mindful moments

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MINDFUL MOMENTS BY GIVAUDAN

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M I N D F U L M O M E N T SB Y G I V A U D A N

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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.

R E S E A R C H A N D D A T A

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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

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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)

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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)

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*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

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C O N S U M E R S E G M E N T S

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*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:

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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)

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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)

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E X A M P L E O F A M I N D F U L M O M E N T

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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)

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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 …

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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)

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