The Moderating Consumer Report

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4 surveys totalling 1,500 consumers and 40 no/low producers

4 surveys totalling 1,500 consumers and 40 no/low producers


Here’s a flavour of what’s inside…

Section 1

The
moderating
consumer

Moderation is broad reaching, with a diverse set of behaviours that aren’t always what brands thought. Amid shifting attitudes to alcohol consumption, we examine generational disparities and how brands can target consumers based on their motivation for moderation.

Section 2

The
moderating
occasion

Occasion and motivation determines moderating behaviour, and this shifts throughout the week. From family events to big nights out, moderation is happening in unexpected moments. No/low is promoted as the perfect moderating drink, but what are consumers really drinking?

Section 3

Soft drinks:
is there room
for innovation?

Understanding, familiarity, and availability are only three of the many reasons soft drinks are the most consumed category during moderating occasions. Their popularity amongst consumers is undeniable. Has the category already reached capacity, or is there room for innovation?

Section 4

The
no/low
category

The no/low category has gained momentum in the last decade. Despite the abundance of choice, no/low only shows up in 1 in 4 moderating occasions. The reason why lies with the elusive moderating consumer. In this section, we’ll explore what they want from no/low and the main barriers preventing them from consuming.

Section 5

Channel
opportunities
for no/low

As the no/low category becomes increasingly competitive, with both established brands and new challengers entering the scene, we identify what brands need to do to win in the on- and off-trade, and likewise how operators and retailers can better meet the needs of moderating consumers.

Section 6

Summary
and
conclusions

Whether you are a hospitality owner, investor or brand owner looking to deliver growth in the on- or off-trade, we’ll outline what this all means for you and why moderation is a behavioural shift that all businesses should care about.