Moderation in Alcoholic Drinks: Exploring The Impact of Health and Responsible Drinking

Abstract

Introduction

The majority (60%) of European and the US consumers think that moderating alcohol content is important. This report identifies how moderation of alcohol and health concerns are increasingly influential consumer trends set to drive the market in the future. Marketers must understand key consumer drivers to profit from this strategic change.

Scope of this report

• Insightful social trends data highlighting the future direction of the alcoholic drinks market with regard to consumers' health concerns.
• Quantitative data highlighting the attitudes, values and behaviors of consumers segmented by various demographic factors.
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report.
• Country coverage: France, Germany, Italy, Netherlands, Spain, Sweden, UK & US.

Research and analysis highlights

European and US alcoholic beverage industry executives consider health to be the least important mega-trend. There is thus a possibility of dangerously underestimating the impact that health and moderation may have on future revenues especially considering that 76% of consumers report being "conscious of health and wellness issues on a daily basis"

Calorie control has long been an important issue for consumers throughout Europe and the US. Presently, nearly two-thirds 65% of consumers overall across these two regions feel that controlling calorie intake is important to them. The proportional growth of obese population in western countries highlights why this issue retains such importance.

In Europe and the US, Seniors (either 50-64 or 65+ age groups) are most likely to feel it is important to moderate alcohol intake. In France, Italy, Spain and Sweden this importance is turned into action most frequently.

Key reasons to read this report

• Understand which health concerns matter most to consumers when buying alcoholic drinks and which attributes they seek first.
• Counter sales volume stagnation and decline by discovering the route to premiumization based on ' better-for-you' products.
• Learn how to correctly position alcoholic drinks to affectively target consumer health concerns.