APAC consumers drink less alcohol and more health products

New research has found consumers in the Asia–Pacific region are drinking less alcohol and more health products.

The survey conducted last August by analytics company GlobalData found 71% of consumers are drinking less alcohol. Of that amount, 20% have stopped drinking alcohol altogether.

The research suggests APAC consumers are more attracted by health claims — especially products that support mental wellbeing — with such products purchased by nearly a third of consumers.

Carmen Bryan, Consumer Analyst at GlobalData, said it will be crucial for drink brands to blur the lines around traditional alcoholic products and offer ‘better for you’ messaging.

“While general health concerns take precedence, backed by almost half of the region’s population, weight management, fitness, physical appearance and emotional wellbeing are all considerable factors driving low- or no-alcohol innovations,” Bryan said.

Bryan also said an external factor that contributed to the decrease was the coronavirus pandemic and the subsequent lockdowns.

“As pubs and bars closed their doors this year, and tensions regarding public health heightened, consumers were forced to reassess their priorities and lifestyles. Trends are shaping new home-bound leisure and social occasions where consumers seek the same taste and feel of mature drinks without negative implications.”

GlobalData’s research highlights the importance of premium positioning and clear ‘better for you’ messaging.

Bryan said by leveraging wellbeing factors such as natural, immunity-boosting or skin health, brands can create a premium product that blurs consumers’ perceptions around traditional alcoholic products.

“Going forward, it will be crucial for brands to emphasise positive health credentials that will help reassure consumers.”

Image credit: ©stock.adobe.com/au/Вячеслав Думчев