Analog Comparisons

The question of polyusage in the tobacco category brings to mind purchase behavior and usage in other categories, specifically beer and meat, according to Cadent Consulting Group.

Beer: The growth of nonalcoholic beer, while small in dollar sales, has been phenomenal in percentage terms, according to Cadent Consulting Managing Partner Don Stuart. Many consumers of nonalcoholic beer state that they want to reduce their alcohol intake, live a healthier lifestyle, or believe certain occasions are just better for a nonalcoholic offering. Simply put, they enjoy the taste and many of the benefits, but without the alcohol. “We believe this trend will continue to grow as consumers balance health and lifestyle needs,” Stuart said.

Meat: Plant-based meat alternatives were the rage up until this past year. The vast majority of plant-based consumers, according to the firm’s research, indicate that they “eat most anything.” These consumers are not vegans, vegetarians or flexitarians, but they like to try new things and believe in health, environmental or ethical benefits of a plant-based alternative. “Or they just may want a change of pace,” noted Cadent Consulting Senior Business Analyst Alex Morrison.

Bottom Line: Polyusage can lead to an increase in purchases for the overall category, even though it may result in a decline of traditional products.