Global drinks consumers have a thirst for experimentation, convenience, and brands that fit their lifestyle

Source: IWSR

August 16, 2016

The Global Trends Report 2016 is the IWSR’s most anticipated report of the year, a culmination of insights and analysis gathered by a team of researchers who have collectively visited 118 countries. The report looks across geographic and category boundaries to identify developments – both individually and in combination – that are helping to reshape the landscape of the global alcoholic drinks market. Key global findings include:

Premiumisation

Most regions and markets worldwide saw consumers trading up to higher-value products last year across a wide range of categories. The trend has manifested itself in several ways in the international drinks market: an explosion in the number of craft producers and brands across every category; the growth of premium niches like mezcal and Japanese whisky; and the revival of aged brown spirits with their image of heritage and quality.

Category blur

Last year witnessed a further erosion of the boundaries between categories. Illustrative of this has been the number of new products launched that span multiple categories, such as ‘speers’ (spirit beers) and ‘spiders’ (spirit ciders). Consumers are showing an increasing willingness to switch categories if another appears more dynamic or fashionable. This has led to migrations not only within spirits, but also in some cases between broader categories.

Consumer evolution

Much has already been written about the importance of Millennial consumers in regions such as North America, Europe and Australasia, where their demand for authentic, engaging and high-quality brands, as well as for new flavours, has been the driving force behind much innovation. However, female consumers are also becoming important in emerging regions such as Latin America, Africa and Asia.

Health consciousness

Almost universally, markets worldwide have been shaped by greater awareness of the dangers of excessive alcohol consumption and consumer desire to live a healthier lifestyle. Faced with evolving consumer demands, producers have been quick to respond by launching ‘lighter’ drinks with lower alcohol or calories.

Desire for convenience

The enduring appeal of greater convenience has been a driving force behind several recent developments in the alcoholic drinks industry. These include the evolution of new formats, such as canned wines and wines on tap. On the retail side there has been significant growth in online sales, both via supermarkets and specific e-retailers

For more information on the on the IWSR Global Trends Report 2016, please contact Graziella Jeffrey, business development director, at graziella@theiwsr.com  or +44 (0)20 7689 6834.

For US-related queries, please contact Brandy Rand, VP of US marketing & business development, at  brandy@theiwsr.com  or +1 646 830 2616