In Beverage Industry’s January New Product Development outlook survey, 66 percent of respondents named convenience as a “high-need/interest” product attribute. In fact, only 4 percent listed it as “low need/interest.” Among the numerous beverage categories, the flavored malt beverage (FMB) segment, also known as progressive adult beverages (PABs), is resonating with consumers based on this product attribute.
“Convenience is the big trend driving successful FMBs,” says Eric Penicka, research analyst for Chicago-based Euromonitor International. “The category stands at odds with the premiumization trends we’re seeing in every other alcohol group, but the demand remains for FMBs where full bars/mixologists don’t exist.”