Over the past few years we have seen a clear shift from sugary beverages to guilt-free offerings. 2016 was the first time we saw bottled water sales outpace carbonated soft drinks since soda was introduced.
Rising concerns about sugar leading to obesity is causing healthier options to take over retail shelves. This is not limited to snacks, non-alcoholic beverages, or ice cream, this impacts every category – including alcohol.
I am sure you are all aware of the hard seltzers that became popular virtually overnight and now draw a cult-following. “Ain’t no laws…” became a summer way of life. Consumers view these seltzers as a ‘better-for-you’ option; as a way to drink alcohol and feel good about what they are drinking.
Similarly, I like to think about this balance when I drink a mimosa. I know 4 mimosas equals my daily dose of Vitamin C for the day. Therefore, I justify ordering the tower of bottomless mimosa for any brunch occasion. Drink up ?
70% of Americans are concerned about how sugar impacts their overall health.
– Ingredion
With the modifications required on nutritional labels in alcoholic beverages, we will start (if not already) to see the total sugar content highlighted as well as the total added sugar content. Once consumers realize the amount of sugar in their favorite cocktails, wine, and ready-to-drink alcoholic beverages, they will shift toward reduced- or no-sugar options.
Ain’t No Laws…
We have already seen the alcoholic seltzers space emphasize the importance of low carbs and low- and no-sugar drinks. Consumers are turning to the seltzer space for multiple reasons:
1) They are quite sessionable (if I do say so myself), you do not feel full after drinking.
2) They are incredibly popular, you cannot get on social media without seeing a meme or gif about seltzers, or go to a party without someone bringing a six pack!
3) They are guilt-free (most of the time). Seltzers are viewed as a healthier alternative, irregardless of how “cool” it may make you look.
To ensure the great taste of alcohol without the high levels of sugar, we have worked hard to find you solutions. If you would like to learn more about how you can reduce or create some no-sugar drinks while maintaining a similar fantastic tasting alcoholic beverage please reach out to your account manager or noam.marketing@givaudan.com.
Cheers to a better you!
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