New research from CGA by NielsenIQ shows how growing interest in healthy living is creating fresh potential for drinks brands in Ireland's on premise.
Details
COVID has sharpened consumers' awareness of wellbeing, and CGA's OPUS data reveals that nearly a third (31%) think it is more important to lead a healthy lifestyle than it was in 2021. With one in eight (12%) considering it more important that their drink is healthy than a year ago, this is opening up space for drinks brands that can meet consumers' health needs.
There is particularly good potential in the no and low alcohol drinks category, which now accounts for 8% of total long alcoholic drinks (LAD) sales. Well over a third (38%) of consumers plan to drink non-alcoholic drinks more frequently over the next 12 months, compared to just 10% who think they will drink less. A quarter (26%) now buy non-alcoholic drinks most times they visit the On Premise, and 17% do so every time.
Other drinks categories that are well placed to benefit include hard seltzers. While sales are currently only worth 0.1% of the total LAD market, they generated half a million euro in Ireland's on premise in the first quarter of 2022.
Statement By CGA's Client Director Ireland
Sian Brennan, CGA’s client director, Ireland, stated, "We have seen around the world that many consumers have become much more tuned in to health issues since the start of the pandemic, and that is clearly reflected in their drinking choices.
"With a willing consumer base to tap into, educating people about categories like hard seltzers and no and low alcohol beer and spirits is going to be important. Understanding what Ireland's health-conscious consumers are looking for, and their paths to purchase, can pave the way to growth in this exciting area of the market."
© 2022 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.
