British drinkers set for a ‘dry summer,’ research predicts

16/04/2018 - 09:07
According to purchasing company Beacon, the increasing popularity of a teetotal lifestyle among Brits is predicted to have “a big impact this summer” - urging operators to “take note” and adapt their offering accordingly.

The news comes as a study released by Cambridge University this week claims that “one alcoholic drink a day could shorten your life.”

Beacon purchasing manager, Kelley Walker, said: “We know from industry data that 70% of millennials are more likely to brag about how long it has been since they last drank alcohol, as opposed to how much alcohol they last drank.

“That is a notable social shift and one that will result in an increasing number of adults becoming teetotal, too.

“As the popularity of healthy living and reduced alcohol consumption continues, it is crucial for operators to expand their soft drinks offering so they can cater for this new and growing band of consumers who still want to drink out, but drink less too.

“Insight demonstrating a decrease in alcoholic purchases creates an opportunity for operators to capitalise on the latest consumer trend. By offering a wide range of healthy soft drinks and a varied mocktail menu as part of an overall premium experience, consumers will be enticed to spend their time and money in establishments which they feel cater personally to them.”

As such, she suggests:

Make the most of mocktails

“One way in which operators are able to enhance the appeal of their soft drinks range is by expanding their mocktail offering. Using ingredients that they already stock, such as syrups, juices and mixers, enables the to offer many new exciting choices at little expense.

A high rise in low calorie options

As the health trend continues, the drinks market in general is seeing many adults opt for lower calorie alternatives. Insight from our supplier Brakes shows that full sugar drinks have seen a 1.4% increase in terms of YOY volume growth, whereas low calorie drinks have seen much larger growth of 14.6%.

Combined with the implementation of the soft drinks levy, it is essential to take consumer habits into account when selecting your soft drinks to help drive sales.

Offer a premium experience

Further insight shows that customers are more concerned with purchasing an experience, as opposed to a product. While consumers may be drinking less overall, when they do go out, they are seeking rich experience and drink choices. Operators must therefore ensure that alongside a varied soft drinks range, they can offer a complete premium experience.

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