IWSR reveals key global drinks trends
From health conscious consumers to cross-category experimentation, these are the trends that are making the spirits world tick in 2016, according to the IWSR’s Global Trends Report.
The Global Trends Report 2016 looks across both geographic and category margins to identify the trends that are transforming the global alcoholic drinks market and propelling growth in the industry.
From the influence of the industry-wide explosion of ‘craft’ producers, to a trend for convenience that has driven both online and ready-to-drink sectors, we reveal the key trends shaping the spirits landscape.
Click through the following pages to discover the key spirits trends of 2016, as identified in the IWSR’s Global Trends Report 2016.
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, which allow consumers to order drinks quickly and easily direct to their door.”
