In a world where we try to be as COVID-safe as we can, health and wellbeing are more important to consumers than ever. The 'healthy' trend is not a new one, steadily growing these past few years, but it has sharply increased since the onslaught of COVID-19.
When considering this in relation to alcohol consumption, it is not necessarily that we are drinking less. Rather, we have developed an appetite for alcohol beverage ranges, brands and solutions offering healthier options.
Managing Director of Shopper Intelligence, Simon Ford says that with regards to at home alcohol consumption, there has been an “uplift so far [this year]: ... particularly in an environment where other options, such as drinking on premise or simply going out has not been possible.”
The market continues to meet this demand for healthy drinking choices releasing a multitude of low calorie, carb-free, gluten-free, sugar-free, hard seltzer and even alcohol-free options. (Successes stories will be known next month when Shopper Intelligence releases its Liquor report.)
Out of the bottle shops and into the supermarket aisles, the trends towards health remains as grocery buyers stock their baskets and trolleys with healthy items. Additionally, consumer visits to the stores are less frequent, their baskets are fuller, and shoppers arrive in-store with a well-prepared list and game plan. They tend not to linger in those aisles.
Now that panic buying is over, price point is back to being as important as it was in life pre-COVID and consumer willingness to sample Private Label and premium products continues as it was.
Shopper Intelligence is a Corporate Partner of the Drinks Association.
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