Exploring the Alcoholic Beverage Consumer’s Mindset (by nielsenwire)

Posted: December 19, 2012 by wynmaker in Alcohol, Ale, Beer, Beer News, Research, Social Media, Wine, World wine news
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A new Nielsen Category Shopping Fundamentals study explores the U.S. consumer’s mindset when it comes to purchasing alcoholic beverages. How do they plan? How engaged are they? What influences them? The study’s findings, which span beverage categories and cover different demographics, can help drive marketing tactics for an industry that heavily relies on brand imagery, traditional marketing communications and the emerging field of shopper marketing.

Key Demographic Takeaways:
Millennials are experimental, attentive consumers. Retailers can appeal to them through in-store displays, promotions and new product launches. Habitual purchasing behaviors develop as consumers age, resulting in heavily planned purchases and “auto-pilot” shopping behavior as seen among Boomer-generation alcoholic beverage consumers.Hispanic consumers are highly engaged, with pre-store influencers. Tailored messaging resonates with this demographic and can influence decisions made later at the shelf. Social influence is also strong within this group, furthering the potential impact and creating demographic-specific messaging.
Males purchase more alcoholic beverages than females. While differences become more nuanced by category, current marketing activity seems to resonate more strongly with male consumers.  Females are more difficult to reach as they prove to be less engaged with both in-store and pre-store stimuli. Females are also more likely to purchase alcohol at the request of another person.
Key Category Takeaways:

Consumers are more impulsive with pre-mixed cocktails and malt-based beverages purchases. While decisions to buy alcoholic beverages are planned in 69 percent of instances, niche categories, such as pre-mixed cocktails and flavored malt-based beverages, reflect a pronounced shift to more impulse purchase behavior. While pre-store marketing is still important for brand awareness, focused in-store efforts can activate these unplanned purchases.

Read on …

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