A new report from Drinks Retailer News, the 'Buyer's guide to mindful drinking', says the mindful drinking movement is gathering pace which could be seen as an 'impending disaster' for the drinks industry who 'cannot ignore the growing trend for moderation'.
Indeed the continued popularity of Dry January and falls in consumption driven by increasingly abstemious younger generations has attracted ongoing attention. Implications for the various stakeholders in alcohol policy spheres may still be largely the subject of speculation, though it appears the rise in growth in low and no alcohol products is responding to demand, rather than likely driving it. Low and no alcohol drinks sales have been on a sharp upward trend, with sales totalling £83 million in 2018 and 24% on year growth in the category.
Overall alcohol consumption though may have stabilised following the decline since 2004, but with older adults increasingly seen as the key group of concern. The editorial comment urges drinks businesses to 'roll with the punches, win over new customers, and preserve the future health of the trade'. Non-drinkers should be offered 'a glorious range of low-sugar, low calorie, premium adult soft drinks', since apparently, water gets a bit 'samey'. Technology has advanced significantly such that no alcohol wine, beer and cider taste 'better than ever', whilst low alcohol offerings are increasingly available.
A 'mindful' trend?
Whilst the report may in large part be an advertising pamphlet for low and no alcohol producers, it also features insights into figures, legislation, specific drink categories and merchandising. Also getting a feature are Club Soda, an organisation which describes itself as the 'mindful drinking movement' and has been championing the case for more product offerings, including through its regular festivals. While some may just see mindful drinking as a more vogue terms for cutting down or moderating, its associations with health conscious millennials seem a popular journalist topic; this week the Guardian published 'I'm not spending my money on that'; the rise of the tee-total student, following previous articles such as 'Millennials discover the joys of mindful drinking as party season gets under way'.
Citing a Nielsen survey, the drinks buyers guide suggests 25% of adults are actively seeking to moderate their drinking, somewhat above Drinkaware Monitor's one in six (16%) UK drinkers who say they are currently changing their drinking habits. Indeed the Monitor report gives further insights into the motivations and behaviours of those who may be deemed 'mindful drinkers', whether or not they would identify as such. Most cite seeking a healthier lifestyle or to lose weight, though taking alcohol free days during week days is the most popular strategy, adopted by 72% of those seeking to cut down. Alternating soft drinks or water was cited by 53% of moderators, with 34% identifying choosing lower strength drinks and 29% stating alcohol-free substitutes.
Policy and labelling
The report also features a section on the state of legislation, calling for change to the current laws stating drinks up to 0.05% can be labelled as alcohol-free whilst anything between 0.5%-1.2% must be labelled low alcohol. Customers are apparently confused and want clarity, yet a consultation last year resulted in no changes to the legislation, leaving the drinks industry 'bitterly disappointed'.
For many health groups, labelling priorities however have focused on calls for mandatory health guidance, unit contents and calorie information as per food regulations. Indeed the status quo has been what may be described as a ongoing game of self-regulation and voluntary agreements, most recently via the former responsibility deal's pledge for 80% of on shelf products to have health warnings by 2013. Whilst industry groups claimed it had succeeded, academics questioned it and currently no commitment appears to exist.
However, earlier this year Health Minister Steve Brine stated during a House of Commons debate - referencing guidance on labelling issued by the Department of Health - that the government had 'been very clear with the alcohol industry that we expect the guidelines to be reflected on the labelling of all alcoholic products, and we have given the industry until September 2019 to ensure that its labelling reflects the updated guidelines.' The potential for labelling to influence drinking or not remains another matter, as indeed many groups tend to see policy priorities in terms of pricing, marketing or treatment investment.
Many no doubt consider the trend in low and no alcohol drinks a positive reflection of a shift in drinking culture, at least amongst younger groups. As such, embracing changes in attitudes and activities that no longer come with the expectation of drunkenness may be seen as a key opportunity, and potentially with scope to spread to other demographics where such shifts are yet to emerge. Meanwhile some will be curious as to how the various sections of the industry continue to respond. Perhaps with parallels to the rise of e-cigarettes and the tobacco industry, embracing 'mindful drinking' may be essential to many drinks companies' future success.
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