Consumer Trends

Consumer Trends

By: Ben Cooper

Each month, Ben Cooper casts his eye over emerging trends that could be of use to drinks companies and their brands



Why the time to educate consumers may finally have arrived - Consumer Trends 9 Nov 2017

After years of trying - and failing - are the drinks industry's attempts to educate consumers finally falling on open ears? On-premise and spirits commentator Laura Foster investigates.


Why drinks companies will struggle to break Generation Z - Consumer Trends 7 Sep 2017

This month, Ben Cooper examines what a new report from marketing consultants Protein on Generation Z - or Gen Z - consumers may mean for marketers, particularly for those in the drinks arena.


Non-alcoholic growth is about seeking, not avoiding – Consumer Trends 2 Aug 2017

A new generation of non-alcoholic drinks, and the growth they are achieving, is deservedly generating excitement in the drinks sector. The key to capitalising on the non-alcoholic revolution, Ben Cooper writes, is understanding that consumers are making a positive choice - seeking something rather simply looking to avoid alcohol.


Vermouth - The next big thing? - Consumer Trends 19 Jul 2017

Among the talk at the on-premise Tales of the Cocktail conference in the UK this April, the consensus appeared to be that vermouth is once again gaining momentum. Indeed, the segment has been tipped by many industry observers as one to watch in the coming years.


Why brands should tap into consumers' beliefs and values - Consumer Trends 29 Jun 2017

Recent research from global marketing consultancy Edelman reveals consumers are increasingly inclined to choose brands on the basis of shared values. Communicating ethical positions through brand marketing can, therefore, offer significant new opportunities to build brand loyalty but, Ben Cooper writes, belief-driven consumers expect companies to act in accordance with those beliefs, and not just espouse them.


Why drinks companies should tap into happiness - Consumer Trends 5 Jun 2017

The pursuit of happiness may conjure up notions of carefree abandon, but it has become a serious business. Ben Cooper examines how positive psychology - a field of psychological study focused on happiness that has emerged over the past two decades - is in tune with key consumer trends and is proving an effective framework for new approaches to brand marketing.


What does the changing face of socialising mean for drinks brands? – Consumer Trends 9 May 2017

Having already revolutionised how we communicate remotely, digital technology is now transforming how we socialise physically, presenting new challenges for the companies that provide the lubrication for social occasions. Ben Cooper considers what the shifting nature of socialising means for drinks brands. 


The on-premise trends that are set to shape the future - Consumer Trends 3 May 2017

Last month, members of the global drinks industry gathered in Edinburgh for Tales of the Cocktail's Tales on Tour programme - five days of seminars and parties. Deputy editor Lucy Britner was there and grabbed some time with Tales founder Ann Tuennerman, Bacardi's global advocacy director Jacob Briars and the firm's malts ambassador Georgie Bell, as well as William Grant & Sons USA brand advocacy director Charlotte Voisey, to learn about the emerging trends hitting the on-premise channel.


The drinks industry's gender failure - Consumer Trends 29 Mar 2017

In our latest look at consumer trends in the drinks industry, Ben Cooper turns his attention to the marketing of products along gender lines and asks, why are drinks brands struggling to keep up with society's changing approach to the sexes?


How rising nationalism may challenge the supremacy of global brands - Consumer Trends 1 Mar 2017

In this month's Consumer Trends column, Ben Cooper talks to Nigel Hollis, chief global analyst at Kantar Millward Brown, and considers the degree that growing support for nationalist and anti-globalist politics could affect the consumer appeal for international and imported brands, to the benefit of local products.


Has Millennial-mania drowned out the elder consumer? - Consumer Trends 6 Dec 2016

Over-60s are not only healthier, wealthier and living longer and more active lives than their predecessors, they are also more politically engaged. Ben Cooper examines why looking afresh at the seniors market chimes with recent momentous political events.


How can alcohol brands push their 'better-for-you' attributes? – Consumer Trends  27 Oct 2016

Alcohol companies have long been criticised for their relationships with health and wellness. But, has the industry finally spotted an opportunity to capitalise on the trend? Ben Cooper investigates.


The future of drinks flavours - Consumer Trends 13 Sep 2016

The broadening taste palate of consumers is spurring ever more adventurous flavour creations in the drinks sector, Ben Cooper writes, while growing sophistication in how consumers view flavour profiles in food and drink is leading to new opportunities in marketing, product development and food pairing.


How the Internet of Things is shaking up the cocktail market – Consumer Trends 4 Aug 2016

Rapid and constant connection to the Internet has already transformed how consumers interact with the market, but the digital revolution is by its very nature a continuing phenomenon. In this month’s Consumer Trends, Ben Cooper investigates the link between a recent multi-billion-pound tech deal and the Moscow Mule.


The move away from alcohol and the soft drinks opportunity – Consumer Trends 7 Jul 2016

There has always been demand for non-alcoholic drinks for adults, but the adult soft drinks segment – and its consumers – are changing. Ben Cooper reports.


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