As drinkers feel unsteady about their finances, brands should flag quality cues and the end benefits of eco claims to prove value and stretch 0% ABV into health.

Martin Pasco, Principal Analyst – Mintel Food & Drink

Table of Contents

  1. what you need to know

  2. in the next two years

    • Prove value as drinkers stay price-sensitive
    • Graph 1: select attributes seen by consumers to define premium alcoholic drinks, 2022
    • Graph 2: proportion of consumers who agree beer made with local ingredients is worth paying more for, 2022
    • Justify the value of eco claims in a cost-of-living crisis
    • Graph 3: select ethical and environmental claims made by beer and cider launches, 2019 and 2023
    • Graph 4: factors that beer drinkers see as worth paying more for, 2023
    • Fortify 0% ABV beer to enhance health credentials
    • Graph 5: adults who agree that maintaining good mental health is key to overall wellbeing, 2023
    • Graph 6: proportion of consumers who agree that relaxing ingredients would encourage them to buy 0% ABV alcohol alternatives (such as beer) or buy them more frequently, 2023
  3. in five years and beyond

    • Future-proof with drought-resistant ingredients
    • Graph 7: consumers who are concerned climate change may lead to food shortages due to drought or crop failure, 2022
    • VR will play an increasing role in at-home drinking
    • Graph 8: appeal of consuming food/drink on your own while experiencing a virtual reality environment (eg a beach with the sound of waves), by select generations, 2022
    • Diversify drinks offerings as growth declines
  4. key takeaways

About the report

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