Drizly: Low And No, Home Entertaining Driving Consumer TrendsMay 16, 2023
While the on-premise market in the U.S. has made an impressive recovery over the past two years, consumers may opt to continue favoring off-premise occasions over the coming months, with female drinkers in particular flagging inflation as reducing their on-premise outings.
According to Drizly’s fifth annual consumer trend report, released today, almost a quarter of respondents plan to drink at home more often than in bars and restaurants this year, while 26% say they’ll spend more on drinks for at home consumption this year versus on-premise. Also, 20% report that they’ll be “self-bartending” more in 2023 compared to 2022. Within that, nearly 60% of female respondents told Drizly that inflation has affected how often they go out to bars and restaurants compared to 50% of men. Additionally, Gen Z (34%) and millennials (31%) appear especially eager to host off-premise gatherings in 2023, wanting to do more of it this year compared to Gen X (18%) and boomers (12%).
Also notable in Drizly’s survey is the ongoing enthusiasm for the low- and no-alcohol category, which has garnered the most interest amongst Gen Z (23%) and millennials (24%), who have tried non-alcohol products at higher rates than older generations. 17% of consumers intend to try non-alcoholic ready-to-drink cocktails this year overall, with 14% interested to try non-alcoholic wines.
As for summer drinking trends, Drizly’s survey takers “voiced a lower interest in ready-to-drink cocktails (22%) and hard seltzer (21%) this year as their summertime drink, instead reaching for the tried-and-true basics like light liquor (34%), white wine (28%), and light lager beer (23%),” with the group saying the findings “point to a potential shift in consumer perception of RTDs as a year round staple—no matter the season.”
“This year’s report found adult beverage consumers adapting to a post-pandemic world, while experiencing the impacts of inflation,” said Liz Paquette, Drizly’s head of consumer insights. “As consumers opt to drink out less, we are seeing a return to ‘self-bartending,’ the hosting of gatherings at home and an emphasis on gifting for the big holidays instead of the small moments. This survey, along with purchase patterns on Drizly, found that consumer preferences are changing when it comes to beer, wine, and spirits—more Americans, especially Gen Z and millennials, are gravitating towards zero-proof options, ready-to-drink cocktails are expanding beyond summertime, and red wine is becoming increasingly popular for the warmer months.”—Daniel MarstellerSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.
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