US Trending Flavors and Ingredients in Alcoholic Beverages Report 2024
Consumer preferences are shifting towards unique and globally-inspired flavors, giving alcohol brands the go-ahead innovate.
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EXECUTIVE SUMMARY
- What you need to know
- What consumers want & why
- Opportunities
- Use familiar flavors as an anchor to encourage flavor exploration
- Flavor may be the focus, but don’t overlook visuals
- Samples and savings can seal the deal
- Leaning into cultural aspects can celebrate authentic experiences
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MARKET DYNAMICS
- Market context
- Market drivers
- Consumers are willing to reduce AFH alcohol consumption to save money
- Graph 1: barriers to ordering on-premise, 2024
- Versatility in offerings will help cast a wider net
- Graph 2: sober-curious awareness and trial, 2022-23
- Tariffs pose challenges for the flavor-forward RTD category
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CONSUMER INSIGHTS
- Consumer fast facts
- Alcoholic drink trial interest
- Consumers are exploring their options
- Graph 3: alcoholic drink trial interest, 2024
- Women want flavor-forward, but not alcohol-forward, beverages
- Graph 4: alcoholic drink trial interest, by gender, 2024
- Travel inspiration is influencing interests in drink choices
- Graph 5: alcoholic drink trial interest, by generation, 2024
- New flavor/ingredient alcoholic beverage trial motivators
- Consumers want to be sure about their choices before committing
- Graph 6: new flavor/ingredient alcoholic beverage trial motivators, 2024
- Women will benefit from taste-testing
- Graph 7: new flavor/ingredient alcoholic beverage trial motivators, by gender, 2024
- Help limit younger consumers intimidation of the category
- Graph 8: new flavor/ingredient alcoholic beverage trial motivators, by gender, 2024
- Experience with and interest in flavors and ingredients in alcoholic beverages
- Fruit-forward flavors prove to be less polarizing
- Graph 9: experience with and interest in flavors and ingredients in alcoholic beverages, 2024
- Younger consumers are prime targets for more flavor and experience
- Graph 10: experience with and interest in flavors and ingredients in alcoholic beverages – NET – any interest, by generation, 2024
- The espresso martini trend may be sticking around
- Graph 11: experience with and interest in flavors and ingredients in alcoholic beverages, 2024
- Gen Z flavor and ingredient interests are steep
- Graph 12: experience with and interest in flavors and ingredients in alcoholic beverages – NET – any interest, by generation, 2024
- Flavored alcoholic beverage behaviors
- Make flavor exploration more accessible at foodservice venues
- Women want bold flavors to mask alcohol’s taste
- Graph 13: flavored alcoholic beverage behaviors, by gender, 2024
- Millennials crave deeper flavor development
- Graph 14: flavored alcoholic beverage behaviors, by generation, 2024
- Flavored alcoholic beverage attitudes
- Share recipes and resources to enhance the drinking experience
- Women prefer to go heavy on the flavor
- Graph 15: flavored alcoholic beverage attitudes, by gender, 2024
- Younger consumers are willing to invest in their drink experience
- Graph 16: flavored alcoholic beverage attitudes, by generation, 2024
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INNOVATION AND MARKETING STRATEGIES
- Advent calendars offer an avenue to drive trial
- Niche flavors have the power to tap into niche markets
- Marketing and advertising
- Limited-time offers provide easy enjoyment while simplifying the holidays
- Brand collaborations that just make sense
- Brands are tapping into social experiences in creative ways
- Consumers like ease and convenience
- Product development
- Flavorscape AI spotlight on alcohol
- Product development – now – what’s trending
- Margaritas are in the spotlight
- RTD Margarita innovation isn’t stopping any time soon
- Margaritas don’t always need tequila
- The world is getting smaller
- European spritzer cocktails are picking up in the US…
- …and they’re popping up in RTD formats, too
- International drink culture is spreading online
- Product development – near – what to watch for
- Brands are spilling the tea on recipe inspirations
- Brands are carving out a space for more tea-based cocktails
- Hard kombucha reiterates the development of functional benefits in RTD alcohol
- Savory flavors are picking up in interest
- Product development – next – what’s in the pipeline
- Texture is making its way to retail RTDs
- New techniques are bringing forward new flavor experiences
- Boba adds next-level aesthetics and texture
- RTD innovation offers a space to incorporate functional and textural elements
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
Consumer preferences are shifting towards unique and globally-inspired flavors, giving alcohol brands the go-ahead innovate. A notable 40% of consumers express enjoyment in experimenting with new and trending flavors, underscoring the industry’s potential for creative development.
Trending Flavors and Ingredients in Alcoholic Beverages – US Trends
Mintel’s alcoholic drinks market analysis finds that consumers in the US are more likely to gravitate toward familiar brands, flavors, and ingredients, making these elements a reliable foundation for exploration.
Classic staple flavors and ingredients continue to serve as a trusted refreshment choice. An opportunity exists for brands and operators to leverage familiar flavors as a gateway to introduce more unconventional options. Brands can further capitalize on this trend by offering sampling and promotional incentives that build consumer confidence and drive engagement.
RTD beverages remain popular for convenience, but potential tariffs could elevate costs, positioning them as premium items. Brands can adapt by offering both alcoholic and non-alcoholic options, addressing trends like sober curiosity with low-alcohol and innovative non-alcoholic alternatives to meet evolving consumer demands.
Key Topics Analysed in the Report
- Alcoholic drink trial interest
- New flavor and ingredient trial motivators
- Experience with and interest in flavors and ingredients
- Behaviors and attitudes surrounding flavored alcoholic beverages
- Flavor and ingredient marketing and innovation, and product development in alcoholic beverages
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