Innovations in Healthier Alcoholic Drinks: Healthy positioning strategies, case studies and future opportunities

Innovations in Healthier Alcoholic Drinks: Healthy positioning strategies, case studies and future opportunities published by Business Insights in March, 2010. This report consists of 117 pages and the price starts from US $ 2875.

Introduction

Abstract

Health concerns are having an impact on the market for alcoholic drinks. The consumption of alcohol per head in Europe is falling having peaked in about 1975 and this trend is allied to increasing health awareness on the part of consumers. Consumption per head is falling in France, Germany, Italy, the Netherlands, Spain, the UK, as well as Japan and many other countries, and this trend is expected to continue over at least the next five years. There is also a shift taking place in the types of alcohol consumed. The consumption of beer/cider/FABs is declining in most western countries whereas wine is generally perceived as a healthier alcoholic drink and so consumption in many countries is rising. In western countries consumption of spirits has not been as harmed by health concerns as spirits are often perceived by consumers to be healthier than beer because of their lower calorie content. Health issues have already had a fundamental effect on food and non-alcoholic drinks markets and are now going to shape beer, wine and spirits. We have already seen the emergence of significant low/no alcohol and low/no calorie segments. Expect to see growth in organic/natural, low/no carbohydrate and functional segments, as well as more responsible drinking campaigns and a marketing focus on quality over quantity.

Table of Contents

Executive summary

• Market overview
• Responsible drinking
• Innovation overview
• Drinks with low/no artificials
• Drinks with dietary claims
• Lower alcohol drinks
• Functional alcoholic drinks
• Future trends

Chapter 1 - Market overview

• Summary
• Introduction
• Consumption of alcohol
• Beer, cider and FABs
• Wine
• Spirits

• Regular drinkers
• Frequency of drinking
• Quantity of consumption per day
• Summary of adult drinking
• Drinking among young people

• Non-drinkers
• Conclusions

Chapter 2 - Responsible drinking

• Summary
• Introduction

• Overview of campaigns

• Moderate consumption
• Quality not quantity

• Reducing binge drinking
• Binge drinking campaigns

• Reducing drink driving

Chapter 3 - Innovation overview

• Summary
• Introduction
• Innovation by product market

• Innovation by health claim
• Beer, cider and FABs innovation
• Wine innovation
• Spirits innovation

Chapter 4 - Drinks with low/no artificials

• Summary
• Introduction
• Innovation overview
• Organic wine

• Organic and natural beer
• Case study 1: “just four ingredients”

• Organic and pure spirits
• Conclusions

Chapter 5 - Drinks with dietary claims

• Summary
• Introduction
• Innovation overview

• Low/no calories
• Case study 2: super low calorie beers
• Low calorie wines and spirits

• Low/no sugar

• Low/no carbohydrates
• Case study 3: new genre brews in Japan
• Other low/no carbohydrates drinks in Japan

• No gluten
• Conclusions

Chapter 6 - Lower alcohol drinks

• Summary
• Introduction
• Innovation overview

• Low/no alcohol beer
• Case study 4: low/no alcohol beer in the UK
• Case study 5: “Fourth beers” in Japan

• Low/no alcohol wine and spirits
• Mid-strength beer

• Reduced strength beer
• Case study 6: 4% beer

• Reduced strength wine
• Reduced serving sizes
• Conclusions

Chapter 7 - Functional alcoholic drinks

• Summary
• Introduction
• Innovation overview
• High vitamins
• High minerals

• High polyphenols
• Case study 7: Mercian Bon Rouge

• High GABA and other amino acids
• Other functional ingredients
• Borrowing ingredients from soft drinks
• Alcoholic energy drinks
• Niche functions
• Conclusions

Chapter 8 - Future trends

• Summary

• Taking inspiration from different occasions
• Targeting health conscious women
• Shifting focus from young adults

Appendix

Index

• References

List of Figures

• Figure 1.1: Consumption per head of pure alcohol by country, 2005-2013
• Figure 1.2: Consumption per head of beer/cider/FABs by country, 2005-2013
• Figure 1.3: Consumption per head of wine by country, 2005-2013
• Figure 1.4: Wine in ‘medicinal' packaging
• Figure 1.5: Consumption per head of spirits by country, 2005-2013
• Figure 1.6: Non-drinkers by country; % of adults not drinking in the last 12 months, 2006
• Figure 2.7: Vladivar' s “quality not quantity” campaign
• Figure 2.8: Mothers Against Drunk Driving products
• Figure 3.9: Healthier alcoholic drinks launches by market, 2005-09
• Figure 3.10: Healthier alcoholic drinks launches by claim, 2005-09
• Figure 3.11: Beer/cider/FAB launches by health claim, 2005-09
• Figure 3.12: Wine launches by health claim, 2005-09
• Figure 3.13: Spirits launches by health claim (% product launches) 2005-09
• Figure 4.14: Organic beers
• Figure 4.15: Natural beers
• Figure 4.16: Organic and natural spirits
• Figure 5.17: Low calorie beers outside the US
• Figure 5.18: Diet-branded beers
• Figure 5.19: Super low calorie beers and lime beers
• Figure 5.20: Low calorie pre-mixed spirits
• Figure 5.21: Low sugar beer
• Figure 5.22: Low sugar FABs
• Figure 5.23: Low/no sugar wines and spirits
• Figure 5.24: Michelob Ultra
• Figure 5.25: No carbohydrate happoshu
• Figure 5.26: Low carbohydrates new genre brews
• Figure 5.27: Low carb sake, wine and liqueur
• Figure 5.28: No gluten beer
• Figure 6.29: No alcohol beers
• Figure 6.30: Fourth beers in Japan
• Figure 6.31: Low/no alcohol wines and spirits
• Figure 6.32: Mid-strength beer and cider
• Figure 6.33: Reduced strength wines
• Figure 6.34: Alcoholic drinks in 25cl pack sizes
• Figure 6.35: Wines in personal pack sizes
• Figure 7.36: High vitamin beer and FABs
• Figure 7.37: High mineral beers
• Figure 7.38: Mercian' s range of Bon Rouge wines
• Figure 7.39: High polyphenol wines from Mercian and Suntory
• Figure 7.40: High polyphenol spirits & beer
• Figure 7.41: High amino acid wines
• Figure 7.42: High amino acid beer and sake
• Figure 7.43: High protein, fiber and collagen products
• Figure 7.44: Alcoholic drinks with perceived healthy ingredients
• Figure 7.45: Alcoholic energy beer
• Figure 7.46: Alcoholic energy drinks
• Figure 7.47: Isotonic beer
• Figure 8.48: Carlsberg Eve

List of Tables

• Table 1.1: Consumption per head of pure alcohol by country, 2005-2013
• Table 1.2: Consumption per head of beer, cider and FABs by country, 2005-2013
• Table 1.3: Consumption per head of wine by country, 2005-2013
• Table 1.4: Consumption per head of spirits by country, 2005-2013
• Table 1.5: Regular drinkers: % of adults drinking in the last 30 days by country, 2003-06
• Table 1.6: Frequency of drinking by regular drinkers (%), 2006
• Table 1.7: Regular drinkers by quantity drunk per day (%), 2003-06
• Table 1.8: Regular drinkers by frequency of drinking (%), 2006
• Table 1.9: Summary of regular drinkers by country, 2006
• Table 3.10: Percentage of healthier alcoholic drinks launches by market (%), 2005-09
• Table 3.11: Healthier alcoholic drinks launches by claim, 2005-09
• Table 3.12: Beer/cider/FAB launches by health claim (% product launches), 2005-09
• Table 3.13: Wine launches by health claim (% product launches), 2005-09
• Table 3.14: Spirits launches by health claim (% product launches), 2005-09
• Table 4.15: Alcoholic drinks launches with low/no artificial ingredients; % product launches, 2005-09
• Table 5.16: Alcoholic drinks launches with dietary claims; % product launches, 2005-09
• Table 6.17: Alcoholic drinks launches with low/no alcohol claims; % product launches, 2005-09
• Table 7.18: Alcoholic drinks launches with functional claims; % product launches, 2005-09
• Table 7.19: Evolution of Mercian' s Bon Rouge range of healthier wine
• Table 0.20: Alcoholic drinks launches by health claim; % product launches, 2005-09
• Table 0.21: Beer/cider/FAB launches by health claim; % product launches, 2005-09
• Table 0.22: Wine launches by health claim; % product launches, 2005-09
• Table 0.23: Spirits launches by health claim; % product launches, 2005-09

Press Release

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