“Increasing Integration of Innovative Flavors and Health-Conscious Formulations”
- The South East Asia Ready to Drink (RTD)/High Strength Premixes Market is experiencing a notable trend toward the integration of innovative flavors and health-conscious formulations
- Manufacturers are leveraging consumer preferences for unique and exotic flavor profiles, such as tropical fruits, yuzu, and low-sugar or zero-sugar options, to cater to evolving tastes, particularly in Thailand and the Philippines
- Health-focused RTDs, including low-calorie, low-sugar, and natural ingredient-based beverages, are gaining traction, driven by rising health awareness among younger consumers, especially Gen Z and millennials
- For instance, companies are developing spirit-based RTDs with natural extracts and functional ingredients, such as adaptogens or low-calorie sweeteners, to appeal to health-conscious drinkers
- This trend enhances the appeal of RTDs, making them more attractive to both individual consumers and on-trade establishments such as bars and restaurants
- Data analytics is being used to study consumer purchasing patterns, enabling brands to tailor flavors and marketing strategies to specific demographics, such as female consumers in Thailand who prefer lighter, fruit-flavored RTDs
