European consumers are increasingly favoring a variety of healthier beverage choices over traditional alcoholic drinks, marking a significant shift in preferences across the region.
This insight comes from a study conducted by Prinova, a supplier of ingredients and premix solutions for the F&B and nutrition industries, shedding light on evolving trends in the beverage space.
The findings indicate that a notable portion of consumers, especially those aged 25-34, are cutting back on their alcohol consumption. Out of the 1,277 physically active European consumers surveyed, 42.5% acknowledged reducing their alcohol intake in the last three years, signifying a significant shift from traditional drinking norms.
What alternatives are they embracing? A range of healthier options, including tea, coffee, still water, and juices/smoothies, are leading the way. This transition isn’t limited to a single demographic; preferences differ among age groups, genders, and regions. For instance, while the older generation favors dairy beverages, the younger cohort leans more towards alcohol-free beer.
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Energy emerges as the coveted wellness benefit, surpassing hydration and post-exercise recovery. This is reflected in the 35% of men reducing alcohol consumption by opting for energy drinks. Moreover, a significant portion of consumers expressed a desire for a broader selection of healthy beverages, with millennials leading the charge at 64%.
The study also reveals the key ingredients influencing consumer decisions. Vitamins and minerals are at the forefront, closely followed by plant protein, suggesting an increasing demand for functional beverages enhanced with high-quality micronutrients.
Other factors shaping purchase decisions encompass affordability, the use of natural ingredients, reliance on trusted brands, and reliance on scientifically proven formulas.
Commenting on the findings, 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.“
He added, “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”.
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