How wine can tread a delicate path to be part of the well-being trend
Amid New Year detoxes, or even ‘Dry July’ and ‘Sober October’ here in Australia, alcohol is normally the first treat booted by a health kick, wine included. Unless, that is you’re in China, where a glass of red wine before bed is linked to beautiful skin and other health miracles (in fact, the health benefit remains the top reason Chinese consumers drink imported wine).
However, the well-being trend nowadays is more than just a short-term get-fit-for-summer fad. For many consumers, it has become a lifestyle commitment to products which support ideals of a holistic state of both physical and mental well-being. This idea is typically associated with natural, local and or sustainable products. In the latest Wine Intelligence Global Consumer Trends report for 2015, we’ve highlighted the continuing strength of the well-being trend, based on ‘natural’ inputs.
Coca-Cola is already on board with the natural well-being trends. “Coca-Cola life”, launched last year, boasts a third less sugar than regular coke, thanks to the natural sweetness from Stevia plant leaves. The can is marketed in fields of green, whilst the green label leaves behind any hint of the iconic red branding.
Another more niche example: cricket flour. Building on the trending preference for protein over carbs, ‘Bitty’ is a company which uses ground “sustainably raised crickets” to produce a type of flour which is “a healthy and sustainable source of protein”, temptingly sold in an assortment of cookies online.
So, if Coca-Cola and crickets can profit from the well-being health trend, there is surely space for wine brands to build on further on this trend too. Opportunities exist for lower alcohol or even zero alcohol wines, such as the recently launched Echo Falls tea-infused grape ferment. Wine brands which will succeed in building on this global trend can learn from other category examples and commit strongly to their well-being message, naturally.
Global Consumer Trends report for 2015 will be published in February 2015 for £1000 (2 report credits)
Author: Natasha Rastegar