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Consumers dissatisfied with low-sugar alcohol options

July 8, 2020
By Alana House

Shopper Intelligence data has revealed consumer dissatisfaction with low-sugar alcohol options in the off premise.

The report – “Healthy Choices: How is off-prem performing” – found low-sugar options are the number one priority in health when customers buy liquor in the off premise. It’s the second year in a row the category has topped the list.

However, shoppers recorded a 2% decline in satisfaction with healthy choices in the off-premise liquor channel versus a year ago.

Dan Murphy and First Choice shoppers remain the most satisfied, while the convenience banners have closed the gap on health satisfaction by just 1.4% since 2016.

Dan Murphy's Hawthorn; drinks market

The most dissatisfied group are female shoppers aged 35-54; while the biggest decline in satisfaction is among female shoppers aged 18-34.

Generally, the categories shoppers regard as being most important for low-sugar are those performing best, including whisky and rum RTDs and flavoured ciders.

“To create a powerful category plan, it’s no longer enough to know that that sugar reduction is important.”

He said three key questions to consider are:

• What demographics are you targeting with you messaging around low sugar?

• Is your messaging aimed at pre or in store engagement

• Are you building your approach on sugar in conjunction with other shopper needs (such as information at shelf, innovation or signage)?

“We’ve seen much activity in market in the last 12 months aimed at addressing the health question, yet these results indicate the industry has yet to crack the health code in a way that meets shoppers’ needs,” Shukri said.

“There’s huge opportunity for retailers and brands to own this space.”

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