Bubbling with innovation: New generation of “sober curious” adults drive alcohol-free NPD, says IFF

04 May 2021 — The growing demand for low- and no-alcohol is shaping the future of the adult drinks sector. According to IFF, drinking alcohol in moderation is becoming more mainstream as the new generation of young adults focuses on nutrition, personal health and well-being.

Christina Papadam, regional market manager Europe at IFF, believes the adult soft drinks sector is “an exciting category that’s evolving very fast and without limitation.”

“The sober curiosity trend marks the beginning of new sophisticated, high-quality, alcohol-free options for all tastes,” she tells FoodIngredientsFirst. 

“The goal is to deliver great experiences with multiple benefits for the consumer – taste, appearance, health and functionality are all important. In the years ahead, we expect the choice of products to become even more refined, as manufacturers respond to individual consumer motivations.”

No longer niche
The low- and no-alcohol category has come far since the days when it was about providing a choice for consumers who, for whatever reason, needed to avoid alcohol. 

In the last few years, there has been the rise of the “sober curious” movement, driven by social media influencers and the emergence of alcohol-free bars, flags Julie Baxter, principal flavorist at IFF. 

Click to EnlargeAccording to IFF, drinking with moderation is becoming more mainstream, and the trend is moving from niche to a larger target audience.“The primary consumers are the new generation of young adults with a strong health and wellness attitude, who think more about what they drink and enjoy less alcohol. At the same time, they are uncompromising in their demand for exciting alcohol-free experiences that create a sense of belonging,” she explains. 

This could be through stories that respond to consumers’ desire to know more about the origin of ingredients and their sustainability impact. 

“We strive to ‘do more good’ through our upcycled botanicals, such as natural flavors from waste orange peel. This is just one example of how sustainable sourcing can enable positive storytelling.”

Mimicking alcohol
In the past, the low- and no-alcohol category was mainly about mimicking beer, wine or spirits. Commenting on whether this is still the case, Sjors Peters, regional category director beverages and dairy (EAME), says the company is seeing the rise of a new, primarily alcohol-free category that “goes beyond traditional alcoholic beverages.”

“The low- and no-alcohol beer, wines and spirits segment continues to grow, and this is a category focused on delivering sophisticated, premium soft drinks to adult consumers, who are no longer willing to make do with a conventional bottle of pop,” he comments. 

Elements of cross-hybridization are visible, as innovative manufacturers draw inspiration from beer, wine and even coffee or tea to develop something completely new. 

According to Peters, examples include new sparkling tea drinks for the wine space and indulgent cold-brew coffees that move between consumer needs for relaxation and energy.

Technical processing
Ever since the development of the first alcohol-free beers, manufacturers have struggled to recreate the fresh, fermented character, body and mouthfeel provided by alcohol. 

“When mimicking a spirit with an alcohol content above 45 percent, the challenge is even greater. As a solvent, alcohol is excellent for solubilizing flavor molecules and ensuring their impactful delivery in the final product. This is why in the development of alcohol-free products, the flavor delivery system is key to ensuring both high flavor impact and clarity.”

At the same time, it is necessary to explore new flavor molecules and natural extracts that can restore an authentic, fermented flavor profile or which serve as a flavor modulator to trigger the taste buds. 

“At IFF, our flavorists often look in unexpected directions when building a specific profile,” adds Baxter. 

Flavor potential 
According to IFF, consumers are showing interest in a wide range of premium flavor directions. 

“Fermented flavors provide alcohol cues that add sophistication, while chili and capsicum can be sources of alcohol-like heat. Botanicals like juniper and coriander – both particularly well known from gin – are enjoyed for their natural and authentic flavor connotations,” says Papadam. 

It is also possible that consumers are looking for what we call brown alcohol flavors inspired by rum, brandy and whisky. Click to EnlargeThe no and low-alcohol segment continues to grow and focuses on delivering sophisticated, premium soft drinks to adult consumers.

“The opportunities are vast,” she stresses.  

“This is where IFF Taste Design, guided by experienced flavorists, allows for the selection and combination of flavor molecules with their appropriate delivery systems.”

Furthermore, Baxter says there are three key steps to developing new alcohol-free products that match today’s consumer trends.

“First of all, you have to start with consumer motivation and ask why do adult consumers choose alcohol-free beverages and what expectations do they have?”

Next comes taste design.

“This is really about combining science and creativity to create the unexpected, drawing on flavor molecules, fermentation experience and the latest delivery technology,” she continues. 

“Finally, the third step is to incorporate the flavor in an uncommon format, such as a concentrate for addition to a beverage or a spray that consumers can use to customize their drink.”

A brimming space
There have been several advancements in the alcohol-free space over the past few months. 

In October, Guinness unveiled Guinness 0.0, touted as “the Guinness with everything except alcohol,” following a four-year development process. Initially launched in the UK, Guinness 0.0 will be available in global markets later in 2021.

In September, Canadian non-alcoholic beer brand Partake Brewery raised US$4 million in its first funding round to accelerate growth, specifically in the US market.

Meanwhile, last June, Kerry released its Botanicals Collection Zero, a range of clean label, “premium” botanical extracts – containing 0 percent ethanol – designed specifically for the low- and no-alcohol beverage markets.

And in a Special Report last year, FoodIngredientsFirst reported that alcohol attitudes were shifting and beverages were getting a healthy makeover. 

By Elizabeth Green 

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