The Gen XY Lifestyle
WOLF+WALD brings healthier and more conscious consumption through juices
The no-alcohol drink market has experienced remarkable growth as consumers increasingly prioritise healthier and more balanced lifestyles.
Driven by changing attitudes toward alcohol consumption, health consciousness, and the desire for diverse beverage options, producers in this market has expanded to cater to a wide range of tastes and preferences.
In Asia, we have witnessed remarkable growth of this category, driven by shifting consumer preferences and an increasing emphasis on healthier lifestyles.
The Asia-Pacific region is expected to be the fastest-growing market for non-alcoholic beverages, with a projected CAGR of 3.7% between 2021 and 2026.
This surge in demand is attributed to factors such as rising health awareness, changing cultural norms, and a growing middle class with greater disposable incomes.
The demand for non-alcoholic beverages encompasses innovative alternatives to beer, wine, spirits, and cocktails. With a rising number of individuals seeking alcohol-free options that offer both flavor and sophistication, the no-alcohol drink market is poised to thrive and change the beverage industry.
We discuss this trend with Ernany Jasmin, Founder and CEO of WOLF+WALD, and learnt about production and how she sees juices making a big play in the no-alcohol beverage scene.
the Active Age (AA): As a former nurse, traveller, and entrepreneur, what are some of the health trends you are noticing, and how will they interact/intersect with F&B?
Ernany Jasmin (EJ): Given my diverse background as a nurse, traveller, and entrepreneur, I’ve observed several health trends that have potential implications for the Food and Beverage (F&B) industry.
Firstly, there’s been an uprising demand for personalised nutrition and dietary plans. I witnessed how a one-size-fits-all approach to nutrition doesn’t always meet individual health needs, and consumers today are increasingly aware of this.
Lately, there have been an increased interest in microbiome and gut health. With more people using them to figure out what foods are best for their bodies. A custom-made nutrition guide, one that takes into account each individual’s unique microbiome and gut health’s needs, is becoming increasingly popular.
Secondly, as an avid traveller, I’ve observed an increasing global interest in farm-to-table and locally sourced ingredients.
This movement will require the F&B industry to innovate and diversify their offerings, and perhaps incorporate more organic products and locally-sourced ingredients, MSG-Free into their menu.
Lastly, as an entrepreneur, I’ve noticed an emerging trend in the use of technology to support healthier food choices. Rising demand for niche grocery products, has signified a conscious shift away from brands of large conglomerates. Consumers are looking for unique, quality items that meets their lifestyle needs and preferences.
Combining consumer’s lifestyle preferences with the convenience of technology, such as online platforms for easy access and purchasing, will not only satisfy growing customer needs but also promote healthier eating habits.
These trends will interact with each other in various ways, creating a more diverse yet fulfilling landscape for consumers and businesses alike.
AA: What was the inspiration for you to discover WOLF+WALD and the decision to focus on organic juices?
EJ: My journey to discover WOLF+WALD and the decision to focus on organic juices has been largely inspired by how I grew up having breakfast in Singapore in the 80/90s.
Looking back, the freshly pressed Sugar Cane and Watermelon at the Hawker Center have always been a familiar option for us. On the daily breakfast table, it was a norm to drink concentrated Clear Apple Juice or Concentrated Orange Juice — with often included additives.
Even in today’s world, it’s surprising to see that at even the finest hotels, restaurants, or airlines, you often find only concentrated juices available. This always strikes me when I’m with my children. I want them to be able to appreciate not just a good meal, but also a healthy beverage to accompany it.
Today, we have a choice. The market has allowed me to select the better option. To me, mealtime should be about more than just eating.
It should be a moment of enjoyment, a time to appreciate the flavours, textures, and health benefits of what we consume. This is especially important for children. We want them to develop healthy habits early on, but it should never feel like a chore or a restriction.
For our children, we, as parents, can influence a broader shift in our food and beverage culture.
AA: What are/were some challenges with production and manufacturing, as well as creating flavour profiles for Singapore-based drinkers?
EJ: It was a challenge to balance making juices for the wider Singaporean consumer base, by a Singaporean who prefers spicy flavours. A delicate balance was needed to ensure the juices brought forth their natural, fruit-forward flavour.
The was also the possibility that the tropical climate of Singapore could affect the taste of juices. As hot and humid as Singapore is, we Singaporeans prefer more refreshing and cooling beverages. Creating natural fruit juices, using only its natural sugar flavours, that are both thirst-quenching and satisfying can be tricky.
AA: How do you see juices becoming more mainstream and part of the dining/hosting environment, in homes and restaurants?
EJ: The trend towards healthier and more conscious consumption is indeed making its way into the cocktail scene, and I see great potential for organic juices to play a big role in this movement.
The rise of non-alcoholic spirits like gins and rums is opening up a new world of “conscious cocktails”. These beverages appeal to those who enjoy the social aspect of a cocktail hour but are looking to avoid or reduce alcohol consumption.
Organic juices can serve as the perfect pairing for these non-alcoholic spirits, offering a fresh, flavourful base that can transform them into exciting, nuanced cocktails.
The vibrant flavours and natural sweetness of organic juices will balance out the complex botanicals found in non-alcoholic gins and rums. The end result leds to the creation of unique and sophisticated cocktails which do not compromise on taste, all while being a great healthy alternative!
In a home or restaurant setting, these “conscious cocktails” can elevate the dining or hosting experience by providing an option that’s both indulgent and health-conscious. For hosts, it’s a way to cater to the diverse preferences of their guests, providing delicious alternatives to those who don’t consume alcohol.
Finally, using organic juices in cocktails also resonates with consumer’s desire for more sustainable options. Organic farming practices are typically more environmentally friendly than conventional ones, and by choosing organic juices, consumers are also doing their part in safeguarding the environment.
With an increasingly health-conscious consumer base, I envision organic juices gaining popularity not just as a standalone beverage, but as a key ingredient in conscious cocktails, offering a unique, flavourful, and mindful drinking experience.
Availability
- WOLF + WALD is available across 16 locations in Singapore.
- Available in 4 different flavours – Apple, Tart Cherry, Blackcurrant, and Aronia Juice, WOLF + WALD’s juices can be purchased at NTUC Fairprice Finest and Xtra outlets and online at Redmart and NTUC Fairprice Online or at their website.
The introductory set of 4 bottles of their 4 flavours retails at SGD 38. There is a 20 percent discount in June available on their website.
Photo credit to WOLF+WALD
