To explore current trends in the beverage space, Prinova, a provider of bespoke premixes and blends, surveyed 1,277 physically active European consumers. More than four in ten (42.5 percent) said they had reduced their alcohol intake over the past three years, compared to just 15 percent who reported drinking more. Consumers aged 25-34 were the most likely to say they were consuming less alcohol.
Among those who had cut down on alcohol, most were turning to healthier beverage options including coffee, tea, still water and juices / smoothies, with preferences varying by age, gender, and location. Consumers over the age of 65 were five times more likely than average to have increased their consumption of dairy beverages, while alcohol-free beer was significantly more popular with older age groups than Gen Z.
Over a third (35 percent) of men who had cut down on alcohol were drinking more energy drinks as a result. Energy also emerged as the top wellness benefit sought in healthy beverages, ahead of hydration and post-exercise recovery.
In the cohort who had not reduced their alcohol intake, over half said they would be likely to do so if a wider range of healthy beverages were available. This was particularly true of millennials (64 percent).
When asked which ingredients they most looked for in healthy drinks, 65 percent of respondents picked vitamins and 48 percent chose minerals. Plant protein also scored highly as a desirable beverage ingredient, ahead of both fruit and whey protein. Other purchase drivers for healthy beverages included affordability, natural ingredients, trusted brand, and scientifically proven ingredients.
James Street, Global Marketing Director at Prinova, said: “Consumers are increasingly re-evaluating their relationship with alcohol, whether that means embracing the ‘sober-curious’ trend, or simply moderating their intake. However, our research also suggests that many more would be persuaded do so if they could replace booze with appealing healthy alternatives. Given the scale of this market need, and the increasingly wide range of on-trend functional ingredients available, it’s clear that there are still huge opportunities for innovation in the functional beverage space.”
