Beverage TECH TRENDS IN FORMULATING, PROCESSING, PACKAGING & CONSUMPTION OF BEVERAGE PRODUCTS
Premiumization's Pause: Beverage Alcohol's Stalled Ascension in the Shadow of Inflation By Paul Ongeto
O
ver recent years, the beverage alcohol industry has seen a consumer demand trend in the direction of more “premium” products, i.e products characterized by an increased focus on flavor, highquality ingredients and more appealing
packaging. Increasing societal wealth, broader options for high-
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NOV/DEC 2023 | FOOD BUSINESS AFRICA
quality products and categories, and consumer appreciation for production and origin have been the main drivers behind this trend. However, recent economic pressures and geopolitical uncertainties have cast a shadow on this trajectory, prompting a critical question: is premiumization taking a pause?
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