Cathyrn Hargan, Food and Beverage Division, Bord Bia – Irish Food Board
The recently published IGD Retail Analysis on Beers, Wines & Spirits – 10 Top Trends highlights the trends that could help companies increase their product development and in turn, overall sales.
- Recreating the out of home experience: As out of home consumption is declining, manufacturers should seek to recreate this experience at home.
- Showcasing Specialism in beer & wine: Provence, brewing and distillation methods, especially from craft brewers are bringing consumers closer to craft and artisan producers.
- Informing Choice: Providing product information to remove complexity to make brewing and distillation categories more user-friendly.
- Creating Ambience: As many shoppers enjoy shopping this category, this fixture should offer elements of exclusivity to help target specific customers such s specialist storage or display facilities.
- Showcasing Brand Credentials in Store: This trend is all about showcasing premium credentials , correct brand positioning and communicating lifestyle messages
- Adding Recommendations: Many companies have received awards for their products at international competitions and this should also be highlighted in-store
- Bringing Events into Store: Activities around event related marketing (e.g. sports) has intensified with different executions now being trialled to stimulate sales
- Targeting Ready-to-Drink: Products for immediate consumption offer a destination for shoppers such as alcohol chill cabinets
- New Approaches to range architecture: Branded suppliers and retailers are experimenting with product positioning – private label, exclusive label and co-branding can offer new opportunities for manufactures and retailers
- Providing everyday value for everyday: Alcohol remains a regular purchase for many people and this trend is all about offering affordable entry point products.
Mintel’s Food & Drink Packaging Trends UK (January 2012) also highlights that consumers place a high level of importance in terms of recycling drinks packaging. While younger consumers are more likely to trial new drinks packaging, older consumers and ABs are likely to pay more attention to alcoholic drinks labelling. This in turn can create opportunities for drinks companies to attract this higher income group through relevant and informative labelling.