The Future of Adult Beverages

Health motivations are driving one of the key areas of growth in the beverage market - the reduction in alcohol consumption and the subsequent increased demand for healthier, less sugared, more sophisticated adult beverages.

Mintel research tells us that 33% of UK adults were limiting the amount of alcohol they consume in April 2019 compared with April 2018, and in the US, 18% of adults who purchased any spirit took an extended break from alcohol in the six months to September 2019. And looking at those that completely abstain, a growing cohort, particularly amongst Millennials who are being tagged as ‘Generation sober’, Mintel (April 2020) reports that 88% of UK consumers who do not drink alcohol, do not buy alcohol-free versions of alcoholic drinks. They are seeking out refreshing beverages that can be enjoyed in their own right.

To support client companies with their innovation in this space, Bord Bia invested in consumer research to understand the Future of Adult Beverages, to help support them to chart what the market will look for in the coming 5-10 years.

Better-for-you is an over-arching trend and will include lower sugar and calories, increased functionality, no/low alcohol claims and antioxidant content. But as always, taste will be king, and consumers are looking for mature and complex flavours that respond to adult occasions.

So, as we face into bank holiday weekends, BBQ season and long summer evenings watch out for indigenously produced and hugely innovative at-home offering of flavoured seltzers and infused spring waters, pressés, kombuchas and kefirs, or indeed the growing range of functional shots that support recovery and immunity.  

For more information contact Margaret.mccarthy@bordbia.ie