic beverages. Indeed, the presence of gluten is perceived to be a drawback of drinking beer to almost one-quarter (23%) of wine drinkers, and around one in six cider and spirits drinkers. Emphasizing gluten-free formulations can therefore draw beer drinkers towards other alcoholic beverage categories. 6 Global: drinkers who consider allergy or intolerance to gluten to be a drawback of beer, by alcoholic beverage consumed most often, 2013 Global: extent to which consumers avoid certain food or drinks for allergy or intolerance reasons, 2013 Overview Free from Personalization Summary Access the full report

Like this report? Unlock the full version here. Or subscribe today to get access to our Knowledge Center Identify future innovation and market opportunities and make decisions that drive growth with access to the Datamonitor Consumer Knowledge Center. The Knowledge Center is a powerful online platform, bespoke-built to give you fast and convenient access to trend evolution in consumer packaged goods, as well as on-call support from our expert team. Just some of our reports: Consumer and innovation trends in hot drinks Consumer and innovation trends in juices and smoothies Consumer and innovation trends in milk 7

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