GLOBAL: Women drive demand for low-alcohol and low-calorie drinks - research
Health-conscious women are changing their drinking habits, the report suggests
Global demand for low-alcohol and low-calorie drinks is being driven by health-conscious women, a new report claims.
The IWSR Insight Report 2012 says the trend is particularly prevalent across Asia. In China, Chinese women are increasingly switching from baijiu to wine as it is thought to be the healthier option, the IWSR said.
Meanhile, in Japan, alcohol-free beer and liqueur ranges, as well as low-alcohol mixed drinks are "fashionable", the group said, while in the Philippines ‘light’ versions of key local brandy and rum brands are performing well.
In the US, the IWSR pointed to the success of rapidly expanding brand Skinnygirl, claiming these types of brands are "hitting a nerve by promoting low-calorie drinks and natural flavourings".
For European women, the focus is more on price, although in most cases health is also a factor, the IWSR said. "As taxes rise and price sensitivity remains high, producers are launching lower-alcohol alternatives to the key brands," the IWSR said.
"The UK is seeing a surge in low-alcohol wines which are filling up the spaces vacated by full-strength wines unable to compete at the lower price points."
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