During the global health crisis caused by COVID-19, the world comforted itself with a drink within its four walls, but only after the lockdowns became a thing of the past did alcohol begin to flow freely. However, after trying to make up for lost time with gatherings, socializing, and parties while toasting to the post-pandemic era, alcohol consumption began to decline. Of course, the world still drinks, is not ashamed of it, but this year the choice of beverages is more sophisticated, healthier, cleaner, and drinking is more responsible.
Consumers are choosing quality over quantity, so this year movements like mindful drinking or NOLO (lower alcohol or non-alcoholic beverages) are becoming increasingly popular. These trends are particularly relevant among younger generations who are becoming more interested in a holistic approach to health and well-being. As a result, the sales of functional and healthy drinks are rising, new alcoholic brands with innovative offerings are emerging, and the line between the non-alcoholic category and the low-alcohol category is becoming increasingly blurred.
Health First
The Swiss company EHL, specialized in tourism and hospitality, has addressed these interesting movements in the industry and highlighted eight trends that will characterize the beverage industry this year and in the years to come. For example, CBD-based drinks became popular last year, and this year and in the coming years, they will become part of the mainstream in both the alcoholic and non-alcoholic industries.
CBD-infused drinks cannot intoxicate consumers, but, as manufacturers claim, they positively affect health, have anti-inflammatory properties, balance mood, and improve memory. This year, good sales were recorded by Vita Cola, which offered its version of cola with CBD, Aqua Sativa, which offers strawberry-flavored gin with CBD, and Trip, which sells flavored water with, of course, CBD. Around the world, and in Croatia, consumers are going crazy for bubble tea, a tea-based drink with added fruit or tapioca pearls. The drink originates from Thailand, and although it was first created in the 1980s, Generation Z has only just discovered it. Research shows that this market will grow to as much as $4.3 billion by 2027, with healthier versions, those with organic plant milk, green tea, fruit, and low sugar content, being particularly popular.
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According to EHL, the growing awareness of healthy eating will also positively impact the market for fermented beverages, which are increasingly participating in the entire non-alcoholic beverage industry. Recent health studies confirm the importance of the gut microbiome for the health of the entire organism, and fermented beverages are one way to keep it in good shape. The global fermented food and beverage industry was valued at $575.6 billion last year and is projected to grow to $989.2 billion by 2032. The category of fermented beverages, currently dominated by kombucha drinks, will see the most growth. However, they are also facing competition. Consumers are discovering water kefir, which helps strengthen the immune system and improve digestion, as well as the Mexican soda tepache.
New/Old Categories
In addition to healthy drinks, the so-called celebrity category is also on the rise. Companies continue to engage celebrities as the faces of their brands (Jennifer Aniston and Smart Water, George Clooney and Nespresso), and they are increasingly entering the alcoholic or non-alcoholic business themselves. Stars like John Legend, Kylie Minogue, Brad Pitt, and Cameron Diaz have invested in winemaking and now offer clean wines that are both part of the tradition of enjoying wines and the culture of wellness. Celebrities typically enter the market by forming partnerships with established brands, helping them present wines and sparkling wines to consumers that are immersed in celebrity culture and nurture an Instagram aesthetic. Thanks to the involvement of famous personalities, drinks become viral. For example, YouTube stars KSI and Logan Paul created the Prime Hydration energy drink brand, packed with vitamins, electrolytes, and antioxidants, which has swept social platforms. Consumers, especially younger ones, love drinks served by celebrities, and they particularly appreciate sustainable packaging. This is also a trend that, according to EHL, will strengthen in the coming years, and it will be particularly interesting to see how the winemaking industry adapts to it.
