More than half of UK drinkers would like to see spirits brands offer tips on health and wellbeing as the ongoing pandemic raises consumer concerns about physical and mental health.
According to data from insight company Global Data, the Covid-19 pandemic has impacted consumer perceptions of fast-moving consumer goods (FMCG) brands, including spirits.
Global Data’s Coronavirus (COVID-19) Case Study: Alcoholic Beverage Innovation report said “better-for-you has been a key alcohol drink innovation trend for a few years”. As a result of a renewed focus on healthy living, the report found 51% of Brits would like to see spirit brands offer tips on personal health and wellbeing.
Mitsue Konishi, senior innovation analyst at Global Data, said: “Young age groups are concerned about their health more than older groups, and these concerns are reflected in their shopping choices. Alcoholic beverages with positive health attributes such as low calorie and sugar content will appeal to these health-conscious consumers.”
According to Global Data, consumers are also increasingly interested in brands that have undertaken supportive initiatives during the Covid-19 pandemic, such as distillers that produced hand sanitiser for key workers or brands that have a focus on sustainability.
The report found that 44% of people would like to hear more about initiatives launched by producers during the Covid-19 pandemic and 38% of drinkers would like more information about initiatives launched by brands after the pandemic.
Global Data also found that 37% of people would like to be able to find out more about the sustainability of spirits brands.
Konishi added: “These initiatives have been recognised by consumers, which are actively seeking news about initiatives adopted by brands. These activities will influence their purchase decisions in future.
“A sizeable number of consumers are expecting to see initiatives taken by brands during the pandemic, as well as after the pandemic, while 37% of consumers are specifically seeking brands’ sustainability initiatives. Therefore, proactively taking new initiatives is likely to become a key marketing activity for brands.”
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Author: Owen Bellwood