Consumer Trends

Consumer Trends

Each month, just-drinks takes a look at the emerging trends that could be of use to drinks companies and their brands.



Why your company's use of land matters more than you think - Sustainability Spotlight 22 Aug 2019

Ben Cooper looks at how the latest report from the UN Intergovernmental Panel on Climate Change will influence drinks manufacturers' greenhouse gas emissions strategies.


How personal DNA testing will shape the future of drinking - Consumer Trends 13 Aug 2019

This month, guest consumer trends columnist Lucy Britner explores how DNA testing will change what we drink, offering her own results as a bellwether.


Why we all need to lift our heads out of our drinks - Consumer Trends 11 Jul 2019

It can be very easy for those working in the drinks industry to forever be in search of the new. We're all guilty of it - marketers, tastemakers, even journalists. What can result is a churn of trends and a lot of white noise that obscures the bigger picture stories of what consumers are actually enjoying, both in the on-premise and at home. 


The gaping opportunity for no-alcohol in the on-premise - Consumer Trends 14 Jun 2019

The UK has found itself divided recently, and not just over the thorny issue of Brexit. Last month, bar owner Sam Espensen made headlines for complaining about customers ordering free tap water in her venue.


New Coke returns - The power of nostalgia over consumers - Consumer Trends 31 May 2019

Consumers have repeatedly shown the value of appealing to nostalgia in their love of things that resonate with their younger selves or due to affinities for decades past. The Coca-Cola Co is now targeting this impulse, tied in with the '80s-fuelled nostalgia of hit series Stranger Things, to bring back one of its biggest failures.


Why gaming is the next frontier for drinks marketing - Consumer Trends 15 May 2019

When I was ten, I begged my parents to allow me to use my Christmas money to buy a Sega Megadrive. This was a computer console at the height of gaming sophistication at the time, with its trusty blue hedgehog, Sonic, leading a whole band of children and adults on an endless quest to bag as many gold coins as possible, without falling to their deaths. Computer games were something that occupied a number of my childhood years, before I got interested in music (Oasis were much better than Blur!), make-up and boys. It appears, however, that for many people gaming isn't something that they grow out of, but rather continue throughout their lives.


Why drinks companies should focus on farming to win the consumer's love - Consumer Trends 9 Apr 2019

Have you given much thought to the environmental and health impact of the growing of your raw materials? For decades now, the efficiency of ingredient - what gives maximum yield, which is most disease- or frost-resistant - has taken precedence over everything else. 


How to ride the Generation Z wave in the on-premise - Consumer Trends 12 Mar 2019

Last month, I took a look at the growing interest among consumers for experiences.  A recent report in the UK from Red Brick Road and Opinium, provided further interesting new insights into this trend. The purpose of the report, entitled 'The Last Round? How to engage the next generation of Mindful Drinkers', was to locate sales opportunities in the on-premise channel for drinks brand owners, against a background of abstinence: Don't forget that, according to studies, around a quarter of Generation Z consumers - aged between 18 and 30 - are teetotal.


Why consumers are demanding more experiential marketing activations - Consumer Trends 17 Jan 2019

Flicking through a magazine over the festive break, I happened across an article that was simultaneously fascinating and depressing. Instagram-worthy museums, where people go to take selfies in front of eye-popping exhibits, or whilst floating in ball pools, are apparently taking off in America. What this highlights is how consumers want to place themselves in the centre of the story whilst having fun.


Why gender-targeted products and marketing failed in 2018 - Consumer Trends 20 Nov 2018

As 2018 rolls to a close and we survey the wreckage of what has certainly been an 'interesting' year, one annoying trend jumps out at me; the continued singling-out and patronisation of women by the drinks industry. 


Consumer demand for environmental efforts reaches fever pitch - Consumer Trends 16 Oct 2018

My initial thoughts for my latest Consumer Trends consideration for just-drinks were to write about how drinks companies can make alcohol more fun, thereby breaking down barriers with consumers. Last week's report from the Intergovernmental Panel on Climate Change, however, made me feel that such frivolity would be somewhat remiss.


Does the consumer really care about your cocktail competition? - Consumer Trends 20 Sep 2018

It's only three weeks until the global final of Diageo's 'World Class' event rolls into Berlin. The pending circus has given me cause to contemplate the nature of these global cocktail competitions, specifically from the viewpoint of the consumer. Over the last decade, the likes of Diageo and Bacardi have ploughed vast amounts of their marketing budgets into these bartender-focused cocktail competitions. But, to what gain?


How to pitch alcohol-free adult soft drinks to consumers - Consumer Trends 2 Aug 2018

In her latest consumer trends column, Laura Foster looks at the rise of non-alcoholic and adult soft drinks. The key to their success, she says, is in the way they are communicated to consumers. 


The Millennials are taking over. But, why are they so miserable? – Consumer Trends 25 Jun 2018

This year sees the last of the Millennial cohort reach adulthood. The economic prospects for the generation differ widely between mature and emerging markets, Ben Cooper writes, but the world over they punch above their weight in terms of their influence and the interest they receive from brands.


Why the on-premise is failing to tempt consumers away from classic cocktails - Consumer Trends 4 Jun 2018

Anyone working in the on-premise channel will, no doubt, be aware that Diageo's Reserve World Class cocktail competition is rumbling slowly towards the final, in Berlin later this summer. National heats are taking place around the world, with competitors jumping through numerous bibulous hoops to win a golden ticket.


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