Is the hospitality sector ignoring growing consumer demand for healthy drink options?
A new study led by University of South Australia researcher Dr Rob Hallak shows increasing numbers of Australians are driving sales of healthy beverages, including super juices, kombucha products, herbal teas, bottled water and probiotic drinks. s putting the hospitality sector on notice as patrons increasingly shun alcohol and soft drinks in favour of probiotics and super juices.
Kombucha sales alone have increased by more than 170% in recent years according to Nielsen data. Nielsen homescan also showed consumers are ready and willing to buy more, and increasingly pay more, for low sugar and no sugar options.
Dr Hallak, a hospitality expert in UniSA’s School of Management, surveyed 400 restaurant, café, and hotel managers in Australia and New Zealand, examining their approach to healthy drink options.
Only 35% of hospitality outlets in both countries sold probiotic drinks such as kombucha and kefir, but almost three quarters of those who did, reported “medium to strong demand” for these products. New Zealand businesses were 20% more likely to sell probiotic drinks than businesses in Australia.
Franchises and pubs were less inclined than independently-owned cafés and newer businesses to sell probiotic drinks, despite evidence suggesting a strong growth in consumer demand for healthy alternatives.
“It was surprising to see that less than 10% of businesses overall offered a ‘healthy drinks’ category on their menus,” Dr Hallak said.
There are challenges to selling healthier drink options however. The profit margins are smaller, storage/fridge space is limited, and their shelf life is short.
Demand for healthier drinks will continue to rise, according to the 2019 IWSR report.
“Low- and no-alcohol brands are showing significant growth in key markets as consumers increasingly seek better-for-you products, and explore ways to reduce their alcohol intake,” the report stated.
The findings are published in the British Food Journal.
Pictured main: Kombucha on tap at Vic Market Organics
