The report called From Fizzy to Fulfilled: Today’s Non-Alcoholic Beverages Need to Do More Than Refresh has looked at the trends of what people are drinking, when and for what occasion.
It conducted the research across nine countries Germany, the UK, USA, South Africa, Nigeria, Saudi Arabia, Brazil, Australia and Vietnam and uncovered data on what is shaping non-alcoholic beverage choices.
The findings reveal three shifts creating new opportunities for innovation.
Trend 1: Function with Feeling – The Emotionalisation of functional beverages
Functional beverages remain a global growth opportunity, but consumers are no longer buying for benefits alone, the report concluded.
It found that consumers are balancing familiarity with functionality.
While Cola and carbonated soft drinks are leading worldwide, there are emerging market-specific opportunities to serve consumers’ lifestyle needs with hydration drinks, juiced drinks, energy drinks and malt-based drinks.
The report highlights consumers in this category that want beverages to provide a dual-function opportunity as they seek feelings of calm and alertness. ADM suggests enhanced waters and teas with electrolytes, vitamins and botanicals for this consumer segment.
However, it also points to people who are open to novelty and dissatisfied with current drinks options. ADM said these people offer a “real playground” for functional drinks from sophisticated non-alcoholic tonics to light stimulating botanical infused lifestyle drinks.
Trend 2: Beyond Sweet – The rise of layered sensory sophistication
Sweet flavour profiles are still popular with consumers but changing lifestyles are also driving people to look for more complexity and unique sensory experiences in their beverages.
This is creating room for layered sensory experiences that balance sweet with spicy, sour, savoury through controlled bitterness and botanical notes. These layered flavour profiles will continue to trend with beverage consumers that have mature, sophisticated palates, said ADM.
The report also highlighted consumers that are looking for “sophisticated sensory intrigue.”
They are driving more flavour experiences that do not over rely on overt sweetness. These include an openness to bitter, botanical, tart and layered taste profiles. Another segment of consumers are looking for novelty making them highly receptive to unexpected flavour combinations and elevated sensory experiences. Flavour pairings like raspberry lychee and pink pineapple, along with indulgent experiences like dirty sodas, resonate with this group.
Trend 3: Occasion Polarisation - Solo vs. Social Moments
Consumers make different decisions depending on whether they an are relaxing alone, commuting, entertaining at home or socialising when they are out, said the report.
By understanding these moments brands can get a clearer roadmap for relevant and more personal beverage innovation.
ADM focuses on four areas. Those who are Alone at Home are typically looking for subtle health support, cleaner labels or improved mouthfeel.
Those Alone Out of Home are more likely to want to try something new, while those who are with Someone at Home are are “highly comfortable” and satisfied which may increase receptivity to new flavours.
While those that are with someone out of home are seen as the prime target for premium non-alcoholic alternatives and elevated social drinks.
