Summary:
Findings: Consumers are increasingly demanding better-for-you beverages in on-premise establishments, driven by health and wellness trends. This includes gluten-free, low-sugar, low-carb, and no/low-alcohol options.
Key Takeaway: The demand for better-for-you beverages is no longer niche and is becoming mainstream, driven by a diverse range of consumers seeking healthier and more inclusive options.
Trend: The trend towards health and wellness is driving a shift in consumer preferences in the on-premise market, with a growing demand for better-for-you beverages across various categories.
Consumer Motivation: Consumers are motivated by health concerns, dietary restrictions, and a desire for more inclusive and diverse beverage options.
Driving Trend: The increasing awareness of health and wellness, coupled with the growing prevalence of dietary restrictions and intolerances, is driving the trend towards better-for-you beverages.
Target Audience: The target audience is diverse, including health-conscious individuals, those with dietary restrictions, and consumers seeking a wider range of beverage choices. The trend initially attracted a higher-income demographic but is now expanding across various demographics.
Product/Service & Age: The article focuses on better-for-you beverages across various categories, including beer, cocktails, and RTDs. The age range of the target audience is broad, encompassing millennials, Gen Z, and older consumers.
Conclusions: The demand for better-for-you beverages is growing rapidly and becoming mainstream. Pubs are experiencing positive responses to these products, and consumers are willing to try new options.
Implications for Brands: Brands need to innovate and offer a diverse range of better-for-you beverages to meet the evolving demands of consumers. This includes expanding product portfolios, focusing on quality and taste, and ensuring inclusivity for various dietary needs.
Implications for Society: The growing demand for better-for-you beverages reflects a broader societal shift towards health and wellness. This trend can lead to healthier lifestyles, more inclusive social settings, and increased awareness of dietary restrictions and intolerances.
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