You can expect the next generation of drinkers to be more health-conscious and that means marketers will need to provide inherent health benefits and promote low-calorie and low-sugar options, according to a study by T. Hasegawa USA, a leading flavor and fragrance company.
But it’s not just those in the 22-34 age range that want low-sugar products, the study finds: 33% of those 22-34 want low-sugar options, as do 34% of those in the 35-44 age range, 33% 45-54 and 33% of those over 55.
When it comes to superfoods as an ingredient, age makes a difference: 33% of those under 34 want them, but only 16% of those over 55. The balance is roughly split equally. Likewise, the heaviest interest in antioxidants is among those 22-35, while those 34-44 have the heaviest interest in organic ingredients. The under 35 crowd also shows the heaviest interest in low-alcohol products.
Coffee as an alcoholic beverage flavor tends to appeal more to younger males, the study finds, especially in dark spirits and beer. Espresso as a cocktail flavor has more than doubled on U.S. menus since 2015.
The study also finds that flavor is the key factor in drink selection followed by occasion. This is exemplified by the rise in “hard seltzer” products that rely heavily on innovative flavors.
Floral and herbal flavors are growing directionally as the latest favorite of younger Gen Z consumers, the study finds. These flavors have grown over 200% on U.S. menus from 2015-2019, and these ingredients offer a sophisticated, complex flavor.