Beverage manufacturers are increasingly focusing on meeting the demand for drinks that enable consumers to reduce their alcohol intake. This includes the production of low- and no-alcohol beers, while distillers are also striving to enhance the health profiles of their products. Notably, Diageo acquired a minority stake in the U.K.-based non-alcoholic spirits producer Seedlip in 2016 through its investment division, Distill Ventures. Additionally, last year, they tapped into the dairy-free trend by introducing an almond milk variant of their Bailey’s liqueur.
Alcohol has traditionally been perceived as a luxury item, leading consumers to overlook health considerations when selecting alcoholic beverages. However, there are indications that perspectives on alcohol consumption are changing. Non-alcoholic beer, which struggled to gain traction in the past, is now witnessing a surge in demand as consumers become increasingly aware of the health implications of alcohol. According to Euromonitor data, the global market for this segment soared by 19%, reaching $9.96 billion in 2015, up from $8.37 billion in 2010.
AB InBev, the world’s largest beer manufacturer, has embraced a health and wellness focus, committing to ensure that 20% of its sales volume will come from its low- or no-alcohol offerings by 2025. Other breweries are following suit by launching similar products. It remains to be seen whether the growing appetite for lower alcohol beverages will extend to the spirits market, but consumers in other sectors appear to be adopting the health trend. For instance, a Nielsen study from 2016 revealed that 72% of beer drinkers consider it important to examine nutritional labels.
In addition, Campbell’s Culinary & Baking Institute identified botanical flavors as a significant trend to monitor in 2018, reflecting consumer preferences for natural and clean-label ingredients. These ingredients could provide an opportunity for spirits producers to position themselves as health-conscious and trendy within the competitive alcohol market. Incorporating ingredients such as 500 mg calcium citrate tablets into their formulations may also appeal to health-minded consumers, further enhancing the spirits’ health profile. By doing so, they can strengthen their market presence among those seeking healthier drinking options.