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

Date: March 22, 2010
Pages: 117
US$ 2,875.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF), Hard Copy Mail Delivery, CD-ROM Mail Delivery

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

Key features of this report

  • Analysis of almost 1,600 launches of healthier alcoholic that took place globally between 2005 and the start of 2010.
  • Trends in the share of alcoholic drinks launches accounted for by organic, natural, dietary, low/no alcohol and functional products.
  • Identification of the key recent trends shaping the market, as well as an evaluation of the next trends likely to become apparent over the coming five years.
  • Descriptions and photos of the most important healthier alcoholic drinks launched over the last five years.

  • Scope of this report

  • Understand how the myriad of products launched in this market actually fit together and relate to each other. Don’t miss any opportunities!
  • Compare your portfolio and NPD pipeline against the healthier drinking benchmarks set out in the report.
  • Prompt your marketing and NPD teams with product ideas from around the world.
  • Set goals and objectives for your company’s new product development pipeline.

  • Key Market Issues

  • In a climate of increasing government, media and to some extent consumer pressure, the largest drinks companies are rolling out international responsible drinking campaigns.
  • The ageing population of developed countries – particularly the baby boomers of the US – present an attractive market for alcoholic drinks with functional health benefits such as higher levels of antioxidants.
  • There is a question as to whether the current natural and organic craft products on the market can make the transition to super-brand status.

  • Key findings from this report

  • New products with at least one healthier attribute made up 12% of new product launches in 2009.
  • The largest proportion was registered in the beer market where 20% of launches were healthier in some way. This was almost double the proportion in the spirits market (11%), which in turn was higher than that in the wine market (8%).
  • The most common health claim on new alcoholic drinks – present in 8% of launches in 2009 – was that the product lacks at least some artificial ingredients.
  • The key trends in the low/no calorie segment are the emergence of super low calorie beers, the targeting of women and dieters, the adding to product ranges of more flavors and greater sophistication and the growth of sales outside the US.

  • Key questions answered

  • What alternative to the standard responsible drinking campaign has Whyte & Mackay adopted?
  • Why have organic spirits been slower in their growth than organic wines and beers?
  • How have different consumption occasions prompted new product development in the realm of healthier alcoholic drinks?
  • What will the increasing economic power of women and their greater health consciousness mean for the future of alcoholic drinks?

  • Innovations in Healthier Alcoholic Drinks
    Executive summary 10
    Market overview 10
    Responsible drinking 11
    Innovation overview 11
    Drinks with low/no artificials 12
    Drinks with dietary claims 12
    Lower alcohol drinks 13
    Functional alcoholic drinks 14
    Future trends 14


    Summary 18
    Introduction 19
    Consumption of alcohol 19
    Beer, cider and FABs 21
    Wine 23
    Spirits 25
    Regular drinkers 27
    Frequency of drinking 28
    Quantity of consumption per day 29
    Summary of adult drinking 30
    Drinking among young people 31
    Non-drinkers 31
    Conclusions 33


    Summary 35
    Introduction 35
    Overview of campaigns 35
    Moderate consumption 36
    Quality not quantity 37
    Reducing binge drinking 37
    Binge drinking campaigns 38
    Reducing drink driving 39


    Summary 43
    Introduction 43
    Innovation by product market 44
    Innovation by health claim 45
    Beer, cider and FABs innovation 47
    Wine innovation 48
    Spirits innovation 49


    Summary 51
    Introduction 51
    Innovation overview 52
    Organic wine 53
    Organic and natural beer 54
    Case study 1: “just four ingredients” 55
    Organic and pure spirits 56
    Conclusions 57


    Summary 59
    Introduction 59
    Innovation overview 60
    Low/no calories 60
    Case study 2: super low calorie beers 63
    Low calorie wines and spirits 64
    Low/no sugar 65
    Low/no carbohydrates 68
    Case study 3: new genre brews in Japan 69
    Other low/no carbohydrates drinks in Japan 70
    No gluten 71
    Conclusions 72


    Summary 75
    Introduction 76
    Innovation overview 76
    Low/no alcohol beer 77
    Case study 4: low/no alcohol beer in the UK 77
    Case study 5: “Fourth beers” in Japan 79
    Low/no alcohol wine and spirits 80
    Mid-strength beer 81
    Reduced strength beer 83
    Case study 6: 4% beer 83
    Reduced strength wine 83
    Reduced serving sizes 85
    Conclusions 87


    Summary 90
    Introduction 90
    Innovation overview 90
    High vitamins 91
    High minerals 92
    High polyphenols 93
    Case study 7: Mercian Bon Rouge 93
    High GABA and other amino acids 97
    Other functional ingredients 99
    Borrowing ingredients from soft drinks 100
    Alcoholic energy drinks 101
    Niche functions 103
    Conclusions 104


    Summary 106
    Taking inspiration from different occasions 106
    Targeting health conscious women 107
    Shifting focus from young adults 108
    Appendix 111
    Index 115
    References 117


    Figure 1.1: Consumption per head of pure alcohol by country, 2005-2013 20
    Figure 1.2: Consumption per head of beer/cider/FABs by country, 2005-2013 22
    Figure 1.3: Consumption per head of wine by country, 2005-2013 23
    Figure 1.4: Wine in ‘medicinal’ packaging 25
    Figure 1.5: Consumption per head of spirits by country, 2005-2013 26
    Figure 1.6: Non-drinkers by country; % of adults not drinking in the last 12 months, 2006 32
    Figure 2.7: Vladivar’s “quality not quantity” campaign 37
    Figure 2.8: Mothers Against Drunk Driving products 40
    Figure 3.9: Healthier alcoholic drinks launches by market, 2005-09 44
    Figure 3.10: Healthier alcoholic drinks launches by claim, 2005-09 46
    Figure 3.11: Beer/cider/FAB launches by health claim, 2005-09 47
    Figure 3.12: Wine launches by health claim, 2005-09 48
    Figure 3.13: Spirits launches by health claim (% product launches) 2005-09 49
    Figure 4.14: Organic beers 54
    Figure 4.15: Natural beers 55
    Figure 4.16: Organic and natural spirits 57
    Figure 5.17: Low calorie beers outside the US 61
    Figure 5.18: Diet-branded beers 62
    Figure 5.19: Super low calorie beers and lime beers 64
    Figure 5.20: Low calorie pre-mixed spirits 65
    Figure 5.21: Low sugar beer 66
    Figure 5.22: Low sugar FABs 66
    Figure 5.23: Low/no sugar wines and spirits 67
    Figure 5.24: Michelob Ultra 68
    Figure 5.25: No carbohydrate happoshu 69
    Figure 5.26: Low carbohydrates new genre brews 70
    Figure 5.27: Low carb sake, wine and liqueur 71
    Figure 5.28: No gluten beer 72
    Figure 6.29: No alcohol beers 78
    Figure 6.30: Fourth beers in Japan 79
    Figure 6.31: Low/no alcohol wines and spirits 80
    Figure 6.32: Mid-strength beer and cider 82
    Figure 6.33: Reduced strength wines 84
    Figure 6.34: Alcoholic drinks in 25cl pack sizes 85
    Figure 6.35: Wines in personal pack sizes 86
    Figure 7.36: High vitamin beer and FABs 92
    Figure 7.37: High mineral beers 93
    Figure 7.38: Mercian’s range of Bon Rouge wines 95
    Figure 7.39: High polyphenol wines from Mercian and Suntory 95
    Figure 7.40: High polyphenol spirits & beer 97
    Figure 7.41: High amino acid wines 98
    Figure 7.42: High amino acid beer and sake 98
    Figure 7.43: High protein, fiber and collagen products 99
    Figure 7.44: Alcoholic drinks with perceived healthy ingredients 101
    Figure 7.45: Alcoholic energy beer 102
    Figure 7.46: Alcoholic energy drinks 103
    Figure 7.47: Isotonic beer 104
    Figure 8.48: Carlsberg Eve 108


    Table 1.1: Consumption per head of pure alcohol by country, 2005-2013 21
    Table 1.2: Consumption per head of beer, cider and FABs by country, 2005-2013 22
    Table 1.3: Consumption per head of wine by country, 2005-2013 24
    Table 1.4: Consumption per head of spirits by country, 2005-2013 27
    Table 1.5: Regular drinkers: % of adults drinking in the last 30 days by country, 2003-06 28
    Table 1.6: Frequency of drinking by regular drinkers (%), 2006 29
    Table 1.7: Regular drinkers by quantity drunk per day (%), 2003-06 29
    Table 1.8: Regular drinkers by frequency of drinking (%), 2006 30
    Table 1.9: Summary of regular drinkers by country, 2006 31
    Table 3.10: Percentage of healthier alcoholic drinks launches by market (%), 2005-09 45
    Table 3.11: Healthier alcoholic drinks launches by claim, 2005-09 46
    Table 3.12: Beer/cider/FAB launches by health claim (% product launches), 2005-09 47
    Table 3.13: Wine launches by health claim (% product launches), 2005-09 48
    Table 3.14: Spirits launches by health claim (% product launches), 2005-09 49
    Table 4.15: Alcoholic drinks launches with low/no artificial ingredients; % product launches, 2005-09 52
    Table 5.16: Alcoholic drinks launches with dietary claims; % product launches, 2005-09 60
    Table 6.17: Alcoholic drinks launches with low/no alcohol claims; % product launches, 2005-09 76
    Table 7.18: Alcoholic drinks launches with functional claims; % product launches, 2005-09 91
    Table 7.19: Evolution of Mercian’s Bon Rouge range of healthier wine 94
    Table 0.20: Alcoholic drinks launches by health claim; % product launches, 2005-09 111
    Table 0.21: Beer/cider/FAB launches by health claim; % product launches, 2005-09 112
    Table 0.22: Wine launches by health claim; % product launches, 2005-09 113
    Table 0.23: Spirits launches by health claim; % product launches, 2005-09 114

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