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

Friday, April 2, 2010 Alcohol & Drug Abuse News
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NEW YORK, April 1 Reportlinker.com announces that a new market research report is available in its catalogue:

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

Key Market Issues

Key findings from this report

Key questions answered

Companies mentioned

Table of Contents

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

Chapter 1 Market overview 18

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

Chapter 2 Responsible drinking 35

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

Chapter 3 Innovation overview 43

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

Chapter 4 Drinks with low/no artificials 51

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

Chapter 5 Drinks with dietary claims 59

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

Chapter 6 Lower alcohol drinks 75

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

Chapter 7 Functional alcoholic drinks 90

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

Chapter 8 Future trends 106

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

List of Figures

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

List of Tables

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

To order this report:

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

More Market Research Report

Check our Company Profile, SWOT and Revenue Analysis!

-- 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.

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