What does the new wave of healthy consumers mean for the Alcohol sector?

How can alcohol brands take control of the healthy consumer?

There has been an increase in gluten free foods of 63% between 2012 and 2014. The dairy free market has grown 155% between 2012 and 2014. There has been a 3% increase in UK health insurance policies since 2007. Facts don’t lie, but what does this mean for the alcohol sector?

When I meet up with friends for a few drinks, I never think about the volume of calories I am going to consume, instead I think about catching up and having a good time. But, having read an article recently, which stated that health experts are pushing to get increased nutritional labelling on alcohol packaging it got me thinking.

Will I change my choice of drink to enjoy a healthier night, by knowing the facts and figures of what I am drinking?

No. Everyone knows that a pint of cider is never going to be as good for you as eating apples, so in order to create a healthier perception for drinking, why not highlight the positives in new product innovation lines, such as super fruits vodka mixers or “Carlsberg Electrolyte”. Just like in the world of food, people are buying benefit products, such as super foods rather than looking at the calories, so why can this not happen in the world of alcohol…

 

Rory Stewart-Richardson

01.05.15