Pubs, restaurants and late-night venues would do well to expand their range of non-alcoholic drinks they offer, as frustrations rise among ‘clean lifers’ about lack of choice, Euromonitor International, head of lifestyles research, Alison Angus told MCA.
The market research provider’s latest report Top 10 Global Consumer Trends for 2018: Emerging Forces Shaping Consumer Behaviour, stated that one of the biggest trends for this year is the growth of the ‘clean lifer’ consumer group – those who are adopting clean-living, more minimalist lifestyles, which tends to comprise mainly 20-29 year-olds.
Author of the report Angus said while globally consumer expenditure, this year, was expected to grow at its strongest rate since 2011, shifting attitudes and behaviours would continue to cause disruption for businesses.
“Clean lifers are hard core in their abstemiousness choices, be it veganism, avoiding alcohol or other lifestyle choices, but they are influential, and the trend will spread to others, who will dip-in,” read Angus’ report.
She told MCA: “Young people are less interested in binge-drinking than previous generations with many of their role models being YouTubers and Instagrammers who pride themselves on looking good and taking care of themselves with alcohol not having the mass appeal it once did.”
One of the biggest frustrations for clean lifers was the limited choice of non-alcoholic drinks on the menu, said Angus, “and they are looking for more sophistication than the traditional orange juice or coke”.
Many venues offer an increasing range of non-alcoholic drinks from mocktails, and interesting soft drink flavours to alcohol free beer, of which the range is increasing and improving, and even good quality coffee, she said. “Indeed Heineken has launched a non-alcoholic lager under its namesake Heineken brand which is a bold move,” added Angus.
“In addition, there are an increasing number of dry bars and restaurants opening, such as Redemption, which also has a vegan menu – taking clean living all the way; and The Brink in Liverpool which donates profits to the community to help those with alcohol addiction,” continued Angus.
She told MCA that while dry venues could be seen as restrictive as their audience is smaller, these venues can offer the same experiences as all bars, restaurants and clubs, “including raves and dating nights, just as traditional venues can run targeted occasions for non-drinkers, such as alcohol free raves, mindfulness evenings, hobbie and board games nights.
“Board game cafes have been appearing in the UK, appealing to consumers such as clean lifers who are looking for places to meet and socialise without being surrounded by a lot of people who are drinking,” she said.
A poll for the Euromonitor International Global Consumer Trends Survey 2017 also revealed that almost 45% of 20-29 year-olds said they preferred to spend their money on experiences, such as festivals, eating out at restaurants and weekends away, rather than things. This compared to around 38% of respondents across all age categories.
Philip Benton, lead research analyst at Euromonitor International, told MCA: “UK young consumers want every night out to be different, memorable and most importantly ‘Instagrammable’ as they look to spend on experiences as opposed to products.”
He said that pubs, restaurants and late-night venues can profit from this trend by offering something unique. “One way is to launch a pop-up, and the UK has seen a plethora of pop-ups open in recent years with one of the most successful being the neighbourhood bar Little Yellow Door,” he said.
“It initially launched in late 2014 and was open Thursdays to Saturdays for six months and returned in the summers of 2016 and 2017 - the concept embraces technology by taking orders via Whatsapp and using emojis to guess what guests would like to eat,” he explained.
“Another example of a successful pop-up is Last Days of Shoreditch which opens during summer and a more limited time during winter – it offers a range of experiences from karaoke, escapes rooms and an avocado bar in keeping with the health-focused theme that young people are looking for,” added Benton.”
The report also highlighted the fact the consumers today are not afraid to voice their opinion – often online. And a quick and effective response is crucial. “Sprout Social cited the example of UK-based brewery BrewDog facing a social media storm after taking legal action against a family-owned pub for bearing the name of its popular gin, LoneWolf.
“However, the online vibe swiftly changed from “selfish and greedy” to “generous and humble” after BrewDog not only quickly issued an apology, but also revoked the lawsuit, paid all legal costs and invited the pub’s employees to visit its brewery and create their own gin,” read the report.
