Nearly half of all participants in a 2023 Mintel survey associate “refreshing” flavors and fruit ingredients with familiarity, greatly influencing their beverage choices.
Forty-six percent of consumers would be motivated to try a new flavor/ingredient in an alcoholic beverage from a brand they like, according to a recent report from T. Hasegawa.
Here are eight highlighted trends from the report:
- Consumers want it all: Familiar, functional and fun.
- Familiarity still leads trial motivation: More than 41% of consumers in a Mintel survey cited a preference for familiar flavors in the alcoholic category, but more than a third wanted unique flavor combinations or ingredients that added color to drinks.
- Gen Z wants familiar flavors, but not basic: More than half of the participants in a Kantar Profiles / Mintel survey in September 2023 cited interest in flavors like mint, espresso, caramel, coffee and matcha.
- Ready-to-Drink beverages continue to drive shift in alcoholic beverage consumption.
- Indulgent flavors can sweeten the deal: Limited-time and nostalgic flavors interest more than 25% of consumers and using dessert and breakfast food flavors can feel like a treat. Emerging indulgent alcoholic beverage flavors with strong growth momentum include apple pie, biscuit/cookie, cake/pie/tart, salted caramel, graham, marshmallow and praline.
- There’s still no substitute for refreshing and fruity flavors. Nearly half of all participants in a 2023 Mintel survey associate “refreshing” flavors and fruit ingredients with familiarity, greatly influencing their beverage choices.
- Emerging flavors have a home, but tread lightly. Awareness of herbal ingredients like lavender and basil is quite strong, but interest in trial is low.
