Category: Beverage Marketing

IWSR Research: Who is winning in the moderation trend?

According to IWSR research conducted in late 2023 across the top 10 no/low markets – Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the UK and the US – 44% of no/low consumers said they had switched to a no-alcohol drink from another non-alcoholic drink, such as soft drinks, water, tea or coffee. This compares to 29% who replaced a full-strength alcohol product – although this was significantly up on the 2022 figure.

“No-alcohol drinkers generally come from other non-alcoholic beverages, but also now increasingly from full-strength categories,” says Susie Goldspink, Head of No- and Low-Alcohol Insights, IWSR. “There is also an increase in the proportion of no-alcohol consumers planning to increase their no-alcohol consumption.

“Increasingly, alcohol companies see no-alcohol especially as an opportunity for growth. Moderation is an established trend, and no-alcohol products which keep customers within a category – for example, switching beer for no-alcohol beer – or within a brand portfolio – say, switching Heineken for Heineken 0.0 – offer an option to alcohol businesses to hold on to revenue and continue to build brand equity.”

As a result, a number of brand owners across the beverage alcohol marketplace have invested heavily behind zero-alcohol versions of leading brands, or have either acquired or developed ‘pure-play’ no-alcohol brands, to target these opportunities. IWSR’s Innovation Tracker shows that the number of no-alcohol innovations coming to market globally has more than tripled since 2019, with numbers peaking in 2020 for launches of brand extensions as well as new-to-world products.
Consumer attitudes, however, are somewhat different within low-alcohol: here, 40% of those surveyed said they had replaced a full-strength alternative with a low-alcohol product, with 33% switching from another non-alcoholic drink.

“Full-strength alcohol categories continue to be replaced the most by low-alcohol beverages – particularly replacing beer/cider, for example in Spain and Brazil,” explains Goldspink.

“Meanwhile, spirits are being replaced more in markets such as the US and South Africa, where spirits are the most purchased full-strength category.”

IWSR consumer research also suggests that people who don’t currently participate in the no-/low-alcohol category could also be potential targets for brand owners in the future.

“More than half of non-consumers of no/low are either moderating their alcohol intake (26%) or don’t drink alcohol at all (28%) – offering a further untapped opportunity for producers of no- and low-alcohol brands,” explains Goldspink.

“There is also evidence from our recent consumer research that in many markets, no-alcohol products recruit consumers who aren’t drinking in a certain occasion or switching between both. These might be ‘Substituters’ (those who switch between alcohol and no-alcohol in different occasions) or ‘Blenders’ (mixing alcohol and no-alcohol in the same occasion).

“In both cases, these occasions offer an incremental opportunity for a brand owner to sell a product to a consumer who otherwise would not have been buying one of their products.”

Meanwhile, the emergent segment of functional beverages – ‘alcohol adjacents’ with active ingredients such as CBD, adaptogens or nootropics that claim to offer health benefits, stress reduction, mood alteration and pleasure – is beginning to attract younger consumers (Gen Z, Millennials) in particular.

According to IWSR data, the purchase of cognitive enhancers has increased over the past year, driven by growth in Australia and the US – where up to 29% of Millennials have made purchases in the category.

“CBD and other nootropic/adaptogenic products could provide a future challenge to alcohol consumption, particularly with younger legal drinking age consumers who are more likely to participate in this category,” says Goldspink.

“This generation participates in a broader repertoire of beverages in this space, as well as generally still consuming alcohol. As such, for brand owners looking to shape their future category, it’s really all about offering consumer choice to suit different occasions.”

The growth of the overall no/low-alcohol category gives brands the opportunity to cater to a much wider group of consumers. In many ways, no/low can be thought of as a solution to a gap in the market, rather than as a threat to the incumbents.

Source:IWSR

The 10 most-consumed alcoholic drinks have been identified

Insider Monkey’s list of the 10 most-consumed alcoholic drinks have been identified in a new list that outlines which tipples we favour most.

The analysts at the investment advisors Insider Monkey drew from their deeper dive report of the ‘20 Most Consumed Alcohols in the World’. Here is a list of the top 10, for your review.

1. Beer
Global market size in 2022: US$793.74 billion

Beer is the most consumed alcohol in the world. In fact, after water and tea, beer is the most popular drink in the world. According to reports, in the 2022 brewing year, global beer production ended up increasing slightly year-on-year by 1.3% to 1.89 billion hectolitres. However, the market is yet to return to its pre-pandemic levels when production peaked at 1.91 billion hectolitres in 2019. The category has also evolved with consumer tastes as brewers look to satisfy the thirst of their audience. Plus, the overall demand for premium and low-calorie beers, the rising popularity of craft beer, and the continued expansion of distribution networks in emerging countries are all expected to continue driving growth in the global beer sector over the next few years.

2. Wine
Global market size in 2022: US$441.6 billion

The rising demand for premium and luxury wines has been reported alongside the growing popularity of wine tourism which have become key factors driving growth. According to the analysts, global wine consumption in 2022 was estimated to be at 232 million hectolitres, marking a decrease of 1% compared to the previous year. Year-on-year, wine consumption around the world has decreased at a regular rate and yet this can be mainly attributed to the decline in China’s consumption, which has lost an average 2 million hectolitres per year since 2018.

3. Liqueurs
Global market size in 2022: US$128.9 billion

Liqueurs, which are essentially distilled spirits that are sweetened with sugar or syrup, and often also contain fruit, herbs, and oils, can be sweet or bitter depending on the flavours used.

4. Baijiu
Global market size in 2022: US$95.21 billion

Baiju plays a prominent role in China’s drinking culture and has done so ever since the Ming Dynasty. It is most distilled from sorghum, although other grains – including rice, wheat, corn, and millet – are also available in blends throughout the country. Last year, consumers in China consumed US$91 billion worth of baijiu, yet it remains less well-known outside the nation.

5. Whisky
Global market size in 2022: US$64 billion

As millennials are increasingly beginning to experiment with different drinks and assisting in the rise of ‘cocktail culture’, the use of whisky as a premium ingredient has increased in bars. 2022 was hinted to be a great year for Scotch whisky and exports of Scotland’s native spirit hit US$7.5 billion last year, the highest figures ever. Whisky exports by volume also rose, with the number of 700ml bottles shipped overseas up by 21%, to 1.67 billion.

6. Vodka
Global market size in 2022: US$25.98 billion

Vodka continues to be the most consumed spirit in the US and has been since 1970. Around 78.1 million cases of the spirit were sold in America in 2021 and by 2022, 28.1 million 9L cases were sold globally.

7. Cider
Global market size in 2022: US$17.9 billion

Cider has risen in popularity significantly over the last decade and can also flex with the seasons. In the UK, Insider Monkey outlines how cider continues to be a popular alcoholic drinks category with an off-trade value sales growth in the UK of 5.2% over the past year. Some 47.8% of all British households now regularly buy cider – up from 45.5% last year.

8. Rum
Global market size in 2022: US$17.4 billion

While rum sales are still dominated by major producers, many consumer preferences are said to be moving away from value options and towards an appreciation for craft and aged rums instead. Made from fermented sugar cane juice, rum also provides a key function in cocktail culture.

9. Gin
Global market size in 2022: US$15.3 billion

There are, reportedly, three main reasons for gin’s continued popularity – taste, versatility, and the variety now available. The UK is the largest exporter of gin in the world and, according to His Majesty’s Revenue and Customs (HMRC) data, gin exports from Britain hit US$879 million last year, up from US$651 million in 2021.

10. Tequila
Global market size in 2022: US$14.7 billion

Tequila’s popularity has been on the rise for years, and in 2021 it surpassed whisky in retail sales. The analysts found that the growth in popularity of Tequila can primarily be attributed to several factors, including the expansion of the premium spirits sector as well as the introduction of new flavours, and a greater social media presence.

US Adults 55+ are drinking more alcohol according to research

The percentages of 18 to 34-year-olds, who report that they either don’t drink, drank the past week, or sometimes drank more than they should, are all lower than they were 20 years ago, according to research conducted by American analytics company Gallup.

Yet, drinking on all three metrics has trended up among Americans 55 and over, while holding fairly steady among middle-aged adults.

These results were based on an analysis of Gallup trends on Americans’ self-reports of their alcohol drinking habits. To allow for reliable analysis of the trends by age, the data was reviewed in three three-year time periods: 2001-2003, 2011-2013 and 2021-2023.

  • Adults under the age of 35, 62% reported that they drink alcohol, down from 72% two decades ago; and
  • Drinking has increased among adults aged 55 and older, from 49% to 59% in the same 20-year period.

This shows that drinking habits among younger adults may be on a downward trend, while the opposite can be said of people 55+. According to the research, there are still more drinkers under the age of 35 (62%) than in the 55 and over category (59%).

While these groups on either end of the age spectrum now report similar drinking rates, those in the middle, aged 35 to 54, maintain a higher drinking rate, at 69%, on par with the prior 67% readings for this age group.

The same trend can be seen among those classed as regular drinkers. Younger adults who drink are less likely than they were in the past to say they had an alcoholic drink within the past seven days, down from 67% to 61% over the last two decades. Older adults, aged 55 and over, have done the opposite, with figures rising from 63% to 69%.

Among all Americans (both drinkers and nondrinkers), fewer than four in 10 young adults (38%) now appear to be regular drinkers, on par with older adults (40%) with middle-aged adults (48%) more likely.

Research Results:  https://news.gallup.com/poll/509501/six-americans-drink-alcohol.aspx

London-based Portman Group calls on government for “Low & No Alcohol Consultation”

The Portman Group is urging the UK government to do more to encourage the uptake of low & no alcohol drinks and launch a consultation on low-alcohol descriptors.

The consultation would seek views on updating the terminology around the various ways in which products below 1.2% abv are marketed.

The alcohol marketing regulator hopes to build on years of growing UK sales and consumer interest in the low & no category beyond its traditional post-festive spike.

The recent YouGov consumer research reveals that over one quarter (29%) of alcohol drinkers now also semi-regularly (‘often’ or ‘sometimes’) drink alcohol alternatives, compared to almost a third (32%) in 2021 and a quarter (25%) in 2020.

For the fifth year in a row, the top reasons cited for drinking low & no alcohol are safe driving from social events and taking part in social events without drinking to excess. Furthermore, one in six (17%) of those who have tried low & no drinks say their alcohol consumption has reduced since first trying them, demonstrating their role in encouraging moderate and responsible drinking.

With New Year’s resolutions already in full swing, those that plan to reduce alcohol consumption in 2023 said they will drink fewer alcoholic drinks at home (37%), have more alcohol-free days (30%) and a further quarter (25%) said they plan to stop drinking at home altogether.

Matt Lambert the CEO of Portman Group said: “The variety and availability of low & no alcoholic drinks has never been stronger, reflecting a huge increase in consumer popularity.

“The vast majority of consumers already drink responsibly within the chief medical officer guidelines, but it is particularly pleasing to see evidence that low & no options are playing a role in encouraging people to moderate their drinking.”

“We are calling on the government to launch the low-alcohol descriptors consultation this year to give further support to the low & no alcohol sector. It has been expected for nearly two years, but given the turbulent political year, this hasn’t been prioritized. This is an important review that should see alignment with global descriptors and give another push to this innovative category which is an active substitute for alcohol and supports moderate drinking.”

The news comes as the hashtag #AlcoholFree amasses 1.5 billion views on the social media platform TikTok, suggesting that the younger generation also plans to reduce their alcohol intake in the new year.

However, it appears the trend isn’t exclusive to any particular age bracket. Premium UK grocer Waitrose reported a 31% increase in low & no sales in the week up to December 30, 2022 – a 50% increase on 2020.

Low & no wines were up 46% over the same period.

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No + Low Category Surpasses $11 Billion

The no and low alcohol categories grew over 7% in volume across 10 key global markets in 2022 to surpass a market value of $11bn, a new report from IWSR Drinks Market Analysis has revealed

Category consumption is expected to increase by a third by 2026, with the pace of growth forecasted to grow by a CAGR of 7% between 2022 and 2026, an increase on growth of 5% CAGR between 2018 and 2022.

Among the 10 examined markets, Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the United Kingdom, and the United States, the market value of no- and low-alcohol products surpassed $11 billion, up from $8 billion in 2018.

“The dynamic no/low-alcohol category presents opportunities for incremental sales growth as consumers are recruited from drinks categories such as soft drinks and water. Brand owners have an opportunity to recruit non-drinkers of alcohol,” said Susie Goldspink, head of no- and low-alcohol, IWSR Drinks Market Analysis.

“As more people opt to avoid alcohol on certain occasions – or abstain from it altogether – no-alcohol is steadily increasing its share of the no/low category.”

No-alcohol volumes grew by 9% in 2022, a CAGR it is expected to maintain between 2022 and 2026, and now accounts for 70% of the no- and low-alcohol segment, up from 65% in 2018.

No-alcohol beer and cider is expected to contribute nearly 70% of the overall category growth between 2022 and 2026.

“No-alcohol is growing faster than low-alcohol in most markets,” said Goldspink.

“The countries where this does not apply, such as Japan and Brazil, are early-stage low-alcohol markets with a small volume base.”

Germany remains the world’s largest market for the category followed by Japan, Spain, the US, and the UK.

Source:  IWSR

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