Why 2020 will change Drinking Experiences forever!
The demand for healthy options in the hospitality industry has never been higher.
61% of the British adult population consider themselves as proactively trying to maintain a healthy lifestyle.
CGA study, 2019
So it comes as no surprise the dining industry continues to adapt to accommodate the ever-changing choices of consumers.
I’ve long been an advocate for customisation when it comes to all levels of hospitality; from discussing the newest innovations in high-street customisation to founding Kolibri, a world's fisrt Bespoke. non-alcoholic drink. For me, customisation means providing an option that suits every customer. Whether that person is coeliac, looking to cut calories, trying to consume less sugar or looking for food and drinks with 100% natural ingredients, there should be an option for them.
The industry has certainly come a long way towards making this possible, and more and more I’m seeing a range of health-focused dietary options pop up on menus and in supermarkets. It feels like brands are finally starting to understand that consumers are no longer listening to what they should want to eat and drink, instead, they are making up their own minds and telling brands they want products to be healthier with plenty of choices at their disposal.
This presents an opportunity for brands to show willingness and give the consumer what they want. But instead of saturating the mass market with comparable products, they need to focus on presenting more unique offerings - one with strong USPs that can tap into the smaller, but fiercely loyal consumer groups.
The drinks market has been especially strong at doing this, particularly when it comes to adapting to teetotalism and people looking to cut down on drinking. One major catalyst for this is the fact that more and more people are taking up challenges like Dry January and Sober October, showing a fierce interest in reducing or ditching the booze. In fact,
19% of Britons participated in Dry January in 2019.
CGA , 2019
As well, a recent Beverage Daily article reveals that “consumer interest in low alcohol beverages is on the rise: increasing more than 80% in the last two years.” Even saying that “low alcohol conversations are consistent month-over-month: implying that interest in low alcohol products is not limited to initiatives such as Dry January.” So, with a more health-conscious zeitgeist combined with more people showing an interest in cutting back on the bottle, it’s no surprise that the low and no drinks market is growing and diversifying.
The rewards for drinks brands who are branching out to offer low and no are certainly there for the taking.
In 2019, £43m was spent on no/low alcohol beers, an increase of 28%. Wine is a sizeable category within no/low alcohol drinks and has sold just under £40m, or 6.1m 75cl bottles in the latest year.
According to The Standard, “the Wine and Spirit Trade Association said the low-alcohol wine and beer market had increased “ten times since 2009 and the wider and non-alcoholic spirit alternatives are following suit”.
Sales of non-alcoholic spirits were up 50% year on year and Waitrose said sales of its low-alcohol products were “exceeding expectations.
So, with the market not only present but increasing year on year, I can only see the performance of low and no options continuing to grow over the remainder of 2019 and onwards. As consumers continue to demand change and new market trends emerge, it’s important that we, as brands, are reactive in offering the most fitting product solutions.
I don’t see the health trend as short-term, flash-in-the-pan phase and can only imagine it’s going to continue to grow as consumer mindsets change. From proactively cutting down on sugar to cutting out the booze, healthy living is gradually becoming the norm. Listening to consumers and offering an original product that fulfils their needs is paramount in ensuring your brand is moving in the right (and an upwards!) direction.
About the author:
Kamila is a bestselling author of “Bespoke. How to radically grow your bar and restaurant business through personalisation”, and passionate trend-spotter for the UK Eating Out market with thousands of followers on her widely popular blog www.Bespoke.World
With a decade of hands-on experience collaborating with hospitality influencers and insight experts and background in setting strategies for leading brands, Kamila has become the industry champion for truly bespoke and guest-centric experiences.