Alcohol-free beverage alternatives are incorporating adaptogens
Trend - Alcohol-free ready-to-drink beverages that replicate cocktail or beer flavors are increasingly being made with adaptogens. These plant and mushroom-based ingredients offer benefits that include stress-reduction and increased energy.
Insight - North American consumers are opting for healthier alcohol alternatives because of their growing focus on wellness. While many still enjoy the social aspects of consuming alcohol, more consumers now want options that offer the same benefits, such as stress-reduction or increased energy, but without the potential for negative mental or physical side effects. Now, consumers are turning to beverages with ingredients that offer similar benefits to alcohol, but without the downsides.
Insight - North American consumers are opting for healthier alcohol alternatives because of their growing focus on wellness. While many still enjoy the social aspects of consuming alcohol, more consumers now want options that offer the same benefits, such as stress-reduction or increased energy, but without the potential for negative mental or physical side effects. Now, consumers are turning to beverages with ingredients that offer similar benefits to alcohol, but without the downsides.
Workshop Question - How could your brand be more adaptive to consumers' varying lifestyle preferences?
Trend Themes
1. Plant-based Actives - Plant and mushroom-based ingredients known as adaptogens appear to be increasingly popular in ready-to-drink non-alcoholic beverages, thanks to their positive impact on reducing stress and increasing energy in consumers.
2. Sober Curiosity - Consumers who are curious about alcohol alternatives are seeking beverages that are mood-enhancing but non-alcoholic.
3. Cbd-infused Beverages - Plant Magic ingredients such as fast-acting nanoemulsified CBD and aromatic terpenes are being increasingly combined with calming reishi mushrooms in cannabis-free drinks to provide a similar relaxing, sensory experience with none of the negative side effects of alcohol.
Industry Implications
1. Non-alcoholic Beverages - Companies could look to create more non-alcoholic or cannabis-free beverages that incorporate adaptogenic herbs and mushrooms, or contain CBD, which mimic the result of consumption of alcohol, allowing consumers to let loose or wind down in a healthier way.
2. Functional Beverages - Functional beverages are a potential growth category thanks to combining benefits from botanical ingredients, such as adaptogenic reishi mushrooms and stress-reducing hops, as well as CBD, with the convenience of canned packaging.
3. Mocktail Industry - Companies looking to serve an audience that is concerned about health and well-being can focus on creating spicy, zero-sugar canned mocktail alternatives that include CBD and reishi mushrooms for consumers looking for cannabis-free, flavorful products.
