Analysis

How to play into consumers' health awareness with your branding - analysis

Most popular

Why the future for wine in cans has arrived

Brown-Forman in fiscal-2021 - results preview

Mixing kombucha and alcohol - A recipe for success

Top Spirits influencers on Twitter - Q4 2020

Why wine now needs to catch up with the times

MORE

In the US, Portland Cider Co has recently unveiled an addition to its Ciderade brand, in a partnership with Oregon counterpart Jacobsen Salt Co. Lemon-Lime Ciderade, which has an abv of 4%, contains 118mg of electrolytes from sea salt harvested by Jacobsen. The cider's positioning aligns with nutraceutical trends identified by GlobalData that are going to become more popular amongst consumers in 2021.

Functionality claims have a big part to play in securing and maintaining a consumer base that is becoming increasingly health-conscious. This is supported by GlobalData's 2020 COVID-19 consumer survey, which found 86% of US consumers were "always", "often" or "somewhat influenced" by how a product impacts their health and wellbeing.

Recent findings show that 25% of US consumers are stockpiling or buying more cider than before the outbreak of the pandemic. This is in addition to 36% of consumers entering the category who previously did not purchase cider, according to a GlobalData US consumer survey. In a category that hasn't been as impacted as other alcohol options, consumers are likely to be turned on to Ciderade's health positioning.

The increase in consumers becoming particular with their beverage choices means that brands' on-pack marketing claims have a greater influence than ever on their buying decisions. As per the same survey, 49% of consumers "strongly" or "somewhat agreed" that they're confused about the on-pack marketing or health claims made by brands. Lemon-Lime Ciderade's clear message "with electrolytes" on the front of the can in large text will help communicate with a new wave of health-sensitive consumers.

With a functional product and message that will appeal to health consumers across the US, Portland Cider Co could have a big success on its hand this year.

Click here for details on GlobalData's 'US Beer & Cider market insights 2020' report


Sectors: Beer & cider

Expert Analysis

United States of America Beer and Cider Market Insights 2020 - Key Insights and Drivers behind the Beer and Cider Market Performance

United States of America Beer and Cider Market Insights 2020 - Key Insights and Drivers behind the Beer and Cider Market Performance

Alcohol consumption per capita in the US continued to decline in 2019 as consumers focus on their health and are opting for more nonalcoholic beverages. Non-alcoholic beer was the only alcohol-strengt...

VIEW REPORT

Related Content

COVID-19 a double-edged sword for CBD product launches - analysis - FREE TO READ

COVID-19 a double-edged sword for CBD product launches - analysis - FREE TO READ...

Quintessential Brands RTD launch taps into post-COVID shift to convenience, hygiene - analysis - FREE TO READ

Quintessential Brands RTD launch taps into post-COVID shift to convenience, hygiene - analysis - FRE...

Juice on the slide in North America as consumers shift towards healthy and functional hydration - comment

Juice on the slide in North America as consumers shift towards healthy and functional hydration - co...

Hard seltzer movement is here to stay - GlobalData comment

Hard seltzer movement is here to stay - GlobalData comment...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?