Seizing year-round opportunities for no/low serves post-Dry January

Although many US consumers kick off their new year opting for healthier drink choices, CGA’s OPUS research reveals that there are year-round opportunities for operators to make the most of this trend and highlights how suppliers can support their partners in maximizing the potential of these offerings.

CGA’s OPUS solution is a nationally representative survey of On Premise users, designed to help suppliers understand where and how to reach target consumers. The research provides size of the prize opportunities for drinks categories and brands by occasions and channel.

 

Dry January is an obvious time to promote no and low alcohol offerings, with 1 in 5 consumers planning to take part when surveyed in December. CGA’s latest Consumer Pulse report revealed that two-thirds of these consumers are sticking with their plans, with 1 in 5 planning to drink before the end of January and 15% no longer taking part.

 

However, consumers in the US have been exploring health and wellness decisions to a greater extent overall – with 41% of those who have trialled no/low alcohol drinks doing so in a bid to be healthier. Experimentation is also key to this segment – with 34% purchasing this style of drink ‘to try something new’. Following this trial, 76% of these consumers stated they were likely to continue this behavior in the future, demonstrating that the no/low trend looks set to continue for the long term.

 

These consumers may be looking for lower alcohol options, but they are still keen to engage with the On Premise, with low/no alcohol customers over-indexing in visitation with 74% eating and 43% drinking out weekly and spending more on these occasions compared to the average US consumer.

 

For operators, it’s crucial to understand exactly what consumers are looking for in a low/no alcohol offering – and how to best target this segment. Although some consumers are reducing their alcohol intake, others are considering the calorie content and health benefits of their drink choices. For operators, the right ranging and product positioning are essential – and suppliers can provide support in the form of consumer insights to highlight opportunities to target this segment.

 

Matthew Crompton, Regional Director – North America, said, “Demand for no and low alcohol options in the On Premise is continuing to grow, and consumers opting for these serves could prove to be very valuable to the channel. Key to targeting this consumer segment be understanding their needs and preferences, and how to position these offerings in terms of pricing, serve styles and messaging.”

 

Matt Crompton CGATo learn more about CGA’s consumer research capabilities, which allow you to build unique, compelling sales stories by channel and brand, and how to harness the opportunities of the low/no alcohol trend, get in touch with Matthew Crompton, Regional Director – North America.

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