This Christmas as Alcohol Consumption Declines
Brand new research from Britvic reveals that almost half of consumers (45%) are set to buy more soft drinks at Christmas as figures show that over a fifth (21%) plan to drink less alcohol. With 37% also planning to spend more on soft drinks at Christmas than previous years, increasing to over half (56%) of consumers aged 16-24, seasonal soft drinks sales are set to soar this Christmas and Britvic is advising leisure operators to be prepared.
The research, conducted by Censuswide UK, also indicates that of those consumers planning to reduce their alcohol consumption this Christmas, 39% now drink less alcohol all year round, increasing to 41% in those aged 25-34 and to 46% in those aged 55+. While there is clearly a seasonal sales opportunity that operators need to be prepared for, with figures showing a big decline in alcohol consumption all year round, it’s also important to stock a dynamic range of soft drinks throughout the year to cater for this growing consumer interest in soft drinks.
Interestingly, figures revealed that for over half (54%) of those that will be drinking alcohol this Christmas, the tipple of choice will be spirits. With over three in five (63%) of spirits drinkers using mixers, ensuring the bar is fully stocked with an enticing and great tasting selection ideal for mixing, like Britvic’s range of Mixers and Juices, will be key to capitalising on this seasonal sales opportunity. As interest in premium spirits continues to rise, offering the right mixer to perfectly complement and balance the flavour is now just as important as the spirit. Having recently been awarded a prestigious International Taste & Quality Institute Three-Star Superior Taste Award, Britvic’s Indian Tonic Water is the perfect product to allow operators to do just that.
The results also showed that almost a quarter (21%) of consumers don’t think there are enough premium soft drinks to choose from. This increases to 27% amongst those aged 25-34 and highlights a major gap in the market that operators can fill by stocking premium ranges such as J2O Spritz to make their sales sparkle this Christmas.
Russell Goldman, Commercial Director, Licensed and Foodservice at Britvic, commented: “It’s clear from our research that there’s going to be a real shift towards moderate drinking this Christmas and as a result, there is likely to be a high demand for soft drinks throughout the season. Offering a range of inspiring serves and using products like Teisseire to create sensational experiences for customers, both with and without alcohol, will enable leisure operators to cater for this peak in demand over the festive period.”