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 the coronavirus paves the way for e-commerce, omnichannel push - consumer trends 12 May 2020

COVID-19 continues to affect consumer trends in all markets, throwing some off course and speeding others up - including the shift to e-commerce. As more FMCG companies look at direct-to-consumer options, retailers will need to pivot to an omnichannel presence when lockdown is lifted, says consumer trends commentator Lucy Britner.


What will the post-COVID-19 consumer look like? - consumer trends 7 Apr 2020

As the COVID-19 pandemic continues, consumer trends columnist Lucy Britner looks at how the crisis will change consumer behaviour.


No escape - the rise of experiences in the on-premise - consumer trends 19 Mar 2020

This month, consumer trends observer Lucy Britner explores the global popularity of escape rooms as consumers continue to hunt for new experiences.


Who is using TikTok and how can drinks brands take advantage? - consumer trends 11 Feb 2020

 This month, Lucy Britner takes a closer look at the burgeoning social media platform, TikTok. 


What will shape consumer trends in 2020? - Predictions for the Year Ahead - comment 16 Jan 2020

As 2020 kicks off, consumer trends commentator Lucy Britner offers her views on the key trends that are set to shape the next 12 months.


How technology is bringing tasting events closer to home - Consumer Trends 14 Nov 2019

In a first for Amazon Prime Video, Bacardi last month used the platform to present a live whisky tasting, where audience members could order samples to taste along with experts. Guest columnist Lucy Britner explores the wider consumer trends and the future of interactive TV tastings 


A bit of a blur - Why everywhere is now a drinking occasion - Consumer Trends 15 Oct 2019

As consumer-facing channels continue to merge, there are few places that can't become a drinking occasion, finds guest consumer trends columnist Lucy Britner.


Plugged in, amped up - music festivals are the perfect stage for brand creativity - Consumer Trends 10 Sep 2019

As the summer in the UK rumbles to a close and autumn takes over, I’m packing up my festival kit once more. Away goes the tent and the thankfully-unused wellington boots, unlikely to be unearthed again until the weather warms up again next year.


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.


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