Appealing to the green conscience in alcoholic beverage consumers
Alcohol beverages are turning to the ‘identity segment’ consumers. As consumers begin to shift towards more emotionally driven purchases it is likely that a new customer segment will develop in time to come. The ‘identity segment’ is a group of consumers who purchase products with intent — buying items that reflect their values, beliefs and identity.
Companies will have to study their existing brands and products to see how they can develop products that best appeal to this new segment.
Emotions & Values Are The
Core of The Identity Segment
The ability to bring out the ‘feel good’ emotion in consumers is what brands should aim for, as this will be the emotional connection that links the consumer to their purchase. These consumers are willing to pay a premium for products that uphold positive social values, as such products are seen as purchases with a greater purpose compared to their standard transactions. Green consciousness is one of the key positive social values that consumers would like to uphold, resulting in them purchasing products with a positive environmental impact.
of global respondents said they are willing to pay extra for products and services from companies that are committed to positive social and environmental impact.
Forbes, 2021
In ethical and environmental claims for newly launched alcoholic products in Oceania region from 2022 to 2023.
Mintel, 2023Develop products that meet the
new-wave of consumer’s needs:
One of the ways brands can appeal to consumers’ green consciousness is to integrate raw materials that have a lower carbon footprint for an overall clean label positioning.
Appeal to consumers with Sensient’s range of repurposed fruit extracts. The repurposed fruit extract range promises an extra sparkle in alcoholic beverages.
We understand that citrus is one of the common flavor ingredients in many alcoholic beverages, and most alcoholic beverages would feature a citrus note. Product differentiation is crucial to have a product that stands out from the crowd. Our signature citrus Repurposed Fruit Extracts will add a ‘sparkle’ to alcoholic beverages.
These are designed to improve existing citrus profiles of the alcoholic beverages when integrated into the product development process. These extracts are also derived from a more sustainable production method, through the extraction of fruit peel, allowing your product to pledge a clean label claim.
View our Repurposed Fruit Extracts flyer here
