Wednesday, October 27, 2021

Thirst for choice and innovation rising in NOLO, finds ‘mindful drinking’ research

Givaudan has unveiled its new “mindful drinking” research, giving beverage manufacturers key insights into what European consumers are looking for in low- and no- alcohol drinks and enabling them to create more mindful beverage experiences.

The research reveals the main drivers behind the consumer shift in alcohol consumption, as well as insights into different consumer profiles and the special moments in their lives where they are seeking low-and no-alcohol drinks.

According to the new research, 60% of alcohol drinkers in Europe are reducing their consumption, while seeking great tasting low- and no-alcohol alternatives to enjoy during a wide range of occasions.

The key drivers behind this ‘mindful drinking’ trend include improving general wellbeing (38%) saving money (33%) and improving physical fitness (31%). Of the top 10 motivations for choosing low- and no-alcohol drinks, eight are based on longevity or feeling good.

The research also shows that only a third of consumers are satisfied with current products on the market, suggesting greater innovation in this space is needed.

“Mindful drinking is all about choice. Consumers are looking for great-tasting, interesting alternatives to alcohol for many different rituals or occasions in their lives,” said Igor Parshin, Givaudan’s Regional Category Manager for Beverages.

According to the Givaudan research, there are three main moments when consumers are seeking low- and no-alcohol drinks: low-key moments of the day, often at home, like reading outdoors or taking a bath; moments of casual conversation, often over food, like a dinner party; and upbeat times shared with others, for example a night out with friends.

The study also revealed five different types of mindful drinkers, each with a different attitude toward alcohol moderation and alcohol notes, including the ‘wellness warrior’ seeking good health and the ‘balanced hedonist’ seeking fun.

According to Euromonitor, low- and no-alcohol beer represents the biggest opportunity in low- and no-alcohol drinks (5% of the total beer market in 2020). In 2020 it is estimated at a total value of EUR 5.7 billion in Western Europe and is forecasted to grow to EUR 8.1 billion by 2025.

However, other emerging categories including low- and no-alcohol spirits, liqueurs, and aperitifs are catching up.

A message from the Editor:

Thank you for reading this story on our news site - please take a moment to read this important message:

As you know, our aim is to bring you, the reader, an editorially led news site and magazine but journalism costs money and we rely on advertising, print and digital revenues to help to support them.

With the Covid-19 pandemic having a major impact on our industry as a whole, the advertising revenues we normally receive, which helps us cover the cost of our journalists and this website, have been drastically affected.

As such we need your help. If you can support our news sites/magazines with either a small donation of even £1, or a subscription to our magazine, which costs just £31.50 per year, (inc p&P and mailed direct to your door) your generosity will help us weather the storm and continue in our quest to deliver quality journalism.

As a subscriber, you will have unlimited access to our web site and magazine. You'll also be offered VIP invitations to our events, preferential rates to all our awards and get access to exclusive newsletters and content.

Just click here to subscribe and in the meantime may I wish you the very best.
















Latest news

Related news

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close