Comprehensive consumer understanding empowers in-depth decoding of changing mindsets and cultural changes.

A broader cultural change towards mindful consumption is reflected in the shift towards alcohol-free beverages, driven by the younger generations trying to become more health-conscious with stronger focus on physical and mental well-being.

Mindful sipping has become a new normal among the generation Z1 and is in line with the idea of inclusion and social acceptance of everybody. Additionally, Sober Curiosity is a trend encouraging consumers across all ages to explore a healthy lifestyle without alcohol but plenty of sophisticated taste options and alcohol-free variants without any compromise on taste.

1 Symrise trendscope™ 2024

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Based on profound consumer insight studies and driven by award-winning proprietary tool Symvision AI™, Symrise has decoded the most crucial demands and needs for consumers. Listening to consumer voices, driven by an exclusive qualitative consumer study accompanied with video interviews enables Symrise to understand reasons of consumption, sensory expectation and purchase drivers which builds the fundament of creating the most exciting no/low drinking experiences and design winning tastes for alcohol-free spirits taking into consideration consumer statements but also their non-verbal cues.2

2 Exclusive Symrise qualitative consumer study 2023+, “Exploring the alcohol-free spirits, liquors and digestifs category”

Over 4 in 5 consumers across Europe, Africa and Middle East concluded flavor was the most influencing factor when choosing drink products.FMCG Gurus, consumers across EAME, 2023

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