One-third of Mexican consumers do Dry January

New research has found that 30% of Mexican consumers participated in Dry January, with the majority of those continuing to visit the on-trade.

CGA by Nielsen IQ’s latest Mexico Consumer Pulse Report reviewed consumer behaviour during Dry January.

The survey included 1,153 consumers in Mexico aged between 18-54, who were asked about their expectations and behaviour over two weeks.

The results showed under one-third of Mexican consumers participated in Dry January. Of those, 88% successfully abstained, and seven in 10 of these continued to visit bars, restaurants or similar venues during the month.

Mike Rende, associate client solutions manager – Americas, said: “CGA’s latest consumer research in Mexico highlights the growing interest in non-alcoholic beverage options in the on-premise, and just how important it is for brands, suppliers and operators to consider their non-alcoholic offering to capture and fully capitalise across consumer segments interested in exploring this category in both Dry January and beyond.”

Those who took part in abstaining from alcohol in January largely opted for soft drinks (72%), while 34% chose a hot drink during their visit.

Thirty-two per cent purchased a mocktail in the on-trade, while 25% drank non-alcoholic beer.

Around two-thirds of consumers who tried mocktails said they would continue drinking them after January had ended, while nearly three-quarters (72%) who drank non-alcoholic beer over the course of the month would choose it again in the on-trade post-January.

Of the 1,153 participants surveyed,  almost 90% currently said they felt confident in visiting bars and restaurants, which is a five percentage point increase versus the previous month.

This is reinforced by two-thirds of consumers reportedly planning to visit the on-trade within a week, and seven in 10 having visited within the past week.

Earlier this month, CGA by Nielsen IQ’s latest cocktail tracker revealed the top-ranking cocktails in the US on-trade. The Margarita remained the most popular cocktail in the US on-trade, while Martinis were shown to have overtaken Moscow Mules for the second spot.

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Author: Alice Brooker