mindful moments
TRANSCRIPT
02
I N T R O D U C T I O N
T O D A Y ’ S S O C I E T Y I S A M I N D F U L O N E . C O N S U M E R S ’ D R I N K I N G H A B I T S A R E C H A N G I N G ; T H E Y N O W W A N T
L E S S A L C O H O L A N D M O R E C H O I C E . M O R E C O N S C I O U S N E S S . M O R E O F T H E P R O D U C T S T H A T F E E L
G O O D A N D D O G O O D F O R M I N D , B O D Y A N D P L A N E T .
And that creates opportunity for beverage producers. But one size doesn’t fit all; our landmark study of consumer attitudes found that drinkers want lo-no alcohol experiences tailored to the moments of their lives they most enjoy.
OUT WITH THE OLD: THE MASS MARKET OF MINDFUL DRINKERS
* estimation only, based on Givaudan Mindful Drinking research (2020)
SIZE OF PRIZE* (NB. CONSUMERS)
40 13MILLION ALREADY
REDUCINGMILLION INTEND
TO REDUCE
Out of 102 million consumers aged 21-60 across the 5 markets in the study
More advanced markets in terms of mindful drinking
Consumers are adopting cleaner lifestyles en masse. The opportunity is clear: hundreds of millions of consumers want products better suited to a lifestyle of moderation. They want to drink mindfully.
EAME TOTAL POPULATION
21-60
17%
33%
11%
35%
4%
Non drinkers
Non reducers/intenders
Intenders
Reducers
Considered reducing but reject any new products
EAME Europe, Africa and the Middle East
04
6 I N 1 0 A L C O H O L D R I N K E R S A R E R E D U C I N G T H E I R C O N S U M P T I O N
24% WANT TO FEEL
BETTER MENTALLY
31% WANT TO IMPROVE
THEIR PHYSICAL FITNESS
25% WANT TO AVOID
BEING PHYSICALLY UNWELL
27% WANT TO INCREASE
THEIR CHANCES OF A LONG AND
HEALTHY LIFE
17% WANT TO
ACT RESPONSIBLY
38% W A N T T O I M P R O V E
T H E I R G E N E R A L W E L L B E I N G
33%W A N T T O S A V E
M O N E Y
28% WANT TO
LOSE WEIGHT
WELLNESS WINS: WHY DRINKERS WANT CHANGE C O N S U M E R S A R E T H I N K I N G M O R E A B O U T T H E I R H E A L T H T H A N E V E R B E F O R E :
21% WANT TO HAVE
MORE ENERGY FOR EVERYDAY ACTIVITIES
34%W A N T T O T A K E
C A R E O F O R G A N H E A L T H
Of the top 10 motivations for drinking mindfully, eight are based on longevity or feeling good.
*Givaudan Mindful Drinking research (2020)
05
35%T A S T E
29%L A C K O F D E P T H
24% D I F F I C U L T T O F I N D
CONSUMERS WANT LO-NO EXPERIENCES MORE LIKE DRINKING ALCOHOL7 I N 1 0 W A N T A N I M P R O V E M E N T O N C U R R E N T P R O D U C T S A C R O S S A L L C A T E G O R I E S .
W H Y C O N S U M E R S A R E N ’ T S A T I S F I E D :
*Givaudan proprietary Mindful Drinking research (2020)
06
*Givaudan proprietary Mindful Drinking research (2020)
LO-NO REACH % M I N D F U L D R I N K E R S
W H O H A V E T R I E D L O - N O
81%66%
93%
90%
86%
CONSUMER EVALUATION ON CURRENT LO-NO PRODUCTS ON THE MARKET8 3 % O F A L C O H O L D R I N K E R S H A V E
C O N S U M E D A L O - N O A L T E R N A T I V E I N T H E L A S T 1 2 M O N T H S
Better lo-no beers will win the biggest market share.Consumers feel that current offerings are in particular need of reformulation, lacking depth and alcohol notes.
LO-NO CIDERS are too sweet & thin, lacking alcohol effects
LO-NO WINE lacks depth & alcohol notes
LO-NO SPIRITS are too difficult to find, lacking choice & alcohol taste
LO-NO FLAVOURED ALCOHOLIC BEVERAGES are too sweet & artificial, lacking alcohol effects
07
*Givaudan proprietary Mindful Drinking research (2020)
T H E F I V E T Y P E S O F M I N D F U L D R I N K E R SE A C H H A V E D I F F E R E N T
A T T I T U D E S T O W A R D S A L C O H O L
Our research found that there are several types of consumers, all with their own motivations and preferences. Each consumer deserves to have the best drink possible, no matter their preferences, the time, or occasion. They can be broadly grouped into:
09
LONG-TERM HEALTH
SEEK HEALTH SEEK CONTROL
SEEK VALUE & BELONGING
PREFER ZERO ALCOHOL / WITH NO ALCOHOL TASTE
ENJOYMENT NOW
PREFER LOW ALCOHOL / LIKE TASTE OF ALCOHOL
ACTIVELY TRYING TO MODERATE ALCOHOL CONSUMPTION
SEEK ALCOHOL AVOIDANCE
SEEK FUN
MINDFUL DRINKING SEGMENTSS P L I T O N L I K I N G O F A L C O H O L T A S T E / D E S I R E F O R A L C O H O L N O T E S
*Givaudan proprietary Mindful Drinking research (2020)
10
MINDFUL MOMENTSC O N S U M E R S W A N T D I V E R S E L O - N O E X P E R I E N C E S
F O R T H R E E D I S T I N C T K I N D S O F O C C A S I O N S
CONNECTING SOCIALISINGREL AXING
*Givaudan proprietary Mindful Drinking research (2020)
11
T H E R E ’ S A M I N D F U L C R E A T I O N F O R E V E R Y M O M E N T
We believe in the power of ritual!Rituals help you to create memorable moments and ‘feel good’ experiences.
*Givaudan proprietary Mindful Drinking research (2020)
13
BERRY BOTANYF U S I O N B O T A N I C A L D R I N K
FORMATReady to mix
ALCOHOL0%
CONSUMER SEGMENTS
SERVING SUGGESTIONEXHALE BY CAMILLE VIDAL
Inspired by the classic Kir Royal, this
elegant and simple cocktail with rose water is perfect for a low key moment.
RECIPE – 60ml Berry Botany– 5ml rose water– Top with alcohol-
free rosé sparkling wine
BUILD – No ice– Champagne glass– A blueberry and a
rose petal
THIS CAN BECOME YOUR GO-TO DRINK FOR A DINNER
AT THE END OF THE DAY. A BEAUTIFUL BLEND OF EXTRACTS PAIRED WITH
MATE TEA AND JUICY BERRIES WILL EA SE YOUR MIND …
14
N O W ’ S T H E M O M E N T T O T A P I N T O A G R O W I N G
M A S S M A R K E T
Consumers are actively looking for more mindful drinks - with wider choice and higher quality.
Givaudan offers the knowledge, technology and capability to meet that demand. We’re on hand as a co-creation partner from brain-storming to production, helping you innovate with new tastes, source premium ingredients and navigate regulation.
GET IN TOUCH AT [email protected] TO FIND OUT MORE.
*Givaudan proprietary Mindful Drinking research (2020)
15