Iri

Stay-at-home drinkers in no rush to go out

At-home consumption of alcohol has increased, despite the end of lockdowns, according to new IRI research.

Celebrating and socialising at home is showing no signs of waning, despite the end of lockdowns.According to research by IRI, at-home consumption of alcohol has increased, as a result of rising prices and supply chain challenges.

“Consumption trends continue to fluctuate with the impact of supply chain challenges and rising inflation, but opportunities for growth remain,” Scott Scanlon, executive vice-president of the Beverage Alcohol Vertical, IRI, said.

“Consumers are looking to indulge and create entertaining experiences at home, and retailers should emphasise premium products and products with unique attributes in this space.”

In the meantime, demand for betterfor-you products has also increased, along with the desire to create positive moments.

The research has also shown that people continue to drink across multiple categories, meaning that if this trend continues, the combination of beer, wine and spirits consumers is expected to increase to 30% within one to three years.

What’s more, ready-to-drink spirits are taking off, with a pattern similar to sparkling water, cold-brew coffee and sports drinks.

“Ready-to-drink cocktails are a growth opportunity, but brands need to have a point of differentiation. Consider premium, value, interesting flavour combinations and better-for-you attributes,” added Scanlon.

IRI’s findings came as PayPoint revealed what the nation’s top-trending tipples were on International Beer Day (Friday 5 August).

Based on data from 28,000 c-stores, there was a surge in demand for Holsten Pils Lager (+39%), Kestrel Super (+36%), Heineken NRB (+31%), Corona Extra (+23%) and Stella Artois (+23%) compared to the previous Friday.