Who knew the non-alcoholic beverage consumer had become so sophisticated?
According to an atypical research exercise conducted by industry tracker Veylinx, a key for consumers ages 21 to 35 when searching out these drinks is the presence of CBD, or cannabidiol, boosts. Spiking beverages with this ingredient increases demand by 18 percent among this demographic.
Meanwhile, for people over 35, it’s mood-boost versions of non-alcoholic beverages that are gaining favor. That is, zero-alcohol cocktails blended with natural adaptogens and nootropics. Demand among the over-35’s spikes a whopping 29 percent when such supplements, synthetic or natural, are included.
The Veylinx research, befitting today’s savvy young consumer, was conducted in a highly unusual and interactive form. “Study participants placed bids with their own money on six products in a randomized sequential auction,” the company explains. “The auction featured a fictional cocktail brand in order to control for existing brand preferences.”
In the fake online product pitch, ELIXIR was billed as batch-crafted from local botanicals and spring water. Ingredients hyped included hibiscus, blackberry, clove, cinnamon and vanilla oak.
Demand for non-acoholic canned cocktails was found to be 48 percent higher consumers ages 21 to 35 than for the over-35s. Veylinx found that adding CBD to its mythical $12 four-pack increased sales by 13 percent, while adding natural mood boosters led to a 9 percent increase, which bears out this demographic split.
The old previous standby, “zero calories,” is still a demand driver here, but only among women. A zero-calorie version of the aforementioned four-pack was 14 percent more popular with women, while the CBD-enhanced version garnered a 16 percent relative larger share among male consumers.
And while there’s plenty of holiday drinking time stil left in 2022, Veylinx also asked participants about their familiarity with “Dry January.” Perhaps not surprisingly, those who have taken part in the traditional post-holiday abstinence were 65 percent more interested in the ELIXIR product line.
The post For Many Young Consumers Of Non-Alcoholic Beverages, The Tradeoff Ingredient Is CBD: Research appeared first on Knewz.
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