On-trade drinkers unwilling to experiment

By Gemma McKenna

Published: 22 January, 2015

Eight out of 10 on-trade drinkers say they rarely or never try new alcoholic drinks - that's according to research from Canadean.

On-trade Most on-trade drinkers are hesitant about experimenting with their drinks when they are outA survey by Canadeaa shows that 32% of on-trade drinkers prefer to stick with tried and tested drinks.

One third of those polled by Canadean said they stick to brands they know and trust, meaning opportunities for newcomers to the market are limited. But Canadean said new flavours and seasonal offers would "keep the market from stagnating".

When asked why they were hesitant to try new drinks, 21% of consumers said that there were no new drinks on offer that they liked, while 14% were unaware of new products on the market.

Sam Allen, analyst at Canadean, said: "With the vast diversity of products available at pubs, bars and clubs, consumers are faced with a myriad of alcoholic beverage options, and in the face of so many new drinks they often stick to tried-and-tested favourites."

The Global Consumer Trends and Key Consumer Targets in Alcoholic Beverages report said drinks producers ought to innovate and market their products to the right audience to encourage consumption. Fifty-six percent of respondents who are open to trying new products, experiment with new flavours, while 33% like sampling locally made products.

Allen said: "Many consumers are becoming bored with traditional flavours, particularly in beer, which has resulted in the rapid growth of smaller scale brewing and craft production."

Seasonal beverages are another key opportunity, the report signalled. One quarter of those consumers who said they do try new drinks opt for seasonal ones. Summer and winter fruit varieties, such as Kopparberg's raspberry flavoured cider, have increased in popularity, as have mulled options such as Henry Westons' mulled cider. Allen added: "Limited edition and seasonal options that offer fresh and exciting tastes will encourage more consumers to try products while they have the chance."

Canadean is a research specialist which analyses the international soft and alcoholic drinks and packaging industries.

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