Wild targets emerging adult soft drink market

Drinking habits are changing in Western European markets. The modern adult consumer is now looking for alternatives to alcohol that suit a mature palette and a desire to pursue a healthier lifestyle.

Wild believes traditional sugary soft drinks are increasingly out of touch with adults, so the German ingredients supplier has developed new concepts to help soft drink makers adapt their products to modern adult tastes.

New concepts ​

Of the three new concepts from Wild, malt is perhaps the most widely understood, and easily recognised.

Brewing technology is not needed for the filling process, making malt suitable for soft drink and mineral water manufacturers. In terms of trends, Wild said malt is widely recognised as being healthy and natural, and it fits the desire for soft drinks that are not too sweet.

Premium fruit vinegars are also tune in with this last trend. Originally from Asia, Wild has adapted the highly acidic ingredients for more temperate European tastes. The new fruit vinegar concepts include pear, raspberry and lynches flavours.

Finally, Wild is also presenting concepts based on Kombucha, an Asian sweetened tea. A Wild spokesperson said Kombucha is especially suitable for explicitly targeting the health and wellness trends, while the other two concepts are more focused on the adult, premium niche.

Marketing ​

Unlike traditional soft drinks that often have an inexpensive and young feel, adult soft drinks are generally marketed as premium drinks, for a more mature audience. This often means long neck, glass bottles with stylish, luxury labeling.

Adult soft drinks first emerged in the UK, but have since swept into Germany. A Wild spokesperson said Coca-Cola recognised the trend early and has raised consumer awareness significantly with its Spirit of Georgia drinks.