| Health concerns are having an impact on the market | | | | • Compare your portfolio and NPD pipeline against |
| for alcoholic drinks. The consumption of alcohol per | | | | the healthier drinking benchmarks set out in the report. |
| head in Europe is falling having peaked in about 1975 | | | | • Prompt your marketing and NPD teams with |
| and this trend is allied to increasing health awareness | | | | product ideas from around the world. |
| on the part of consumers. Consumption per head is | | | | • Set goals and objectives for your company's new |
| falling in France, Germany, Italy, the Netherlands, Spain, | | | | product development pipeline. |
| the UK, as well as Japan and many other countries, | | | | Key Market Issues |
| and this trend is expected to continue over at least the | | | | • In a climate of increasing government, media and |
| next five years. | | | | to some extent consumer pressure, the largest drinks |
| There is also a shift taking place in the types of alcohol | | | | companies are rolling out international responsible |
| consumed. The consumption of beer/cider/FABs is | | | | drinking campaigns. |
| declining in most western countries whereas wine is | | | | • The ageing population of developed countries – |
| generally perceived as a healthier alcoholic drink and | | | | particularly the baby boomers of the US – present |
| so consumption in many countries is rising. In western | | | | an attractive market for alcoholic drinks with functional |
| countries consumption of spirits has not been as | | | | health benefits such as higher levels of antioxidants. |
| harmed by health concerns as spirits are often | | | | • There is a question as to whether the current |
| perceived by consumers to be healthier than beer | | | | natural and organic craft products on the market can |
| because of their lower calorie content. | | | | make the transition to super-brand status. |
| Health issues have already had a fundamental effect | | | | Key findings from this report• New products with at |
| on food and non-alcoholic drinks markets and are now | | | | least one healthier attribute made up 12% of new |
| going to shape beer, wine and spirits. We have already | | | | product launches in 2009. |
| seen the emergence of significant low/no alcohol and | | | | • The largest proportion was registered in the beer |
| low/no calorie segments. Expect to see growth in | | | | market where 20% of launches were healthier in |
| organic/natural, low/no carbohydrate and functional | | | | some way. This was almost double the proportion in |
| segments, as well as more responsible drinking | | | | the spirits market (11%), which in turn was higher than |
| campaigns and a marketing focus on quality over | | | | that in the wine market (8%). |
| quantity. | | | | • The most common health claim on new alcoholic |
| Key features of this report | | | | drinks – present in 8% of launches in 2009 – was |
| Analysis of almost 1,600 launches of healthier alcoholic | | | | that the product lacks at least some artificial |
| that took place globally between 2005 and the start of | | | | ingredients. |
| 2010. | | | | • The key trends in the low/no calorie segment are |
| Trends in the share of alcoholic drinks launches | | | | the emergence of super low calorie beers, the |
| accounted for by organic, natural, dietary, low/no | | | | targeting of women and dieters, the adding to product |
| alcohol and functional products. | | | | ranges of more flavors and greater sophistication and |
| Identification of the key recent trends shaping the | | | | the growth of sales outside the US. |
| market, as well as an evaluation of the next trends | | | | Key questions answered |
| likely to become apparent over the coming five years. | | | | • What alternative to the standard responsible |
| Descriptions and photos of the most important | | | | drinking campaign has Whyte & Mackay |
| healthier alcoholic drinks launched over the last five | | | | adopted? |
| years. | | | | • Why have organic spirits been slower in their |
| Scope of this report | | | | growth than organic wines and beers? |
| • Understand how the myriad of products launched | | | | • How have different consumption occasions |
| in this market actually fit together and relate to each | | | | prompted new product development in the realm of |
| other. Don't miss any opportunities! | | | | healthier alcoholic drinks? |